A STUDY ON CUSTOMER SATISFACTION ON

DOMINO’S

RESEARCH REPORT

SUBMITTED IN
PARTIAL FULFILLMENT OF
BACHELOR OF BUSINESS ADMINISTRATION
TO

IIS (deemed to be) University

Submitted by:
TAMANNA VARIYANI
BBA Semester VI
ICG/2017/22884
Under the Supervision of:
Dr. Poonam Madan
(Associate Professor)
Co supervision of:
Dr. ISHA SHARMA
(Assistant Professor)
IIS (deemed to be University)
Department of Management
2019-2020
 ACKNOWLEDGMENT

It is my pleasure to be indebted to various people, who directly or indirectly

contributed in the development of this work and who influenced my thinking,
behavior, and acts during the course of study.

I am thankful for his support, cooperation, and motivation provided to me during

the training for constant inspiration, presence and blessings.

I also extend my sincere appreciation to Mrs. POONAM MADAN who provided

her valuable suggestions and precious time in accomplishing my project report.

Lastly, I would like to thank the almighty and my parents for their moral support
and my friends with whom I shared my day-to-day experience and received lots of
suggestions that improved my quality of work.

Tamanna Variyani
 PREFACE

Project work is something that every management student should carry out seriously at any
organization irrespective of their topic they choose to do. This is a part of complete management
study and carrying out such a project work is required by the examination and evaluation
necessary for the partial fulfilment of BBA course.

Carrying and completing such a project work is not an easy task. One must be careful before
gathering the data required otherwise the very essence of the project will get lost in the midway
and the real and correct idea will remain unexposed before the reader.

I took my project in A STUDY ON CUSTOMER SATISFACTION ON DOMINO’S.

The project has played a significant role in my life in gaining knowledge in Marketing.
 TABLE OF CONTENT
S. No. Particulars Page
Cover page
Acknowledgement
Chapter 1 Consumer satisfaction
Chapter 2 Company Profile
Chapter 3 Research Methodology
 Concept of
research
methodology
 Objective of the
study
 Review of
literature
Bibliography
 CHAPTER- 1

Customer Satisfaction
 CHAPTER- 1

1.1 INTRODUCTION

1.2 Customer Satisfaction

Business always starts and closes with customers and hence the customers must be treated as the
King of the market. All the business enhancements, profit, status, image etc of the organization
depends on customers. Hence it is important for all the organizations to meet all the customers’
expectations and identify that they are satisfied customer.

Customer satisfaction is the measure of how the needs and responses are collaborated and
delivered to excel customer expectation. It can only be attained if the customer has an overall
good relationship with the supplier. In today’s competitive business marketplace, customer
satisfaction is an important performance exponent and basic differentiator of business strategies.
Hence, the more is customer satisfaction; more is the business and the bonding with customer.

Customer satisfaction is a part of customer’s experience that exposes a supplier’s behavior on

customer’s expectation. It also depends on how efficiently it is managed and how promptly
services are provided. This satisfaction could be related to various business aspects like
marketing, product manufacturing, engineering, quality of products and services, responses
customer’s problems and queries, completion of project, post delivery services, complaint
management etc.

Customer satisfaction is the overall essence of the impression about the supplier by the
customers. This impression which a customer makes regarding supplier is the sum total of all the
process he goes through, right from communicating supplier before doing any marketing to post
delivery options and services and managing queries or complaints post-delivery. During this
process the customer comes across working environment of various departments and the type of
strategies involved in the organization. This helps the customer to make strong opinion about the
supplier which finally results in satisfaction or dissatisfaction.

Customer’s perception on supplier helps the customer choose among the supplier on basis of
money value and how well the delivered products suit all the requirements. The supplier’s
services never diminishes after the delivery as customer seeks high values post marketing
services which could help them use and customize the delivered product more efficiently. If he is
satisfied with the post marketing services then there are good chances for supplier to retain the
customers to enhance repeated purchases and make good business profits.

It is necessarily required for an organization to interact and communicate with customers on a

regular basis to increase customer satisfaction. In these interactions and communications it is
required to learn and determine all individual customer needs and respond accordingly. Even if
the products are identical in competing markets, satisfaction provides high retention rates. For
example, shoppers and retailers are engaged with frequent shopping and credit cards to gain
customer satisfaction, many high end retailers also provide membership cards and discount
benefits on those cards so that the customer remain loyal to them.
Higher the satisfaction level, higher is the sentimental attachment of customers with the specific
brand of product and also with the supplier. This helps in making a strong and healthy customer-
supplier bonding. This bonding forces the customer to be tied up with that particular supplier and
chances of defection very less. Hence customer satisfaction is very important panorama that
every supplier should focus on to establish a renounced position in the global market and
enhance business and profit.

Customer satisfaction is a term frequently used in marketing. It is a measure of how products and
services supplied by a company meet or surpass customer expectation. Customer satisfaction is
defined as "the number of customers, or percentage of total customers, whose reported
experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals."

The Marketing Accountability Standards Board (MASB) endorses the definitions, purposes, and

constructs of classes of measures that appear in Marketing Metrics as part of its ongoing
Common Language in Marketing Project.[2] In a survey of nearly 200 senior marketing managers,
71 percent responded that they found a customer satisfaction metric very useful in managing and
monitoring their businesses.

It is seen as a key performance indicator within business and is often part of a Balanced

Scorecard. In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element of business
strategy.

1.3 Purpose
A business ideally is continually seeking feedback to improve customer satisfaction.

"Customer satisfaction provides a leading indicator of consumer purchase

intentions and loyalty."  "Customer satisfaction data are among the most frequently collected
indicators of market perceptions. Their principal use is twofold:" 

1. "Within organizations, the collection, analysis and dissemination of these data send a
message about the importance of tending to customers and ensuring that they have a
positive experience with the company's goods and services."
2. "Although sales or market share can indicate how well a firm is performing currently,
satisfaction is perhaps the best indicator of how likely it is that the firm’s customers will
make further purchases in the future. Much research has focused on the relationship
between customer satisfaction and retention. Studies indicate that the ramifications of
satisfaction are most strongly realized at the extremes."

