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CUSTOMERS’ SATISFACTION TOWARDS DTH SERVICE: A STUDY WITH

REFERENCE TO UDUPI DISTRICT

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Asia Pacific Journal of Research
ISSN (Print): 2320-5504
ISSN (Online): 2347-4793

CUSTOMERS’ SATISFACTION TOWARDS DTH SERVICE: A STUDY WITH

REFERENCE TO UDUPI DISTRICT

Swetha
M.Com (Final), Dr. G Shankar Government Women’s First Grade College and PG Study Centre,
Ajjarkadu, Udupi-576101
&
Sharanya s. kumari
M.Com (Final), Dr. G Shankar Government Women’s First Grade College and PG Study Centre,
Ajjarkadu, Udupi-576101

Guidance: Dr. Umesh Maiya

P.G. Co-Ordinator, Dr. G. Shankar Government Women’s First Grade College and P.G. Centre,
Ajjarkadu, Udupi-576101

ABSTRACT
Customers play a vital role in the market. In the customers market today business concern have to make a lot of effort to satisfy their
customers. Measuring the satisfaction level of service can be very difficult exercise. It may be due to changes in the trends and
technology. Every human being is changing time to time according to the changing trends and technology in every day’s life. In this
context the study is conducted about customers satisfaction level towards DTH service. This paper reveals the customer satisfaction
towards DTH services in UDUPI District and it also helps to analyze the problems faced by the customers. The study is focused on
five kinds of DTH services namely Airtel, Dish TV, Sun Direct, Videocon D2H,TATA sky.

Keywords: Direct-To-Home services, Technology, customer satisfaction, Problems.

INTRODUCTION
DTH stands for Direct-To-Home. DTH services were first proposed in India in 1996. The proposal was not approved due to concerns
over national security and negative cultural influence. In 1997 government of India banned DTH services when Rupert Murdoch-
owned Indian Sky Broadcasting (ISkyB) was about to launch its DTH services in the country. After deliberations among groups of
ministers, DTH services were permitted by the NDA government in November 2000. The new policy announced in November 2000
required all DTH operators to set up earth stations in India within 12 months of receiving a license. DTH provides television viewing
services directly to subscribers through satellite transmission anywhere in the country. The first DTH service in the country was
launched by Dish TV on 2nd October 2003. India is the largest DTH market in the world by number of subscribers. TRAI’s new
regulations for DTH came into force from December 29, 2018.As per the TRAI’s regulations’ the customers will now have to pay for
only those channels that they want to watch and not pay for channels they don’t want. The broadcasters are required to publish the
tariffs for each channel as well as packages.

OBJECTIVES
 To know the level of satisfaction of DTH users.
 To analyze the performance of different DTH service.
 To find out customer awareness.
 To analyze problems faced by the customers.

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ISSN (Print): 2320-5504
ISSN (Online): 2347-4793
RESEARCH METHODOLOGY
SAMPLING:
The sample of 230 DTH users is selected from UDUPI district. Random sampling method is used to choose the sample. The study is
conducted among the users of DTH services using questionnaire.
TOOLS USED FOR SAMPLING:
It is based on the Primary and Secondary data. The Primary data is collected through well-structured questionnaire. The secondary
data required for the study is collected from the various types of reference books, articles and internet. The respondents were requested
to specifically ignore their personal prejudices and use their best judgement on 5-point Likert scale. They were also requested to fill up
the questionnaire with correct and unbiased information. Chi -square test was used for testing the hypothesis.

HYPOTHESIS
H0: There is no significant difference between the DTH brands and customersatisfaction level.
H1: There is a significant difference between the DTH brands and customers satisfaction level.

SCOPE
The present study attempts to examine the satisfaction level of DTH users and also study about the problems in using DTH in UDUPI
District. The study is confined to 5 DTH services – Sun direct, TATA sky, Videocon D2H, Dish TV, Airtel. The scope of the study
also covers the key factors which influences the customer to take decisions to buy DTH connection for television.

LITERATURE REVIEW
Senthil Kumar and Nagarajan (2012) in their study on “Subscribers’ attitudetowards DTH services’’ recommended that the initial
entry cost should be reduced by the DTH service providers and the company must adopt different promotional strategy for rural and
urban market as both have different reasonsfor selecting DTH. They further indicated the effective customer service like handle
disgruntled customer call with a faster and valid response is must to attract the new customer and to retain the customers.
Jayashree and Sivakumar (2013) in their research article “A study on customer perception towards DTH services in Coimbatore
City’’ revealed that the majority of the respondents prefer to buy Sun Direct because of its best picture quality reasonable price,
various kinds of packages and more channels.
Myilswamy (2013) in his study on “Consumer brand preference towards using DTH service provider in Coimbatore City” made an
analysis of important factors to select brand with a Garrett ranking technique. The factor offers was ranked first with mean score of
57.22 to select the brand. Irin sutha and Jayanthi (2013) in their study, “comparative study on the various DTH service providers in
Chennai” made an analysis of reasons for going for DTH and its factors and found there is association between reasons for going for
DTH and its factors such as more channels, more transparent payments, interactive services, superior video quality, living in a CAS
notified area, due to bad services from cable operators.

FINDINGS OF THE STUDY

Table- 1: Age of respondents
Age No. of respondents Percentage
Below 20 54 24%
20-30 110 48%
30-40 35 15%
Above 40 31 13%
Total 230 100%
Source: field survey data
INFERENCE:The above table indicates that majority percentage (48%) of respondents are in 20-30 years of age group. The lowest
percentage of respondents (13%) is in above 40 years of age group.
Table -2: Gender Distribution of respondents
Gender No. of respondents Percentage
Male 113 49%
Female 117 51%
Total 230 100%
Source: field survey data
INFERANCE: The data indicates that female respondents (51%) are more than male respondents (49%).

