In today’s competitive digital landscape, personalization plays a crucial role in enhancing customer experience, particularly in the entertainment industry. This study examines the impact of personalization on customer experience, focusing on two leading streaming platforms: Amazon Prime and Netflix. The research aims to understand how personalized recommendations, user interface customization, and content curation influence customer satisfaction and engagement. A sample size of 100 respondents was selected, and data was collected through structured questionnaires. The study employs simple percentage analysis to interpret customer perceptions regarding personalized recommendations, ease of navigation, and overall user satisfaction. Findings reveal that a majority of users prefer platforms that offer tailored content suggestions based on viewing history, as it enhances their experience and minimizes search time. Additionally, respondents acknowledge that personalized interfaces contribute to a seamless and engaging streaming experience. However, some users express concerns regarding data privacy and the accuracy of recommendations. The study concludes that while personalization significantly improves customer experience, platforms must address data security and ensure recommendation algorithms align closely with user preferences. The insights from this study can help streaming platforms refine their personalization strategies to enhance customer retention and satisfaction.
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- A. M. Joseph Kumar (Author), B. Vyshnavi (Author), Sridurga Yashawini (Author), R. Manoj Kumar (Author), A. Harsh (Author), M. Srilatha (Author), Y. Narsimhulu (Author), K. B. Sravanthi (Author), P. Jaya Bharathi (Author), 2025, The Impact of Personalization on Customer Experience. A Comparative Study of Amazon Prime and Netflix, Munich, GRIN Verlag, https://www.grin.com/document/1618805
