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Dominos

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Dominos

  1. 1. PROJECT REPORT ON
  2. 2. 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
  3. 3. ACKNOWLEDGEMENTThe satisfaction and euphoria that accompany the successful completion of anytask would be incomplete without mentioning the name of the people whoseconstant 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 toMrs. Tripti Ghosh, who helped and guided us to structure the project.
  4. 4. EXECUTIVE SUMMARYThis report is based on services offered by dominos and also to test the quality ofservice dimensions of Domino’s. Indias quick service restaurant market worth $13billion 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 industrywill continue to grow at a pace in coming years. It now accounts for roughly halfof all restaurant revenues in the developed countries and continues to expand thereand in many other industrial countries in the coming years. But some of the mostrapid growth is occurring in the developing world; where its radically changing theway people eat. Dominos Pizza India Ltd. has proceeded to become one of thelargest and fastest growing international food chains in South Asia. The firstDominos Pizza store in India opened in January 1996, at New Delhi. Today,Dominos Pizza India has grown into a countrywide network around 411 outlets in95 citiesThis report provides extensive research and rational analysis about serviceconcept of Domino’s. and evaluation of current service marketing mix andevaluation of customer gaps in different service quality dimensions..
  5. 5. 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.
  6. 6. QUICK-SERVICE RESTAURANT INDUSTRY IN INDIAQSR or fast food concept was introduced in India about a decade and a half agowhen American brands like McDonalds, KFC, Domino’s Pizza and Pizza Hutentered into the Indian market. These brands have undergone the initial challengeof charting the new territory and today have not only found acceptance but are partand parcel of Indian consumer’s dining habits. The brands which have recentlyentered in India are Quiznos and Dunkin’ Donut. Now, more of the Americanbrands like Denny’s, Pollo Tropical, Applebee’s and Johnny Rockets are ready totake plunge in Indian QSR market. Indias quick service restaurant market worth$13 billion is growing 25-30 percent a year on the back of a generation of youngand 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 andor grow their footprint in India and the trend has only increased over the yearsbecause now more and more franchisees observe corporate-like culture and highprofessional standards leading to enhanced profitability. At present the market sizeand growth projection between organized and unorganized food retailing industrystands as follows: 16% UNORGANIZED 45% UNORGANIZED ORGANIZED 55% ORGANIZED 84%
  7. 7. KEY DRIVERS IN INDIAN QUICK SERVICE RESTAURANTSLOW PENETRATION OF MODERN RESTAURANT OUTLETSIndia and the rest of South Asia have a low penetration of modern restaurantscompared to more developed markets. Most developed markets have more than 0.5outlets per 1,000 people – Japan has 1.1, Canada has 1.0 and the US has 0.7 whilethe 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 Indiawhere competition and the entrance of new players via franchises have intensifiedover the years.ATTRACTIVE DEMOGRAPHICSIndia enjoys attractive demographics in terms of population growth, a largeyounger base (the under-25 age group represents close to 54% of the totalpopulation). Growing income levels and increase in purchasing power has led to ahigher spending capacity which provides a huge opportunity for penetration for thefood services sectorRISING URBANIZATIONOrdering in or eating out is more prevalent in the cities and towns than in therural areas. The average spends on ordering in the Tier 1 or Tier 2 towns isdouble the average spends in the Tier 3 towns.
  8. 8. CHANGING FOOD HABITS AND EATING OUT CULTUREIncreased individual incomes and growth in middle class has impacted greaterdemand for convenience foods. Eating out or ordering in meals for consumption athome has become a popular trend. According to the Technopak Report 2009,ordering in or bringing in meals from restaurants is a fairly common practice, withtwo out of three households in India having done so in one month. In fact, mostwho have ordered in or brought food from outside have done it multiple times.STILL LOW SHARE OF THE MARKET FOR FOOD & BEVERAGESCONSUMED AWAY FROM HOMEOnly 2% of monthly expenditure on food bought from outside or ordered-in byhouseholds in India is spent on pizzas and pastas on a monthly basis. There is aclear opportunities for QSR players like JFL to encourage eating out, given the lowbase in India. Food and drinks consumed outside the home (restaurants, streetstands) represent only 19% of total food and drinks spending. HISTORYLike most corporate success stories, Dominos started out small - with just onestore in 1960. Dominos Pizza originated as a small pizza store owned byDominick Di Varti at the Michigan University campus in the US under the nameDominicks Pizza. The pizza store was bought by two brothers who werestudents at the University, Thomas S. Monaghan (Tom) and James S. Monaghan(James) in 1960.It was re-christened Dominos Pizza in 1965.
