International Journal of Marketing and Technology

Indian Direct to Home (DTH) market is currently growing at a very rapid pace. One of the major challenges faced by this industry is customer retention which is the result of high churn (about 14–16%). Customer experience is turning out to be a major source of customer retention and competitive advantage. Currently there is no framework available in the Indian market for DTH service providers to help enhance customer experience for the DTH services. Hence the objective of this paper is to design a conceptual framework in order to determine the dimensions that can enhance customer experience for Direct to Home (DTH) services.

A conceptual framework is proposed in which determinants affecting customer experience for DTH customers have been discussed. We explore six specific determinants with 25 attributes which include Brand Image, Installation & Usage experience, Store or delivery experience, Customer service, Assurance & Billing experience and Brand offering Primary data of 500 DTH customers was collected through a questionnaire using both online as well as personal interview method out of which response was received from 440 DTH customers. Factor analysis has been used to group the 25 attributes into common factors which affect customer experience for Direct to Home Service customers.

All six dimensions stated above explain significant contribution in enhancing customer experience. Customer Levels of association exist between 25 attributes to explain the framework significantly. Limited research has been done with respect to identification of determinants that affect customer experience for the Indian Direct to Homeindustry. This paper provides a framework for creating and delivering superior customer experience for DTH service providers.