SERVICE MARKETING

REPORT ON SERVICE MARKETING OF

DOMINO'S PIZZA

SUBMITTED TO – PROF DEEPAK HALAN

SUBMITTED BY –
GROUP 11
AYUSHI AHUJA
SAGAR
LAKSHAY CHIBBER
DEVANSHU
SHOURY YADAV
SATYAM KUMAR

JAIPURIA INSTITUTE OF MANAGEMENT

A-32 A, Sector 62, Institutional Area, Noida- 201309 (U.P.)

Service GAP Analysis of Domino’s Pizza Page 1

 INDEX

S.No Topic Page No.

1 Executive Summary 3

2 Introduction 4

3 Service Blueprint 5

Service Quality
4 6
Dimensions

5 Methodology 7

6 Responses Summary 8 – 13

7 Inference & Conclusion 14

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 Executive Summary
This report is based on a five-dimensional service gap analysis of Domino's.
India's $13 billion quick-service restaurant market is growing at a rate of 25–30%
per year. This is because of changing and busy lifestyles, a quickly growing middle
class, and rising disposable income. The industry will continue to grow quickly in
the years to come.

It now makes up about half of all restaurant sales in developed countries, and it
will continue to grow there and in many other industrial countries over the next
few years.
But some of the fastest growth is happening in developing countries, where it is
changing the way people eat in big ways.
Domino's Pizza India Ltd. has grown to become one of the largest and fastest-
growing international food chains in South Asia.
In January 1996, the first Domino's Pizza store in India opened in New Delhi.
Today, Domino's Pizza India has grown to have 411 stores in 95 cities across the
country.

This report shows how service gaps affect different aspects of service quality.

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 Introduction

Quality of a service is the degree to which all of the important parts of the service meet
all of the consumer's needs, up to the price and delivery that the consumer will accept.
So, in order to judge the quality of Domino's service, I've decided to do a service gap
analysis to see if there is a difference between what a customer expects and what he
thinks after the service is delivered.

In short, this is what has been said about the GAPS model:

• Customer gap: the difference between what customers want and what they think they
want

• Provider Gap 1: Lack of Knowledge

Not knowing what customers want, need, and expect

• Provider Gap 2: The Service Design and Standards

Gap

Not having the right plans and standards for service

• Provider Gap 3: The Performance Gap in Service

service standards not being met

• Provider Gap 4: The Communication Gap: Not living up to what was said in the
contract

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 Service Blueprint of Domino’s

Before moving on to the GAP's model of service quality, it's important to know
and understand the restaurant's basic service plan.
From the customer's point of view, the above diagram shows the different lines of
interaction and visibility. From the provider's point of view, it shows the different
lines of interaction, order, and implementation.

Dimensions of measuring ‘Service Quality’

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The 5 most important ways to measure service quality are listed below:

- Reliability means consistent performance.

Domino's says it will deliver in 30 minutes.

Can it live up to what it says it can do?
Do Domino's pizza items maintain an excellent quality?

- Responsiveness means being ready to help.

Sales people in domino's give you prompt service

Domino's staff is always willing to help you.
People who work in sales at Domino's are never too busy to answer your questions.

- Assurance means making people feel safe and confident.

The people who work at Domino's know everything on the menu and how much it costs.
How much you believe in and trust the brand "Domino's."

- Empathy means treating customers as unique people and caring about them.

Domino's employees provide special attention to customers

Domino's is open at times that work for all of its customers.

- Tangibles are things that show what the service is like.

The food and packaging from Domino's

The Domino's logo draws you in.
How Domino's employees look

- The atmosphere at Domino's

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 METHODOLOGY

Questionnaire – The questionnaire was made as a google form, and all of the questions were
closed-ended.
The first half of the questionnaire, called "Perceptions," had a rating scale from 1 to 7, and the
second half, called "Expectations," had a rating scale from 1 to 9.
The form had 22 questions that tested how the customer saw things and 9 questions that tried to
figure out what the customer expected.
Data Sources & Sampling Method– The data was collected using ‘Convenience Sampling’,
whereby the questionnaires were given out to fellow students within “Jaipuria Institute of
Management’

Sample Size – The sample size taken for this study was 40.

