EXCEL International Journal of Multidisciplinary Management Studies _____________ ISSN 2249- 8834

EIJMMS, Vol.5 (6), JUNE (2015)

Online available at zenithresearch.org.in

SERVICE QUALITY AND CUSTOMER SATISFACTION TOWARDS

VIDEOCON D2H, CHENNAI
THIRUVENGADAM. M*, PAVATHARANIRAMKI. P** AND SUBRAMANI.A.K***
*
I YEAR M.B.A,
VEL TECH BUSINESS SCHOOL, VEL TECH UNIVERSITY,
AVADI, CHENNAI 600062. TAMIL NADU, INDIA.
**
I YEAR M.B.A,
VEL TECH BUSINESS SCHOOL, VEL TECH UNIVERSITY,
AVADI, CHENNAI 600062. TAMIL NADU, INDIA.
***
ASSISTANT PROFESSOR,
VEL TECH BUSINESS SCHOOL, VEL TECH UNIVERSITY,
AVADI, CHENNAI 600062, TAMIL NADU, INDIA.

ABSTRACT:

Customer satisfaction is the degree of satisfaction provided by the services of a company as

measured by the number of repeat customers. The main objective of the study is to find out
the customer satisfaction and better service towards Videocon D2H. Descriptive research is
followed in this research. The universe of the population includes the respondents who are
the customers of Videocon D2H, located at Ambattur and Avadi. The samples (i.e. sample
size 50) were selected among the customers of Videocon D2H, located at Ambattur and
Avadi for this research. The major findings of the study are, most (90%) of the respondents
are willing to recommend Videocon D2H to their friends and relatives and the implications
for the study is Videocon D2H may try to keep all types of Customers and all brands as per
the requirement of local people in that locality. From the research, it is concluded that the
demographic variables such as age group, gender are having less impact on the factors of
customers satisfaction. The research outcome also indicates that, most of the customers were
satisfied towards Videocon D2H with respect to the chosen factors.

KEYWORDS: Customer satisfaction, service quality, Brand image, groups, self-concept.

I. INTRODUCTION
Videocon D2H, the fastest growing DTH service provider in India has added new channels
and services on its platform taking forward its supremacy by providing an enormous number
of maximum 400+ channels and services. These new additions to the already large gamut of
offerings from Videocon D2h have enable it to emerge as a new leader in the DTH sector.
These additions will be available across all the packages. With mandatory digitization
imminent, the fresh channels and services are expected to add great value to the brand and the
company is expected to gain significant market share.
Customer satisfaction is the degree of satisfaction provided by the goods and services of a
company as measured by the number of repeat customers. The customer satisfaction is
important because it provides it marketers and business owners with a metric that they can
use to manage and improve their business. It also helps to reduce the negative use of word of

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EXCEL International Journal of Multidisciplinary Management Studies _____________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

mouth and its also the cheaper way to retain customers rather than acquire new ones. Our
research focuses mainly on the user satisfaction towards Videocon D2H and the factors
influencing it. . First, it draws attention on the factors influencing user satisfaction towards
Videocon D2H. Secondly, an empirical research is conducted to find out the combined effect
of different factors that are influencing the user satisfaction towards Videocon D2H.

II.COMPANY PROFILE:
Videocon d2h is the DTH service provided by the Videocon Group. Videocon Group is an
industrial conglomerate with interests all over the world, and is an Indian multinational
company. The group has 17 manufacturing sites in India and plants in China, Poland, Italy
and Mexico. It is also the third largest picture tube manufacturer in the world. The group is a
USD 4 billion global conglomerate. Videocon d2h has been providing DTH services in India
since its inception in Aug 2009.Videocon d2h manufactures Satellite LCDs & TVs which
were DTH enabled with sizes ranging from 19" to 32".Videocon d2h's tagline initially was
Direct Hai Correct Hai which was later changed to Digital DTH Service in Nov 2011.
As of May 2014, it offers 500 channels and services which include 28 "HD" channels, 1 3D
channel and 21 Active Music Services. In May 2011, it launched its HD Digital Video
Recorder (DVR) box with 3D which could record live content. With the launch of its 3D Set
Top Box (STB), Videocon d2h became the first DTH provider in India to offer a 3D
compatible STB since none of the other DTH providers had a 3D compatible Box.In January
2014 Videocon d2h has crossed 11 Million Subscribers. Videocon D2h first DTH Company
in India which provide Radio Frequency technology remote for better and long range signal
facility. They recently added 4 regional language HD channels i.e. Tamil & Telugu.
Videocon D2h also launched new DVR 1000 GB which allows maximum recording facility.

III.LITERATURE REVIEW

John Sinclair and Mark Harrison (1995) have studied on Globalization and Television in
Asia with special reference to India and China. The study had explained that Asian
television is in a most volatile period of development. The advent of new subscriber services
and the embracing of privatization and deregulation policies are major current development
in the television industries

AtpitaMuharjee (2002) had studied Indias trade potential in audio visual services and the
gats. The study observed that audio-visual service sector is one of the fastest growing service
sectors in India and Indias exports of audio visual products have shown a rapid increase in
the past decade. The study has examined Indias trade potential in audio visual services
within the GATS frame work.
Minakhide (2004) had made a study on the Indian satellite for education. She showed that
satellite could establish the connectivity between urban educational institutions with adequate
infrastructure imparting quality education and the large number of rural and semi urban
educational institutions that lack the necessary infrastructure. She had also mentioned that
EDUSAT is the first exclusive satellite for serving the educational sector. It covers 2400
Indian villages spread over six states.