  9. 9. INTRODUCTIONDomino’s vision: Exceptional people on a mission, to be the best pizza deliverycompany in the world.Jubilant Food Works Ltd. (formerly Dominos Pizza India Ltd) was incorporated inMarch 1995 as the master franchisee for South Asia Pacific, of Dominos PizzaInternational Inc., of USA. Moreover, the company holds the master franchiseerights 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 promotersof the company. Since inception, Dominos Pizza India Ltd. has proceeded tobecome one of the largest and fastest growing international food chains in SouthAsia. The first Dominos Pizza store in India opened in January 1996, at NewDelhi. Today, Dominos Pizza India has grown into a countrywide network around411 outlets in 95 cities. STRATEGIESPOSITIONING WARWhen Dominos entered the Indian market, the concept of home delivery was stillin its nascent stages. It existed only in some major cities and was restricted todelivery by the friendly neighbourhood fast food outlets. Eating out at brandedrestaurants was more prevalent.
  10. 10. GOING PLACESDomino’s has selected their store locations wisely with focus on shopping malls,multiplex complexes, metro stations, highways, offices spaces not only in Tier-1but has also extended their foot print in Tier-2 and Tier-3 cities reaching out to alarger consumer base.LOCALIZING THE MENUSince its entry into India, Dominos introduced new toppings for Pizzas to cater tothe local tastes. Different flavours were introduced to cater to local population.BRAND BUILDING THROUGH ADVERTISINGDominos and Pizza Hut initially restricted their ad strategy to banners, hoardingsand specific promotions. In August 2000, Dominos launched theHungry Kya? (Are You Hungry) sequence of advertisements on television. In2009 Domino’s rolled out a new campaign Khushiyon ki Home Delivery, topromote the home delivery service of its latest offering. The campaign has beencreated by Contract Advertising and positions the home delivery of pizza and pastaas a very convenient service.PRICING AND PROMOTION WARSThrough its Fun Meal for 4’ pack the Domino’s Pizza India offers four pizzas atthe rate starting at Rs 156. This has helped the speciality food franchise to enhancethe strength of its customer base. Dominos has introduced price cuts, discounts toattract the customers. They offer comeback value to their customer.
  11. 11. SERVICE BLUEPRINT OF DOMINO’S:
  12. 12. 7 P’S OF DOMINOSPRODUCT & PRICEThe very brand name ―Domino’s‖ adds value to the products available in thestore. The quality and the hygiene of the pizzas and the other add-ons are takencare 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 followsDouble Decadence: Domino’s launched the first Double Decker pizza in the UK. Domino’sDouble Decadence is created when two thin and crispy dough bases aresandwiched together with a layer of creamy cheese and herb sauce. The pizza isthen topped with vine ripened tomato sauce, mozzarella cheese and the customers;choice of toppings.
  13. 13. Virtual Store: To make take home pizza ordering more convenient for the customers,Domino’s has designed an online service which features the customers’ favoritesand also the customers can order for pizzas by text message via mobile phones andorders can be placed online. When the order online option is selected, the customeris taken to the order form. And the customers has to enter the postcode of thedelivery address and then other delivery details like the phone number and e-mailaddress has to be entered. Then the customer is taken to another page – the bestpart of the process – pizza. The customer can select the pizza and the size of it andalso the customer has the option to create his/her own pizza and then pay for thefood either online using a debit or a credit card or to opt for paying the amount tothe person who delivers the pizza.Domino’s Heat wave Bag: Domino’s Heat wave hot bag was introduced in the year 1998. The Hotbags 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 affordedby many, but Domino’s pizza prices will make you think twice about thatstatement. Domino’s also provide lots of offers and deals that give your muchdiscounted pizza prices.
