A Study on Service Quality and Customer Satisfaction in Paid Direct To Home Service Providers in Himachal Pradesh

Abstract

newlineAbstract newlinePresent research work was conducted with the major objectives to investigate the newlinerelationship between service quality and customer satisfaction in Direct To Home (DTH) newlineservices in districts Kangra, Solan, and Shimla of Himachal Pradesh. After conducting a newlinepilot study, the final questionnaire has been developed in order to capture all the aspects newlineof service quality, customer satisfaction, selected behaviour intensions and specifically newlineaddresses issues concerning the DTH sector. newlineFor this study, a sample of seven hundred and sixty one (761) respondents was newlineselected by convenient sampling technique. Service quality in relation to DTH services newlineconsists of nine dimensions: assurance, reliability, tangibles, empathy, responsiveness, newlinenetwork quality, convenience, price and service operations. Results of correlation newlineanalysis revealed that the nine dimensions are positively associated with service quality, newlinecustomer satisfaction and behavioural responses. newlineOn the basis of statistical findings, it was found that only five service quality newlinedimensions (Assurance, Network Quality, Empathy, Convenience and Service newlineOperations) have significant influence on customer perceived service quality and are newlinesignificant drivers of overall customer perceived service quality in Direct-To-Home newline(DTH) sector. Out of nine dimensions taken for the study, only four dimensions newline(Tangibles, Network Quality, Price and Service Operations) have significant positive newlineinfluence on customer satisfaction and are the predictors of customer satisfaction in DTH newlinesector. Furthermore, it was also found that Tangibles, Service Operations, Price and newlineNetwork Quality are the main predictors of recommending behaviour in Direct-To-Home newline(DTH) sector, and the dimensions of Assurance and Network Quality were found as newlinesignificant determinants of switching intensions. Moreover, service quality perception newlinevaries across the various DTH service providers and significant mean difference was newlinefound for service quality among different DTH service providers.