Impact of Direct-To-Home (DTH) on Indian Television Viewers
C. R. Senthilnathan1, R. Jeyalakshmi2, M. Manju Backiam3, P. Vasumathi4

1Dr. C. R. Senthilnathan, Associate Professor, Sri Sairam Institute of Technology, Chennai (Tamil Nadu), India.
2Dr. R. Jeyalakshmi, Assistant Professor, Sri Sairam Engineering College, Chennai (Tamil Nadu), India.
3Ms. M. Manju Backiam, Panimalar Engineering College, Chennai (Tamil Nadu), India.
4Ms. P. Vasumathi Assistant Professor, Panimalar Engineering College, Chennai (Tamil Nadu), India.
Manuscript received on 17 October 2019 | Revised Manuscript received on 25 October 2019 | Manuscript Published on 02 November 2019 | PP: 3064-3068 | Volume-8 Issue-2S11 September 2019 | Retrieval Number: B13970982S1119/2019©BEIESP | DOI: 10.35940/ijrte.B1397.0982S1119
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Abstract: Direct to home has revolutionsied the television viewing in India. Despiteof the high switching costs, alternate offers like more regional channels, discounts, free installation, one month subscription waiver etc. attracted more customers. Three independent variables customer satisfaction, alternate offers and switching cost were used to understand the customer loyalty towards DTH service providers. The data collected was analysed using statistical tools revealed that, substantial amount of switching cost for changing DTH service provider is a biggest hurdle which makes the customer loyal. The customer satisfaction which has a positive influence on the customer loyalty is due the fact that irrespective of the service provider, their responsiveness towards customer calls and complains are not addressed to the expected level.
Keywords: Cutomer Perception, Loyalty, Customer Satisfaction, Alternate offers, Switching Cost.
Scope of the Article: Routing, Switching and Addressing Techniques