A Longitudinal Study on Quality of Experience (QoE) measures to predict customer’s Likelihood to Recommend (L2R) a service

Models that predict satisfaction with a service over time need to consider the impact of emotions and remembered quality of experience in predicting overall attitudes towards a service. However, prior research on subjective quality of experience has typically focused on experiments conducted in a single session or over a short period of time. Thus, there is a gap between our understanding of instantaneous quality of experience and long-term judgments, such as overall satisfaction, and likelihood to recommend and likelihood to churn. The goal of the study reported here was to carry out a longitudinal study that would provide initial insights into how experiences of service quality over time are accumulated into memories that then drive longer term attitudes about the service. Our longitudinal study was carried out over a period of roughly 4 weeks with around 3 sessions per week. To facilitate the study, an online service was constructed that would let participants search through YouTube videos, and that added impairments (specified according to an overall experimental design) to the videos before they were played. Participants were asked to rate several measures, including Technical Quality, after each video was viewed. They were also asked to give overall impressions after each session of five videos had been viewed. The results were analyzed in terms of both sequencing effects within sessions. and memory effects that carried over between sessions.