Dominos

CONTENTS OF THE PROJECT:
 Acknowledgement
 Executive Summary
 Objective of the Study
 Quick Service restaurant in India
 Key drivers in Indian quick service restaurants
 History
 Introduction
 Strategies taken by Domino’s
 Service Blueprint of Domino’s
 7P’s of Domino’s
 Flower of Services of Domino’s
 Service marketing triangle of Domino’s
 Methodology of conducting Primary survey
 Analysis of the Survey
 Suggestions & Conclusion
 Appendix: Questionnaire

ACKNOWLEDGEMENT
The satisfaction and euphoria that accompany the successful completion of any
task would be incomplete without mentioning the name of the people whose
constant guidance and encouragement has crowned all our efforts with success.

As the students of the IILM-GSM, we would like to express our sincere thanks to
Mrs. Tripti Ghosh, who helped and guided us to structure the project.

EXECUTIVE SUMMARY

This report is based on services offered by dominos and also to test the quality of
service dimensions of Domino’s. India's quick service restaurant market worth $13
billion is growing 25-30 percent a year on the back of changing and busy lifestyle,
fast emerging middle class population and surging disposable income, the industry
will continue to grow at a pace in coming years. It now accounts for roughly half
of all restaurant revenues in the developed countries and continues to expand there
and in many other industrial countries in the coming years. But some of the most
rapid growth is occurring in the developing world; where it's radically changing the
way people eat. Domino's Pizza India Ltd. has proceeded to become one of the
largest and fastest growing international food chains in South Asia. The first
Domino's Pizza store in India opened in January 1996, at New Delhi. Today,
Domino's Pizza India has grown into a countrywide network around 411 outlets in
95 cities

This report provides extensive research and rational analysis about service
concept of Domino’s. and evaluation of current service marketing mix and
evaluation of customer gaps in different service quality dimensions.
.

OBJECTIVES OF THE STUDY
 To find out the customer gap , i.e., what customers expect
from company on various parameters and what they
actually perceive.
 To find out the motivational factor which insist customers
to choose Domino’s.
 To understand general spending habit of consumers
 To understand important satisfaction factors
 The Comparison of expenditure done by the consumers on
eating out and on Domino’s.
 To know the various factors or services where Domino’s is
supposed to work hard in order to improve the overall
experience of the customers.

QUICK-SERVICE RESTAURANT INDUSTRY IN INDIA

QSR or fast food concept was introduced in India about a decade and a half ago
when American brands like McDonalds, KFC, Domino’s Pizza and Pizza Hut
entered into the Indian market. These brands have undergone the initial challenge
of charting the new territory and today have not only found acceptance but are part
and parcel of Indian consumer’s dining habits. The brands which have recently
entered in India are Quiznos and Dunkin’ Donut. Now, more of the American
brands like Denny’s, Pollo Tropical, Applebee’s and Johnny Rockets are ready to
take plunge in Indian QSR market. India's quick service restaurant market worth
$13 billion is growing 25-30 percent a year on the back of a generation of young
and increasingly wealthy consumers with an appetite for western tastes. In the past,
most of the multinational food brands have opted for franchise model to enter and
or grow their footprint in India and the trend has only increased over the years
because now more and more franchisees observe corporate-like culture and high
professional standards leading to enhanced profitability. At present the market size
and growth projection between organized and unorganized food retailing industry
stands as follows:

16%

UNORGANIZED 45% UNORGANIZED
ORGANIZED 55% ORGANIZED

84%

KEY DRIVERS IN INDIAN QUICK SERVICE RESTAURANTS

LOW PENETRATION OF MODERN RESTAURANT OUTLETS
India and the rest of South Asia have a low penetration of modern restaurants
compared to more developed markets. Most developed markets have more than 0.5
outlets per 1,000 people – Japan has 1.1, Canada has 1.0 and the US has 0.7 while
the penetration in most South Asian countries is equal to (as in India’s case) 0.2.
This represents a growth opportunity for Jubilant Foods Works (JFL) in India
where competition and the entrance of new players via franchises have intensified
over the years.

