Chapter 4

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter presents the analysis and interpretation of data obtained from a

survey of the respondents profile, their assessment of the customer service of

Dominos Pizza and the significant difference. The following are the results of the

study:

Problem 1. Profile of the Respondents

1.1 Age

Table 1

Frequency and Percent Distribution of the

Respondents by Age

Age Frequency Percent

16 21 years old 291 72.8
22 27 years old 60 15.0
28 33 years old 30 7.5
34 39 years old 8 2.0
40 years old and above 11 2.7
TOTAL 400 100.0

Table 1 shows that of the 400 respondents of this study, 291 or 72.8% are

aged 16 to 21 years old, 60 or 15.0% are aged 22 to 27 years old, 30 or 7.5% are

aged 28 to 33 years old, 11 or 2.7% are aged 40 years old and above, and 8 or

2.0% are aged 34 to 39 years old. The results may indicate that Domino Pizzas
customers are predominantly young people. According to Dugan (2015),

research reveals that 16 to 24-year-olds are spending more on food than any

other age group because they know so little about cooking. She quoted Sixsmith

who said that this generation knows less about cooking not only because they

have no time but also because of the availability and cheapness of ready meals.

1.2 Sex

Table 2

Frequency and Percent Distribution of the

Respondents by Sex

Sex Frequency Percent

Male 163 40.8
Female 237 59.2
TOTAL 400 100.0

Table 2 shows that of the 400 respondents, 163 or 40.8% are male, and 237

or 59.2% are female.

1.3 Civil Status

Table 3

Frequency and Percent Distribution of the

Respondents by Civil Status

Civil Status Frequency Percent

Single 324 81.0
Married 76 19.0
TOTAL 400 100.0
 Table 3 shows that of the 400 respondents, 324 or 81.0% are single, and 76

or 19.0% are married.

1.4 Frequency of Buying

Table 4

Frequency and Percent Distribution of the

Respondents by Frequency of Buying

Frequency of Buying Frequency Percent

Once a month 103 25.8
2 3 times a month 47 11.7
Occasionally 250 62.5
TOTAL 400 100.0

Table 4 shows that of the 400 respondents, 103 or 25.8% buys once a month,

47 or 11.7% buys 2-3 times a month, and 250 or 62.5% buys occasionally.

2. Respondents Level of Satisfaction on the Customer Service of

Dominos Pizza

2.1 Facilities and Equipment

Table 5

Respondents Level of Satisfaction on the Customer Service of

Dominos Pizza in Terms of Facilities and Equipment

Numerical
Description Verbal
Facilities and Equipment (Weighted Mean) Description
Comfort Room 3.74 Satisfied
Air Conditioning 3.82 Satisfied
Tables and Chairs 3.75 Satisfied
Floor Cleanliness 3.78 Satisfied
Ambiance 3.77 Satisfied
GRAND MEAN 3.77 Satisfied
 Table 5 shows that the respondents are satisfied on the customer service of

Dominos Pizza in terms of its facilities Air Conditioning (ND of 3.82, VD of

Satisfied) and Tables and Chairs (ND of 3.75 and VD of Satisfied).

2.2 Employees

Table 6

Respondents Level of Satisfaction on the Customer

Service of Dominos Pizza in Terms of Employees

Numerical
Description Verbal
Employees (Weighted Mean) Description
Grooming/Attire 3.86 Satisfied
Behavior/ Courtesy 3.85 Satisfied
Service 3.82 Satisfied
GRAND MEAN 3.84 Satisfied

It can be seen from Table 6 that the respondents are satisfied on the

customer service of Dominos Pizza in terms of its employees Grooming/Attire

(WM=3.86), Behavior/Courtesy (ND=3.85), and Service (ND=3.82). This result

may imply that the companys leadership place importance not only on the

satisfaction of its customers but also on the satisfaction of its employees.

According to the article The food chain of employee and customer satisfaction

(2013), customer loyalty can only come about through the value of the service

that they receive from the employees. The employees, on the other hand, derive

satisfaction from useful, empowering support service structures of the company

that enable them to deliver excellent service to the customers.

2.3 Food

Table 7

Respondents Level of Satisfaction on the Customer

Service of Dominos Pizza in Terms of Food

Numerical
Description Verbal
Food (Weighted Mean) Description
Taste 4.04 Satisfied
Appearance 3.99 Satisfied
Freshness 4.00 Satisfied
GRAND MEAN 4.01 Satisfied

Table 7 shows that the respondents are satisfied on the customer service of

Dominos Pizza in terms of the foods Taste (ND of 4.04, VD of Satisfied) and

Appearance (ND of 3.99 and VD of Satisfied).