1V.OBJECTIVE OF THE STUDY:

PRIMARY OBJECTIVE:
To find out the user satisfaction towards Videocon D2H.

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EXCEL International Journal of Multidisciplinary Management Studies _____________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

SECONDARY OBJECTIVES:
1. To find out the need for which DTH was bought.
2. To study the consumer preferences for DTH services.
3. To study Videocon D2h Performance in the DTH Segment.

V.LIMITATIONS OF THE STUDY:

The study is conducted with 50 respondents who are users of Videocon D2H. The
information we gathered may have bias, which may not give true picture about the
chosen research topic.
The sampling unit chosen is users of Videocon D2H and the survey result may vary
according to the users satisfaction towards Videocon D2H and the services that it
offers.

VI.RESEARCH METHODOLOGY:

Descriptive research is followed in this research. The universe of the population

includes the respondents who are the customers of Videocon D2H, located at Ambattur and
Avadi. The samples (i.e. sample size 50) were selected among the customers of Videocon
D2H, located at Ambattur and Avadi for this research. The samples were chosen from the
population, by using Convenience sampling technique (i.e. Non-probability sampling
technique), because the exact population size is unknown and the accessibility of the
customer is difficult. Survey method of data collection was used in this research. The primary
data were collected using structured questionnaire.

VII.DATA ANALYSIS AND INTERPRETATION:

1. FREQUENCY ANALYSIS:
Percentage analysis is one of the descriptive statistical measures used to describe the
characteristics of the sample or population in totality. Percentage analysis involves computing
measures of variables selected of the study and its finding will give easy interpretation for the
reader.

Table 1 Frequency Analysis on Age, Gender and Occupation

S.no Particulars Frequency Percentage
1. AGE:
18-25 years 20 37
26-35 years 9 18.5
36-45 years 17 33.33
Above 46 years 5 11.1
2. GENDER:
Male 27 41.1
Female 23 48.2
(Source: Primary Data)
INFERENCE:
From the table 1, it is inferred that 37% of the respondents are between 18-25 years and
the maximum respondents are employee of 37% and 48.2% are female. It is found that the
product is mostly purchased by young people.

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EXCEL International Journal of Multidisciplinary Management Studies _____________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

Table 2 Frequency table Satisfaction of customers

S.No Particulars Frequency Percent
1 Which factor basis you bought Videocon D2H?
More global channels 13 25.5
Interactive Services. 19 37.3
More Transparent Payment 10 19.6
Superior quality 6 11.8
Affordable price 2 3.9
2 Satisfied about Videocon D2H Quality?
Highly dissatisfied 2 3.9
Dissatisfied 4 7.8
Neutral 6 11.8
Satisfied 10 19.6
Highly satisfied 28 54.9
3 Have ever faced problem related to Videocon D2H
Yes 15 31.4
No 35 68.6
4 After sales service satisfaction
Highly dissatisfied 5 9.8
Dissatisfied 10 19.6
Neutral 12 23.5
Satisfied 16 31,4
Highly satisfied 7 13.7
(Source: Primary Data)

INFERENCE:
From the table 2, it is inferred that 37.3% because of the Interactive service
Videocon D2h.54.9% of the respondents said Videocon D2h is more quality and more than
68.6 ever get the problem in their Videocon D2H products.

2. MEAN AND STANDARD DEVIATION

Table 3. Mean and Standard - Factors of customer satisfaction

S. No Particulars N Mean Std.

Deviation
1. Quality 50 4.16 1.167
2. Price 50 3.96 1.009
3. Feature 50 4.18 0.825
4. Models variety 50 4.14 0.904
5. Availability 50 4.24 0.822
6. Service 50 4.24 0.847
7. Guarantee 50 4.24 0.797
8. Brand Image 50 4.44 0.705
9. Picture Quality 50 4.32 0.891
10. Overall Satisfaction 50 4.30 0.735
(Source: Primary Data)

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EXCEL International Journal of Multidisciplinary Management Studies _____________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

INFERENCE:
From the table 3, it is inferred that the satisfaction towards availability (4.24%) and the
quality (4.16%) of Videocon D2h is comparatively less when compared to its price, feature,
model, picture quality, guarantee etc.

3. INDEPENDENT SAMPLE T-TEST:

Null hypothesis: There is no significant difference between the male and female respondents
with respect to the factors of satisfaction level toward Videocon D2h.

Table 4 t-test for significant difference between male and female respondents with
respect to the factors of qualities and customer satisfaction towards Videocon D2h.

