PROJECT REPORT

(submitted for the Degree of B.com Honours in Accounting & Finance under
the University of Calcutta )

Title of the Project

SERVICE AND QUALITY STUDY OF DOMINOS PIZZA

SUBMITTED BY
Name of the candidate : AVISEK TIBREWALA
Registration No : 235-1111-0755-20
Name of the college : TARA DEVI HARAKH CHAND KANKARIA JAIN COLLEGE

College Roll No : 281

SUPERVISED BY
Name of the supervisor : ANNU OJHA
Name of the college : TARA DEVI HARAKH CHAND KANKARIA JAIN COLLEGE

Month & Year of Submission

MAY 2023
 Annexure- 1A

Supervisor’s Certificate

This is to certify that Mr. AVISEK TIBREWALA a student of B.Com. Honours in Accounting &
Finance of TARA DEVI HARAKH CHAND KANKARIA JAIN COLLEGE under the University of
Calcutta has worked under my supervision and guidance for his Project Work and prepared
a Project Report with the title STUDY ON SERVICES AND QUALITY PROVIDED BY DOMINOS
PIZZA which he is submitting, in his genuine and original work to the best of my knowledge.

Signature :
Name : ANNU OJHA
Designation:
Name of the college: THK JAIN COLLEGE

Place : Kolkata
Date

Annexure -1B
 Student’s Declaration

I hereby declare that the Project Work with the title SERVICES AND QUALITY OF DOMINOS
PIZZA submitted by me for the partial fulfilment of the degree of B.Com. Honours in
Accounting & Finance under the University of Calcutta is my original work and has not been
submitted earlier to any other University /Institution for the fulfilment of the requirement
for any course of study. I also declare that no chapter of this manuscript in whole or in part
has been incorporated in this report from any earlier work done by others or by me.
However, extracts of any literature which has been used for this report has been duly
acknowledged providing details of such literature in the references.

Signature
Name AVISEK TIBREWALA
Address
Registration No 235-1111-0755-20

Place : Kolkata
Date

ACKNOWLEDGEMET
First and foremost, I would like to express my deep gratitude and appreciation towards
Professor ANNU OJHA for his mentorship and support throughout this thesis. More than
just helping me develop better research skills, Professor ANNU OJHA inspired me to
become a better scholar. This work would not have been possible without all of his insightful
guidance and exceptional teaching.
I have been lucky to also have received advice from different Professors and I would like to
thank them for their insights and suggestions on the research in this thesis. Thank you as
well to my friends who supported me in the research and writing process Finally, I would
like to thank to my parents and friends for their support. Thank you for nurturing my
curiosity and help me gaining the courage to do better every day and not giving up on the
projects overall.

CONTENTS

Sr .NO Headings Page NO.

 1 Acknowledgement
2 Introduction
3 About Service and Quality
4 About Dominos Pizza
5 SERVQUAL on Dominos
6 Research Objective
7 Findings and Future Scope of Study
8 Conclusion
9 Reference and Bibliography

INTRODUCTION

There are number of companies out in the market and all of them especially the ones in the
competition have the main objective of being the customer’s favourite and have the larger
market share than the others. In order to achieve the same, there are numerous activities
that are performed and are undertaken by the companies in order to promote their product
or the services. Marketing plays a very important role in the revenue generation of any
organisation. Marketing on the simpler and direct words helps the organisation to improve
or fasten the buying or selling of their product or services. Marketing includes advertising,
selling and works closely on customer satisfaction.

Understanding Services Marketing

Services marketing is a form of marketing that businesses that provide a service to their
customers use to increase brand awareness and sales. Unlike product marketing, services
marketing focuses on advertising intangible transactions that provide value to customers.
Advertisers use effective services marketing strategies to build trust with their customers
and show them how their service can benefit them. Businesses may base their services
marketing strategies on the promotion of ideas, benefits and promises to help them sell
their services. Examples of Services Marketing are as follows: Telecommunication, Health
and wellness, Financial, Tourism, leisure and entertainment, Transportation, Hospitality, etc.
Comes under Service industry and thus their marketing is done via services marketing,
where they promote the services provided by their individual organisation or firm.