2.4 Delivery Services

Table 8

Respondents Level of Satisfaction on the Customer Service of

Dominos Pizza in Terms of Delivery Service

Numerical
Description Verbal
Delivery Service (Weighted Mean) Description
Convenience 3.82 Satisfied
Timeliness 3.74 Satisfied
Availability 3.70 Satisfied
GRAND MEAN 3.76 Satisfied
 Table 8 shows that the respondents are satisfied on the customer service of

Dominos Pizza in terms of its delivery service Convenience (ND of 3.82, VD of

Satisfied) and Availability (ND of 3.70 and VD of Satisfied).

3. Significant Difference in the Respondents Level of Satisfaction on

the Customer Service of Dominos Pizza by Profile

3.1 By Age

Table 9

Significant Difference in the Respondents Level of Satisfaction on the

Customer Service of Dominos Pizza by Age

Aspects of Customer
Service F-value p-value Decision Remarks
Facilities and Equipment 2.212 .067 Accept Ho Not Significant
Employees .478 .762 Accept Ho Not Significant
Food 2.018 .091 Accept Ho Not Significant
Delivery of Service .994 .411 Accept Ho Not Significant

As shown in Table 9, Facilities and Equipment obtained an F=2.212 with a

p=.067, Food obtained an F=2.018 with a p=.091, Delivery of Service obtained

an F=.994 with a p=.411 and Employees obtained an F=.478 with a p=.762.

Since all the p-values are greater than the assumed level of significance of .05,

the null hypotheses were accepted. This means that, statistically, the

respondents levels of satisfaction on the customer service of Dominos Pizza by

age are the same.

3.2 By Sex

Table 10

Significant Difference in the Respondents Level of Satisfaction on the

Customer Service of Dominos Pizza by Sex

Aspects of Customer
Service t-value p-value Decision Remarks
Facilities and Equipment .900 .368 Accept Ho Not Significant
Employees 1.852 .065 Accept Ho Not Significant
Food -.554 .580 Accept Ho Not Significant
Delivery of Service .587 .557 Accept Ho Not Significant

As shown in Table 10, Employees obtained an F=1.852 with a p=.065,

Facilities and Equipment obtained an F=.900 with a p=.368, Delivery of Service

obtained an F=.587 with a p=.557 and Food obtained an F=-.554 with a p=.580.

Since all the p-values are greater than the assumed level of significance of .05,

the null hypotheses were accepted. This means that, statistically, the

respondents levels of satisfaction on the customer service of Dominos Pizza are

the same.

3.3 Civil Status

Table 11

Significant Difference in the Respondents Level of Satisfaction on the

Customer Service of Dominos Pizza by Civil Status

Aspects of Customer
Service t-value p-value Decision Remarks
Facilities and Equipment -1.426 .155 Accept Ho Not Significant
Employees -.542 .588 Accept Ho Not Significant
Food .899 .389 Accept Ho Not Significant
Delivery of Service -.580 .562 Accept Ho Not Significant
 As shown in Table 11, Food obtained an F=.899 with a p=.389, Employees an

F=-.542 with a p=.588, Delivery of Service obtained an F=-.580 with a p=.562

and Facilities and Equipment obtained an F=-1.426 with a p=.155. Since all the

p-values are greater than the assumed level of significance of .05, the null

hypotheses were accepted. This means that, statistically, the respondents levels

of satisfaction on the customer service of Dominos Pizza are the same.

3.4 Frequency of Buying

Table 12

Significant Difference in the Respondents Level of Satisfaction on the

Customer Service of Dominos Pizza by Frequency of Buying

Aspects of Customer
Service F-value p-value Decision Remarks
Facilities and Equipment 1.537 .216 Accept Ho Not Significant
Employees .590 .555 Accept Ho Not Significant
Food 2.344 .097 Accept Ho Not Significant
Delivery of Service .069 .933 Accept Ho Not Significant

As shown in Table 11, Food obtained an F=2.344 with a p=.933, Facilities

and Equipment obtained an F=1.537 with a p=.216, Employees an F=.590 with a

p=.555, and Delivery of Service obtained an F= .069 with a p=.933. Since all the

p-values are greater than the assumed level of significance of .05, the null

hypotheses were accepted. This means that, statistically, the respondents levels

of satisfaction on the customer service of Dominos Pizza are the same.