ATTRACTIVE DEMOGRAPHICS
India enjoys attractive demographics in terms of population growth, a large
younger base (the under-25 age group represents close to 54% of the total
population). Growing income levels and increase in purchasing power has led to a
higher spending capacity which provides a huge opportunity for penetration for the
food services sector

RISING URBANIZATION
Ordering in or eating out is more prevalent in the cities and towns than in the
rural areas. The average spends on ordering in the Tier 1 or Tier 2 towns is
double the average spends in the Tier 3 towns.

CHANGING FOOD HABITS AND EATING OUT CULTURE
Increased individual incomes and growth in middle class has impacted greater
demand for convenience foods. Eating out or ordering in meals for consumption at
home has become a popular trend. According to the Technopak Report 2009,
ordering in or bringing in meals from restaurants is a fairly common practice, with
two out of three households in India having done so in one month. In fact, most
who have ordered in or brought food from outside have done it multiple times.

STILL LOW SHARE OF THE MARKET FOR FOOD & BEVERAGES
CONSUMED AWAY FROM HOME
Only 2% of monthly expenditure on food bought from outside or ordered-in by
households in India is spent on pizzas and pastas on a monthly basis. There is a
clear opportunities for QSR players like JFL to encourage eating out, given the low
base in India. Food and drinks consumed outside the home (restaurants, street
stands) represent only 19% of total food and drinks spending.

HISTORY

Like most corporate success stories, Domino's started out small - with just one
store in 1960. Domino's Pizza originated as a small pizza store owned by
Dominick Di Varti at the Michigan University campus in the US under the name
'Dominick's Pizza'. The pizza store was bought by two brothers who were
students at the University, Thomas S. Monaghan (Tom) and James S. Monaghan
(James) in 1960.It was re-christened Domino's Pizza in 1965.

INTRODUCTION

Domino’s vision: Exceptional people on a mission, to be the best pizza delivery
company in the world.
Jubilant Food Works Ltd. (formerly Domino's Pizza India Ltd) was incorporated in
March 1995 as the master franchisee for South Asia Pacific, of Domino's Pizza
International Inc., of USA. Moreover, the company holds the master franchisee
rights for Sri Lanka and Bangladesh through its wholly owned subsidiary. Mr.
Shyam S.Bhartia and Mr. Hari S. Bhartia of the Jubilant Group are the promoters
of the company. Since inception, Domino's Pizza India Ltd. has proceeded to
become one of the largest and fastest growing international food chains in South
Asia. The first Domino's Pizza store in India opened in January 1996, at New
Delhi. Today, Domino's Pizza India has grown into a countrywide network around
411 outlets in 95 cities.

STRATEGIES

POSITIONING WAR

When Domino's entered the Indian market, the concept of home delivery was still
in its nascent stages. It existed only in some major cities and was restricted to
delivery by the friendly neighbourhood fast food outlets. Eating out at 'branded'
restaurants was more prevalent.

GOING PLACES

Domino’s has selected their store locations wisely with focus on shopping malls,
multiplex complexes, metro stations, highways, offices spaces not only in Tier-1
but has also extended their foot print in Tier-2 and Tier-3 cities reaching out to a
larger consumer base.

LOCALIZING THE MENU

Since its entry into India, Domino's introduced new toppings for Pizzas to cater to
the local tastes. Different flavours were introduced to cater to local population.

BRAND BUILDING THROUGH ADVERTISING

Domino's and Pizza Hut initially restricted their ad strategy to banners, hoardings
and specific promotions. In August 2000, Domino's launched the
'Hungry Kya? (Are You Hungry)' sequence of advertisements on television. In
2009 Domino’s rolled out a new campaign 'Khushiyon ki Home Delivery', to
promote the home delivery service of its latest offering. The campaign has been
created by Contract Advertising and positions the home delivery of pizza and pasta
as a very convenient service.

PRICING AND PROMOTION WARS
Through its 'Fun Meal for 4’ pack the Domino’s Pizza India offers four pizzas at
the rate starting at Rs 156. This has helped the speciality food franchise to enhance
the strength of its customer base. Domino's has introduced price cuts, discounts to
attract the customers. They offer comeback value to their customer.

