Abstract
In the last decade, Direct-to-Home (DTH) services have acquired a central role in the Indian TV broadcasting industry. Dissatisfaction in the customers is raising with intense competition between the service providers in DTH market. In this scenario, the firms should react to it positively to attain benefits in terms of retention of customers. This study concentrates on examining the influence of factors likely psychographic, and attitude towards business on complaint behaviour and investigating the differences in influence of two factors on first time customers and loyal customers in DTH services. A structured questionnaire was used to collect data from 400 respondents using systematic sampling tool in Vijayawada & Guntur regions, Andhra Pradesh, India. Frequencies, multiple regression and Mann Whitney U test were used to analyse data and resulted that two factors namely psychographic, and attitude towards business are positively influencing complaint behaviour and specifying that there is difference in first time customers and loyal customers with factors influencing. The paper consists of conclusion and future scope for research.
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