Understanding Marketing Mix

Marketing can be understood easily via “Marketing Mix”. A marketing mix is holistic
marketing. The four P’s of Marketing together in terms of Product marketing forms
marketing mix. The marketing mix includes Product, Price, Place and Promotion, where as in
case of Services marketing the number of P’s and considerations for marketing increases to
seven P’s of service marketing. These are as follows, Product, Price, Place, Promotion,
Physical evidence, Process, and People
 Product: The service product requires consideration of the range of services provided, the
quality of services provided and the level of services provided. Attention will also need to be
given to matters like the use of branding, warranties and after-sale service. The service
product mix of such elements can vary considerably and may be seen in comparisons of
service range between a small local building society and one of the largest in the country; or
between a small hotel offering a limited menu range and a four star hotel offering a wide
range of meals.

 Place: The location of the service providers and their accessibility are important factors in
services marketing. Accessibility relates not just to physical accessibility but to other means
of communication and contact. Thus the types of distribution channels used (e.g. travel
agents) and their coverage is linked to the crucial issue of service accessibility

 Price: Price considerations include levels of prices, discounts allowances and commissions,
terms of payment and credit. Price may also pay a part in differentiating one service from
another and therefore the customers perceptions of value obtained from a service and the
interaction of price and quality are important considerations in many service price sub
mixes.

 Price: Price considerations include levels of prices, discounts allowances and commissions,
terms of payment and credit. Price may also pay a part in differentiating one service from
another and therefore the customers perceptions of value obtained from a service and the
interaction of price and quality are important considerations in many service price sub
mixes.

 People: All human actors who play a part in service delivery and thus influence the buyer’s
perceptions: namely, the firm’s personnel, the customer, and other customers in the service
environment. All of the human actors participating in the delivery of a service provide clues
to the customer regarding the nature of the service itself. The service provider or contact
person can be very important. In fact, for some services, such as consulting, counseling,
teaching, and other professional relationship – based services, the provider is the services

 Physical Evidence: The environment in which the service is delivered and where the firm
and customer interact, and any tangible components that facilitate performance or
communication of the service. The physical evidence of service includes all of the tangible
representations of the services – such as brochures, letterhead, business cards, report
formats, signage, and equipment. In some cases it includes the physical facility where the
service is offered, for example, the retail bank branch facility. In other cases, such as
telecommunication services, the physical facility maybe irrelevant..In this case other
tangibles such as billing statements and appearance of the repair truck may be important
indicators of quality. Especially when consumers have little on which to judge the actual
quality of service they will rely on these cues just as they rely on the cues provided by the
people and the service process. Physical evidence cues provide excellent opportunities for
the firm to send consistent and strong messages regarding the organization’s purpose, the
intended market segments, and the nature of the service.
 Process: The actual procedures, mechanism and flow of activities by which, the service is
delivered the service delivery and operating systems. The actual delivery steps the customer
experiences, or the operational flow of the service, will also provide customers with
evidence on which to judge the service.

ABOUT SERVICE AND QUALITY

Measuring and improving service quality can increase the organization's profits and
reputation. Regardless of the industry, service quality can have a direct impact on the
company's ability to satisfy customer needs while remaining competitive. Learning how to
measure and improve service quality is a valuable skill, but it requires research and
expertise.
Service quality is a measure of how an organization delivers its services compared to the
expectations of its customers. Customers purchase services as a response to specific needs.
They either consciously or unconsciously have certain standards and expectations for how a
company's delivery of services fulfills those needs. A company with high service quality
offers services that match or exceed its customers' expectations.

FIVE DIMENSIONS OF SERVQUAL

Below are the five dimensions of SERVQUAL:

 Reliability: This refers to an organization's ability and consistency in performing a certain

service in a way that satisfies its customers' needs. This process involves every step of
customer interaction, including the delivery or execution of the good or service, swift and
precise problem resolution and competitive pricing. Customers have a certain expectation of
reliability in buying a specific product, and a company's success usually depends on its ability
to meet those expectations

 Tangibility: This is an organization's ability to portray service quality to its customers.

There are many factors that give a company highly tangible quality, such as the appearance
of its headquarters, its employees' attire and demeanor, its marketing materials and its
customer service department
 Empathy: Empathy is how an organization delivers its services in a way that makes the
company seem empathetic with its customers' desires and demands. A customer who
believes a company truly cares about their well-being is likely to be more loyal to that
company.