SERVICE BLUEPRINT OF DOMINO’S:

7 P’S OF DOMINOS

PRODUCT & PRICE

The very brand name ―Domino’s‖ adds value to the products available in the
store. The quality and the hygiene of the pizzas and the other add-ons are taken
care of by the company or the franchisees by way of training to the employees.
Domino’s also takes pride on the innovation of many new products and ideas.
Some of these are as follows

Double Decadence:

Domino’s launched the first Double Decker pizza in the UK. Domino’s
Double Decadence is created when two thin and crispy dough bases are
sandwiched together with a layer of creamy cheese and herb sauce. The pizza is
then topped with vine ripened tomato sauce, mozzarella cheese and the customers;
choice of toppings.

Virtual Store:

To make take home pizza ordering more convenient for the customers,
Domino’s has designed an online service which features the customers’ favorites
and also the customers can order for pizzas by text message via mobile phones and
orders can be placed online. When the order online option is selected, the customer
is taken to the order form. And the customers has to enter the postcode of the
delivery address and then other delivery details like the phone number and e-mail
address has to be entered. Then the customer is taken to another page – the best
part of the process – pizza. The customer can select the pizza and the size of it and
also the customer has the option to create his/her own pizza and then pay for the
food either online using a debit or a credit card or to opt for paying the amount to
the person who delivers the pizza.

Domino’s Heat wave Bag:

Domino’s Heat wave hot bag was introduced in the year 1998. The Hot
bags contain a heating mechanism that is warmed by using electromagnetic energy.
This technology keeps the pizza oven-hot during the delivery.

General perception prevails that pizza prices are expensive and cannot be afforded
by many, but Domino’s pizza prices will make you think twice about that
statement. Domino’s also provide lots of offers and deals that give your much
discounted pizza prices.

First off, customers can get Pizza mania pizzas for prices as low as Rs. 39/- which
no other pizza chain offers in the country. The regular size Simply Veg pizzas start
from Rs. 60/- onwards and they have pizzas up to around Rs. 400/- Domino’s
caters to all price ranges so that customers can always find a pizza price that fits
their pocket.

Pizza Price List

Simply Veg Pizza Prices

Regular pizza price – Rs. 60/-
Medium pizza price – Rs. 120/-
Large pizza price – Rs. 230/-
Cheese Burst pizza price – Rs. 190/-

Simply Non Veg pizza prices

Regular: Rs. 95/-
Medium: Rs. 190/-
Large: Rs. 330/-
Cheese burst: Rs. 260/-

Veg pizza prices

Regular: Rs. 95/-
Medium: Rs. 190/-
Large: Rs. 330/-
Cheese burst: Rs. 260/-

Non Veg pizza prices:

Regular: Rs. 125/-
Medium: Rs. 225/-
Large: Rs. 375/-
Cheese Burst: Rs. 295/-

Veg II pizza prices

Regular: Rs. 125/-
Medium: Rs. 225/-
Large: Rs. 375/-

Non Veg II pizza prices

Regular: Rs. 150/-
Medium: Rs. 275/-
Large: Rs. 415/-

Feast Pizza Prices:

Rs. 35/- (regular), Rs. 45/- (medium) or Rs.55/- (Large) more than the normal Veg
II/Non Veg II pizzas

Prices of Side Orders:

Garlic breadsticks: Rs. 50/-
Soft drinks (600 ml): Rs. 30/-
Chicken Wings: Rs. 80/-

Choco Lava Cake: Rs. 45/-
Butterscotch Mousse Cake: Rs. 59/

PLACE

Domino’s Pizza stores are established in almost 50 countries and they have got
more than 8,000 stores worldwide. The Domino’s stores are centrally located and
in a manner convenient for the people to walk in and also convenient for the
deliverers to do their job. The distribution channel followed by the company is
mostly through takeaways, telephone ordering, SMS and online ordering. The
pizzas are delivered by way of scooters at their door step. In order to maintain the
quality of the pizzas, they are carried in a heat wave bag so that they can deliver
hot and tasty pizzas to their customers

PROMOTION

 Pizza order discount: Domino’s offers its customers a number of discount
and other promotions on purchasing Domino’s pizza.
 A customer walked out of a Florida Domino’s store with a $10,000 cheque
for having bought the Gotham City Pizza and the promotion was called The
Dark Knight Deal.
 The Dark Knight Deal also allows the customers to win Xbox 360 and other
gaming consoles.
 Domino’s pizza has introduced a new value meal called the 444 deal. This
444 value deal contains three ten-inch pizzas with one topping for $4 each
with a minimum number of three orders.
 Dominos also allows its customers to play games by the time their food
arrives. There are actually two games – asteroids and slide puzzle to play
 Dominos start providing coke/fanta/sprite.

