Egyptian pay TV: External influences and disconnecting service decision making in the Dokki area of Cairo, Egypt.

摘要

This explanatory study examined the external influences in a black box model that affects the ex-pay television subscribers' decision-making process, and caused them to disconnect the pay television service. These external influences: culture, reference groups, family, and product quality, play significant roles in shaping the ex-pay television decisions concerning the pay television service. The self-instrument with closed-ended questions was applied to a simple random sample of 250 ex-pay television subscribers who live in the largest two residential compounds for a middle social class in the Dokki area, Cairo City. These compounds are also including the largest number of ex-pay television subscribers in Dokki area (90%). The sampling units were all the people (men and women) who participate in make the final decision and act of making a purchase (power of purchasing) in their families (decider), especially for entertainment services, such as pay television service. The researcher conducted an extensive literature review of pay television companies that work in the Egyptian market and their different business work environments. The researcher also conducted an extensive literature review of external influences in the black box model and service quality dimensions in a RATER model. The results showed that most external influences and service quality dimension, especially reliability, had roles in shaping the final ex-pay television subscribers' decision-making process, which resulted in disconnecting the pay television service.