On a five-point scale, "individuals who rate their satisfaction level as '5' are likely to become
return customers and might even evangelize for the firm. (A second important metric related to
satisfaction is willingness to recommend. This metric is defined as "The percentage of surveyed
customers who indicate that they would recommend a brand to friends." When a customer is
satisfied with a product, he or she might recommend it to friends, relatives and colleagues. This
can be a powerful marketing advantage.) "Individuals who rate their satisfaction level as '1,' by
contrast, are unlikely to return. Further, they can hurt the firm by making negative comments
 about it to prospective customers. Willingness to recommend is a key metric relating to customer
satisfaction."

Customer satisfaction is a part of a company’s marketing & communications plan. It is

a process that helps an entrepreneur educate customers about his/her company, its performances
and the products or services his/her company delivers. A well-designed awareness program
ensures better customer engagement and protects consumer welfare.

1.4 Top Objectives of a Customer Satisfaction Program

 Understand which category of customers would be interested in the product or service

you’re planning to sell.

 Prepare an effective marketing and advertising plan to reach the target consumer
segment.

 Help customers find out your products and services.

 Convey a clear message explaining the strengths and benefits of your products.

 Gain consumer’s trust by helping them understand how the product will solve their
respective problems.

1.5 How Important is Building a Smart Customer Satisfaction Program?

Today, a corporation operates in a highly competitive environment. If an entrepreneur wants its

target consumers to know about its innovations and prioritize its products over the similar
category products that its competitors sell, it has to build a good customer process.

An entrepreneur needs a solid customer satisfaction plan to reach maximum numbers of potential
customers and create a product demand. However, it will not happen if a company doesn’t
communicate with the customers effectively. When building customer awareness, a company has
to put across its USP and solve the pain point of the customers.
 Building customer satisfaction is important because consumers have a right to know why they
should buy your product, what its benefits are and how safe it will be to use your product.

1.6 3 Steps to Building Customer Satisfaction

When building customer satisfaction, an entrepreneur determines his/her target market, uses a
very specific marketing tool or channels to engage and communicate with the consumers and
help them increase product and service knowledge. The three major steps that a customer
satisfaction program includes can be explained as below –

1. In the first stage, a company creates satisfaction by pointing out the pain point of the
customers. The company needs to talk more about the problem at this stage. The intention is to
make consumers aware of the prevailing problem if they’re not already. Raise awareness using a
very logical message.

2. Give customers a solution to that problem in the second step. Get customer’s attention by
presenting your solution as the best way to solve the respective problem.

3. Present your product or brand as the best solution to the problem in the third stage. As the
customers will know the problem they are facing by this time, it will be easy for them to
understand that they can overcome the problem with the help of your brand.

1.7 Corporations Who Incorporate Customer Satisfaction

Ford’s customer satisfaction program is the best example. To create awareness about the
company’s product quality, safety, social and environmental performance, the company engages
into various two-way communications with the stakeholders and consumers. The company
participates in stakeholder engagement forums.

Ford also uses other non-traditional marketing ideas to create awareness. They initiated a Drive
One campaign in North American, which encouraged people to experience their vehicles
firsthand and promoted the quality, safety, green technology and other smart features that their
vehicles had. The motive of the campaign was to help consumers understand their product
strength and thus increase the likelihood that they would buy it.So the bottom line is, a well-
designed customer awareness program helps a company convey a clear message to its target
customers, gain their trust by giving them accurate product information and create a market
demand.
CHAPTER:-2

Dominos
 CHAPTER:-2

COMPANY PROFILE

2`1 Domino's Pizza

Domino's Pizza, Inc., branded as Domino's, is an American multinational pizza restaurant chain

founded in 1960. The corporation is headquartered at the Domino's Farms Office Park in Ann
Arbor, Michigan, and incorporated in Delaware. In February 2018, the chain became the largest
pizza seller worldwide in terms of sales.

2`2 History

1. 1960s–2010s

In 1960, Tom Monaghan and his brother, James, took over the operation of DomiNick's, an
existing location of a small pizza restaurant chain that had been owned by Dominick DiVarti, at
507 Cross Street (now 301 West Cross Street) in Ypsilanti, Michigan, near Eastern Michigan
University. The deal was secured by a $500 down payment, and the brothers borrowed $900 to
pay for the store. The brothers planned to split the work hours evenly, but James did not want to
quit his job as a full-time postman to keep up with the demands of the new business. Within
eight months, James traded his half of the business to Tom for the Volkswagen Beetle they used
for pizza deliveries.

By 1965, Tom Monaghan had purchased two additional pizzerias; he now had a total of three
locations in the same county. Monaghan wanted the stores to share the same branding, but the
original owner forbade him from using the DomiNick's name. One day, an employee, Jim
Kennedy, returned from a pizza delivery and suggested the name "Domino's". Monaghan
immediately loved the idea and officially renamed the business Domino's Pizza, Inc. in 1965.

The company logo originally had three dots, representing the three stores in 1965. Monaghan
planned to add a new dot with the addition of every new store, but this idea quickly faded, as
Domino's experienced rapid growth. Domino's Pizza opened its first franchise location in
1967 and by 1978, the company expanded to 200 stores. In 1975, Domino's faced a lawsuit
by Amstar Corporation, the maker of Domino Sugar, alleging trademark infringement and unfair
competition. On May 2, 1980, the Fifth Circuit Court of Appeals in New Orleans found in favor
of Domino's Pizza.

International expansion
On May 12, 1983, Domino's opened its first international store, in Winnipeg, Manitoba,
Canada. That same year, Domino's opened its 100th store, its first in Vancouver, Washington. In
1985, the chain opened their first store in the United Kingdom in Luton. Also, in 1985, Domino's
opened their first store in Tokyo, Japan. In 1993, they became the second American franchise to
open in the Dominican Republic and the first one to open in Haiti, under the direction of
entrepreneur Luis de Jesús Rodríguez. By 1995, Domino's had expanded to 1,000 international
locations. In 1997, Domino's opened its 1,500th international location, opening seven stores in
one day across five continents.

 By 2014, the company had grown to 6,000 international locations and was planning to expand to
pizza's birthplace, Italy; this was achieved on October 5, 2015, in Milan, with their first Italian
location. CEO Patrick Doyle, in May 2014, said the company would concentrate on its delivery
model there.
In February 2016, Domino's opened its 1,000th store in India.
In 1995, Domino's Pizza entered China through the Pizza Vest Fast Food Group, which also
owned the rights to operate Domino's Pizza in 11 Southeast Asian countries.

