TQM in Service Industry

Introduction
● Domino’s is an international Pizza Delivery corporation with its headquarters
Ann Arbor, Michigan, USA.
● Founded in 1960 by Tom Monaghan and is now 2nd largest pizza chain in
US.
● Jubilant Food Works Pvt Ltd, a Jubilant Bhartia Group company holds the
Master Franchise rights for India, Bangladesh, Sri Lanka and Nepal.
● Domino’s outlet in India opened in 1996 and present time there are 1126
stores in 264 cities in India.
Services
 SERVQUAL Model
● SERVQUAL model is also referred to as the RATER model, which stands for
the five service factors it measures, namely: Reliability, Assurance, Tangibles,
Empathy and Responsiveness.
● As is indicated by the name of this model, SERVQUAL is a measure of
Service Quality.
● Essentially it is a form of structured market research that splits overall service
into five areas or components as mentioned.
● SERVQUAL takes a broader perspective of service; far beyond simple
customer service.
 SERVQUAL Questionnaire
The SERVQUAL questionnaire is split into two main sections:

1. Respondents are asked about their expectations of the ideal service firm in
that service category.

2. Respondents are then asked about the perceived service quality delivery of
specific firms in that industry.

● We then find the gap between perceived and expected ratings and analyse
which dimension needs improvement and give suggestions accordingly.
 Data Collection
● Survey is conducted with the help of Questionnaire which was filled by the
people present in the outlets and also those who have visited the
Ghatkopar(E) outlet
● We were able to capture 38 responses, which can be used as a valid sample
size to draw conclusion as per normal distribution
● The rating scale was from 1 to 7 - 1 being the strongly disagreeing to the
parameter mentioned in the question, and 7 meaning strongly agree
● What are the expectations of a typical Pizza Restaurant?
● What did the customers perceived/experienced in Domino’s Ghatkopar
outlet?
● All the questions were based on the SERVQUAL Model
Questionnaire (Excerpt)
Graph (Excerpt)
Data collected from Questionnaire
 Findings from Data

Major Pain Area Second Major Pain Area

Tangibles - Recommendations
● Replace old equipments which are not
functioning properly. Eg:- Water jugs, ketchup
bottles, Spices bottles
● Implement the principle of 5S in the kitchen
("Sort", "Set In order", "Shine", "Standardize"
and "Sustain")
● Fix racks and shelves with designated area
for each item and equipment, thus will make it
sorted and look good
● Employees should wear disposable gloves
while making the food.
 Congested seating arrangement
● The seating layout is one of the most
important choices that any outlet has to
make.
● No of tables, chairs and their sizes should
be decided based on the space available.
● The tables and chairs should be aligned
with the theme of Domino’s (Red and Blue
colours) which makes the space more
visually appealing.
● Congestion can cause hindrance in
movement of the customers as well as the
employees.
 Findings from Data

Major Pain Area Second Major Pain Area

 Empathy - Recommendations
Train and Hire

● Develop sense of responsibility among employees

● Customization

Effective communication between staff members

Ensuring accurate wait times

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