Comparative study on dth serves

7/28/2019 Comparative study on dth serves

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CUSTOMER SATISFACTION-

A COMPARATIVE STUDY BETWEEN

TATA SKY AND DISH TV


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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.


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CHAPTER: 1

THEORETICAL FRAME WORK


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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 surpasscustomer 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 ofa 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-of-

mouth marketing, which is both free and highly effective.

Therefore, it is essential for businesses to effectively manage customer

satisfaction.
https://en.wikipedia.org/wiki/Marketinghttps://en.wikipedia.org/wiki/Balanced_Scorecardhttps://en.wikipedia.org/wiki/Balanced_Scorecardhttps://en.wikipedia.org/wiki/Marketing


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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


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CHAPTER: 2

METHODOLOGY


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NEED OF THE STUDY

Providing entertainment services in the digital age has lots ofimportance 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 DishTV.

To analyze the position of substitutes of DTH services withrespect 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.


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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.


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CHAPTER: 3

ORGANIZATION PROFILE


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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 theservice 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 signalsdirectly 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 powerfulbroadcasting 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 ofZee Network Enterprise (Essel Group Venture). It

was ranked # 437 and # 5 on the list of media companies in Fortune India500 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 ofEssel 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.
http://en.wikipedia.org/wiki/Direct-broadcast_satellitehttp://en.wikipedia.org/wiki/Zee_Network_Enterprisehttp://en.wikipedia.org/wiki/Fortune_India_500http://en.wikipedia.org/wiki/Fortune_India_500http://en.wikipedia.org/wiki/MPEG-2http://en.wikipedia.org/wiki/Essel_Grouphttp://en.wikipedia.org/wiki/DD_Direct%2Bhttp://en.wikipedia.org/wiki/Turner_Classic_Movies_(Asia)http://en.wikipedia.org/wiki/Boomerang_(Southeast_Asia_TV_channel)http://en.wikipedia.org/wiki/Neo_Sportshttp://en.wikipedia.org/wiki/Neo_Crickethttp://en.wikipedia.org/wiki/Neo_Crickethttp://en.wikipedia.org/wiki/Neo_Crickethttp://en.wikipedia.org/wiki/Neo_Crickethttp://en.wikipedia.org/wiki/Neo_Sportshttp://en.wikipedia.org/wiki/Boomerang_(Southeast_Asia_TV_channel)http://en.wikipedia.org/wiki/Turner_Classic_Movies_(Asia)http://en.wikipedia.org/wiki/DD_Direct%2Bhttp://en.wikipedia.org/wiki/Essel_Grouphttp://en.wikipedia.org/wiki/MPEG-2http://en.wikipedia.org/wiki/Fortune_India_500http://en.wikipedia.org/wiki/Fortune_India_500http://en.wikipedia.org/wiki/Zee_Network_Enterprisehttp://en.wikipedia.org/wiki/Direct-broadcast_satellite


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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%.
http://en.wikipedia.org/wiki/Direct_broadcast_satellitehttp://en.wikipedia.org/wiki/Direct_broadcast_satellite


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CHAPTER: 4

ANALYSIS


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Q1. Which DTH Service you are using?

Table No: 1

Brand Number of Respondents

Dish TV 25

Tata Sky 25

Chart No: 1

INTERPRETATION

As the respondents belong to _________ region, there are equal takers forboth 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.

2525

Sales

DISH TV

TATA SKY


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Q2. Reason for using particular DTH Services ?

Table No: 2

Options Number of Respondents of

Dish TV

Number of Respondents of Tata

Sky

Package Cost 18 3

Installation Cost 2 0

Flexible Channels

Pack

3 21

Other Reasons 2 1

Graph No: 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.

0

5

10

15

20

25

DISH Tv TATA Sky

18

32

0

3

21

21

Package Cost

Installation Charge

Flexible Channels Pack

Other Reasons


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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 Dish Tv TATA Sky

Yes 21 18

No 4 7

Chart No:3

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.