2.3 China
The Chinese subsidiary is known as Domino's Pizza China

As of October 2019, Domino's Pizza China now has about 250 stores in 9 cities: Beijing (about
75 stores), Shanghai (about 100 stores), Guangzhou, Shenzhen, Tianjin, Nanjing, Suzhou, Wuxi,
and Hangzhou. The 200th store in Shenzhen, was also the 10,000th Domino's store
internationally.

The first mainland China store was located in the Shenzhen Special Economic Zone 4 and the
first Beijing location opened in Haidian District in May 1997. In December 2006, Taiwan's
Jinghua Hotel Group invested NT$500 million to acquire the rights for Domino's Pizza in
Taiwan and Beijing. In 2017, Dash Brands Ltd., a foreign investment company specializing in
restaurant chains, obtained the exclusive rights for Hong Kong and Macau.

In China over 90% of orders come from digital. Orders can be made in the stores and on
company website, app and popular messaging app, WeChat. Despite insisting that its own
distribution system has greater advantages in safeguarding service quality and data retention,
Domino's has already opened up a model of cooperation with third-party take-out platforms such
as Ele.me and Meituan.

Domino's Pizza China has specially developed popular American style potato bacon pizza,
crayfish crispy and tender chicken pizza, durian pulp pizza, salted egg yolk pizza  as well as
Sichuan pepper flavor tender chicken drumsticks.
2`4 Change in ownership

In 1998, after 38 years of ownership, Domino's founder Tom Monaghan announced his
retirement, sold 93 percent of the company to Bain Capital, Inc. for about $1 billion, and ceased
being involved in day-to-day operations of the company. A year later, the company named Dave
Brandon as its CEO.

Present

In 2004, after 44 years as a privately held company, Domino's began trading common stock on
the New York Stock Exchange under the ticker symbol "DPZ". Industry trade publication Pizza
Today magazine named Domino's Pizza "Chain of the Year" in 2003, 2010, and 2011. In a
simultaneous celebration in January 2006, Domino's opened its 5,000th U.S. store in Huntley,
Illinois, and its 3,000th international store in Panama City, Panama, making 8,000 total stores for
the system. In August 2006, the Domino's location in Tallaght, Dublin, Ireland, became the first
store in Domino's history to hit a turnover of $3 million (€2.35 million) per year. As of
September 2006, Domino's has 8,200+ stores worldwide, which totaled $1.4 billion in gross
income.
Innovations
In 2007, Domino's introduced its Veterans Delivering the Dream franchising program and also
rolled out its online and mobile ordering sites. In 2008, Domino's introduced the Pizza Tracker,
an online application that allows customers to view the status of their order in a real time
progress bar. The first Domino's with a dining room opened in Stephenville, Texas, giving the
customers the option to either eat in or take their pizza home. Since 2005, the voice of Domino's
Pizza's US phone ordering service has been Kevin Railsback.

In a 2009 survey of consumer taste preferences among national chains by Brand Keys, Domino's
was last — tied with Chuck E. Cheese's. In December that year, Domino's announced plans to
entirely reinvent its pizza. It began a self-critical ad campaign in which consumers were filmed
criticizing the then-current pizza's quality and chefs were shown developing a new pizza. The
new pizza was unveiled that same month. The following year, 2010 and Domino's 50th
anniversary, the company hired J. Patrick Doyle as its new CEO and experienced a 14.3%
quarterly gain. While admitted not to endure, the success was described by Doyle as one of the
largest quarterly same-store sales jumps ever recorded by a major fast-food chain.

In 2011, Domino's launched a billboard advertising in New York's Times Square which

displayed real time comments from customers, including good, neutral and bad comments.

In 2015, Domino's unveiled a "pizza car" that can carry 80 pizzas, sides, 2-liter bottles of soda,
and dipping sauces.[43] It also has a 140-degrees Fahrenheit oven on board and is more fuel
efficient than a standard delivery car. Officially named the Domino's DXP, the car is a Chevrolet
Spark customized by Roush Performance. Once each car reaches 100,000 miles, it will be retired
and returned to Roush, where it will be returned to stock form.[44]
In 2016, Domino's cooperated with Starship Technologies and applied self-driving robots to
deliver pizzas in specific German and Dutch cities. In 2016, Domino's in New Zealand delivered
the world's first pizza delivery by unmanned aerial vehicle using the DRU Drone by Flirety.

In February 2017, Domino's launched a wedding registry with gifts delivered in the form of
Domino's eGift cards. Domino's also worked with Gugu Guru to create a pizza-themed baby
registry. Customers have the option of signing up for Domino's pizza package to be served for
the event.

In June 2018, Domino's began repairing potholes in America as part of its "Paving for Pizza"
initiative to prevent its pizzas from being damaged in transit.

In June 2019, Domino's announced a partnership with robotics company, Nuro. The service is
slated to launch in Houston, Texas with Nuro's custom, self-driving vehicle, R2.

Naming

In August 2012, Domino's Pizza changed their name to simply Domino's. At the same time,
Domino's introduced a new logo that removed the blue rectangle and text under the domino in
the logo, and changed the formerly all-red domino to be blue on the side with two dots and red
on the side with one dot. This was done because the company wanted to "expand" menu choices
rather than simply rely on their traditional pizza.

Products
The Domino's menu varies by region. The current Domino's menu in the United States features a
variety of Italian-American main and side dishes. Pizza is the primary focus, with traditional,
specialty, and custom pizzas available in a variety of crust styles and toppings. In 2011,
Domino's launched artisan-style pizzas. Additional entrees include pasta, bread bowls, and oven-
baked sandwiches. The menu offers chicken and bread sides, as well as beverages and desserts.

From its founding until the early 1990s, the menu at Domino's Pizza was kept simple relative to
other fast food restaurants, to ensure efficiency of delivery. Historically, Domino's menu
consisted solely of one style of pizza crust in two sizes (12-inch and 16-inch), 11 toppings, and
Coca-Cola as the only soft drink option.

