CUSTOMER SATISFACTIONA COMPARATIVE STUDY BETWEEN TATA SKY AND DISH TV

EXECUTIVE SUMMARY

This report deals with comparison between different Direct To Home (DTH) services of Dish TV & Tata Sky. It is necessary because, with stringent norms on using satellite cable connections, people are more likely to shift towards DTH services for better viewing experience at an economical tariff. With increasing players in the industry, the competition is between the best players in the game. And an elaborative research study is quintessential to bring out the challenges and opportunities lying within.

CHAPTER: 1
THEORETICAL FRAME WORK

Comparative research, simply put, is the act of comparing two or more things with a view to discovering something about one or all of the things being compared. This technique often utilizes multiple disciplines in one study. When it comes to method, the majority agreement is that there is no methodology peculiar to comparative research. The multidisciplinary approach is good for the flexibility it offers, yet comparative programs do have a case to answer against the call that their research lacks a "seamless whole".

Customer satisfaction, a term frequently used in marketing, is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals." In a survey of nearly 200 senior marketing managers, 71 percent responded that they found a customer satisfaction metric very useful in managing and monitoring their businesses.

It is seen as a key performance indicator within business and is often part of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy.

"Within organizations, customer satisfaction ratings can have powerful effects. They focus employees on the importance of fulfilling customers expectations. Furthermore, when these ratings dip, they warn of problems that can affect sales and profitability. These metrics quantify an important dynamic. When a brand has loyal customers, it gains positive word-ofmouth marketing, which is both free and highly effective.

Therefore, it is essential for businesses to effectively manage customer satisfaction.

Levels of Customer Satisfaction

Level 1- Meet your clients expectations Level 2- Exceed your clients expectations Level 3- Partner with your clients goals and objectives Level 4 - Be up-to-date with technology infrastructure Level 5- Win over the business user on a personal level

CHAPTER: 2

METHODOLOGY

NEED OF THE STUDY

Providing entertainment services in the digital age has lots of importance with ever increasing competition and all time ushering technological advancements. Hence this survey is taken up to identify the comparative customer perception of Dish TV and Tata Sky

OBJECTIVE OF THE STUDY

The main objectives of this report are as follows: To show a comparative study on DTH services To know the customer point of view while choosing the DTH provider To know the best provider from amongst Tata Sky and Dish TV. To analyze the position of substitutes of DTH services with respect to DTH services in the market.

SCOPE OF THE STUDY

The study is mainly all about the comparison between Dish TV & Tata Sky services and analysis of various factors which influenced the respondents preference. So we analyze the comparative factors of both players. From this study we know the perception of the respondents towards Dish TV & Tata Sky.

RESEARCH DESIGN

SAMPLE & POPULATION: The sample size is 50, which is sufficient to do the analysis more effectively. The target population is the various subscribers of Dish TV and Tata Sky.

DATA: The primary data is from the data analyzed through the questionnaires that were filled by the respondents

TOOLS & TECHNIQUES: Descriptive statistics used here to analyze the various statistics regarding the both providers and interpret the data.

QUESTIONNAIRE: Questions are framed in such a way that reflects the ideas and thoughts of the respondents with regard to the level of satisfaction with their DTH services. There are some text areas where the respondents have to fill it with their choices. The overall data is then presented in the form of charts by considering 50 customers point of view.