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ISSN (Print): 2320-5504
ISSN (Online): 2347-4793
Table -3: Brand preference
Brand No. of respondents Percentage
Dish tv 47 20.44%
Videocon D2h 49 21.30%
Airtel 40 17.39%
TATA sky 54 23.48%
Sun Direct 40 17.39%
Total 230 100%
Source: field survey data

BRAND PREFERENCE
No. of respondents

25.00% 23.48%
21.30%
20.44%
20.00%
17.39% 17.39%

15.00%

10.00%

5.00%

0.00%
Dish Tv Videocon D2h Airtel TATA sky Sun direct

INFERANCE: The above table indicates that, there are 20.44% of dish tv subscriber, 21.30% are using Videocon, 17.39% are using
airtel, Tata sky 23.48% and Sun direct 17.39%.
Table -4: Decision maker of the family
Decision maker No. of respondents Percentage
Children 45 19.57%
Father 77 33.48%
Mother 82 35.65%
Other 26 11.30%
Total 230 100%
Source: field survey data
INFERANCE: The above table indicates that 19.57% decision maker are children,33.48% decision maker are fathers,35.65%
decision maker are mothers,11.30% decision maker are others.
Table-5: Mode of Awareness
Mode of awareness No. of respondents Percentage
Internet 115 50%
Newspaper 50 21.74%
Friends and relatives 20 8.7%
Advertisement 45 19.56%
Total 230 100
Source: field survey data
INFERANCE: The above table indicates that 50% respondents got awareness from internet,21.74% respondents got awareness from
newspaper,8.7%respondents got awareness from friends and relatives,19.56%respondents got awareness from advertisement.

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Asia Pacific Journal of Research
ISSN (Print): 2320-5504
ISSN (Online): 2347-4793
Table-6: Reason behind selecting the DTH services
Factors No. of respondents percentage
Price 83 36%
Picture quality 50 22%
Offer 20 9%
Sound quality 62 27%
After sale service 15 6%
Total 230 100%
Source: field survey data
INFERENCE: The above table reveals the reason behind selecting the variety of DTH brands ,36% respondents select DTH brands
for price,22% respondents select DTH brands for picture quality, 9% respondents select DTH brands for offer,27%respondents select
DTH brands for sound quality,6% respondents select DTH brand for after sale service.
Table-7: Problems faced by DTH users
Problems No. of respondents Percentage
Signal problems during rainy 88 38%
season
Technical problems in setup box 96 42%
Unaware about the policy regarding 20 9%
recharges
Customer services from DTH take 16 7%
long time
No such problem 10 4%
Total 230 100%
Source: field survey data
INFERANCE: The above table indicates that 38% of the respondents are facing signal problems in rainy season, 42% of the
respondents have technical problems in their setup box, 9% of the respondents are unaware of the about the policy regarding
recharges, 7% of the respondents complained that customer service from DTH take long time, 4% of the respondents do not have such
problems in their DTH services.

PROBLEMS FACED BY DTH USER.

Signal Problems in rainy season Technical problems in set up box
Unaware about the policy regarding recharges Customer service from DTH take long time
No such problems

4%
7%

9%
38%

42%

Testing Hypothesis:
H0: There is no significant difference between DTH brands and customer satisfaction level.
H1: There is a significant difference between DTH brands and customer satisfaction level.

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Asia Pacific Journal of Research
ISSN (Print): 2320-5504
ISSN (Online): 2347-4793
Table-8: Relationship between DTH brand and satisfaction level
BRAND / SATISFACTION Highly Satisfied Neutral Dissatisfied Total
LEVEL satisfied

Dish tv 5 22 11 9 47

Videocon D2H 7 21 10 11 49
Airtel 5 17 13 5 40
Tata sky 19 20 9 6 54
Sun direct 8 21 5 6 40
Total 44 101 48 37 230
Source: field survey data
Table-9: Chi -square analysis
Chi-square value Table value significance
19.8472 21 Not highly significant

There is no significant difference between DTH brand and customer satisfaction level, since table value is more than the calculated
value. Therefore, null hypothesis is accepted and alternative hypothesis has been rejected. The researcher found that various brands of
DTH does not affect the satisfaction level of the customers.

CONCLUSION
The DTH is widely used in the country. The researcher studied about customers’ satisfaction level towards different DTH brands. It is
found that satisfaction level is not specific to a particular DTH brand but DTH as a whole. The satisfaction level is not affected by the
particular DTH brand. The satisfaction level depends on the overall picture quality, price, sound clarity, offers and after sale service of
the DTH service providers. As per study, most of the respondents complained that they have technical problems in the setup box and
signal problems during rainy season. Therefore, DTH service providers focus on solving these problems.

REFERANCES
 Gurpreet Kaur (2012). “A study of customer satisfaction from various DTH service providers in INDIA’’.
 J. Jayashree and A Sivakumar (2013). “A study on customer perception towards DTH service in Coimbatore City”, Journal
of Business and Management, Vol.8, No.1, pp.10-14.
 Senthil Kumar and Nagarajan (2012). “Subscribers’ attitude towards DTH service”, International Journal of Research of
Commerce, IT and Management, Vol.2, No.12, pp. 69-72.
 Myilswamy (2013); “Consumer brand preference towards using DTH services provider in Coimbatore City”, IOSR Journal
of Business and management, Vol.8, No.5, pp. 46-49.
 Irin Sutha and Jayanthi (2013).“Comparative study on the various DTH service providers in Chennai”, Indian Journal of
Applied Research, Vol.3, No.7, pp.146-148.
Web Resources:
 www.wikipedia.com
 www.economictimes.indiatimes.com

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