For your Chapter 2

16 to 24-year-olds spend more on food than any other age group, says
research
By Emily Dugan (2016)
Accessed on March 1, 2017 from http://www.independent.co.uk/news/uk/home-
news/16-to-24-year-olds-spend-more-on-food-than-any-other-age-group-says-
research-a6678596.html

Young people spend more than any other age group on meals much of it on
fast food, thanks to a lack of cooking skills

They are the generation saddled with more student debt than ever before, yet 16
to 24-year-olds are spending more on food than any other age group because
they know so little about cooking.

Jane Sixsmith, director of the food education charity Focus on Food, said:
Theres something about this generation which makes them know less about
cooking. That might be just because its easier because of time, but also the
availability and cheapness of ready meals.

The food chain of employee and customer satisfaction

Hotel School | 20 September 2013

Accessed on March 2, 2017 from https://www.hotelschool.co.za/2013/09/food-
chain-employee-customer-satisfaction

Its a no-brainer that customer loyalty is the main stimulator of profit and growth.
That loyalty can only come about through customer satisfaction, and this is
traced back to the value of the service that guests receive. This value is created
by employees that are satisfied, loyal, and productive.

Employees derive satisfaction from useful, empowering support service

structures that enable them to deliver excellent service to their guests.

FACT: WOMEN LOVE PIZZA MORE THAN MEN

By GIANNI JACCOMA
Published On 08/18/2015
https://www.thrillist.com/eat/nation/women-love-pizza-more-than-men-study-of-
pizza-lovers-shows-gender-difference

We all suspected it, but now there's proof: a recent study has shown that, by a
strong margin, women love pizza more than men do -- probably more than they
love men, in fact.

Conducted by Smart Flour Foods and the Center for Generational Kinetics, the
study was compiled from 10-minute surveys filled out by 1,004 adults whose
practice of ordering pizza from restaurants (or buying frozen pizza) every month
classified them as "pizza lovers."

The results were pretty surprising: not only were 63% of all pizza lovers women,
but 41% of those women fell into the "Millennial" age bracket -- although the
study starts that bracket in 1977, which seems a bit early if we're honest. What's
more, 68% of pizza lovers actually reported exercising at least two times per
week, a far cry from the greasy-fingered couch potato one generally associates
with the hedonistic pleasures of pizza.

Just how important are those pizza pleasures? 8% of pizza lovers said they'd
rather go a year without sex than without pizza, which only reinforces the fact
that most pizza lovers are undoubtedly female.

New or repeat customers: How does physical environment influence their

restaurant experience?
By Kisang Ryu and Heesup Han
September 2011
https://www.researchgate.net/publication/251547817_New_or_repeat_customers
_How_does_physical_environment_influence_their_restaurant_experience

This study proposed a conceptual model to examine how customers perceptions

of the physical environment influenced disconfirmation, customer satisfaction,
and customer loyalty for first-time and repeat customers in upscale restaurants.
Using a structural equation modeling analysis, this study showed that facility
aesthetics, lighting, layout, and service staff had significant effects on
disconfirmation. Moreover, disconfirmation exerted a direct influence on customer
satisfaction and customer loyalty. Customer satisfaction also positively influenced
customer loyalty. Finally, the impacts of facility aesthetics, lighting, table settings,
and service staff on disconfirmation significantly differed between first-time
customers and repeat customers. More specifically, facility aesthetics, lighting,
and service staff were significant predictors of both first timers and repeaters
perceived disconfirmation, while layout and table settings were significant
determinants of only repeat visitors perceived disconfirmation.

The importance of a reliable, timely delivery service

By Megan Hunt
The focus of consumer groups and Enterprise awards on delivery services
recognises their importance in the fulfilment process. Major brand leaders are
already using the service. Smaller etailers need to weigh the cost of using a
premium delivery service for their express deliveries, against the positive
feedback they are likely to receive from their customers. This gold standard
delivery may not make economic sense for inexpensive items but if customers
are clearly prepared to pay a premium for convenient, timed deliveries it is worth
exploring for all ecommerce businesses.

Does The Way We See Food Affect Its Taste?

By Menuism
09/12/2012 09:48 am ET | Updated Nov 12, 2012

Professional chefs know that part of the secret of delivering delectable food is the
way in which it is presented. As well as being cooked and seasoned properly,
food needs to be presented in a way that is appetizing to the eye as well as to
the palate. In a smart restaurant, every plate is carefully inspected before it is
sent off by the waiter to the diner, to ensure that it fulfills its visual purpose.

Our eyes have been conditioned to see certain foods in a particular way and
while some colors stimulate the taste buds, others are capable of killing the
appetite.