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CUSTOMER SATISFACTION

Comparative Study between Tata Sky & Dish TV Anil Varma Datla 1214111107

INTRODUCTION
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.

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. 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.

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.

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.

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.

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.

Sales

25 21 20 18

15 DISH TV TATA SKY 10

Package Cost
Installation Charge

25

25

Flexible Channels Pack Other Reasons

5 2 0

3 0 1

DISH Tv

TATA Sky

25 21 20 19 Highly Satisfactory 25

Chart Title
22

20 16 15 9 Highly Satisfactory Satisfactory Averagely Satisfactory 10

15

Satisfactory Averagely Satisfactory

10

Dissatisfactory

6
5 0 0 DISH Tv TATA Sky 0 0 0 4

Highly Dissatisfactory

Dissatisfactory
Highly Dissatisfactory

5 0 0 0

3 0 0 DISH Tv 0 0 0 TATA Sky

16 25 21 20 19 Highly Satisfactory 16 14 14 12 11

15

Satisfactory Averagely Satisfactory

10 8 6 4

Highly Satisfactory Satisfactory Averagely Satisfactory Dissatisfactory Highly Dissatisfactory

10 6 5 0 0 DISH Tv TATA Sky 0 0 0 4 0 0

Dissatisfactory

Highly Dissatisfactory

0
0

0 0
DISH Tv

0 0
TATA Sky

20 25 20 18 20 19 16 14 15 12 10 Averagely Satisfactory Dissatisfactory 0 TATA Sky 0 12 Highly Satisfactory Satisfactory 10 8 6 4 2 0 0 DISH Tv 0 0 0 0 DISH Tv TATA Sky 0 0 0 0 0 0 5 8 Highly Satisfactory Satisfactory Averagely Satisfactory Dissatisfactory Highly Dissatisfactory 17

25 21 20 19 Highly Satisfactory 15 Satisfactory Averagely Satisfactory 10 Dissatisfactory

6
5 0 0 DISH Tv TATA Sky 0 0 1 3 0 0

Highly Dissatisfactory

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

DISH Tv

TATA Sky

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.

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.

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

Thank You