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 RESPONSES SUMMARY

A summary of the responses collected using the questionnaire is provided below. An inference
towards identifying the gap, has been adopted using the ‘Perception’ and ‘Expectation’ scores.

PERCEPTIONS
Reliability Responsiveness Assurance Empathy Tangibles
Av
Total Avg Wt Total Avg Wt Total Avg Wt Total g Wt Total Avg Wt
5S.
28 5.6 8 19 4.75 8 26 6.5 10 28 6 8 17 4.25 6
29 5.8 9 22 5.5 9 20 5 8 28 5.6 8 22 5.5 7
23 4.6 7 17 4.25 8 18 4.5 7 26 5.2 7 22 5.5 7
26 5.2 8 22 5.5 8 26 6.5 10 27 5.4 8 19 4.75 7
28 5.6 8 22 5.5 8 23 5.75 9 27 5.4 8 26 6.5 9
29 5.8 8 20 5 8 26 6.5 10 26 5.2 7 21 5.25 7
23 4.6 7 18 4.5 6 17 4.25 7 24 4.8 6 27 6.75 9
18 3.6 6 14 3.5 5 16 4 7 16 3.2 4 20 5 7
27 5.4 8 22 5.5 8 25 6.25 9 29 5.8 9 19 4.75 7
29 5.8 9 21 5.25 8 18 4.5 7 25 5 8 18 4.5 6
23 4.6 7 18 4.5 6 22 5.5 8 23 4.6 7 24 6 8
34 6.8 10 23 5.75 10 26 6.5 10 32 6.4 10 24 6 8
27 5.4 8 18 4.5 6 19 4.75 8 27 5.4 8 19 4.75 7
23 4.6 6 16 4 5 16 4 7 23 4.6 7 18 4.5 7
28 5.6 7 18 4.5 6 18 4.5 8 22 4.4 7 22 5.5 8
22 4.4 7 22 5.5 9 22 5.5 9 27 5.4 8 18 4.5 7
27 5.4 8 22 5.5 9 24 6 9 26 5.2 8 14 3.5 6
18 3.6 6 20 5 9 20 5 9 22 4.4 6 20 5 7
28 5.6 9 21 5.25 9 22 5.5 9 28 5.6 8 17 4.25 6
27 5.4 8 20 5 8 8 2 3 19 3.8 5 20 5 7
29 5.8 9 19 4.75 9 19 4.75 8 17 3.4 5 14 3.5 6
16 3.2 5 17 4.25 7 11 2.75 4 18 3.6 5 27 6.75 9
28 5.6 8 20 5 9 23 5.75 9 27 5.4 8 19 4.75 7
15 3 5 17 4.25 8 9 2.25 3 12 2.4 4 25 6.25 9
23 4.6 7 23 5.75 9 22 5.5 8 29 5.8 9 18 4.5 6
14 2.8 6 11 2.75 5 11 2.75 4 23 4.6 7 20 5 7
31 6.2 10 24 6 10 23 5.75 9 27 5.4 8 24 6 8
21 4.2 6 22 5.5 10 20 5 8 24 4.8 7 26 6.5 9
31 6.2 10 23 5.75 10 23 5.75 9 29 5.8 9 28 7 10
18 3.6 5 18 4.5 8 13 3.25 5 19 3.8 5 22 5.5 7
26 5.2 8 22 5.5 9 21 5.25 8 26 5.2 7 22 5.5 7
11 2.2 6 15 3.75 6 12 3 5 14 2.8 4 19 4.75 6

