153546291 comparative-study-on-dth-serves

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CUSTOMER SATISFACTION-
A 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.

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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
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".

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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-of-
mouth 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 client’s expectations
Level 2- Exceed your client’s expectations
Level 3- Partner with your client’s 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
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

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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.

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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
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.

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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 DhirubhaiAmbani 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.
While Indian consumers were not completely satisfied with their cable
services, they did not feel the need to switch over to any other means
ofentertainment. 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 investin 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

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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.
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 India’s largest corporations in 2011.

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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
JawaharGoel 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.
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

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The TATA Group is one of India’s 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
Q1. Which DTH Service you are using?
Table No:1
Brand Number of Respondents
Dish TV 25
Tata Sky 25

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Chart No:1
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.
Q2. Reasonfor 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
2525
Sales
DISH TV
TATA SKY

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Flexible Channels
Pack
3 21
Other Reasons 2 1
Graph No:2
INTERPRETATION
Respondentsprefer 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.
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
0
5
10
15
20
25
DISH Tv TATA Sky
18
3
2
0
3
21
2
1
Package Cost
Installation Charge
Flexible Channels Pack
Other Reasons

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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.
Q4. How do you rate the Instrument Costof DTH Service?
Table No:4
Options Dish TV Tata Sky
Highly Satisfactory 0 0
Satisfactory 19 21
Averagely Satisfactory 6 4
Dissatisfactory 0 0
0
5
10
15
20
25
DISH Tv TATA Sky
21
18
4
7
Yes
No

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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 the
respondents are brand loyal but then might shift if better services are
provided.
Q5. How do you rate the Installation Charge of DTH?
Table No:5
Satisfactory 3 16
Dissatisfactory 0 0
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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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.
Q6. How do you rate the Subscription Services offered by DTH
Services?
Table No:6
Satisfactory 11 16
Dissatisfactory 0 0
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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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
Q7. How do you rate the Package Costof DTH Service Providers?
Table No:7
Satisfactory 19 21
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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Dissatisfactory 0 0
Chart No:7
INTERPRETATION
As far as the package costis concerned, the respondents are satisfied with
both the providers. But then the satisfaction levels are Level 3 & Level 4.
Q8. How do you rate the After Sales Service Supportof DTH Services?
Table No:8
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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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.
Q9. Rate the Channels offered by DTH Services?
Table No:9
Satisfactory 19 21
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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Dissatisfactory 0 0
Chart No:9
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 TV’s users too are satisfied but
then 6 respondents are averagely satisfied.
Q10. If you have to choose another DTH, which one do you prefer?
Table No:10
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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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
12
14
16
18
DISH Tv TATA Sky
1
0
1
2
16
2
5
18
2
3
AIRTEL
VIDEOCON
DISH TV
TATA SKY
BIG TV

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CHAPTER: 5
Findings, Suggestions & Conclusion
FINDINGS

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 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.
SUGGESTIONS

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 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
CONCLUSION

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

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Q1. Which DTH Service you are using?
A. Dish TV
B. Tata Sky
Q2. Reasonfor using particular DTH Services?
A. Package Cost
B. Installation Cost
C. Flexible Channels Pack
D. 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 Costof DTH Service?
A. Highly Satisfactory
B. Satisfactory
C. Averagely Satisfactory
D. Dissatisfactory
E. Highly Dissatisfactory

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Q5. How do you rate the Installation Charge of DTH?
F. Highly Satisfactory
G. Satisfactory
H. Averagely Satisfactory
I. Dissatisfactory
J. Highly Dissatisfactory
Q6. How do you rate the Subscription Services offered by DTH
Services?
B. Satisfactory
D. Dissatisfactory
Q7. How do you rate the Package Costof DTH Service Providers?
B. Satisfactory
D. Dissatisfactory
Q8. How do you rate the After Sales Service Supportof DTH Services?
B. Satisfactory
D. Dissatisfactory

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Q9. Rate the Channels offered by DTH Services?
B. Satisfactory
D. Dissatisfactory
Q10. If you have to chooseanother DTH Service besides your current SP,
which one do you prefer?
A. AIRTEL
B. VIDEOCON D2H
C. DISH TV
D. TATA SKY
E. BIG TV

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