*Ph.D. Research Scholar, Faculty of Management Sciences and Liberal Arts, Shoolini University of Biotechnology and Management Sciences, Solan (H.P.), India
**Assistant Professor, Faculty of Basic Sciences, Shoolini University of Biotechnology and Management Sciences, Solan (H.P.), India
Online published on 2 December, 2015.
The main purpose of the present research work is to study the impact of DTH service quality on customers’ behaviour intensions. For conducting the research work, convenient random sampling technique was used to collect data from 250 DTH subscribers of district Solan of Himachal Pradesh. The results of the study revealed that there exists significant relationship between DTH service quality and customers’ behaviour intensions. The dimensions of Tangibles, Service Operations, Assurance and Price were found as the predictors of recommending behaviour. In case of switching intensions, dimensions of Price and Network Quality, and for complaining behaviour, dimensions of Service Operations and Price were found as significant determinants.
Service quality, DTH service, behaviour intensions, recommending behaviour, switching intension
