1Department of Management Studies, Graphic Era University, Dehradun
2College of Management and Energy Studies, Univesrity of Petroleum and Energy Studies, Dehradun
3Department of Management Studies, Graphic Era University, Dehradun
This study was designed to examine the relationship between service quality, customer satisfaction and customer’s intentions in the context of the Direct to Home (DTH) services. The respondents were 165 from different demography, wjio completed the self-administered questionnaire. SERVQUAL Analysis indicated that service quality and customer satisfaction had a direct positive effect on customer’s re-patronage intentions and their attitudeformation towards DTH services.
This study highlighted customer satisfaction as a stronger predictor of re-patronage intentions compared to service quality. The customer decides on Tangible characteristics and Reliabilityfactorsfor DTH services.
In the analysis, SERVQUAL has been used to identify the gaps in DTH services provided to the customers and the expectation level of the customers. The customers are attracted towards the Tangible dimension of the SERVQUAL that gained the highest weightage. DTH Customers are decided on the basis of equipment/product provided and economical monthly plans. The perceptions, of the DTH customers are more inclined towards the consistency in the services provided by the DTH providers.
Service Quality, Customer, Customer Satisfaction, SERVQUAL Model, DTH