  14. 14. First off, customers can get Pizza mania pizzas for prices as low as Rs. 39/- whichno other pizza chain offers in the country. The regular size Simply Veg pizzas startfrom Rs. 60/- onwards and they have pizzas up to around Rs. 400/- Domino’scaters to all price ranges so that customers can always find a pizza price that fitstheir pocket.Pizza Price ListSimply Veg Pizza PricesRegular pizza price – Rs. 60/-Medium pizza price – Rs. 120/-Large pizza price – Rs. 230/-Cheese Burst pizza price – Rs. 190/-Simply Non Veg pizza pricesRegular: Rs. 95/-Medium: Rs. 190/-Large: Rs. 330/-Cheese burst: Rs. 260/-Veg pizza pricesRegular: Rs. 95/-Medium: Rs. 190/-Large: Rs. 330/-Cheese burst: Rs. 260/-Non Veg pizza prices:
  15. 15. Regular: Rs. 125/-Medium: Rs. 225/-Large: Rs. 375/-Cheese Burst: Rs. 295/-Veg II pizza pricesRegular: Rs. 125/-Medium: Rs. 225/-Large: Rs. 375/-Cheese Burst: Rs. 295/-Non Veg II pizza pricesRegular: Rs. 150/-Medium: Rs. 275/-Large: Rs. 415/-Cheese Burst: Rs. 345/-Feast Pizza Prices:Rs. 35/- (regular), Rs. 45/- (medium) or Rs.55/- (Large) more than the normal VegII/Non Veg II pizzasPrices of Side Orders:Garlic breadsticks: Rs. 50/-Soft drinks (600 ml): Rs. 30/-Chicken Wings: Rs. 80/-
  16. 16. Choco Lava Cake: Rs. 45/-Butterscotch Mousse Cake: Rs. 59/PLACEDomino’s Pizza stores are established in almost 50 countries and they have gotmore than 8,000 stores worldwide. The Domino’s stores are centrally located andin a manner convenient for the people to walk in and also convenient for thedeliverers to do their job. The distribution channel followed by the company ismostly through takeaways, telephone ordering, SMS and online ordering. Thepizzas are delivered by way of scooters at their door step. In order to maintain thequality of the pizzas, they are carried in a heat wave bag so that they can deliverhot and tasty pizzas to their customersPROMOTION  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.
  17. 17.  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 customerPEOPLE  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
  18. 18. 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.  Dominos constantly strives to develop products that suit the tastes of its customers,  Dominos believes strongly in the strategy of Think local and act regional.
  19. 19. PHYSICAL EVIDENCE  Logo  Sample parking space.  Good infrastructure.  Use of modern technology equipments.  Clean and friendly services.
  20. 20. SERVICES MARKETING TRIANGLE Company Internal marketing External marketing Employee Customer Interactive MarketingINTERNAL MARKETING  Young and enthusiastic team.  Domino’s vision.  Bonus scheme incorporating profit.  ―What’s up Dominos‖ sessionEXTERNAL MARKETING  Home delivery specialist.  Dominos bring out the WOW effect.  Domino’s serve its customers on time.
  21. 21.  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.
  22. 22. METHODOLOGYQUESTIONNAIRE DESIGNThe questionnaire designed was in the form of online form, in which closed-endedquestions were used. Some questions were having the options which were Nominalin nature and some questions were having the options which were Interval or Scalein 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 anonline 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 samplingContact 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.
  23. 23. ANALYSISMONTHLY 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.
  24. 24. ONLINE ORDERINGOut of the total respondents 67.74% did not make orders online because of thefollowing 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.
  25. 25. 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 theambiance of domino’s outlets is not that much good and attractive.