The first menu expansion occurred in 1989, with the debut of Domino's deep dish or pan pizza.
Its introduction followed market research showing that 40% of pizza customers preferred thick
crusts. The new product launch cost approximately $25 million, of which $15 million was spent
on new sheet metal pans with perforated bottoms. Domino's started testing extra-large size pizzas
in early 1993, starting with the 30-slice, yard-long "The Dominator".

Domino's tapped into a market trend toward bite-size foods with spicy Buffalo Chicken Kickers,
as an alternative

to Buffalo Wings, in August 2002. The breaded, baked, white-meat fillets, similar to chicken
fingers, are packaged in a custom-designed box with two types of sauce to "heat up" and "cool
down" the chicken.

In August 2003, Domino's announced its first new pizza since January 2000, the Philly Cheese
Steak Pizza. The product launch also marked the beginning of a partnership with the National
Cattlemen's Beef Association, whose beef Check-Off logo appeared in related
advertising. Domino's continued its move toward specialty pizzas in 2006, with the introduction
of its Brooklyn Style Pizza, featuring a thinner crust, cornmeal baked in to add crispness, and
larger slices that could be folded in the style of traditional New York-style pizza.

In 2008, Domino's once again branched out into non-pizza fare, offering oven-baked sandwiches
in four styles, intended to compete with Subway's toasted submarine sandwiches. Early
marketing for the sandwiches made varied references to its competition, such as offering free
sandwiches to customers named "Jared," a reference to Subway's spokesman of the same name.

The company introduced its American Legends line of specialty pizzas in 2009, featuring 40%
more cheese than the company's regular pizzas, along with a greater variety of toppings. That
same year, Domino's began selling its BreadBowl Pasta entree, a lightly seasoned bread bowl
baked with pasta inside, and the Lava Crunch Cake dessert, composed of a crunchy chocolate
shell filled with warm fudge. Domino's promoted the dessert by flying in 1,000 cakes to deliver
at Hoffstadt Bluffs Visitor Center near Mount St. Helens in Washington state.
In 2010, shortly after the company's 50th anniversary, Domino's changed its pizza recipe "from
the crust up", making significant changes in the dough, sauce, and cheese used in their
pizzas. Their advertising campaign admitted to earlier problems with the public perception of
Domino's product due to taste issues.

In September 2012, Domino's announced it was going to roll out a pan pizza on September 24,
2012. Following this move, the Deep Dish pizza was discontinued after 23 years of being on the
menu.

In December 2013, Domino's Pizza in Israel unveiled its first vegan pizza, which uses a soy-
based cheese substitute  currently supplied by the UK company VBites

After a stock low point in late 2009, the company's stock had risen 700 percent in the five years
preceding February 2016.

Corporate governance

Domino's management is led by CEO Richard Allison. Previous chief executive Dave Brandon
remains Chairman. Among 11 executive vice presidents are Jeffrey Lawrence, CFO; Tom Curtis,
Team USA; Scott Hinshaw, Franchise Operations and Development; and Kevin Morris, General
Counsel. Domino's operations are overseen by a board of directors led by Brandon. Other
members of the board are Allison, Andy Ballard, Andrew Balson, Diana Cantor, Richard
Federico, James Goldman, Corie Sue Barry and Patricia Lopez.

On July 1, 2018, Allison, the previous president of international business for Domino's, replaced
Doyle as CEO.
Charitable activities

In 2001, Domino's launched a two-year national partnership with the Make-A-Wish Foundation

of America. That same year, company stores in New York City and Washington, D.C. provided
more than 12,000 pizzas to relief workers following the September 11 attacks on the World
Trade Center and The Pentagon. Through a matching funds program, the corporation donated
$350,000 to the American Red Cross' disaster relief effort. In 2004, Domino's began a
partnership with St. Jude Children's Research Hospital, participating in the hospital's "Thanks
and Giving" campaign since the campaign began in 2004, and raising $5.2 million in 2014.

Advertising

In the late 1980s, Domino's was well known for its advertisements featuring a character
called the Noid, created by Group 243 Inc. who hired Will Vinton Studios to produce the
television commercials that featured the character. The catchphrase associated with the
commercials was "Avoid the Noid." The Noid was discontinued after Kenneth Lamar Noid,
believing the mascot to be an imitation of him, held two Domino's employees hostage in
Chamblee, Georgia. The employees escaped while Noid ate a pizza he had ordered. Noid was
eventually diagnosed with paranoid schizophrenia and acquitted due to insanity, and later
committed suicide. The Noid was briefly brought back for a week in 2011 in an arcade-style
game on the Domino's Facebook page. The person with the top score received a coupon for a
free pizza.
Due to a glitch on the Domino's website, the company gave away nearly 11,000 free medium
pizzas in March 2009. The company had planned the campaign for December 2008 but scrapped
the idea and never promoted it. The redemption code to receive the pizzas was never deactivated,
however, and resulted in the free giveaway of the pizzas across the United States after someone
discovered the promotion on the website by typing in the word "bailout" as the redemption code
and then shared it with others on the Internet. Domino's deactivated the code on the morning of
March 31, 2009, and promised to reimburse store owners for the pizzas.

Domino's sponsored CART's Doug Shierson Racing, which was driven by Arie Luyendyk and

won the 1990 Indianapolis 500. In 2003, Domino's teamed up with NASCAR for a multi-year
partnership to become the "Official Pizza of NASCAR." Domino's also sponsored Michael
Waltrip Racing and driver David Reutimann during the 2007 season in the NASCAR Sprint Cup
Series.

30-minute guarantee

Beginning in 1973, Domino's Pizza offered a guarantee to customers their pizzas would be
delivered within 30 minutes of placing an order or they would receive the pizzas free. This
guarantee was changed to $3 off in the mid-1980s. In 1992, the company settled a lawsuit
brought by the family of an Indiana woman who had been killed by a speeding Domino's
delivery driver, paying the family $2.8 million. In another 1993 lawsuit, brought by a woman
who was injured when a Domino's delivery driver ran a red light and collided with her vehicle.
The woman was awarded nearly $80 million by a jury, but accepted a payout of $15 million. The
30 minute guarantee was dropped that same year because of the "public perception of reckless
driving and irresponsibility", according to then-CEO Tom Monaghan.