 Dominos started pizzas mania which start from Rs 35 and we get the
toping according to our choice.
 Web coupons available at web site www.dominos.co.in
 Discounting coupons are being provided with every item purchased.
 Suggesting selling at a discounted price
 New schemes at regular interval of time according to the taste of the
INDIAN customer

PEOPLE

 Recruiting young, enthusiastic and dedicated employees.

 Appropriately trained for delivering the service.

 Personality development and grooming sessions.

 Provide them with various facilities such as medical help, consultation,
traveling facilities, perks and bonuses

 Team members are recognized and rewarded based on ability and merit for
their contributions

PROCESS
 Self service system.
 Hungry hotline facility.
 Keep in mind the health and hygiene.

 Domino’s Pizza India also boasts about its commitment to serve its
customers on time by implementing the “30 MINUTES OR FREE” service
commitment.

 Domino's constantly strives to develop products that suit the tastes of its
customers,

 Domino's believes strongly in the strategy of 'Think local and act regional'.

PHYSICAL EVIDENCE

 Logo

 Sample parking space.

 Good infrastructure.

 Use of modern technology equipments.

 Clean and friendly services.

SERVICES MARKETING TRIANGLE

Company

Internal marketing External marketing

Employee Customer
Interactive Marketing

INTERNAL MARKETING

 Young and enthusiastic team.

 Domino’s vision.

 Bonus scheme incorporating profit.

 ―What’s up Dominos‖ session

EXTERNAL MARKETING

 Home delivery specialist.

 Dominos bring out the 'WOW' effect.

 Domino’s serve its customers on time.

 Every order is hand-made.

INTERACTIVE MARKETING
 Dominos promises their customers safe n friendly service with fre
 e home delivery.
 Domino’s heat wave.
 Domino’s Pizza strives to be the best pizza delivery company in the world.
 Delivers more than just hot pizzas.

METHODOLOGY

QUESTIONNAIRE DESIGN

The questionnaire designed was in the form of online form, in which closed-ended
questions were used. Some questions were having the options which were Nominal
in nature and some questions were having the options which were Interval or Scale
in nature.

Data Sources:

The process of data collection for this study was entirely primary.

Research Approach:

The approach was in the form of a online survey of the respondents. As this was an
online survey, so other relevant hidden information such as why, why not etc.,
could not be received by the respondents.

Sample Size:

The sample size taken for this study is only 31[24 male and 7 female]

Sampling technique:

Convenient sampling

Contact method:

Mailing the online form to many of the people, whose contacts in our E-MAIL ids.
And apart from this the questionnaire link was floated on the facebook.

ANALYSIS

MONTHLY SPENDING EATING OUT

1. More then half (66.67%) of the people spending Rs100-300 on eating out
spends less then RS 100 on domino’s.
2. Large group of people (83.33%) spending Rs.300-600 on eating out spend
100-300 on domino’s
3. The people spending Rs600-900 on eating out are divided equally in the
categories less then 100, 100-300 and 300-500.
4. The people spending 900 and above spends on domino’s in every above
mentioned denominations (less then 100, 100-300, 300-500,500 and above)
5. The no. of people spending less the 100 is more as compared to others

.

ONLINE ORDERING

Out of the total respondents 67.74% did not make orders online because of the
following reasons:-

1. Lack of awareness among the customers about the online order system of
domino’s.
2. As placing order online required connectivity of internet and a computer so
it is not always available to the customer.
3. Telephone ordering is more convenient then internet.

MOTIVATIONAL FACTORS BEHIND CHOOSING DOMINO’S

1. For Large group of respondents (41.94%) service quality is one of the major
motivation factors. The good thing about domino’s service is there timely
delivery that is in just 30 min and simultaneously the quality they deliver is
also good.
2. 29.03% of the respondents answered price as the motivation factor behind
choosing domino’s as the prices of the domino’s product is comparatively
less. This also includes the prices of pizza mania which costs only Rs 39 per
pizza and can be affordable by each and every customer visiting domino’s.

