AFTER-SALE SERVICES AND SUBSCRIBERS' SATISFACTION WITH TERRESTRIAL TELEVISION SERVICE PROVIDERS

Abstract

This study centered on the effect of after-sale services on subscribers’ satisfaction with terrestrial television service providers. It was conducted to determine the effects of product delivery, installation service, warranty service and customer support on subscribers’ satisfaction with terrestrial television service providers. The study adopted cross-sectional survey research design. Primary data were obtained from 246 subscribers of terrestrial television service providers using a structured questionnaire. The data obtained for the study were statistically analyzed using descriptive statistics while the hypotheses of the study were tested using multiple linear regression. The findings of the study revealed that installation service (? = .444; p-value = .000 < 0.05) had the highest significant positive effect on subscribers’ satisfaction with terrestrial television service providers, followed by warranty service (? = .384; p-value = .003 < 0.05), product delivery (? = .352; p-value = .000 < 0.05) and customer support (? = .301; p-value = .000 < 0.05). Consequently, the study concluded that subscribers’ satisfaction with terrestrial television service providers could be effectively improved by applying after-sale service practices. To that end, the study provided practical implications for managers of terrestrial television service providers. Keywords: After-sale Services, Subscribers’ Satisfaction, Terrestrial Television Services.