 Responsiveness: This is a company's dedication and ability to provide customers with

prompt services. Responsiveness implies receiving, assessing and swiftly replying to
customer requests, feedback, questions and issues. A company with high service quality
always responds to customer communication as soon as possible which can often indicate
the value a company places on customer satisfaction.

 Assurance: Assurance is the confidence and trust that customers have in a certain
organization. This is especially important with services that a customer might perceive as
being above their ability to understand and properly evaluate; meaning that there has to be
a certain element of trust in the servicing organization's ability to deliver. Company
employees need to be mindful of earning the trust of their customers if they want to retain
them.

Importance of SERVQUAL:
 It boosts sales

 It saves marketing money.

 It can attract quality employees.

 It can lead to repeat business.

 It strengthens the company's brand.

 It eliminates certain barriers to buying

GAP MODEL

The Gap Model of Service Quality (aka the Customer Service Gap Model or the 5 Gap Model)
is a framework which can help us to understand customer satisfaction.
The model shows the five major satisfaction gaps that organizations must address when
seeking to meet customer expectations. The model was first proposed by A. Parasuraman,
Valarie Zeithaml, and Leonard L. Berry in 1985.
In the Gap Model of Service Quality, customer satisfaction is largely a function of
perception. If the customer perceives that the service meets their expectations then they
will be satisfied. If not, they’ll be dissatisfied. If they are dissatisfied then it will be because
of one of the five customer service “gaps” shown below.

Gap 1: Knowledge Gap

The knowledge gap is the difference between the customer’s expectations of the service
and the company’s provision of that service.
Essentially, this gap arises because management doesn’t know exactly what customers
expect. There are a number of reasons this could happen, including:

 Lack of management and customer interaction.

 Lack of communication between service employees and management.

 Insufficient market research.

 Insufficient relationship focus.

 Failure to listen to customer complaints.

Gap 2: The Policy Gap

The policy gap is the difference between management understands of the customer needs
and the translation of that understanding into service delivery policies and standards.
There are a number of reasons why this gap can occur:

 Lack of customer service standards.

 Poorly defined service levels.

 Failure to regularly update service level standards

Gap 3: The Delivery Gap
The delivery gap is the difference between service delivery policies and standards and the
actual delivery of the service.
This gap can occur for a number of reasons:

 Deficiencies in human resources policies.

 Failure to match supply to demand.

 Employee lack of knowledge of the product.

 Lack of cohesive teamwork to deliver the product or service.

Gap 4: The Communication Gap

The communication gap is the gap between what gets promised to customers through
advertising and what gets delivered.
There are a number of reasons why this can happen:

 Overpromising.

 Viewing external communications as separate to what’s going on internally.

 Insufficient communications between the operations and advertising teams.

Communication gaps lead to customer dissatisfaction. This happens because what they
receive isn’t what they were promised. In the worst case, it may cause them to turn to an
alternative supplier.

Gap 5: The Customer Gap

The customer gap is the difference between customer expectations and customer
perceptions. This gap occurs because customers do not always understand what the service
has done for them or they misinterpret the service quality.
Many organizations can be completely blind to this gap. This gap can happen because of
one of the other four gaps, or simply because the customer perceives the quality of the
service incorrectly. In a worst-case scenario, it could lead to a business losing a large
proportion of their customers overnight. Although the company thought there was no gap,
the reality was that their customers were just waiting for someone to fill their perceived
gap.
ABOUT DOMINOS’ PIZZA