  26. 26. OVERALL SATISFACTION--REGRESSION ANALYSIS a Coefficients Unstandardized Standardized 95.0% Confidence Coefficients Coefficients Interval for B Lower UpperModel B Std. Error Beta t Sig. Bound Bound1 (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 Givena. Dependent Variable: overall_satisfactionOVERALL 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*DISCOUNTSFOOD TASTE - The coefficient for FOOD TASTE is -0.139. So for every unitincrease in FOOD TASTE, a 0.139 unit decrease in OVERALLSATISFACTION is predicted, holding all other variables constant. QUALITY- The coefficient for QUALITY is 0.307. So for every unit increase inQUALITY, a 0.307 unit increase in OVERALL SATISFACTION is predicted,holding all other variables constant.
  27. 27. AMBIENCE-The coefficient for AMBIENCE is -0.319. So for every unitincrease in AMBIENCE, a 0.319 unit decrease in OVERALL SATISFACTIONis predicted, holding all other variables constant.BRANDIMAGE- The coefficient for BRAND IMAGE is 0.109. So for everyunit increase in BRAND IMAGE, a 0.109 unit increase in OVERALLSATISFACTION is predicted, holding all other variables constant.STAFF BEHAVIOR-The coefficient for STAFF BEHAVIOR is -0.287. So forevery unit increase in STAFF BEHAVIOR, a 0.287 unit decrease in OVERALLSATISFACTION is predicted, holding all other variables constant.PRICE-The coefficient for PRICE is -0.015. So for every unit increase inPRICE, 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 forevery unit increase in AMBIENCE, a 0.067 unit increase in DELIVERY TIMEis predicted, holding all other variables constant.DISCOUNTS-The coefficient for DISCOUNTS is -0.144. So for every unitincrease in DISCOUNTS, a 0.144 unit decrease in OVERALL SATISFACTIONis predicted, holding all other variables constant.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 haspositive impact in overall satisfaction of consumers. Domino’s should maintainthe current performance level in those factors. But other factors have an negativeimpact on overall performance. So Domino’s should work upon on those factors.
  28. 28. SERVICE QUALITY ANALYSIS Reliabili ty Responsiv Assuranc e- ness e Service Quality Attributes Empathy TangiblesSERVIVE QUALITY DIMENSION OF DOMINO’S-RELIABILITYRELIABILITY- CONSISTENCY IN PERFORMANCEFACTORS : I. WHAT DOMINOS PROMISES-30 MINUTES DELIVERY. IT DOES SO? II. DOMINOS PIZZA ITEMS HAVE AN EXCELLENT QUALITY?Consistency Analysis of factors by SPSS:For expectation- . CRONBACHS ALPHA= 0.83>0.7, Which indicates high overall internal consistency among the 2 factors representingreliability.
  29. 29. For perception- . CRONBACHS ALPHA= 0.72>0.7, Which indicates high overall internal consistency among the 2 factors representingreliability. Paired Samples Statistics Mean N Std. Deviation Std. Error MeanPair 1 RELIABILITY[EXPECTED] 4.855 31 .2644 .0475 RELIABILITY[PERCEIVED] 3.548 31 .6874 .1235So the customer gap=customer expectation on reliability dimension-customerperception on reliability dimension=1.3065In this case null hypothesis was there is no significant difference betweenreliability[expected] and reliability[perceived].But the significance value=0<0.05[95%confidence level]So null hypothesis was rejected means there is significant difference betweenexpected reliability and perceived reliability. So there is a significant customer gapexist in this service quality dimension.