CHAPTER: 3
ORGANIZATION PROFILE

In earlier days there was only one TV channel in India the Doordarshan, Channel doordarshan was owned and operated by government of India. In those eras every home which had a TV set used to have its own antenna to capture the signals. The Cable Television Ordinance Law was passed in January 1995. This enabled cable operators to feed channels and later on private companies were allowed to air their own channels and this led to the explosive growth in number of TV channels and number of cable operators. The growth of TV channels & cable operators created a big industry and market opportunities. Until few years back there were as many as 1,00,000 cable operators across India. However, the services provided by cable operators were poor. The strikes, increase in tariff plan, selective broadcast and poor services were major cause of dissatisfaction among the customers. This has created an opportunity for DTH, which serves an immediate threat to the high-end cable networks. Some of the key players in the industry are DishTV by Zee group, TataSky joint venture of Tata & Star TV, Big TV by Anil Dhirubhai Ambani Group, Digital TV by Bharti Tele media, SUN Direct from the promoters of Sun TV. There are some other companies who are contemplating to start their own DTH like Videocon. The Indian market was till now dominated by the presence of local cable TV operators and had complete monopoly over it. DTH opened an option for Indian Consumers to opt for the satellite service to obtain television channels direct to their homes without any intermediaries. It also provided several value added services to enhance their television watching experience. Still, as DTH is still a relatively new category and most people were hesitant to experiment with it.

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While Indian consumers were not completely satisfied with their cable services, they did not feel the need to switch over to any other means of entertainment. It was therefore imperative for companies such as Tata Sky, Dish TV, Reliance BIG TV, SUN Direct, AIRTEL Digital TV, DD Direct+ & Videocon d2h to educate the consumers about the advantages of the service and in turn create an urge to invest in it. There is an immense opportunity for DTH in the Indian market. The opportunity in India almost 10 times that in developed countries like the US and Europe. For every channel there is a scope for broadcasting it in at least ten different languages. So every channel multiplied by ten that is the kind of scope for DTH in the country. The way DTH reaches a consumer's home is different from the way cable TV does. In DTH, TV channels would be transmitted from the satellite to a small dish antenna mounted on the window or rooftop of the subscriber's home. So the broadcaster directly connects to the user. The middlemen like local cable operators are not there in the picture. DTH can also reach the remotest of areas since it does away with the intermediate step of a cable operator and the wires (cables) that come from the cable operator to your house. As we explained above, in DTH signals directly come from the satellite to your DTH dish. DTH offers better quality picture than cable TV. This is because cable TV in India is analog. DTH offers stereophonic sound effects. It can also reach remote areas where terrestrial transmission and cable TV have failed to penetrate. Apart from enhanced picture quality, DTH has also allows for interactive TV services such as movie-on-demand, Internet access, video conferencing and e-mail. But the thing that DTH has going for it is that the powerful broadcasting companies like Star, Zee, etc are pushing for it.

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DISH TV Dish TV India Limited is an Indian direct-to-home (DTH) service provider. Dish TV is a division of Zee Network Enterprise (Essel Group Venture). It was ranked # 437 and # 5 on the list of media companies in Fortune India 500 roster of Indias largest corporations in 2011.

It uses MPEG-2 digital compression technology, transmitting using NSS-6 Satellite at 95.0. Dish TV's managing director and Head Of Business is Jawahar Goel who is also the promoter of Essel Group and is also the President of Indian Broadcasting Foundation. Zee Network incorporated dishtv to modernize television (TV) viewing. It provides features such as Electronic Programme Guide (EPG), parental lock, games, 400+ channels and services, interactive TV and movies on demand.

HISTORY DTH service was launched back in 2004 by launching of Dish TV by Essel Group's Zee Entertainment Enterprises. Dish TV is on the same satellite where DD Direct+ was, DD Direct+ shifted to Insat 4B which is adjacent to NSS-6. Dish TV was only DTH operator in India to carry the two Turner channels Turner Classic Movies and Boomerang. Both the channels were removed from the platform due to unknown reasons in March 2009. In October 2010 Dish TV added the long awaited Neo Sports and Neo Cricket on its platform. Dish TV had about 13 million customers as of 31 October 2012. Dish TV is presently Asia's largest and going to be the world's largest dth company. Dish TV launched its high definition service called Dish TV HD in the year 2010. With this service, subscribers can enjoy 5X picture clarity on their HDTV, a 16:9 wide aspect ratio and 5.1 surround sound.

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TATA Sky:

TATA Sky is a direct broadcast satellite television provider in India. Incorporated in 2004, Tata Sky is a JV between the TATA Group and STAR. Tata Sky DTH endeavours to offer Indian viewers a world-class television viewing experience through its satellite television service.