Very less no of people answered ambiance as the motivation factor because the
ambiance of domino’s outlets is not that much good and attractive.

OVERALL SATISFACTION--REGRESSION ANALYSIS
a
Coefficients

Unstandardized Standardized 95.0% Confidence
Coefficients Coefficients Interval for B

Lower Upper
Model B Std. Error Beta t Sig. Bound Bound

1 (Constant) 5.082 1.280 3.971 .001 2.428 7.737

FACTOR-Food Taste -.139 .197 -.174 -.705 .488 -.548 .270

FACTOR- Quality .307 .240 .351 1.278 .214 -.191 .805

FACTOR-Ambience -.319 .277 -.304 -1.150 .262 -.894 .256

FACTOR-Brand .109 .286 .088 .381 .707 -.484 .703
Image

FACTOR-Staff -.287 .184 -.342 -1.559 .133 -.668 .095
Behavior

FACTOR-Price -.015 .163 -.021 -.094 .926 -.354 .323

FACTOR-Delivery .067 .222 .080 .301 .766 -.394 .528
Time

FACTOR-Discounts -.144 .145 -.215 -.988 .334 -.445 .158
Given

a. Dependent Variable: overall_satisfaction

OVERALL SATISFACTION
=5.082-0.139*FOOD TASTE+0.307*QUALITY-0.319*AMBIENCE
+0.109*BRAND IMAGE-0.287*STAFF BEHAVIOR-0.015*PRICE
+0.067*DELIVERY TIME-0.144*DISCOUNTS

FOOD TASTE - The coefficient for FOOD TASTE is -0.139. So for every unit
increase in FOOD TASTE, a 0.139 unit decrease in OVERALL
SATISFACTION is predicted, holding all other variables constant.
QUALITY- The coefficient for QUALITY is 0.307. So for every unit increase in
QUALITY, a 0.307 unit increase in OVERALL SATISFACTION is predicted,
holding all other variables constant.

AMBIENCE-The coefficient for AMBIENCE is -0.319. So for every unit
increase in AMBIENCE, a 0.319 unit decrease in OVERALL SATISFACTION
is predicted, holding all other variables constant.
BRANDIMAGE- The coefficient for BRAND IMAGE is 0.109. So for every
unit increase in BRAND IMAGE, a 0.109 unit increase in OVERALL
STAFF BEHAVIOR-The coefficient for STAFF BEHAVIOR is -0.287. So for
every unit increase in STAFF BEHAVIOR, a 0.287 unit decrease in OVERALL
PRICE-The coefficient for PRICE is -0.015. So for every unit increase in
PRICE, a 0.015 unit decrease in OVERALL SATISFACTION is predicted,
holding all other variables constant.
DELIVERY TIME-The coefficient for DELIVERY TIME is 0.067. So for
every unit increase in AMBIENCE, a 0.067 unit increase in DELIVERY TIME
DISCOUNTS-The coefficient for DISCOUNTS is -0.144. So for every unit
increase in DISCOUNTS, a 0.144 unit decrease in OVERALL SATISFACTION
SIGNIFICANCE VALUE:
The coefficients of all the variable are less than 0.05[95% confidence interval]
So all the coefficients are not significantly different from 0.
From the above analysis it is clear that Quality, Brand image and Delivery time has
positive impact in overall satisfaction of consumers. Domino’s should maintain
the current performance level in those factors. But other factors have an negative
impact on overall performance. So Domino’s should work upon on those factors.

SERVICE QUALITY ANALYSIS

Reliabili
ty

Responsiv Assuranc
e- ness e
Service
Quality
Attributes

Empathy Tangibles

SERVIVE QUALITY DIMENSION OF DOMINO’S-RELIABILITY
RELIABILITY- CONSISTENCY IN PERFORMANCE
FACTORS :
I. WHAT DOMINO'S PROMISES-30 MINUTES DELIVERY. IT
DOES SO?
II. DOMINO'S PIZZA ITEMS HAVE AN EXCELLENT
QUALITY?
Consistency Analysis of factors by SPSS:
For expectation- . CRONBACH'S ALPHA= 0.83>0.7,
Which indicates high overall internal consistency among the 2 factors representing
reliability.