In December 2007, Domino's introduced a new slogan, "You Got 30 Minutes," alluding to the
earlier pledge, but stopping short of promising delivery in half an hour.
The company continues to honor the 30-minute guarantee for orders placed in its stores located
in Colombia, Vietnam, Mexico, China, and India. The 30-minute guarantee is subject to the
terms and conditions applied in the respective country.

Franchises

Domino's Pizza, as of September 2018, has locations in the United States (including the District

of Columbia, Guam, Puerto Rico and the U.S. Virgin Islands), in 83 other countries, including
overseas territories such as the Cayman Islands and states with limited recognition such
as Kosovo and Northern Cyprus. It has its stores in 5,701 cities worldwide (2,900 international
and 2,800 in the U.S.) In 2016, Domino's opened its 1,000th store in India. As of the first quarter
of 2018, Domino's had approximately 15,000 stores, with 5,649 in the U.S., 1,232 in India, and
1,094 in the U.K.

In most cases, Domino's has master franchise agreements with one company per country, but
three companies have acquired multiple master franchise agreements, covering multiple
countries:

 The rights to own, operate, and franchise branches of the chain

in Australia, Denmark, New Zealand, France, Belgium, the Netherlands, and Monaco are
 currently owned by Australian Domino's Pizza Enterprises, having bought the master
franchises from the parent company in 1993 (Australian and New Zealand franchises) and
2006 (European franchises).

 The master franchises for the UK and Ireland were purchased in 1993 by the British

publicly listed Domino's Pizza Group (DPG), which acquired the master franchise for
Germany in 2011 and Switzerland, Liechtenstein, and Luxembourg in August 2012 by
buying the Swiss master franchise holder, with an option to acquire the Austrian master
franchise as well. DPG opened its first Swedish location near the Mobilia shopping mall
in Malmö in December 2016.

 The master franchises for India, Nepal, and Sri Lanka are currently owned by the Indian
company Jubilant FoodWorks. India is the largest international market for Domino's outside
its home market, being the only country to have over 1,000 Domino's outlets. The company
operates 1,232 stores across 264 Indian cities as of 2018.

 In Bangladesh, the franchises for Domino's Pizza are co-owned by Jubilant

FoodWorks and Golden Harvest Limited forming 'Domino's Pizza Bangladesh Limited'. In
this entity, Jubilant FoodWorks is the majority shareholder and owns 51% of the company,
while the rest of the share is owned by Golden Harvest Limited. The first store in
Bangladesh opened in February 2019.

What is Customer Satisfaction?

Customer satisfaction indicates the fulfilment that customers derive from doing business with a
firm. In other words, it’s how happy the customers are with their transaction and overall
experience with the company.
Customers derive satisfaction from a product or a service based on whether their need is met
effortlessly, in a convenient way that makes them loyal to the firm. Hence, customer satisfaction
is an important step to gain customer loyalty.
Organizations calculate the customer satisfaction score (CSAT), which is the average rating of a
customer’s responses, the net promoter score (NPS), which indicates the probability that a
customer refers a brand to another person, and the customer effort score (CES), which indicates
how easy it is for a customer to do business with a firm. The customer satisfaction metrics are
then used to estimate consumer behavior. At its most basic, customer satisfaction measures
how your product, service, and overall experience either falls short, meets, or exceeds
customer expectations.
How you measure it varies from business to business. Some may base it entirely on
retention and repeat customers, while others may create a numerical value based on data
and/or customer feedback.

Regardless, it measures, rates, and attempts to manage how happy your customers are
with you, your products, and your brand as a whole.

Happy = good. Not-so-happy = bad. It’s really that simple.

The Importance of Customer Satisfaction in Business

It’s obvious that satisfied customers are a good thing. However, it may be a bit harder to
articulate exactly why.

The short answer: companies that prioritize customer satisfaction grow and increase
revenue. Those that do not, don’t .
So, are you prioritizing customer satisfaction and success? And if you’re nodding your
head, are you absolutely sure? Less than half of surveyed consumers – only 48%
– believe the brands and businesses they buy from are actually doing so .
Growth and revenue are key elements of a successful business. That goes without saying.

Example

Natalia is a marketing manager in a retail firm. Her firm has recently launched a new product and
Natalia is asked to collect the information from 200 customer surveys and prepare a spreadsheet
with the satisfaction metrics for the new product.

The main questions in the survey were:

1. Are your expectations met with this product?

2. How did the product perform?
3. Overall, how do you rate the product?
4. How do you rate your shopping experience?
5. How likely is that you recommend this product to a friend?
 6. Are you satisfied with the way the company performs on this product?
7. Are service representatives knowledgeable?
8. Are service representatives professional?
9. Is the company responding in a timely manner?
Using a scale from 1 to 10, Natalia calculates the satisfaction score by averaging the customer
responses. Then, she calculates the net promoter score using a scale from 1 to 10, and finally, the
customer effort score, using a scale from 1 to 10.

Benefits of Customer Satisfaction in Business

Beyond the growth correlation – if you actively work to increase customer satisfaction,
you’re more likely to see an increase in revenue – there are plenty of other reasons to
make it a top priority.

Take word-of-mouth , for example. It matters, especially in the ultra-connected and

always-on digital world we call home. We can instantly share our experience with a brand
with thousands of others on social media and review sites like Yelp.
And aside from that potential reach, we trust and seek out online recommendations:

 92% of consumers trust recommendations  from friends and family.

 68% of respondents said a positive review made them more likely to use a
business , while 40% said a negative one made them not want to use it.
 93% turn to online reviews to decide if a business is good or bad.

 Just under half of consumers won’t consider a business with less than a 4-star
rating.

 34% read 4-6 reviews before deciding to trust a business.

 Word-of-mouth is listed as a key influencer for 74% of consumers .

 Facebook and Yelp are the two most trusted review sites.

That’s a lot of potential goodwill and positive publicity. But it works both ways.  60% of
consumers share a bad experience  with others – and they tell 3x as many people –
compared to only 46% who share the good ones.
The takeaway? You’d better do your best to ensure each customer interaction is a positive
one. If you don’t place a premium on relationship marketing and customer satisfaction,
you won’t be aware of problems or complaints until it’s too late.