History
The TATA Group is one of Indias largest and most respected business conglomerates. It comprises diversified businesses in sectors such as materials, engineering, services, energy, information systems & communications, consumer products and chemicals.

The Group and its enterprises have been steadfast and distinctive in their adherence to business ethics and their commitment to corporate social responsibility. This is a legacy that has earned the Group the trust of many millions of stakeholders in measure few business houses anywhere in the world can match.

In October 2008, Tata Sky announced launching of DVR service Tata Sky+ which allowed 90 hours of recording in a MPEG-4 compatible Set Top Box. The remote is provided with playback control keys and is being sold with special offers for existing subscribers. After 2011, TATA Sky+ started selling only HD Version of TATA Sky+ know as TATA Sky+ HD.

In 2008, Singapore-based Temasek Holdings picked up 10% stake in Tata Sky from the Tata Group. This has diluted Tata's stake in the venture to 70%.

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CHAPTER: 4

ANALYSIS

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Q1.

Which DTH Service you are using?

Table No: 1

Brand Dish TV Tata Sky

Number of Respondents 25 25

Chart No: 1

Sales

25

25

DISH TV TATA SKY

INTERPRETATION

As the respondents belong to _________ region, there are equal takers for both tata sky and dish tv. Tata Sky (25) & Dish TV (25). It can be interfered that the penetration of DTH services into all the towns is evident and both the competitors have an equal customer base.

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Q2.

Reason for using particular DTH Services ?

Table No: 2

Options

Number of Respondents of Dish TV 18 2 3

Number of Respondents of Tata Sky 3 0 21

Package Cost Installation Cost Flexible Channels Pack Other Reasons

Graph No: 2

25 21 20 15 10 5 0 DISH Tv TATA Sky 3 3 0 1 18 Package Cost Installation Charge Flexible Channels Pack Other Reasons 2 2

INTERPRETATION

Respondents prefer Dish TV for its economical Package Cost and Tata Sky for its Flexible Channels Pack. Very few respondents go by installation costs and other factors such as popularity, influential marketing etc.

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Q3. Are you aware about the service quality, tariffs and Installation charge of all other DTH Services?
Table No:3

Options Yes No
Chart No:3

Dish Tv 21 4

TATA Sky 18 7

25

21 18

20

15

Yes No

10 4 5

0 DISH Tv TATA Sky

INTERPRETATION

Majority of the respondents are aware of the service quality, tariffs and installation charges of their providers before making the purchase. Very few respondents are unaware of these factors before making their purchase.

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Q4.

How do you rate the Instrument Cost of DTH Service?

Table No:4

Options Highly Satisfactory Satisfactory Averagely Satisfactory Dissatisfactory Highly Dissatisfactory

Dish TV 0 19 6 0 0

Tata Sky 0 21 4 0 0

Chart No:4

25 21 20 19 Highly Satisfactory 15 Satisfactory Averagely Satisfactory 10 6 5 0 0 DISH Tv TATA Sky 0 0 0 4 0 0 Dissatisfactory Highly Dissatisfactory

INTERPRETATION

The respondents are satisfied with the instrument cost of their provider despite the brand they are using. Satisfactory level at 4 meant that the respondents are brand loyal but then might shift if better services are provided.

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Q5.

How do you rate the Installation Charge of DTH?

Table No:5

Options Highly Satisfactory Satisfactory Averagely Satisfactory Dissatisfactory Highly Dissatisfactory

Dish TV 0 3 22 0 0

Tata Sky 0 16 9 0 0

Chart No:5

Chart Title
25 20 16 15 10 5 0 0 DISH Tv TATA Sky 3 0 0 0 0 0 9 Highly Satisfactory Satisfactory Averagely Satisfactory Dissatisfactory Highly Dissatisfactory 22

INTERPRETATION

Dish TV have seen a decline in the satisfaction levels with regard to the installation charges because of the higher prices being charged. On the other hand Tata Sky too had a same experience but then immediate reforms to correct it helped them to retain the satisfaction levels.