For perception- . CRONBACH'S ALPHA= 0.72>0.7,
reliability.

Paired Samples Statistics

Mean N Std. Deviation Std. Error Mean

Pair 1 RELIABILITY[EXPECTED] 4.855 31 .2644 .0475

RELIABILITY[PERCEIVED] 3.548 31 .6874 .1235

So the customer gap=customer expectation on reliability dimension-customer
perception on reliability dimension=1.3065
In this case null hypothesis was there is no significant difference between
reliability[expected] and reliability[perceived].
But the significance value=0<0.05[95%confidence level]
So null hypothesis was rejected means there is significant difference between
expected reliability and perceived reliability. So there is a significant customer gap
exist in this service quality dimension.

SERVICE QUALITY DIMENSION OF DOMINO’S-RESPONSIVENESS
RESPONSIVENESS-BEING WILLING TO HELP
FACTORS-
I. SALES PEOPLE IN DOMINO'S GIVE YOU PROMPT
SERVICE
II. EMPLOYYES OF DOMINO'S ARE ALWAYS WILLING TO
HELP YOU
III. SALES PEOPLE IN DOMINO'S ARE NEVER BUSY TO
RESPOND YOUR REQUEST

responsiveness.
responsiveness.



Pair 1 RESPONSIVENESS[EXPECT 4.403 31 .4145 .0744
ED]

RESPONSIVENESS[PERCEI 3.731 31 .6066 .1089
VED]

Paired Samples Test

Paired Differences

95% Confidence

Std. Interval of the

Std. Error Difference Sig. (2-
Mean Deviation Mean Lower Upper t df tailed)

Pair RESPONSIVENESS[EXPECTED] .6720 .6865 .1233 .4202 .9238 5.451 30 .000
1 -
RESPONSIVENESS[PERCEIVED]

So the customer gap=customer expectation on responsiveness dimension-customer
perception on responsiveness dimension=0.6720
responsiveness[expected] and responsiveness[perceived].
expected responsiveness and perceived responsiveness in consumers’ mind. So
there is a significant customer gap exist in this service quality dimension.

SERVIVE QUALITY DIMENSION OF DOMINO’S-ASSURANCE
ASSURANCE-INSPIRING TRUST AND CONFIDENCE
FACTORS-
I. EMPLOYEES OF DOMINO'S HAVE THE KNOWLEDGE OF
ALL THE ITEMS AND PRICE
II. YOU HAVE FAITH ON BRAND DOMINO'S


assurance.
assurance.



Pair 1 ASSURANCE[EXPECTED] 4.516 31 .5984 .1075

ASSURANCE[PERCEIVED] 3.484 31 .5550 .0997

So the customer gap=customer expectation on assurance dimension-customer
perception on assurance dimension=1.0323
assurance[expected] and assurance[perceived].
expected assurance and perceived assurance in consumers’ mind. So there is a
significant customer gap exist in this service quality dimension.

SERVIVE QUALITY DIMENSION OF DOMINO’S-EMPATHY
EMPATHY-TREATING CUSTOMERS AS INDIVIDUALS
FACTORS-
I. DOMINO'S EMPLOYEES PROVIDE SPECIAL ATTENTION
TO CUSTOMERS
II. DOMINO'S HAS OPERATING HOURS THAT ARE
CONVENIENT TO ALL ITS CUSTOMERS

empathy.
empathy.



Pair 1 EMPATHY[EXPECTED] 4.694 31 .4218 .0758

EMPATHY[PERCEIVED] 3.371 31 .7413 .1331

So the customer gap=customer expectation on empathy dimension-customer
perception on empathy dimension=1.3226
empathy[expected] and empathy[perceived].
expected empathy and perceived empathy in consumers’ mind. So there is a

SERVIVE QUALITY DIMENSION OF DOMINO’S-TANGIBLES

TANGIBLES-REPRESENTING THE SERVICE PHYSICALLY
FACTORS-
I. DOMINO'S ITEMS AND PACKAGINGS
II. DOMINO'S LOGO ATTRACTS YOU
III. DOMINO'S EMPLOYEES’ APPEARANCE
IV. AMBIENCE OF DOMINO'S

V. YOU CAN EASILY RECOGNIZE DOMINO'S EMPLOYEES
BY THEIR VEHICLE AND DRESS
VI. DISCOUNTS PROVIDED BY DOMINO'S
tangible.
tangible.