  30. 30. SERVICE QUALITY DIMENSION OF DOMINO’S-RESPONSIVENESSRESPONSIVENESS-BEING WILLING TO HELPFACTORS- I. SALES PEOPLE IN DOMINOS GIVE YOU PROMPT SERVICE II. EMPLOYYES OF DOMINOS ARE ALWAYS WILLING TO HELP YOU III. SALES PEOPLE IN DOMINOS ARE NEVER BUSY TO RESPOND YOUR REQUESTConsistency Analysis of factors by SPSS:For expectation- . CRONBACHS ALPHA= 0.77>0.7, Which indicates high overall internal consistency among the 3 factors representingresponsiveness.For perception- . CRONBACHS ALPHA= 0.72>0.7, Which indicates high overall internal consistency among the 3 factors representingresponsiveness. Paired Samples Statistics Mean N Std. Deviation Std. Error MeanPair 1 RESPONSIVENESS[EXPECT 4.403 31 .4145 .0744 ED] RESPONSIVENESS[PERCEI 3.731 31 .6066 .1089 VED]
  31. 31. 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 .0001 - RESPONSIVENESS[PERCEIVED]So the customer gap=customer expectation on responsiveness dimension-customerperception on responsiveness dimension=0.6720In this case null hypothesis was there is no significant difference betweenresponsiveness[expected] and responsiveness[perceived].But the significance value=0<0.05[95%confidence level]So null hypothesis was rejected means there is significant difference betweenexpected responsiveness and perceived responsiveness in consumers’ mind. Sothere is a significant customer gap exist in this service quality dimension.SERVIVE QUALITY DIMENSION OF DOMINO’S-ASSURANCEASSURANCE-INSPIRING TRUST AND CONFIDENCEFACTORS- I. EMPLOYEES OF DOMINOS HAVE THE KNOWLEDGE OF ALL THE ITEMS AND PRICE II. YOU HAVE FAITH ON BRAND DOMINOSConsistency Analysis of factors by SPSS:For expectation- . CRONBACHS ALPHA= 0.76>0.7,
  32. 32. Which indicates high overall internal consistency among the 2 factors representingassurance.For perception- . CRONBACHS ALPHA= 0.79>0.7, Which indicates high overall internal consistency among the 2 factors representingassurance. Paired Samples Statistics Mean N Std. Deviation Std. Error MeanPair 1 ASSURANCE[EXPECTED] 4.516 31 .5984 .1075 ASSURANCE[PERCEIVED] 3.484 31 .5550 .0997So the customer gap=customer expectation on assurance dimension-customerperception on assurance dimension=1.0323In this case null hypothesis was there is no significant difference betweenassurance[expected] and assurance[perceived].But the significance value=0<0.05[95%confidence level]So null hypothesis was rejected means there is significant difference betweenexpected assurance and perceived assurance in consumers’ mind. So there is asignificant customer gap exist in this service quality dimension.
  33. 33. SERVIVE QUALITY DIMENSION OF DOMINO’S-EMPATHYEMPATHY-TREATING CUSTOMERS AS INDIVIDUALSFACTORS- I. DOMINOS EMPLOYEES PROVIDE SPECIAL ATTENTION TO CUSTOMERS II. DOMINOS HAS OPERATING HOURS THAT ARE CONVENIENT TO ALL ITS CUSTOMERSConsistency Analysis of factors by SPSS:For expectation- . CRONBACHS ALPHA= 0.83>0.7, Which indicates high overall internal consistency among the 2 factors representingempathy.For perception- . CRONBACHS ALPHA= 0.79>0.7, Which indicates high overall internal consistency among the 2 factors representingempathy. Paired Samples Statistics Mean N Std. Deviation Std. Error MeanPair 1 EMPATHY[EXPECTED] 4.694 31 .4218 .0758 EMPATHY[PERCEIVED] 3.371 31 .7413 .1331
  34. 34. So the customer gap=customer expectation on empathy dimension-customerperception on empathy dimension=1.3226In this case null hypothesis was there is no significant difference betweenempathy[expected] and empathy[perceived].But the significance value=0<0.05[95%confidence level]So null hypothesis was rejected means there is significant difference betweenexpected empathy and perceived empathy in consumers’ mind. So there is asignificant customer gap exist in this service quality dimension.SERVIVE QUALITY DIMENSION OF DOMINO’S-TANGIBLESTANGIBLES-REPRESENTING THE SERVICE PHYSICALLYFACTORS- I. DOMINOS ITEMS AND PACKAGINGS II. DOMINOS LOGO ATTRACTS YOU III. DOMINOS EMPLOYEES’ APPEARANCE IV. AMBIENCE OF DOMINOS
  35. 35. V. YOU CAN EASILY RECOGNIZE DOMINOS EMPLOYEES BY THEIR VEHICLE AND DRESS VI. DISCOUNTS PROVIDED BY DOMINOSConsistency Analysis of factors by SPSS:For expectation- . CRONBACHS ALPHA= 0.74>0.7,Which indicates high overall internal consistency among the 6 factors representingtangible.For perception- . CRONBACHS ALPHA= 0.77>0.7,Which indicates high overall internal consistency among the 6 factors representingtangible. Paired Samples Statistics Mean N Std. Deviation Std. Error MeanPair 1 TANGIBILITY[EXPECTED] 4.624 31 .3495 .0628 TANGIBILITY[PERCEIVED] 3.581 31 .5390 .0968So the customer gap=customer expectation on tangible dimension-customerperception on tangible dimension=1.0430
  36. 36. In this case null hypothesis was there is no significant difference betweentangible[expected] and tangible[perceived].But the significance value=0<0.05[95%confidence level]So null hypothesis was rejected means there is significant difference betweenexpected tangible and perceived tangible in consumers’ mind. So there is asignificant customer gap exist in this service quality dimension.