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Q6. How do you rate the Subscription Services offered by DTH Services?
Table No:6

Options Highly Satisfactory Satisfactory Averagely Satisfactory Dissatisfactory Highly Dissatisfactory

Dish TV 0 11 14 0 0

Tata Sky 0 16 9 0 0

Chart No:6 16 16 14 12 10 8 6 4 2 0 DISH Tv TATA Sky 0 0 0 0 0 0 11 Highly Satisfactory 9 Satisfactory Averagely Satisfactory Dissatisfactory Highly Dissatisfactory 14

INTERPRETATION

As with the installation charges, subscription charges are also on the higher side in Dish TV. Hence the respondents are moderately satisfied. Tata Sky has succeeded in reducing these hidden charges and hence respondents are satisfied

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Q7.

How do you rate the Package Cost of DTH Service Providers?

Table No:7

Options

Dish TV

Tata Sky

Highly Satisfactory Satisfactory Averagely Satisfactory Dissatisfactory Highly Dissatisfactory

0 19 6 0 0

0 21 4 0 0

Chart No:7

25 19

20

15

12

Highly Satisfactory Satisfactory

10 4 0 0 DISH Tv TATA Sky 0 0 0 0 0

Averagely Satisfactory Dissatisfactory Highly Dissatisfactory

INTERPRETATION

As far as the package cost is concerned, the respondents are satisfied with both the providers. But then the satisfaction levels are Level 3 & Level 4.

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Q8.

How do you rate the After Sales Service Support of DTH Services?

Table No:8

Options Highly Satisfactory Satisfactory Averagely Satisfactory Dissatisfactory Highly Dissatisfactory

Dish TV 0 17 8 0 0

Tata Sky 0 20 5 0 0

Chart No:8 20 20 18 16 14 12 10 8 6 4 2 0 DISH Tv TATA Sky 0 0 0 0 0 0 5 8 Highly Satisfactory Satisfactory Averagely Satisfactory Dissatisfactory Highly Dissatisfactory 17

INTERPRETATION

Aftersales support is an import criterion for customer satisfaction. Hence either of the providers are successful in being customer friendly by providing round the clock support and toll free numbers to reach the sales support team.

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Q9. Rate the Channels offered by DTH Services?

Table No:9

Options Highly Satisfactory Satisfactory Averagely Satisfactory Dissatisfactory Highly Dissatisfactory

Dish TV 0 19 6 0 0

Tata Sky 1 21 3 0 0

Chart No:9

25 21 20 19 Highly Satisfactory 15 Satisfactory Averagely Satisfactory 10 6 5 0 0 DISH Tv TATA Sky 0 0 1 3 0 0 Dissatisfactory Highly Dissatisfactory

INTERPRETATION

The extensive number of channels offered by dth services are the main reason for the shift from the traditional cable services. Respondents using tata sky are satisfied with the channels being offered with just 3 respondents whose satisfaction levels are average. Dish TVs users too are satisfied but then 6 respondents are averagely satisfied.

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Q10. If you have to choose another DTH , which one do you prefer?
Table No:10

Options AIRTEL VIDEOCON D2H DISH TV TATA SKY BIG TV

Chart No:10

DISH TV 1 1 16 5 2

TATA SKY 0 2 2 18 3

18 18 16 14 12 10 8 6 4 2 0 DISH Tv TATA Sky 1 1 5 2 0 2 2 3 AIRTEL VIDEOCON DISH TV TATA SKY BIG TV 16

INTERPRETATION

Most respondents are brand loyal and opined that they would stick to their current service provider. 7r respondents who use tata sky said that they would shift brands and 9 respondents who use dish tv said they would shift brands.
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CHAPTER: 5

