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PROJECT REPORT ON

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 Dominos Service Blueprint of Dominos 7Ps of Dominos Flower of Services of Dominos Service marketing triangle of Dominos 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 Dominos. 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 Dominos. 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 Dominos. 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 Dominos. To know the various factors or services where Dominos 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, Dominos 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 consumers dining habits. The brands which have recently entered in India are Quiznos and Dunkin Donut. Now, more of the American brands like Dennys, Pollo Tropical, Applebees 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 ORGANIZED 84% 45% 55% UNORGANIZED ORGANIZED

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 Indias 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 Dominos 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 Dominos 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 Dominos 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 Dominos 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 DOMINOS:

7 PS OF DOMINOS PRODUCT & PRICE

The very brand name Dominos 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. Dominos also takes pride on the innovation of many new products and ideas. Some of these are as follows Double Decadence: Dominos launched the first Double Decker pizza in the UK. Dominos 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, Dominos 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.

Dominos Heat wave Bag: Dominos 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 Dominos pizza prices will make you think twice about that statement. Dominos 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/- Dominos 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/Cheese Burst: Rs. 295/Non Veg II pizza prices Regular: 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 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 Dominos Pizza stores are established in almost 50 countries and they have got more than 8,000 stores worldwide. The Dominos 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: Dominos offers its customers a number of discount and other promotions on purchasing Dominos pizza. A customer walked out of a Florida Dominos 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. Dominos 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. Dominos 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. Dominos vision. Bonus scheme incorporating profit. Whats up Dominos session EXTERNAL MARKETING Home delivery specialist. Dominos bring out the 'WOW' effect. Dominos 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. Dominos heat wave. Dominos 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 dominos. 2. Large group of people (83.33%) spending Rs.300-600 on eating out spend 100-300 on dominos 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 dominos 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 dominos. 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 DOMINOS

1. For Large group of respondents (41.94%) service quality is one of the major motivation factors. The good thing about dominos 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 dominos as the prices of the dominos 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 dominos. Very less no of people answered ambiance as the motivation factor because the ambiance of dominos outlets is not that much good and attractive.

OVERALL SATISFACTION--REGRESSION ANALYSIS


Coefficients Unstandardized Coefficients
a

Standardized Coefficients

95.0% Confidence Interval for B Lower Upper Bound 7.737 .270 .805 .256 .703

Model 1 (Constant) FACTOR-Food Taste FACTOR- Quality FACTOR-Ambience FACTOR-Brand Image FACTOR-Staff Behavior FACTOR-Price FACTOR-Delivery Time FACTOR-Discounts Given

B 5.082 -.139 .307 -.319 .109

Std. Error 1.280 .197 .240 .277 .286

Beta

t 3.971

Sig. .001 .488 .214 .262 .707

Bound 2.428 -.548 -.191 -.894 -.484

-.174 .351 -.304 .088

-.705 1.278 -1.150 .381

-.287

.184

-.342

-1.559

.133

-.668

.095

-.015 .067

.163 .222

-.021 .080

-.094 .301

.926 .766

-.354 -.394

.323 .528

-.144

.145

-.215

-.988

.334

-.445

.158

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 SATISFACTION is predicted, holding all other variables constant. 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 SATISFACTION is predicted, holding all other variables constant. 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 is predicted, holding all other variables constant. DISCOUNTS-The coefficient for DISCOUNTS is -0.144. So for every unit increase in DISCOUNTS, a 0.144 unit decrease in OVERALL SATISFACTION is 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 has positive impact in overall satisfaction of consumers. Dominos should maintain the current performance level in those factors. But other factors have an negative impact on overall performance. So Dominos should work upon on those factors.

SERVICE QUALITY ANALYSIS

Reliabili ty

Responsiv e- ness

Service Quality Attributes

Assuranc e

Empathy

Tangibles

SERVIVE QUALITY DIMENSION OF DOMINOS-RELIABILITY RELIABILITY- CONSISTENCY IN PERFORMANCE FACTORS : I. II. WHAT DOMINO'S PROMISES-30 MINUTES DELIVERY. IT DOES SO? 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, Which indicates high overall internal consistency among the 2 factors representing reliability.
Paired Samples Statistics Mean Pair 1 RELIABILITY[EXPECTED] RELIABILITY[PERCEIVED] 4.855 3.548 N 31 31 Std. Deviation .2644 .6874 Std. Error Mean .0475 .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 DOMINOS-RESPONSIVENESS RESPONSIVENESS-BEING WILLING TO HELP FACTORSI. II. III. SALES PEOPLE IN DOMINO'S GIVE YOU PROMPT SERVICE EMPLOYYES OF DOMINO'S ARE ALWAYS WILLING TO HELP YOU SALES PEOPLE IN DOMINO'S ARE NEVER BUSY TO RESPOND YOUR REQUEST