S. No Particulars Gender Mean Std. Deviation t value p value

1. Male 4.10 1.193 0.486 0.343
Quality
Female 4.26 1.147
2. Male 3.87 1.088 0.794 0.295
Price
Female 4.11 0.875
3. Male 4.26 0.855 0.852 0.241
Features
Female 4.05 0.780
4. Male 4.19 0.792 0.531 0.265
Models variety
Female 4.05 1.079
5. Male 4.32 0.791 0.906 0.240
Availability
Female 4.11 0.875
6. Male 4.32 0.871 0.026 0.262
Picture Quality
Female 4.32 0.946
7. Male 4.35 0.755 1.311 0.231
Guarantee
Female 4.05 0.848
8. Male 4.58 0.620 1.847 0.200
Brand Image
Female 4.21 0.787
9. Male 4.29 0.783 0.533 0.248
Service
Female 4.16 0.958
(Source: Primary Data)
INFERENCE:
From the table 4, it is found that all the p values of the factors of customer satisfaction is
more than 0.05, the null hypothesis is accepted and the alternative is rejected. Hence it is
inferred that there is no significant difference between the male and female respondents with
respect to the factors of satisfaction level towards Videocon D2h.

4. CHI-SQUARE
HYPOTHESIS 2
Null Hypothesis: There is no association between age and overall satisfaction towards
Videocon D2h.

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EXCEL International Journal of Multidisciplinary Management Studies _____________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

Table 5 Chi- Square test for association between age and overall satisfaction
towards Videocon D2h.
Age Dissatisfied Neutral Satisfied Highly Chi P value
Satisfied value
18-25 0 2 10 5
years
26-35 0 2 5 3
years
36-45 1 0 7 9 12.249 0.200
years
Above 46 0 1 0 5
Total 1 5 22 22
(Source: Primary data)
INFERENCE:
Since the p value is more than 0.05, the null hypothesis is accepted and the alternative
is rejected. Thus it is found that there is no association between the age and overall
satisfaction level towards Videocon D2h.

HYPOTHESIS 3
There is no association between gender and the overall satisfaction level towards Videocon
D2h.
Table 6 Chi- Square test for gender and overall Satisfactionto their friends
S.No Overall Satisfaction
GENDER Dissatisfie Neutral Satisfied Highly Total Chi P value
d Satisfied value
1 Male 1 3 13 14 31
2 Female 2 1 8 8 19 1.358 0.715
Total 3 4 21 22 50
(Source: Primary data)
INFERENCE:
Since the p value is more than 0.05, the null hypothesis is accepted and the
alternative is rejected. Thus it is found that there is no association between the gender and
overall satisfaction level towards Videocon D2h.

VIII. DISCUSSIONS:
There is no difference between male and female of the respondents with respect to the
availability of all types of quality, price, features, models varieties, services, picture
quality, brand image, guarantee, and availability.
There is a significant difference association between male and female of the
respondents of satisfactions where male custome0rs are more satisfied than female
customers.
From the mean and std. deviation, it is inferred that the satisfaction level of
customers are moderate with respect to availability of all types of quality, price,
features, model and design, service, picture quality, brand image, guarantee,
availability with the mean value from 3.58 to 3.76.
Most (90%) of the customers are satisfied towards Videocon D2h.

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EXCEL International Journal of Multidisciplinary Management Studies _____________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

IX. IMPLICATIONS:
Videocon products is very rare to available in the market.
Videocon products is comparatively cheaper than other products, so middle and lower
class may not be affordable to buy Videocon D2H. It is recommended Videocon D2h
they give offer to the reasonable price to attract the middle and low class people.
Videocon products can improve by keeping all time availability of services, so that
they can improve their satisfaction level towards Videocon D2h.

X. FINDINGS AND SUGGESTIONS:

Majority of the respondents are (42.5) of them preferring Videocon D2h.
There is no significant relationship between age of the respondents and level of
satisfaction towards Videocon D2h.
They should get the feedback report from the customers need and wants.
They should reduce the price and after sales service in order to gain more customers and
to beat their competitors.
They should increase the regional sales and advertisement and improve the after sale
service.

X1. CONCLUSION:
Through the research paper entitled, A study on service quality and customer
satisfaction towards Videocon D2h. it is concluded that variables such as age group, gender
are having less impact on the factors of customer satisfaction. Videocon D2h is highly
moving DTH when compared to other DTH brands like Tata sky and it shows the handling
convenience, the brand name and price of Videocon D2h It helps to make identification over
its strength and weakness of Videocon D2h. The research outcome also indicates that, most
of the customers were satisfied towards Videocon D2h with respect to the chosen factors.
This study also indicates that the customers towards the Videocon D2h is also good.

XII. REFERENCES
WEBSITE:
www.videocon d2h.com
www.d2h.co.in
"Videocon D2H likely to bring IPO this fiscal". Ecnomictimes.com. 3 June 2014.
Retrieved 3 June 2014.Videocon D2H likely to bring IPO this fiscal
"India braced for DTH merger between Reliance and Sun Rapid TV News India".
In.rapidtvnews.com. 13 August 2013. Retrieved 19 August 2013
Official website Videocon.in
Securities and Exchange Board of India Website
http://theglobaljournals.com

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