Findings, Suggestions & Conclusion

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FINDINGS
The penetration of DTH services into all the towns is evident and both the competitors have an equal customer base. Respondents prefer Dish TV for its economic Package Cost and Tata Sky for its Flexible Channels Pack. Majority of the respondents are aware of the service quality, tariffs sand installation charges of their providers before making the purchase. The respondents are satisfied with the instrument cost of their provider despite the brand they are using. Satisfactory level at 4 meant that the respondents are brand loyal but then might shift if better services are provided. Dish TV have seen a decline in the satisfaction levels with regard to the installation charges & subscription charges because of the higher prices being charged. On the other hand Tata Sky too had a same experience but then immediate reforms to correct it helped them to retain the satisfaction levels. As far as the package cost is concerned, the respondents are satisfied with both the providers. Both the providers are successful in being customer friendly by providing round the clock support and toll free numbers to reach the sales support team Most respondents are brand loyal and opined that they would stick to their current service provider.

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SUGGESTIONS
Dish Tv and Tata sky instead of offering economical packages should look at offering tailor-made channel packs. The satisfaction levels for both the providers are at 3 and 4. Though they are loyal, they might shift brands if better services were offered. Hence the providers should at providing incentives to retain their customer base. High Installation charges will definitely keep away customers. Dish TV should look at lowering their installation charges to attract more customers

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CONCLUSION

After conducting the survey, Comparative Study on Customer satisfaction with Dish TV and Tata Sky I would conclude by saying that both the providers have won the loyalty of their customers. Entertainment is the core of the digital life and Direct to Home provides it in the best viewing experience. Hence it is essential that the providers should give their best to satisfy the customers. I could also learn the various aspects of hidden costs in a product which play a crucial role in fixation of the final price of a product. With ever increasing technology, the providers should look at giving innovative and state of the art services like Movie on Demand, High Definition Services and customized channel packs.

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BIBLIOGRAPHY
WEBSITES VISITED: http://dishtv.com/ https://en.wikipedia.org/wiki/Tata_Sky https://en.wikipedia.org/wiki/DishTV http://www.tatasky.com/why-tata-sky.html https://en.wikipedia.org/wiki/Customer_satisfaction
http://www.thehindubusinessline.com/industry-and-economy/info-tech/indiandth-market-revenue-to-cross-5-bn-by-2020-study/article4620219.ece http://www.indiantelevision.com/headlines/y2k13/apr/apr131.php

BOOKS

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Annexure

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QUESTIONNAIRE
CUSTOMER SATISFACTION - A COMPARATIVE STUDY BETWEEN TATA SKY AND DISH TV

Q1.

Which DTH Service you are using? A. Dish TV B. Tata Sky

Q2.

Reason for using particular DTH Services? A. B. C. D. Package Cost Installation Cost Flexible Channels Pack Other Reasons

Q3. Are you aware about the service quality, tariffs and Installation charge of all other DTH Services?

A. Yes B. No

Q4.

How do you rate the Instrument Cost of DTH Service?

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A. B. C. D. E.

Highly Satisfactory Satisfactory Averagely Satisfactory Dissatisfactory Highly Dissatisfactory

Q5.

How do you rate the Installation Charge of DTH? F. G. H. I. J. Highly Satisfactory Satisfactory Averagely Satisfactory Dissatisfactory Highly Dissatisfactory

Q6. How do you rate the Subscription Services offered by DTH Services? A. B. C. D. E. Q7. Highly Satisfactory Satisfactory Averagely Satisfactory Dissatisfactory Highly Dissatisfactory

How do you rate the Package Cost of DTH Service Providers? A. B. C. D. E. Highly Satisfactory Satisfactory Averagely Satisfactory Dissatisfactory Highly Dissatisfactory

Q8.

How do you rate the After Sales Service Support of DTH Services?

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A. B. C. D. E.

Highly Satisfactory Satisfactory Averagely Satisfactory Dissatisfactory Highly Dissatisfactory

Q9. Rate the Channels offered by DTH Services? A. B. C. D. E. Highly Satisfactory Satisfactory Averagely Satisfactory Dissatisfactory Highly Dissatisfactory

Q10. If you have to choose another DTH Service besides your current SP, which one do you prefer?
A. B. C. D. AIRTEL VIDEOCON D2H DISH TV TATA SKY E. BIG TV

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