HISTORY
Domino's traces its roots to 1960, when Tom Monaghan and his brother, James, purchased
"DomiNick'S," a pizza store in Ypsilanti, Michigan. Monaghan borrowed $500 to buy the
store, and in 1961 James traded his half of the business to Tom in exchange for a
Volkswagen Beetle automobile. Tom Monaghan established the pizza business to support
himself while he studied to be an architect. Soon after, however, he dropped out of school
to build the business
By 1965 Tom Monaghan was the sole owner of the company, and he renamed the
enterprise Domino's Pizza, Inc. As Domino's grew, its success was attributed to a simple but
powerful idea: Monaghan, who had been raised in Catholic orphanages and foster homes,
believed that people who ordered pizzas were hungry. To keep them happy a company
must not only deliver pizzas, but promise fast delivery. Domino's went on to guarantee pizza
delivery in 30 minutes or less.
That 30-minute delivery philosophy began to blossom in the mid- to late 1970s. In 1967 the
first Domino's Pizza franchise store was opened in Ypsilanti, Michigan. The franchising
concept helped to dramatically accelerate the company's growth. In 1978 the two-
hundredth Domino's store opened, and in 1983 Domino's opened its first international store
in Winnipeg, Canada. In that same year the 1,000th Domino's store opened. In 1985
Domino's opened 954 new units, making a total of 2,841.
In 1989 Monaghan stepped down as Domino's president for two years to devote him to
philanthropic work. According to some press reports, the company did not do well during
that time, but after Monaghan's return the company was able to restore profitability. In
1992 Domino's began the national roll-out of bread sticks, the company's first national non-
pizza menu item. In 1993 Crunchy Thin Crust Pizza was introduced nationwide. In that same
year the company dropped its 30-minute delivery guarantee in corporate stores following
highly publicized accidents involving Domino's delivery drivers.
SERVQUAL ON DOMINOS PIZZA

 Reliability: Consumers are able to rely upon the services and also to the promises made
but the Dominos’ Pizza in regards of delivery the order less than 30 minutes. They are also
reliable because of the quality of food/ service that they offer.

 Tangibility: Representing the services physically, Dominos’ provide variety of options for
their customers to place their favourite pizza and this cannot be more better example of the
same. Dominos’ items and packaging always attracts the customers and even their logos are
bright and cheerful;. They have a neat and clean ambience also, the employees appearance
is always neat and sharp.

 Tangibility: Representing the services physically, Dominos’ provide variety of options for
their customers to place their favourite pizza and this cannot be more better example of the
same. Dominos’ items and packaging always attracts the customers and even their logos are
bright and cheerful;. They have a neat and clean ambience also, the employees appearance
is always neat and sharp.

 Responsiveness: Willing to help, The good employee training and development has been
an asset to Dominos’ as the Staff has been kind and gentle in terms of providing and
fulfilling the customer orders. They are always available to help out with all the doubts and
queries. This make the Responsiveness provided by Dominos’ a trustworthy one.

 Assurance: Inspiring Trust and confidence, Employees of Dominos’ have the knowledge of
all the items listed in their menu along with their prices.
GAP MODEL ON DOMINOS’ PIZZA

Before proceeding to the GAP’s model of service quality, the basic service
blueprint of the restaurant must be understand and comprehended. The above
diagram explains the various lines of interaction and visibility (from the
customer’s point of view), as well as the lines of interaction, order and
implementation (from the provider’s point of view).
 Knowledge Gap: According to this research the customers have been satisfied and have
not faced any knowledge gap. There is though confusion between their new variants in Pizza
and Dominos’ can solve these issues and queries by providing the clarity to the customer
right before they order. They can also provide proper knowledge on how to use their
Dominos’ Application on mobile phone especially for the old-age customers.

 Policy Gap: Dominos’ keep their Policy clear and easily understandable by the customers,
though they can work upon the Mobile application and the combos on menu, understanding
them might be little difficult as Dominos’ Pizza has been quick in terms of providing or
adding new flavours to their Pizzas.

 Delivery Gap: I have never found any Deliver gap coming from the end of Dominos’ as they
keep the training of their employees at the priority and their internal people has always
been proven the asset to them because of their internal promotion policy where they
believe in promoting their internal employees from time to time, this don’t only allow the
employees to work on different areas, but also built them to handle the team and provide
on of the decent customer experience

 Communication Gap: The communication gap were common during the time of having the
orders via calling the store and having the order placed but that problem has been solved in
a good way, besides from the survey conducted there has been the fulfilment of what
customer has demanded and got from the staff due to effective communication.

 Customer Gap: In the survey conducted we find that the customers are mostly satisfied
with the services that they are receiving and are convinced on getting what they actually
desire. In short the customer expected services or desired services are being matched from
that of perceived services.
RESEARCH OBJECTIVE
The objective is to understand the service and quality, provided by Dominos’ Pizza.

METHODOLOGY
Questionnaire – The questionnaire was designed in the form of a written form, in which all
were close-ended questions. The basic format of the first half of the questionnaire had the
rating questions and others had the direct question of asking whether the consumer is
satisfied or not satisfied or agree or not agree with the statements.