Pair 1 TANGIBILITY[EXPECTED] 4.624 31 .3495 .0628

TANGIBILITY[PERCEIVED] 3.581 31 .5390 .0968

So the customer gap=customer expectation on tangible dimension-customer
perception on tangible dimension=1.0430

tangible[expected] and tangible[perceived].
expected tangible and perceived tangible in consumers’ mind. So there is a

SUGGESTIONS AND CONCLUSIONS

From the study we understood that in which front Domino’s is lacking behind from
perspective of service qualities. Highest customer gap exists in reliability whereas
in case of responsiveness this is lowest.
Keeping the sentiments of Indian customers in mind and services offered by
Domino’s and Keeping our study focused on some of the key –areas of sensitivity
of customers preferences (analysis of factors which affects the preferences).
We can conclude that Domino’s should focus on the following factors:
1.Price
2.Ambience

3.Staff behavior

4. Quality of Pizzas

And Domino’s should try to lessen the customer gap in all the dimensions of
service quality—by improving following factors—

1. Keeping promise of 30 minutes delivery
2. Providing better quality of Pizzas Sales people should be more helpful
3. Sales people should be aware of all the items and prices
4. Operating hours—11 a.m to 11 p.m should be extended for delivery[online
and telephonic]
5. There should be a promotional activity to push up online ordering
6. Sales people should provide special attention to individual customers-it will
help to build relationship-as a result of that no. of repeat purchase would
increase.
7. Domino’s should focus on improvement of ambience in outlets.

We would not be surprised if Domino’s faces a huge bump in sales after improving
in the mentioned factors.

APPENDIX

QUESTIONNAIRE-Managing Marketing Service Operations
PROJECT

DOMINO'S
* Required

How many times a month do you eat out? *

 None
 1-2
 3-5
 6-10
 MORE THAN 10

What is the amount approximately you spend in a month at eating out? *

 Below 100
 100-300
 300-600
 600-900
 900 & Above

How many times a month do you order from Domino's *

 None
 1-2
 3-5
 6-10
 MORE THAN 10
 Other:

What is the approx money you spend at dominos? *

 Less than100
 100-300
 300-500
 500 & Above

What is the most important factor you consider while choosing domino's? *

 Price
 Service Quality
 Ambience
 Delivery Time
 Brand Image

whar factors do you consider for choosing domino's second time?[satisfaction factor] * (Rate
from 1 to 5; 5 being highest[MOST IMPORTANT]and 1 being lowest[LESS IMPORTANT)
1 2 3 4 5
Food Taste

Quality

Ambience

Brand Image

Staff Behavior

Price

Delivery Time

Discounts Given

What is the level of overall satisfaction you have with domino's? *

 Very Poor
 Poor
 Average
 Good

 Excellent

What is your take on the pizza mania menu of domino's? *

 Value For Money
 Increased Your consumption of pizza
 Better than other QSR's

How you get to know about Domino's? *

 Television Advertisement
 Suggestion from friends/ relatives
 Newspapers
 Internet
 Other:

Have you tried the online ordering service of domino's? *

 Yes
 No

WHAT DOMINO'S PROMISES-30 MINUTES DELIVERY. IT DOES SO * (Rate from 1 to 5;
5 being highest[STRONGLY AGREE]]and 1 being lowest[STRONGLY DISAGREE)
1 2 3 4 5
WHAT DO YOU
EXPECT?
WHAT DO YOU
PERCIEVE?

DOMINO'S PIZZA ITEMS HAVE AN EXCELLENT QUALITY * (Rate from 1 to 5; 5 being
highest[STRONGLY AGREE]]and 1 being lowest[STRONGLY DISAGREE)
1 2 3 4 5
WHAT DO YOU
EXPECT?

1 2 3 4 5
WHAT DO YOU
PERCIEVE?