Once the word is out, it’s out. As the saying goes, you can’t manage what you don’t
measure. If you prioritize keeping your customers happy, you’ll a) reduce the number of
unhappy ones, and b) know about and work to resolve dissatisfaction that much faster.But
the benefits of a customer-first approach don’t stop there:

Brand loyalty
Why would a happy, satisfied customer ever look elsewhere or want to leave you? You’ll
see lower churn , and higher retention. And a 5% increase in retention can increase
profitability  by as much as 25-95%. Let that sink in.
“Return customers tend to buy more from a company over time. As they do, your
operating costs to serve them decline. What’s more, return customers refer others to your
company. And they’ll often pay a premium to continue to do business with you rather
than switch to a competitor with whom they’re neither familiar nor comfortable.” ~ Fred
Reichheld , Creator of Net Promoter
Brand buzz
A platoon of happy advocates and cheerleaders singing your praises on social media and
review sites is the absolute best publicity that money can – or can’t – buy. Work to make
it happen.
Brand trust
Consumers trust people – even strangers – more than they do advertising and marketing.
“Measurement is the first step that leads to control and eventually to improvement. If you
can’t measure something, you can’t understand it. If you can’t understand it, you can’t
control it. If you can’t control it, you can’t improve it.” ~H. James Harrington, CEO of
Harrington Management Systems
Measure, understand, control, and improve.

Customer Satisfaction Goals

So, what should your customer satisfaction goals include? Hard to say. No one knows
your business better than you. Your goals may not be my goals, and vice versa.

Generally speaking, you want to keep things simple. Use the  SMART goal
system  (Specific, Measurable, Achievable, Relevant, Time-limited). Set only 1-2 at a
time (otherwise they start competing with each other). Write them down (studies show
you’re 2-3x more likely  to follow-through). Keep them realistic .
Your first goal should be to start collecting customer satisfaction data if you haven’t
already. That’s a no-brainer, and we’ll get into the how in a moment.

Identify the problem spots, the bottlenecks, and the frequent complaints.

After that, your goals may include reducing churn or increasing retention by X%,
reducing the number of contact points with repeat customers, decreasing complaint
response time, increasing the NPS by X%, experiment with different communication
channels, boost the number of “completely satisfied” customer interactions, reduce
shipping time, and so on.

What would most benefit your business and your customers? Go with that.

Learn How to Measure Your Customer Satisfaction

Now we get to the meat and potatoes. It’s all well and good to plan and promote customer
satisfaction within your business, but how exactly does that play out in the world?

Hubspot recommends a simple acronym to remember the steps:  OCCAM (as in Occam’s

Razor , the idea that the simplest explanation or approach is usually the best one):
1. Outline goals and plan.
2. Create customer survey.

3. Choose trigger or timing.

4. Analyze the data.

5. Make adjustments.
You can’t get much simpler than that.

Begin by asking yourself: Why? Why am I doing this? What do I hope to accomplish?
What do I want to get out of this?

A customer satisfaction survey is one of the easiest and most reliable methods for getting
a snapshot of satisfaction levels around a particular element of your business (your
products, your complaint resolution, your customer service, and so on). Popular methods
include:

1. Customer Satisfaction Score (CSAT) , which measures their satisfaction on a

particular interaction.
2. Customer Effort Score (CES) , which examines the ease with which they were able
to have their issue successfully resolved or complete an action (like making a
purchase).
3. Net Promoter Score (NPS) , which asks how likely they are to recommend your
business to someone else.
Next, determine who will receive your survey, and when. Immediately after a purchase?
At the end of an online chat? A week after a complaint was lodged? Look to your goals
from the first step for guidance here, as the who and when is determined by what you’re
trying to accomplish.

The cardinal sin of data collection is doing nothing with it. Once you have the data, make
sure you analyze and use it to make improvements. Otherwise, you’ve wasted everyone’s
time and effort.
Some methods are easy to analyze – NPS is simply the percentage
of Detractors subtracted from the percentage of Promoters – while others are more
complicated. Many customer satisfaction tools have built-in analysis as part of the
service. If not, a quick online search can provide dozens of tutorials and how-to guides.
Surveys with a single question and a multiple-choice answer are typically best, but don’t
be afraid of longer ones with open-ended questions. They require more effort in both
creation and analysis, but they also provide deeper and more varied understanding. You
get what you put in.

CHAPTER:-3
 RESEARCH
METHODOLOGY AND
REVIEW OF LITERATURE

Methodology is the systematic, theoretical analysis of the methods applied to a field of study. It
comprises the theoretical analysis of the body of methods and principles associated with a branch
of knowledge. Typically, it encompasses concepts such as paradigm, theoretical model, phases
and quantitative or qualitative techniques.
A methodology does not set out to provide solutions - it is, therefore, not the same as a method.
Instead, a methodology offers the theoretical underpinning for understanding which method, set
of methods, or best practices can be applied to specific case, for example, to calculate a specific
result.

TYPES OF RESARCH

Descriptive vs. Analytical: Descriptive research includes surveys and fact-finding enquiries of
different kinds. The major purpose of descriptive research is description of the state of affairs as
it exists at present. In analytical research, on the other hand, the researcher has to use facts or
information already available, and analyse these to make a critical evaluation of the material.

Applied vs. Fundamental: Applied research aims at finding a solution for an immediate
problem facing a society or an industrial/business organisation, whereas fundamental research is
mainly concerned with generalisations and with the formulation of a theory.

Quantitative vs. Qualitative: Quantitative research is based on quantitative measurements of

some characteristics. It is applicable to phenomena that can be expressed in terms of quantities.
Qualitative research, on the other hand, is concerned with qualitative phenomena i.e., phenomena
relating to or involving quality or kind.

Conceptual vs. Empirical: Conceptual research is related to some abstract idea or theory. It is
generally used by philosophers and thinkers to develop new concepts or to reinterpret existing
ones. On the other hand, empirical research relies on experience or observation alone, often
without due regard for system and theory.
Some other types of research: From the point of view of time, we can think of research either
as one-time research or longitudinal research. In the former case the research is confined to a
single time-period, whereas in the latter case the research is carried on over several time-periods.
Research can be field-setting research or laboratory research or stimulation research, depending
upon the environment in which it is to be carried out. Research can as well be understood as
clinical or diagnostic research. Such research follows case-study methods or in-depth approaches
to reach basic casual relationships.