LIMITATIONS OF THE STUDY

 Limited reach of survey samples. We received only 51 responses in the period of 1 week
time, which could have been increased.

 More details on the multiple questions during questionnaire would have increased the
scope of finding and scope of study.

 There was only one visit possible throughout the research on the service and quality study
of Dominos’ Pizza.
Data Sources & Sampling Method– The data was collected using ‘Convenience Sampling’,
whereby the questionnaires were given out to fellow students within “Doon Business
School”, other students belonging to various other colleges of India.

Sample Size – The sample size taken for this study was 51.

DATA ANALYS

Study on Service and Quality Provided

By Dominos Pizza.
This form is created in order to understand the service and quality provided by dominos
pizza around various outlet spread all over the country . The form consists of the
questions which will help us to understand the service quality and also the consumer
preference to the outlet as compared with its competitors

This form will take maximum 2-3 minutes of your precious time .
THANK YOU .

avisektibrewaIa1437@gmaiI.com Switch account

Not shared

* Indicates required question

RESEARCH FINDING
THE AGE

There is a good number of data present here showing that the youth of today prefer having
pizza and this number usually include the people within the age group from below 18 to 30
years old to be the most frequent ones in consuming pizza as a go to food. Here lies a small
limitation to this research as this research was mostly conducted and shared among the
college students and won’t be possibly showing the correct age of individuals consuming
Pizza on the day to day basis and consist the opinion/preference/feedback from the people
within the age group of 18years to 30 years.

Preferences over other competitors. Frequency of consumers having pizza

In the chart presented below we can clearly see the preference of the people, choosing
Domino’s Pizza as one of their favourite go to place for the consumption of Pizza. Here the
major competitor in the market for Domino’s is Pizza Hut. 80.4% of 51 people have chosen
Domino’s as their go to place for the consumption of Pizza whereas other competitors have
only received 19.6% and below.
Tangibility: Mode and Preferences of consumers consuming pizza.

In the given chart which is based upon the responses of consumers of the service provided
by Dominos’ it is clear that 20.8% of the consumer prefer having Dine Ins which is actually
visiting to Dominos’ and having their meal, there are 54.2% consumers who prefer having
Home Delivery rather than going out and having their Pizza’s. These days Dominos’ have
came up with its own Mobile application for the convenience their consumers where they
can just order the pizza’s through app and easy delivery to any place that they want to even
the railway stations or in the trains and 19.4% consumers have loved this amazing facility
provided by Dominos’. Whereas in the survey via Questionnaire method, we find that 33.3%
of consumers appreciate all the options and the tangibility to the consumer.
Responsiveness: Customer satisfaction

84.3% consumers are satisfied with the services provided by Dominos’ Pizza and this
provides he proof that the services provided by this QSR are much appreciated.

Reliability: Keeping the promises.

The below mentioned chart represents the trust and reliability of the consumer to
Dominos’ Pizza in terms of keeping the promises of taste and services. 7.8% consumers have
given it 2 out of 5 rating; 2% consumer have given it 2.5out of 5 rating ; 26% consumer have
given 3 out of 5 rating; 3.9% consumer have given 3.5 out of 5 rating ; 29.4% people rely
upon the promises and have the trust in the QSR and have given 4 out of 5 rating in terms of
keeping it’s promises, whereas 5.9% consumer have rated 5 out 5 rating to the QSR, in
terms of providing the desirable services.
Assurance: “30 minutes nahi to free” campaign

In terms of giving assurance to the consumers Dominos’ Pizza received 3.9% consumers
rating 2 out of 5; 58.8 % consumers rating 3 out of 5 rating; 33.3% consumers giving 4 out
of 5 rating; 3.9% consumers giving 5 out of 5 rating .

Value of Money
In the chart given above we understand that the value of money which speak for itself for
the pricing policy of Dominos’ has been mostly affordable and 41.2% consumers are
satisfied with the value Dominos provide in exchange of money; there has been consumers
who have opted for Neutral where 43.1% consumers of the services have opted for neutral
in terms of providing the Value of money, and only a small population of the sample, i.e. 3%
feels Strongly Agree for the value of money provided by Dominos’ Pizza.
Time Period
In the chart below we understand that more than 45.1% of the consumers are mostly
satisfied and agree with the statement that Dominos’ Pizza provide their services under a
reasonable time period. This increases the reliability of the consumer towards the Quick
Service Restaurant. There are 43.1% consumer who feels that the time taken in order to
provide/ fulfil the desired service is Neutral they are neither agreeing nor disagreeing to the
statement.