  37. 37. SUGGESTIONS AND CONCLUSIONSFrom the study we understood that in which front Domino’s is lacking behind fromperspective of service qualities. Highest customer gap exists in reliability whereasin case of responsiveness this is lowest.Keeping the sentiments of Indian customers in mind and services offered byDomino’s and Keeping our study focused on some of the key –areas of sensitivityof customers preferences (analysis of factors which affects the preferences).We can conclude that Domino’s should focus on the following factors:1.Price2.Ambience3.Staff behavior4. Quality of PizzasAnd Domino’s should try to lessen the customer gap in all the dimensions ofservice 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 improvingin the mentioned factors.
  38. 38. APPENDIX QUESTIONNAIRE-Managing Marketing Service Operations PROJECT DOMINOS* RequiredHow many times a month do you eat out? *  None  1-2  3-5  6-10  MORE THAN 10What is the amount approximately you spend in a month at eating out? *  Below 100  100-300  300-600  600-900  900 & AboveHow many times a month do you order from Dominos *  None  1-2  3-5  6-10  MORE THAN 10  Other:What is the approx money you spend at dominos? *
  39. 39.  Less than100  100-300  300-500  500 & AboveWhat is the most important factor you consider while choosing dominos? *  Price  Service Quality  Ambience  Delivery Time  Brand Imagewhar factors do you consider for choosing dominos second time?[satisfaction factor] * (Ratefrom 1 to 5; 5 being highest[MOST IMPORTANT]and 1 being lowest[LESS IMPORTANT) 1 2 3 4 5Food TasteQualityAmbienceBrand ImageStaff BehaviorPriceDelivery TimeDiscounts GivenWhat is the level of overall satisfaction you have with dominos? *  Very Poor  Poor  Average  Good
  40. 40.  ExcellentWhat is your take on the pizza mania menu of dominos? *  Value For Money  Increased Your consumption of pizza  Better than other QSRsHow you get to know about Dominos? *  Television Advertisement  Suggestion from friends/ relatives  Newspapers  Internet  Other:Have you tried the online ordering service of dominos? *  Yes  NoWHAT DOMINOS 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 5WHAT DO YOUEXPECT?WHAT DO YOUPERCIEVE?DOMINOS PIZZA ITEMS HAVE AN EXCELLENT QUALITY * (Rate from 1 to 5; 5 beinghighest[STRONGLY AGREE]]and 1 being lowest[STRONGLY DISAGREE) 1 2 3 4 5WHAT DO YOUEXPECT?
