Loyalitet on demand: Generation Z's veje til loyalitet på digitale streamingplatforme - et Spotify-casestudie

Abstract

This master's thesis explores how loyalty among Generation Z users develops within digital streaming services, using Spotify as a case for developing insights. Given the prevalent trends of low switching barriers, frequent user churn, and increased platform sharing in the digital streaming industry, Spotify emerges as an anomaly, consistently achieving strong user retention and growth, especially among younger demographics. Employing a qualitative and abductive methodological framework, the research involved conducting semi-structured interviews with Danish Spotify users belonging to Generation Z. Through an in-depth hermeneutic analysis, this study identifies key emotional, social, and functional drivers that significantly influence user loyalty. Findings highlight several central factors including everyday integration, algorithmic personalization, music identity, social norms, price sensitivity, and the value of exclusive content. Particularly, emotional engagement and social interactions emerged as pivotal elements in fostering deeper, sustainable loyalty that transcends mere satisfaction and convenience. The research contributes to loyalty literature by challenging traditional loyalty models predicated on transaction-based frameworks, suggesting instead that digital-native consumers cultivate loyalty through continuous emotional and social engagement rather than solely through economic commitment. Practical implications underscore the importance for streaming services to integrate personalized experiences, foster social interactions, and leverage algorithmic strategies to maintain and enhance user loyalty. Finally, the thesis points to future research directions such as examining algorithmic echo chambers and bubble effects in user experience, extending insights into broader digital consumption contexts.