Consistency Analysis of factors by SPSS: For expectation- . CRONBACH'S ALPHA= 0.77>0.7, Which indicates high overall internal consistency among the 3 factors representing responsiveness. For perception- . CRONBACH'S ALPHA= 0.72>0.7, Which indicates high overall internal consistency among the 3 factors representing responsiveness.
Paired Samples Statistics Mean Pair 1 RESPONSIVENESS[EXPECT ED] RESPONSIVENESS[PERCEI VED] 3.731 31 .6066 .1089 4.403 N 31 Std. Deviation .4145 Std. Error Mean .0744

Paired Samples Test Paired Differences 95% Confidence Std. Std. Mean Deviation Pair RESPONSIVENESS[EXPECTED] 1 RESPONSIVENESS[PERCEIVED] .6720 .6865 Error Mean .1233 Interval of the Difference Lower .4202 Upper t df 30 Sig. (2tailed) .000

.9238 5.451

So the customer gap=customer expectation on responsiveness dimension-customer perception on responsiveness dimension=0.6720 In this case null hypothesis was there is no significant difference between responsiveness[expected] and responsiveness[perceived]. But the significance value=0<0.05[95%confidence level] So null hypothesis was rejected means there is significant difference between 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 DOMINOS-ASSURANCE ASSURANCE-INSPIRING TRUST AND CONFIDENCE FACTORSI. II. EMPLOYEES OF DOMINO'S HAVE THE KNOWLEDGE OF ALL THE ITEMS AND PRICE YOU HAVE FAITH ON BRAND DOMINO'S

Consistency Analysis of factors by SPSS: For expectation- . CRONBACH'S ALPHA= 0.76>0.7,

Which indicates high overall internal consistency among the 2 factors representing assurance. For perception- . CRONBACH'S ALPHA= 0.79>0.7, Which indicates high overall internal consistency among the 2 factors representing assurance.
Paired Samples Statistics Mean Pair 1 ASSURANCE[EXPECTED] ASSURANCE[PERCEIVED] 4.516 3.484 N 31 31 Std. Deviation .5984 .5550 Std. Error Mean .1075 .0997

So the customer gap=customer expectation on assurance dimension-customer perception on assurance dimension=1.0323 In this case null hypothesis was there is no significant difference between assurance[expected] and assurance[perceived]. But the significance value=0<0.05[95%confidence level] So null hypothesis was rejected means there is significant difference between 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 DOMINOS-EMPATHY EMPATHY-TREATING CUSTOMERS AS INDIVIDUALS FACTORSI. II. DOMINO'S EMPLOYEES PROVIDE SPECIAL ATTENTION TO CUSTOMERS DOMINO'S HAS OPERATING HOURS THAT ARE CONVENIENT TO ALL ITS CUSTOMERS

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 empathy. For perception- . CRONBACH'S ALPHA= 0.79>0.7, Which indicates high overall internal consistency among the 2 factors representing empathy.
Paired Samples Statistics Mean Pair 1 EMPATHY[EXPECTED] EMPATHY[PERCEIVED] 4.694 3.371 N 31 31 Std. Deviation .4218 .7413 Std. Error Mean .0758 .1331

So the customer gap=customer expectation on empathy dimension-customer perception on empathy dimension=1.3226 In this case null hypothesis was there is no significant difference between empathy[expected] and empathy[perceived]. But the significance value=0<0.05[95%confidence level] So null hypothesis was rejected means there is significant difference between expected empathy and perceived empathy in consumers mind. So there is a significant customer gap exist in this service quality dimension. SERVIVE QUALITY DIMENSION OF DOMINOS-TANGIBLES

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

V. VI.

YOU CAN EASILY RECOGNIZE DOMINO'S EMPLOYEES BY THEIR VEHICLE AND DRESS DISCOUNTS PROVIDED BY DOMINO'S

Consistency Analysis of factors by SPSS: For expectation- . CRONBACH'S ALPHA= 0.74>0.7, Which indicates high overall internal consistency among the 6 factors representing tangible. For perception- . CRONBACH'S ALPHA= 0.77>0.7, Which indicates high overall internal consistency among the 6 factors representing tangible.
Paired Samples Statistics Mean Pair 1 TANGIBILITY[EXPECTED] TANGIBILITY[PERCEIVED] 4.624 3.581 N 31 31 Std. Deviation .3495 .5390 Std. Error Mean .0628 .0968

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

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

SUGGESTIONS AND CONCLUSIONS From the study we understood that in which front Dominos 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 Dominos 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 Dominos should focus on the following factors: 1.Price 2.Ambience 3.Staff behavior 4. Quality of Pizzas And Dominos should try to lessen the customer gap in all the dimensions of service qualityby 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 hours11 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. Dominos should focus on improvement of ambience in outlets. We would not be surprised if Dominos 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 WHAT DO YOU PERCIEVE?

SALES PEOPLE IN DOMINO'S GIVE YOU PROMPT SERVICE * (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? EMPLOYYES OF DOMINO'S 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 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 highest[STRONGLY AGREE]]and 1 being lowest[STRONGLY DISAGREE) 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 lowest[STRONGLY DISAGREE) 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 WHAT DO YOU PERCIEVE?

DOMINO'S 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 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 lowest[STRONGLY DISAGREE) 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

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