  41. 41. 1 2 3 4 5WHAT DO YOUPERCIEVE?SALES PEOPLE IN DOMINOS GIVE YOU PROMPT SERVICE * (Rate from 1 to 5; 5 beinghighest[STRONGLY AGREE]]and 1 being lowest[STRONGLY DISAGREE) 1 2 3 4 5WHAT DO YOUEXPECT?WHAT DO YOUPERCIEVE?EMPLOYYES OF DOMINOS ARE ALWAYS WILLING TO HELP YOU * (Rate from 1 to 5;5 being highest[STRONGLY AGREE]]and 1 being lowest[STRONGLY DISAGREE) 1 2 3 4 5WHAT DO YOUEXPECT?WHAT DO YOUPERCIEVE?SALES PEOPLE IN DOMINOS ARE NEVER BUSY TO RESPOND YOUR REQUEST *(Rate from 1 to 5; 5 being highest[STRONGLY AGREE]]and 1 being lowest[STRONGLYDISAGREE) 1 2 3 4 5WHAT DO YOUEXPECT?WHAT DO YOUPERCIEVE?EMPLOYEES OF DOMINOS HAVE THE KNOWLEDGE OF ALL THE ITEMS ANDPRICE * (Rate from 1 to 5; 5 being highest[STRONGLY AGREE]]and 1 beinglowest[STRONGLY DISAGREE) 1 2 3 4 5WHAT DO YOUEXPECT?WHAT DO YOUPERCIEVE?
  42. 42. YOU HAVE FAITH ON BRAND DOMINOS * (Rate from 1 to 5; 5 beinghighest[STRONGLY AGREE]]and 1 being lowest[STRONGLY DISAGREE) 1 2 3 4 5WHAT DO YOUEXPECT?WHAT DO YOUPERCIEVE?DOMINOS EMPLOYEES GIVE SPECIAL ATTENTION TO CUSTOMERS * (Rate from 1 to5; 5 being highest[STRONGLY AGREE]]and 1 being lowest[STRONGLY DISAGREE) 1 2 3 4 5WHAT DO YOUEXPECT?WHAT DO YOUPERCIEVE?DOMINOS HAS OPERATING HOURS THAT ARE CONVENIENT TO ALL ITSCUSTOMERS * (Rate from 1 to 5; 5 being highest[STRONGLY AGREE]]and 1 beinglowest[STRONGLY DISAGREE) 1 2 3 4 5WHAT DO YOUEXPECT?WHAT DO YOUPERCIEVE?DOMINOS ITEMS AND PACKAGINGS ARE ALWAYS NEAT AND CLEAN * (Rate from1 to 5; 5 being highest[STRONGLY AGREE]]and 1 being lowest[STRONGLY DISAGREE) 1 2 3 4 5WHAT DO YOUEXPECT?WHAT DO YOUPERCIEVE?DOMINOS LOGO ATTRACTS YOU * (Rate from 1 to 5; 5 being highest[STRONGLYAGREE]]and 1 being lowest[STRONGLY DISAGREE) 1 2 3 4 5WHAT DO YOUEXPECT?
  43. 43. 1 2 3 4 5WHAT DO YOUPERCIEVE?DOMINOS EMPLOYEES APPEARANCE ARE ALWAYS VERY GOOD * (Rate from 1 to 5;5 being highest[STRONGLY AGREE]]and 1 being lowest[STRONGLY DISAGREE) 1 2 3 4 5WHAT DO YOUEXPECT?WHAT DO YOUPERCIEVE?AMBIENCE OF DOMINOS * (Rate from 1 to 5; 5 being highest[STRONGLY AGREE]]and 1being lowest[STRONGLY DISAGREE) 1 2 3 4 5WHAT DO YOUEXPECT?WHAT DO YOUPERCIEVE?YOU CAN EASILY RECOGNIZE DOMINOS EMPLOYEES BY THEIR VEHICLE ANDDRESS * (Rate from 1 to 5; 5 being highest[STRONGLY AGREE]]and 1 beinglowest[STRONGLY DISAGREE) 1 2 3 4 5WHAT DO YOUEXPECT?WHAT DO YOUPERCIEVE?YOU ARE PLEASED WITH DISCOUNTS GIVEN BY DOMINOS * (Rate from 1 to 5; 5being highest[STRONGLY AGREE]]and 1 being lowest[STRONGLY DISAGREE) 1 2 3 4 5WHAT DO YOUEXPECT?WHAT DO YOUPERCIEVE?
  44. 44. Your suggestion to improve service quality of Dominos?Age *  Below 20  20-30  30 & AboveGender *  MALE  FEMALEName *

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