According to a survey recently released by the Taylor Research & Consulting Group during the SkyFORUM symposium, expanding product lines, quality services and competitive pricing remain the key to customer satisfaction and retention in the DBS industry.
The survey further reveals that 84 percent of the respondents indicated overall satisfaction with their DBS service. This marks a five percent improvement over a similar 2002 survey and improvements are noted in areas like programming channels, trouble-free installation, getting a good value for money and quality customer service. Most new DBS subscribers cited lower pricing and/or better programming selection as the main reason they chose DBS over digital cable.
Other findings included an interest among DBS subscribers in DVR (27 percent), HDTV (23 percent), digital audio radio services (18 percent) and VOD (14 percent). The study, which consisted of 1,500 telephone interviews conducted in April 2003 between recent and longer-term DirecTV and DISH Network subs, was commissioned by the Satellite Broadcasting and Communications Association to assess the present DBS-cable competitive environment, understand what drives DBS subscription, gauge DBS customer satisfaction and evaluate DBS subscriber programming needs and interests. The survey.
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