Quality provided by Dominos’ Pizza

We wanted to understand the Quality of the service as well as the product that they provide
that is Pizza and 5.9% of consumers have rated 2 out of 5; 45.1% rated 3 out of 5; 31.4%
rated 4 out of 5 and rest 11.8% have rated full, 5 out of 5 in terms of the quality of the pizzas
provided by Dominos’ Pizza.
Responsiveness: providing the consumer with the inquired information .
For any service providing company or firm it is important to keep your customer engaged and never
leave them unattended. According to the survey, only 11.8% have strongly agreed that Dominos’
Pizza provide them with the valuable information that is required by the consumers, 37.3%
consumers Agree on the same, yet a good number of consumer have rated it to be either neutral or
disagree or strongly disagree with the communication or not feel satisfied in terms of having their
queries solved or gaining information from the staff.

Empathy: Feeling connected to the QSR and having it as First Choice for the
Consumers
Connecting to the consumer plays an important role. It shows if the consumers are really
connected and feel special while availing the services. To this 17.6% consumer feel strongly
Agree with the statement, 43.1% only agree with the statement that they will having the
Dominos’ Pizza as their first choice preference.
Scope of improvement : Serving bad quality pizzas at times.

There has been the visible requirement of improvement through this survey that is many
consumer have accepted that at times Dominos’ have served bad quality or low quality
pizzas which can be harmful for the brand image in longer run. There are 11.8% consumers
agreeing to the statement and there is a scope of improvement.

People : Rating the staff at Dominos’

The internal people are important for the organisation and when we are considering the
service providing company, the services are looked over from every aspect. There are 5.9%
consumers rating 2 out of 5; 60.8% rated 3 out of 5 and 31.4% rated 4 out of 5; 2%
consumers rating 5 out of 5 in terms of rating the satff at Dominos’ Pizza.
Recommending Dominos’ Pizza to others

The chart above clearly represents the numbers that 76.5% consumers will be directly
recommending Dominos’ Pizza to their friends, family or others.
FUTURE AND SCOPE OF STUDY

 It will allow us to understand the marketing of services provided by Dominos’ Pizza in India
in detail.

 It allows us to identify the Dimensions of SERVQUAL of Dominos’ Pizza.

 We understand the Gap Model and how Dominos’ has built it’s service design in order to
have solutions to the gaps.

 We also understand that by only providing good training and development to their staff,
Dominos’ has able to eliminate a huge risk of losing any customer experience.

 We also understand that while simplifying and investing over it’s operations and other
SOPs, how efficiently Dominos’ have able to innovate their own mobile application, which
has again provided them the room for expansion and growth.

 There is yet a lot of scope of improvement where Dominos’ can improve their operations.
CONCLUSION AND RECOMMENDATIONS

It has been an amazing learning and research project for me, where I was able to
understand the service design of Domino’s Pizza smoothly and efficiently, They is the room
for improvement for everything, and here in Dominos’ as well, we find out that there are
multiple ways Dominos’ can improve and have an unexceptional operations run and being a
Quick Service Restaurant, Dominos’ has already provided the promises of delivery under 30
minutes, which has been one of the most unique selling proportion for the QSR, and the
Marketing strategies put forward by Dominos’ helps us to understand that Dominos’ has
always been working on the SERVQUAL from much longer period of time now and that has
been the key to success overall.
REFERENCES AND BIBLIOGRAPHY

 Understanding Services Marketing : https://www.indeed.com/career-advice/career-

development/services-marketing#:~:text=Services%20marketing%20is%20a%20form,that
%20provide%

 Understanding Marketing Mix : https://www.8bitcontent.com/8-ps-of-marketing#:~:text=The

%208%20Ps%20of%20marketing%20is%20product%2C

 Understanding Servqual: https://expertprogrammanagement.com/2018/03/gap-model-service-

quality/

 About Dominos: https://pizzaonline.dominos.co.in/