SAMPLING METHOD

Questionnaire

SAMPLING SIZE

100 CUSTOMERS

OBJECTIVE OF THE STUDY

 To see the customer satisfaction in dominos pizza.

 To know the consumer perception and preference about dominos products.
 To know the customer satisfaction in pricing factors.
 To know the customer satisfaction in delivery of their order.
 ` To give suggestions to company to improve their service.

LIMITATIONS OF THE STUDY

The extent of the survey was Chennai only so the suggestions or information given in this report
may not hold true for other location in india. It is possible that the information provided by the
respondents may be incorrect.

RESEARCH GAP
Research gap is what which has not been answered correctly or at all in a given filled of study.
And, we can also say that the problem which we find in the research is a research gap.
Customer Satisfaction is directly linked to the brand and product quality and availability at the
store, which multiple study have shown but the areas which were examined to the degree of the
literature reviewed as followed:
a. The collection of responded comprised mainly customers from other state of India and
Rajasthan.
b. To examining the factors that improve the understanding of the customers that know
researchers have taken into account.

RESEARCH HYPOTHESIS

Null Hypothesis [Ho] – There is no significant relationship between price of product and
customer satisfaction towards DOMINO’S.

[H1] – There is no significant relationship between price of product and customer satisfaction
towards DOMINO’S Alterna

tive Hypothesis [Ho] - There is a significant association between demographical profile and
consumer satisfaction.

[H1] – There is no significant association between demographical profiles and consumer

satisfaction.

SAMPLING TECHNIQUES

The sample has been selected using Random Sampling technique. A sample of 100 consumers
has been taken using a simple Random Sampling Method.

DATA COLLECTION TECHNIQUES

The purpose of data collection is to obtain information to keep on record, to make decisions
about important issues and to pass information to others. The data of structured questionnaire has
been recorded. The questionnaire was done on the basis of demographical profile and customer
satisfaction for gathering information. The secondary data were collected through survey,
research documentaries and periodicals and through online sites.

STATISTICAL TECHNIQUES AND TOOLS USED

The present study, SPSS 22 was coded and tabulated responses from the respondents.
Descriptive analysis was used with the help of Microsoft Office, Ms-Excel and IBM SPSS 22.
Mean, Median and Frequency of the responses will be compiled in SPSS and Microsoft-office
and Inferential analysis Hypothesis testing through Correlation Test and Chi- Square Test.

REVIEW OF LITERATURE

Surprenant (1977), explained that Satisfaction Leads to Desirable consequences such as repeat
purchase, acceptance of other products in the line, brand loyalty, store patronage and ultimately
higher profits and increased profit share.

Tse and Wilton (1988), examined that satisfaction is the consumer’s response to the evaluation
of the perceived discrepancy between prior expectation and actual performance of the product as
perceived after its consumption.

Sepannen, Etal., (2004), examined that consumers always expect for a product or service of
better quality, which is easy to use or consume and of lower costs than ever before. By
improving operations, a business or an organization can improve internal efficiency,
effectiveness, adaptability and customer service.

Evellyne, Elisante & Reuben (2009), found that the speed of service delivery, responsiveness and
curtsy of company’s staff are most responsible factors for customer satisfaction.
Singhi & Jain (2009), focused on Metro Trains and Customer Satisfaction in Delhi. They noticed
that the organization should aim not only at satisfying the customer but also focus on delighting
him. The objective of their study was to propose a framework of the major dimensions that have
an impact on the perceived quality of services provided by Delhi Metro Trains and their overall
satisfaction, they found that all aspects need to be given attention to, depending on the
importance attach to them by customers and customers were satisfied with the services provided
by the Delhi Metro Trains.

Kaushik and Gupta (2009), found that new entrants can deliver the best quality at competitive
price to have market share in herbal, simultaneously Campaigns and event management in
colleges by cosmetic companies help them to increase sale, because consumers are 15-20 and 20-
25 age group belongs to school and colleges. Consumers are ready to move towards herbal
products. So any company can easily get them by having perfect marketing mix, balance price
and quality.

Yesodha Devi N & , Kanchana V.S. (2009), examined that Quality & Taste are the two major
factors to select a restaurant. Customers are more discerning and demanding and they always
wants to experiment with the money they spend, they also found that the Indian restaurant
industry has come of age by diversifying its services and is trying to cater to the Indian taste buds
and is staying in competitive arena amongst international giants and is able to provide better
services to the customers.

TITLE AUTHOR/PUB OBJECT SAMPL FINDI CONCLU OBSERVA

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1 : Customer satisfaction, a term frequently used in marketing, is a measure of how products and
services supplied by a company meet or surpass customer expectation. As far as satisfaction of
customers is concerned, firms generally ask customers whether their product or service has met
or exceeded expectations. Therefore we can say, expectations are a key factor behind
satisfaction. Brand loyalty also played an important role in customer satisfaction, when
consumers become committed to your brand and make repeat purchases over time. Brand loyalty
is a result of consumer behavior and is affected by a person’s preferences. Loyal customers will
consistently purchase products from their preferred brands, regardless of convenience or price.
Some of the factors which influence to brand loyalty of customers are Customers' perceived
value, brand trust; customers' satisfaction, repeat purchase behavior, and commitment are found
to be the key influencing factors of brand loyalty. The purpose of this study is to examine the
factors influencing the liking and satisfaction of customers towards Dominos’ Pizza.

2 Distributive fairness, procedural fairness, and interactional fairness are often researched
together in many previous studies. However, in order to explore the power of fairness, the
second-order fairness needs to be created to find the way to customer loyalty. An online survey
was developed and distributed in Vietnam. Seven hundred fifty-eight questionnaires were
completed and analyzed using a two-step methodology (including confirmatory factor analysis
and structural equation modeling). The results of the study showed that there is the domino effect
to customer loyalty, which departs from fairness, with trust and customer satisfaction as two
mediators.