0

5

10

15

20

25

DISH Tv TATA Sky

21

18

4

7

Yes

No


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Q4. How do you rate the Instrument Cost of DTH Service?

Table No:4

Options Dish TV Tata Sky

Highly Satisfactory 0 0

Satisfactory 19 21

Averagely Satisfactory 6 4

Dissatisfactory 0 0

Highly Dissatisfactory 0 0

Chart No:4

INTERPRETATION

The respondents are satisfied with the instrument cost of their provider

despite the brand they are using. Satisfactory level at 4 meant that therespondents are brand loyal but then might shift if better services are

provided.

0

5

10

15

20

25

DISH Tv TATA Sky

0 0

19

21

6

4

0 00 0

Highly Satisfactory

Satisfactory

Averagely Satisfactory

Dissatisfactory

Highly Dissatisfactory


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Q5. How do you rate the Installation Charge of DTH?

Table No:5



Satisfactory 3 16


Dissatisfactory 0 0


Chart No:5

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.

0

5

10

15

20

25

DISH Tv TATA Sky

0 0

3

16

22

9

0 00 0

Chart Title

Highly Satisfactory

Satisfactory


Dissatisfactory



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Q6. How do you rate the Subscription Services offered by DTH

Services?

Table No:6


Highly Satisfactory 0 0Satisfactory 11 16


Dissatisfactory 0 0


Chart No:6

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

0

2

4

6

8

10

12

14

16

DISH Tv TATA Sky

0 0

11

16

14

9

0 00 0

Highly Satisfactory

Satisfactory


Dissatisfactory



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Q7. How do you rate the Package Cost of DTH Service Providers?

Table No:7



Satisfactory 19 21


Dissatisfactory 0 0


Chart No:7

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.

0

5

10

15

20

25

DISH Tv TATA Sky

0 0

19

12

4

0 00 0

Highly Satisfactory

Satisfactory


Dissatisfactory



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Q8. How do you rate the After Sales Service Support of DTH Services?

Table No:8

Options Dish TV Tata SkyHighly Satisfactory 0 0

Satisfactory 17 20


Dissatisfactory 0 0


Chart No:8

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.

0

2

4

6

8

10

12

14

16

18

20

DISH Tv TATA Sky

0 0

17

20

8

5

0 00 0

Highly Satisfactory

Satisfactory


Dissatisfactory



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Q9. Rate the Channels offered by DTH Services?

Table No:9



Satisfactory 19 21Averagely Satisfactory 6 3

Dissatisfactory 0 0


Chart No:9

INTERPRETATION

The extensive number of channels offered by dth services are the mainreason 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.

0

5

10

15

20

25

DISH Tv TATA Sky

0 1

19

3

6

21

0 00 0

Highly Satisfactory

Satisfactory


Dissatisfactory



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Q10. If you have to choose another DTH , which one do you prefer?

Table No:10

Options DISH TV TATA SKY

AIRTEL 1 0

VIDEOCON D2H 1 2

DISH TV 16 2

TATA SKY 5 18

BIG TV 2 3

Chart No:10

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.

0

2

4

6

8

10

1214

16

18

DISH Tv TATA Sky

10

12

16

2

5

18

23

AIRTEL

VIDEOCON

DISH TV

TATA SKY

BIG TV


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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 andboth the competitors have an equal customer base.

Respondents prefer Dish TV for its economic Package Cost and TataSky for its Flexible Channels Pack.

Majority of the respondents are aware of the service quality, tariffssand installation charges of their providers before making the

purchase.

The respondents are satisfied with the instrument cost of theirprovider despite the brand they are using.

Satisfactory level at 4 meant that the respondents are brand loyal butthen might shift if better services are provided.

Dish TV have seen a decline in the satisfaction levels with regard tothe 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 satisfiedwith both the providers.

Both the providers are successful in being customer friendly byproviding 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 totheir current service provider.


