DTH in India: Strategies for enhancing customer experience

Abstract

The DTH industry in India has been developing at a fast pace providing quality service to its customers, changing the way Indians watch television. Though DTH has brought with it the advantages of better picture quality, options like interactive services, games and better relations with customers than the cable television operators, it still has a huge potential to improve in terms of the choices it gives to the customers. The DTH industry in the country is in its developing phase and the competition has just started building up with the price war. So, there exists a lot of potential in terms of developing the strategies for the consumers for complete customer satisfaction. Many of its aspects like prices, choice of channels, channel content, convenience, promotions, additional features etc are still rigid. The present study analyses the current DTH industry with a view on customer satisfaction and ways to enhance it further. This study aims at exploring the options to make the DTH service even more beneficial and flexible for customers. The study was done using secondary data gathered from the internet, journals and books and two phases of primary research which finally resulted in recommendation of strategies that could be implemented by DTH service providers in order to achieve the aims of increasing customer base, improving the customization levels of the services provided, increasing the choice and options being provided to customers currently, increasing revenues and hence, increasing overall satisfaction of the subscribers by enhancing customer experience.