A Study on Direct to Home Service Quality with Special Reference to Mandi District of Himachal Pradesh

Direct to Home sector is among the fastest growing industry in our country and had shown growth rate in double digit. Today, we have about 44 million direct to home subscribers and service providers must have to focus on service quality aspects to get competitive advantages. In this study we have made an attempt to identify the dimensions of service quality and also to recognize the reasons for preferring the services. The results indicates that service quality in DTH sectors lies on nine dimension named as assurance, reliability, tangible, empathy, responsiveness, network quality, convenience, price and other factors. The present study also reveals the reasons for preferring direct to home services in the region and identified that most of the respondents preferred the services to watch more channel provided by the direct to home operators followed by reasonable price charged by service providers