The BBB don't mean nothing. The rating is only concerns the number of complaints that the company resolved in the customers favor, reguardless if the customer was right or wrong.
Thats not exactly the metric being used. Each BBB case is evaluated by the case handler on more than a dozen characteristics. If they feel the customer was right but the company didnt act in good faith and try to resolve the issue, they give a low grade.
In fact, if anything the BBB probably leans in the direction of the company, since the company often pays the BBB for membership while the customer pays nothing. However, directv, dish and comcast are not BBB members. Probably because they would have to agree to a certain set of terms and conditions.
All that having been said, Dish and Comcast get much better BBB grades. So by the metric you mentioned, they do a better job of making the customer happy than directv does. If you read the BBB reports for Directv, they believe that in about half the cases the customer is right but directv refuses to accommodate the customer.
The specific metrics the BBB uses are:
BBB experience with the industry in which the business operates
The business' length of time in operation
Whether BBB has information that the business does not have required competency license(s)
Any known government actions against the business that are related to marketplace activities
Any advertising issues found by BBB
The number of complaints processed by BBB from the business' customers
The number of complaints processed by BBB from the business' customers that are of a serious nature
Whether the business has responded to complaints received by BBB
Whether complaints have been resolved in a timely manner or the business has demonstrated it made a good faith effort to resolve them
Business' overall complaint history with BBB
Whether the business has honored any commitments to BBB to arbitrate or mediate disputes and comply with arbitrator decisions or mediated settlements
Whether BBB has sufficient background information and clear understanding of business
Whether the business is a BBB Accredited Business
Whether BBB Accreditation was revoked because the business failed to comply with agreed BBB standards
BBB assigns grades from A to F with pluses and minuses. A+ is the highest grade and F is the lowest. The grade represents BBB's degree of confidence that the business is operating in a trustworthy manner and will make a good faith effort to resolve any customer concerns.