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Factors Influencing Customer Gratification to use DTH Service in Bangladesh

Sabrina Quadir*, Sanjida Islam**, Israt Moriom Khan***

*-*** Department of Business Administration, Daffodil Institute of IT, Dhaka, Bangladesh.

Periodicity:December - February'2022
DOI : https://doi.org/10.26634/jmgt.16.3.18450

Abstract

With a distinctive position in the advancement of the service sector, DTH (Direct-To-Home) is providing a service to perceive the user's gratification. The objective of this study is to examine the influencing factors of customer gratification and the growing popularity of DTH services in Bangladesh. Both primary and secondary information were used in this study. The conducting period of this study was from April to September of 2021, surveying a questionnaire of 561 participants in both urban and rural areas in Bangladesh. To analyze the data and find the results, SPSS version 20 was used. The findings of this study showed that the picture and sound quality, promotional and lucrative packages, thunder protection, multiple TV connections, program reminder, guide, huge channels, helpline, after sales service and parental control are the influential factors. To grow the business effectively, DTH service providers must be more concerned about customer gratification.

Keywords

DTH Service, Customer Gratification, Lucrative offers, Bangladesh, Service sector, Direct to Home.

How to Cite this Article?

Quadir, S., Islam, S., and Khan, I. M. (2022). Factors Influencing Customer Gratification to use DTH Service in Bangladesh. i-manager’s Journal on Management, 16(3), 22-28. https://doi.org/10.26634/jmgt.16.3.18450

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