Customer Perception of Service Quality towards Sun Direct to Home Services in Coimbatore

Service quality has been a frequently studied topic in the service marketing literature. Efforts to understand and identify service quality have been undertaken in the last three decades. High-definition (HD) is the top of the line that delivers programs in a crystal clear, wide screen format with CD quality sound which are technical aspects of the services ensures the television viewing experience of the customers to achieve the satisfaction and realizing the value for their money. However, the overall perception towards service quality was also taken into consideration which examines the negative aspects experienced by the Sun Direct to Home users from the results of the study. The objective is to analyze the perception of service quality among Sun Direct to Home users in Coimbatore District. This piece of research depends entirely on the primary data collected for studying the above mentioned objectives among various individuals in Coimbatore. The researcher used convenient sampling method. The sample size selected for the present study is 459 respondents using Sun Direct to Home Services in Coimbatore City. The tools for analysis are Percentage analysis, Garrett Ranking Method and Chi-Square Test. It is observed that the calculated chi-square value for all demographic variables is more than the table value is significant and associated. It is also clear that irrespective of the demographic characteristics majority of the customers are inclined with the services provided by Sun Direct DTH. To conclude, it is recommended to pay attention to improve customer service, where the Garrett Ranking based on empathy achieved the least position whereas, price and assurance achieved highest positions. It is obviously understood that with an improved network quality, price economy for the service provided by Sun Direct will be retained in the network is a successful achievement in the competitive market.