3 : Fast food business has become a highly revenue generated industry in all over the world.
Service quality plays a vital role to make the customers happy and insists them to revisit the
restaurant. This research was carried out to clear the importance of service quality in customer
satisfaction in fast food restaurants of Punjab, Pakistan. To clear this idea, five dimensions
(tangibility, reliability, empathy, assurance and responsiveness) of service quality have been
taken as predictor variables while customer satisfaction was taken as dependent variable. A
survey was conducted on customers of fast food restaurants by using cluster sampling. The
collected data was transferred to statistical package of social sciences (SPSS) for data analysis.
The outcomes revealed that service quality is positively influenced on customer satisfaction in
fast food restaurants of Punjab, Pakistan. The results showed how to enhance customer’s
satisfaction and make them loyal and also how to increase their revenue by improving service
quality.

4 According to market researches and surveys Indians have become the major customers of
Pizza. One of the best brands which holds the highest market share is Domino’s and Pizza Hut.
The main purpose of the study is to look at the preference of consumers towards the purchase of
Pizzas and their opinion about the consumption patterns. This study is both descriptive and
analytical with an objective to examine the purchase preference of consumers on Pizza. The
statistics is computed from survey using well-structured questionnaire to extract the options of
the customers. This study finds the comparison between the Domino’s and Pizza Hut consumers
towards their preference, liking of services and affordability. This study is useful to entice further
strategies for improving customer indulgence with Pizza. Moreover, it will enable the marketers
also to improve their products based upon the preference of the customers.

5. Do dissatisfied customers engage in more or less word of mouth than satisfied customers?
There is theoretical and empirical support for both possibilities. To better understand this issue,
the authors developed a utility-based model of the relationship between customer satisfaction and
word of mouth. The hypothesized functional form-an asymmetric U-shape-cannot be rejected
based on data from the United States and Sweden. In addition, the estimation results based on the
two samples are similar, suggesting that the proposed relationship is generalizable. The findings
also indicate that although dissatisfied customers do engage in greater word of mouth than
satisfied ones, common suppositions concerning the size of this difference appear to be
exaggerated.

6. Presents the findings of a study performed on data from a large bank’s retail‐banking
operations. Illustrates the relationship of customer satisfaction to customer loyalty, and customer
loyalty to profitability, using multiple measures of satisfaction, loyalty, and profitability. An
estimate of the effects of increased customer satisfaction on profitability (assuming hypothesized
causality) suggests that attainable increases in satisfaction could dramatically improve
profitability.
 ANNEXURE

SECTION- A

1. Name(Optional) :

2. Phone No(Optional) :

3. Address:_______________________________________________________

_______________________________________________

4. E-Mail Address: __________________________________________

___________________________________________
5. Age Range:

i. 15-18
ii. 18-21
iii. 21-25
iv. 25-30
v. 30-40
vi. 40+

6. Gender:

i. Male
ii. Female
iii. Other

7. Profession:___________________________
8. Monthly Income:___________________________

9. Residential Locality:

i. Town
ii. City
iii. Rural
iv. Urban
 SECTION-B

10. Which Fast Food Joint Do You Prefer?

i. Mcdonalds
ii. Dominos
iii. Pizza Hut
iv. Others

11. How Often Do You Eat At Dominos?

i. Once A Year
ii. Once A Month
iii. Once A Week
iv. Every Day
v. I Haven’t Been To dominos

12. Why Do You Eat At Dominos?

i. Tastes Good
ii. Cheap
iii. Convenient
iv. I Don’t Eat At Dominos

13. What Time Of The Day Do You Prefer To Eat There?

i. Breakfast
ii. Lunch
iii. Dinner
iv. Dessert
v. Snack

14. Would You Say That Dominos Is Healthy?

i. Yes
ii. No
iii. Not Sure
15. In A Month, How Much Would You Roughly Spend There (In Rs)?

i. 0-200
ii. 200-500
iii. More Than 500

16. Is The Product Line In Dominos Adequate?

i. Yes
ii. No
iii. It’s Ok

17. What Is The Main Problem You Faced At Dominos?

i. Long Queues
ii. Wrong Order
iii. Bad Music
iv. Other Problems
v. No Problem

18. Which Area Do You Think Needs The Most Improvement?

i. No Suggestions
ii. Better Music
iii. More Space
iv. Home Delivery
v. More Variety
vi. Low Prices

19. What Are Unique Selling Proposition Of Domino’s?

i. Food
ii. Hygiene
iii. Ambience
iv. Quick Service
v. Location
vi. Others
20. How Is The Dining Experience Of Dominos?

i. Excellent
ii. Good
iii. Average
iv. Below Average
v. Poor

21. How Do You Rate The Service Provided By The Employees Of Dominos?

i. Excellent
ii. Good
iii. Average
iv. Below Average
v. Poor

22. Have You Seen Adverts For Dominos On Any Of The Following?

i. Tv
ii. Social Media
iii. Blogs
iv. Magazines
v. Newspapers
vi. Online
vii. Other _______________________________

23. Do You Use A Home Delivery Service?

i. Yes
ii. No

24. How Would You Rate The Value For Money Of Dominos Products?

i. Excellent
ii. Above Average
iii. Average
iv. Below Average
v. Poor.

25. What Is The Most Important Factor In Your Decision When Deciding To Eat Fast Food In
Dominos?
 i. Menu
ii. Ambience
iii. Customer Service
iv. Location
v. Nutritional Value
vi. Operating Hours
vii. Value For Money
viii. Other _________________

26. How Healthy Do You Consider Dominos To Be? (1 Being Unhealthy - 5 Being Healthy)

i. 1
ii. 2
iii. 3
iv. 4
v. 5

27. How Far Is The Nearest Dominos That You Prefer To Visit?

i. Walking Distance (5 Mins)

ii. Under 20 Mins
iii. Under 40 Mins
iv. About An Hour Or More

28. Do You Believe Dominos Is A Successful Venture And Would Like To Manage A Joint Of
You Own Given The Opportunity?

i. Yes
ii. No

29. Under What Circumstances Will You Go To Dominos?

i. It Is Convenient To Have Something To Eat.

ii. Meet With Friends
iii. It Is A Good Place To Have A Rest When You Are Tired Of Shopping.
iv. Other _______________________

30. Would you recommend dominos to your friends ?

i. Yes
ii. No
iii. Maybe
 BIBLIOGRAPHY

 https://en.wikipedia.org/wiki/Domino%27s_Pizza
 https://en.wikipedia.org/wiki/Customer_satisfaction
 https://survicate.com/customer-satisfaction/importance-customer-satisfaction/