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 26 5.2 9 21 5.25 9 19 4.75 8 24 4.8 8 22 5.5 7
26 5.2 8 19 4.75 7 19 4.75 8 26 5.2 8 26 6.5 9
19 3.8 7 17 4.25 7 18 4.5 7 24 4.8 8 23 5.75 8
23 4.6 7 19 4.75 7 21 5.25 8 27 5.4 8 24 6 9
28 5.6 8 23 5.75 9 22 5.5 8 29 5.8 9 26 6.5 9
22 4.4 7 19 4.75 7 17 4.25 7 24 4.8 8 22 5.5 8
16 3.2 6 16 4 6 15 3.75 5 18 3.6 5 18 4.5 6
29 5.8 10 23 5.75 9 21 5.25 8 28 5.6 8 27 6.75 10
22 4.4 8 18 4.5 8 14 3.5 6 20 4 7 15 3.75 5
18 3.6 6 15 3.75 5 19 4.75 8 19 3.8 6 24 6 9
27 5.4 8 23 5.75 10 23 5.75 9 29 5.8 9 20 5 7
28 5.6 9 21 5.25 9 21 5.25 8 29 5.8 9 26 6.5 10
24 4.8 6 22 5.5 9 24 6 9 30 6 10 18 4.5 6
16 3.2 6 12 3 4 11 2.75 5 13 2.6 4 19 4.75 7
30 6 10 20 5 8 22 5.5 9 32 6.4 10 26 6.5 9
20 4 7 16 4 6 15 3.75 7 21 4.2 7 15 3.75 4
29 5.8 9 22 5.5 9 21 5.25 8 28 5.6 9 24 6 8
17 3.4 5 14 3.5 4 14 3.5 5 18 3.6 6 19 4.75 7

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 EXPECTATIONS
Reliability Responsiveness Assurance Empathy Tangibles
Total Total Avg Total Avg Total Avg Total Avg
4 7 3.5 9 4.5 12 4.67 22 4.28
5 11 5.5 10 5 11 4.28 20 3.89
4 11 5.5 9 4.5 13 5.06 20 3.89
5 9 4.5 10 5 11 4.28 22 4.28
3 9 4.5 13 6.5 9 3.50 22 4.28
5 10 5 10 5 12 4.67 23 4.47
4 9 4.5 11 5.5 11 4.28 14 2.72
3 7 3.5 11 5.5 9 3.50 16 3.11
5 11 5.5 11 5.5 12 4.67 22 4.28
5 7 3.5 11 5.5 9 3.50 17 3.31
5 9 4.5 9 4.5 11 4.28 20 3.89
6 12 6 12 6 15 5.83 28 5.44
5 9 4.5 9 4.5 11 4.28 19 3.69
3 7 3.5 9 4.5 11 4.28 18 3.50
5 9 4.5 11 5.5 12 4.67 20 3.89
7 13 6.5 11 5.5 15 5.83 32 6.22
4 10 5 8 4 10 3.89 20 3.89
5 7 3.5 9 4.5 9 3.50 16 3.11
5 9 4.5 9 4.5 12 4.67 22 4.28
5 10 5 9 4.5 9 3.50 16 3.11
4 9 4.5 9 4.5 11 4.28 24 4.67
4 9 4.5 7 3.5 11 4.28 16 3.11
6 9 4.5 13 6.5 11 4.28 21 4.08
4 10 5 7 3.5 7 2.72 22 4.28
6 11 5.5 12 6 11 4.28 24 4.67
4 9 4.5 11 5.5 11 4.28 12 2.33
5 9 4.5 13 6.5 14 5.44 24 4.67
6 10 5 12 6 11 4.28 22 4.28
5 9 4.5 13 6.5 14 5.44 27 5.25
4 9 4.5 11 5.5 11 4.28 20 3.89
5 9 4.5 12 6 9 3.50 18 3.50
4 7 3.5 5 2.5 7 2.72 14 2.72
5 7 3.5 9 4.5 11 4.28 19 3.69
6 9 4.5 11 5.5 11 4.28 26 5.06
3 11 5.5 12 6 11 4.28 14 2.72
4 9 4.5 10 5 13 5.06 16 3.11
4 10 5 12 6 15 5.83 19 3.69
4 8 4 9 4.5 9 3.50 22 4.28
5 7 3.5 9 4.5 9 3.50 23 4.47