SALES PEOPLE IN DOMINO'S GIVE YOU PROMPT SERVICE * (Rate from 1 to 5; 5 being
1 2 3 4 5
WHAT DO YOU
EXPECT?
WHAT DO YOU
PERCIEVE?

EMPLOYYES OF DOMINO'S ARE ALWAYS WILLING TO HELP YOU * (Rate from 1 to 5;
1 2 3 4 5
WHAT DO YOU
EXPECT?
WHAT DO YOU
PERCIEVE?

SALES PEOPLE IN DOMINO'S ARE NEVER BUSY TO RESPOND YOUR REQUEST *
(Rate from 1 to 5; 5 being highest[STRONGLY AGREE]]and 1 being lowest[STRONGLY
DISAGREE)
1 2 3 4 5
WHAT DO YOU
EXPECT?
WHAT DO YOU
PERCIEVE?

EMPLOYEES OF DOMINO'S HAVE THE KNOWLEDGE OF ALL THE ITEMS AND
PRICE * (Rate from 1 to 5; 5 being highest[STRONGLY AGREE]]and 1 being
lowest[STRONGLY DISAGREE)
1 2 3 4 5
WHAT DO YOU
EXPECT?
WHAT DO YOU
PERCIEVE?

YOU HAVE FAITH ON BRAND DOMINO'S * (Rate from 1 to 5; 5 being
1 2 3 4 5
WHAT DO YOU
EXPECT?
WHAT DO YOU
PERCIEVE?

DOMINO'S EMPLOYEES GIVE SPECIAL ATTENTION TO CUSTOMERS * (Rate from 1 to
5; 5 being highest[STRONGLY AGREE]]and 1 being lowest[STRONGLY DISAGREE)
1 2 3 4 5
WHAT DO YOU
EXPECT?
WHAT DO YOU
PERCIEVE?

DOMINO'S HAS OPERATING HOURS THAT ARE CONVENIENT TO ALL ITS
CUSTOMERS * (Rate from 1 to 5; 5 being highest[STRONGLY AGREE]]and 1 being
1 2 3 4 5
WHAT DO YOU
EXPECT?
WHAT DO YOU
PERCIEVE?

DOMINO'S ITEMS AND PACKAGINGS ARE ALWAYS NEAT AND CLEAN * (Rate from
1 to 5; 5 being highest[STRONGLY AGREE]]and 1 being lowest[STRONGLY DISAGREE)
1 2 3 4 5
WHAT DO YOU
EXPECT?
WHAT DO YOU
PERCIEVE?

DOMINO'S LOGO ATTRACTS YOU * (Rate from 1 to 5; 5 being highest[STRONGLY
AGREE]]and 1 being lowest[STRONGLY DISAGREE)
1 2 3 4 5
WHAT DO YOU
EXPECT?

1 2 3 4 5
WHAT DO YOU
PERCIEVE?

DOMINO'S EMPLOYEES APPEARANCE ARE ALWAYS VERY GOOD * (Rate from 1 to 5;
1 2 3 4 5
WHAT DO YOU
EXPECT?
WHAT DO YOU
PERCIEVE?

AMBIENCE OF DOMINO'S * (Rate from 1 to 5; 5 being highest[STRONGLY AGREE]]and 1
being lowest[STRONGLY DISAGREE)
1 2 3 4 5
WHAT DO YOU
EXPECT?
WHAT DO YOU
PERCIEVE?

YOU CAN EASILY RECOGNIZE DOMINO'S EMPLOYEES BY THEIR VEHICLE AND
DRESS * (Rate from 1 to 5; 5 being highest[STRONGLY AGREE]]and 1 being
1 2 3 4 5
WHAT DO YOU
EXPECT?
WHAT DO YOU
PERCIEVE?

YOU ARE PLEASED WITH DISCOUNTS GIVEN BY DOMINO'S * (Rate from 1 to 5; 5
being highest[STRONGLY AGREE]]and 1 being lowest[STRONGLY DISAGREE)
1 2 3 4 5
WHAT DO YOU
EXPECT?
WHAT DO YOU
PERCIEVE?

Your suggestion to improve service quality of Domino's?

Age *

 Below 20
 20-30
 30 & Above

Gender *

 MALE
 FEMALE

Name *

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