Year: 2025
Type: article
Study design: Observational Study
Abstract: The Direct-to-Home (DTH) television industry in India has witnessed rapid growth over the past two decades, transforming the way television content is delivered and consumed. With several major players such as Tata Play, Airtel Digital TV, Dish TV, and Sun Direct operating in a competitive environment, customer satisfaction has become a critical factor in determining market success and consumer loyalty. This study aims to examine the level of customer satisfaction towards DTH services and identify the key factors that influence it.The research is descriptive in nature and is based on both primary and secondary data. A structured questionnaire was used to collect primary data from a sample of DTH users across different demographic groups. This study provides actionable suggestions for DTH providers to enhance customer satisfaction, such as improving technical support, offering customizable channel packs, bundling OTT content, and simplifying pricing structures. The insights from this research will be valuable to service providers aiming to retain existing customers, attract new subscribers, and stay competitive in an evolving digital entertainment landscape.
Authors: V Anitha, Candice Joenna L, Sree v
Institution: Sri Sairam Engineering College
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4412922826