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 6 12 6 14 7 16 6.22 30 5.83
2 5 2.5 4 2 5 1.94 8 1.56
4 9 4.5 11 5.5 11 4.28 12 2.33
4 10 5 10 5 12 4.67 18 3.50
3 9 4.5 13 6.5 11 4.28 16 3.11
4 11 5.5 9 4.5 11 4.28 18 3.50
3 11 5.5 12 6 9 3.50 22 4.28
7 11 5.5 11 5.5 14 5.44 31 6.03
7 9 4.5 7 3.5 13 5.06 28 5.44
6 11 5.5 10 5 11 4.28 22 4.28
4 8 4 10 5 12 4.67 20 3.89

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 WEIGHTED AVERGAGE GAP

Reliability Responsiveness Assurance Empathy Tangibles

12.8 10 20 7.47 -0.17
7.2 0 0 10.58 11.28
4.2 -10 0 1.01 11.28
1.6 8 15 8.98 3.31
20.8 8 -6.75 15.20 20.00
6.4 0 15 3.73 5.44
4.2 0 -8.75 3.13 36.25
3.6 0 -10.5 -1.20 13.22
3.2 0 6.75 10.20 3.31
7.2 14 -7 12.00 7.17
-2.8 0 8 2.26 16.89
8 -2.5 5 5.67 4.44
3.2 0 2 8.98 7.39
9.6 2.5 -3.5 2.26 7.00
4.2 0 -8 -1.87 12.89
-18.2 -9 0 -3.47 -12.06
11.2 4.5 18 10.49 -2.33
-8.4 13.5 4.5 5.40 13.22
5.4 6.75 9 7.47 -0.17
3.2 0 -7.5 1.50 13.22
16.2 2.25 2 -4.39 -7.00
-4 -1.75 -3 -3.39 32.75
-3.2 4.5 -6.75 8.98 4.67
-5 -6 -3.75 -1.29 17.75
-9.8 2.25 -4 13.70 -1.00
-7.2 -8.75 -11 2.26 18.67
12 15 -6.75 -0.36 10.67
-10.8 5 -8 3.66 20.00
12 12.5 -6.75 3.20 17.50
-2 0 -11.25 -2.39 11.28
1.6 9 -6 11.90 14.00
-10.8 1.5 2.5 0.31 12.17
1.8 15.75 2 4.18 12.64
-6.4 1.75 -6 7.38 13.00
5.6 -8.75 -10.5 4.18 24.22
4.2 1.75 2 2.76 26.00
12.8 6.75 -4 -0.30 25.25
2.8 5.25 -1.75 10.40 9.78
-10.8 3 -3.75 0.50 0.17

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 -2 -2.25 -14 -4.98 9.17
19.2 16 9 14.39 10.97
-2.4 -3.75 -6 -2.87 33.00
11.2 7.5 6.75 10.20 10.50
23.4 6.75 -10 13.70 33.89
4.8 0 13.5 17.22 6.00
1.2 -10 -16.25 -3.60 3.31
-10 -4 0 9.56 4.25
-21 -3 1.75 -5.99 -6.78
-1.8 0 2 11.90 13.78
-3 -2 -7.5 -6.40 6.03
TOTAL 105.2 112 -54.25 224.19 558.19
AVERAGE 2.104 2.24 -1.085 4.48 11.16

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INFERENCE & CONCLUSION

The numbers in the "Average" row show that the customer's expectations are not being met by
the service provider (Domino's) in the "Assurance" dimension (-1.085).

So, we can say that the customer service gap is highest in the Assurance category and lowest in
the Tangibles category.

Domino's needs to train its employees and keep them up-to-date on the products and services
they deliver to customers in order to improve the quality of its service.
This will make the "Domino's" brand stronger, which will make customers trust and believe in
the company more.

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