Factors Affecting Service Quality of Digital Terrestrial Television (DTTV) Services in Thailand

Abstract

Digital Terrestrial Television (DTTV) Services in Thailand have many benefits to Thai viewers compared to analog televisions. In 2012, National Broadcasting and Telecommunication Commission introduced DTTV in Thailand. The rates of DTTV adoption in Thailand have been slow because of some problems with terrestrial television services. The objective of this study is to examine and understand three main group factors that contribute to digital terrestrial television services quality such as the personal background of viewers, hardware receiver quality, and the variable location of the stations to transmit. There is an independent variable in the model which is the rating of signal quality by the viewer’s satisfaction. A sample survey conducted with questionnaires by collect data from 4,075 Thai viewers who have watched digital television. Using such data, the researcher estimated service quality by applying multiple regression analysis to determine essential factors, and measure their significance, and the results of the study showed that six variables were critical factors that have an impact on viewer satisfaction. The effect of the study will help policymakers to understand Thai TV viewers, and provide suggestions on how to promote efficient DTTV service quality strategies.