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SUGGESTIONS

Dish Tv and Tata sky instead of offering economical packages shouldlook 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. DishTV should look at lowering their installation charges to attract more

customers


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CONCLUSION

Afterconducting 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 aproduct. 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_satisfactionhttp://www.thehindubusinessline.com/industry-and-economy/info-tech/indian-

dth-market-revenue-to-cross-5-bn-by-2020-study/article4620219.ece

http://www.indiantelevision.com/headlines/y2k13/apr/apr131.php

BOOKS
http://dishtv.com/http://dishtv.com/https://en.wikipedia.org/wiki/Tata_Skyhttps://en.wikipedia.org/wiki/Tata_Skyhttps://en.wikipedia.org/wiki/DishTVhttps://en.wikipedia.org/wiki/DishTVhttp://www.tatasky.com/why-tata-sky.htmlhttp://www.tatasky.com/why-tata-sky.htmlhttps://en.wikipedia.org/wiki/Customer_satisfactionhttps://en.wikipedia.org/wiki/Customer_satisfactionhttp://www.thehindubusinessline.com/industry-and-economy/info-tech/indian-dth-market-revenue-to-cross-5-bn-by-2020-study/article4620219.ecehttp://www.thehindubusinessline.com/industry-and-economy/info-tech/indian-dth-market-revenue-to-cross-5-bn-by-2020-study/article4620219.ecehttp://www.thehindubusinessline.com/industry-and-economy/info-tech/indian-dth-market-revenue-to-cross-5-bn-by-2020-study/article4620219.ecehttp://www.thehindubusinessline.com/industry-and-economy/info-tech/indian-dth-market-revenue-to-cross-5-bn-by-2020-study/article4620219.ecehttp://www.thehindubusinessline.com/industry-and-economy/info-tech/indian-dth-market-revenue-to-cross-5-bn-by-2020-study/article4620219.ecehttp://www.indiantelevision.com/headlines/y2k13/apr/apr131.phphttp://www.indiantelevision.com/headlines/y2k13/apr/apr131.phphttp://www.indiantelevision.com/headlines/y2k13/apr/apr131.phphttp://www.indiantelevision.com/headlines/y2k13/apr/apr131.phphttp://www.thehindubusinessline.com/industry-and-economy/info-tech/indian-dth-market-revenue-to-cross-5-bn-by-2020-study/article4620219.ecehttp://www.thehindubusinessline.com/industry-and-economy/info-tech/indian-dth-market-revenue-to-cross-5-bn-by-2020-study/article4620219.ecehttps://en.wikipedia.org/wiki/Customer_satisfactionhttp://www.tatasky.com/why-tata-sky.htmlhttps://en.wikipedia.org/wiki/DishTVhttps://en.wikipedia.org/wiki/Tata_Skyhttp://dishtv.com/


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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 TVB.Tata Sky

Q2. Reason for using particular DTH Services?

A.Package CostB.Installation CostC.Flexible Channels PackD.Other Reasons

Q3. Are you aware about the service quality, tariffs and Installation

charge of all other DTH Services?

A.YesB.No

Q4. How do you rate the Instrument Cost of DTH Service?


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A.Highly SatisfactoryB.SatisfactoryC.Averagely SatisfactoryD.DissatisfactoryE. Highly Dissatisfactory

Q5. How do you rate the Installation Charge of DTH?

F. Highly SatisfactoryG.SatisfactoryH.Averagely SatisfactoryI. DissatisfactoryJ. Highly Dissatisfactory

Q6. How do you rate the Subscription Services offered by DTH

Services?


Q7. How do you rate the Package Cost of DTH Service Providers?


Q8. How do you rate the After Sales Service Support of DTH Services?


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Q9. Rate the Channels offered by DTH Services?


Q10. If you have to choose another DTH Service besides your current SP,

which one do you prefer?

A. AIRTELB. VIDEOCON D2HC. DISH TVD. TATA SKYE. BIG TV

Comparative study on dth serves

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