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MARKETING OF SERVICES REPORT ON GAP ANALYSIS OF DOMINO'S PIZZA
Submitted By :Sharad Anand Roll No. 44 Marketing Sec B Service GAP Analysis of Domino’s Pizza Page 1
INDEX S.No 1 2 3
Topic Executive Summary Introduction Service Blueprint Service Quality
Executive Summary This report is based on service gap analysis of Domino’s, based on the five service dimensions. India's quick service restaurant market worth $13 billion is growing at a rate 25-30 percent a year on the back of changing and busy lifestyle, fast emerging middle class population and surging disposable income, the industry will continue to grow at a pace in coming years.
Service GAP Analysis of Domino’s Pizza Page 2
It now accounts for roughly half of all restaurant revenues in the developed countries and continues to expand there and in many other industrial countries in the coming years. But some of the most rapid growth is occurring in the developing world; where it's radically changing the way people eat. Domino's Pizza India Ltd. has proceeded to become one of the largest and fastest growing international food chains in South Asia. The first Domino's Pizza store in India opened in January 1996, at New Delhi. Today, Domino's Pizza India has grown into a countrywide network around 411 outlets in 95 cities This report presents the evaluation of service gaps in different service quality dimensions.
Introduction Quality of a service is the degree of conformance of all the relevant features and characteristics of the service to all the aspects of the consumers’ needs limited by the price and delivery she/he will accept. Thus to evaluate the service quality aspect of Domino’s, I have resolved to conduct the
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service gap analysis to understand the gap between the expectations of Domino’s customer and his perceptions after receiving the delivery of their service. The GAPS model in brief as been stated as below:•
Customer Gap: Difference between customer expectations and perceptions
•
Provider Gap 1 - The Knowledge Gap Not knowing what customers expect, want, need
•
Provider Gap 2 - The Service Design &Standards Gap Not having the right service designs and standards
•
Provider Gap 3 - The Service Performance Gap Not delivering to service standards
•
Provider Gap 4 - The Communication Gap Not matching performance to promises
Service Blueprint of Domino’s
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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).
Dimensions of measuring ‘Service Quality’ The 5 primary dimensions of measuring service quality have been summarized below:Service GAP Analysis of Domino’s Pizza Page 5
Reliability- Consistency in Performance Domino's promises-30 minutes delivery. Is it able to keep up the promise? Do Domino's pizza items maintain an excellent quality? Responsiveness - Willing to help Sales people in domino's give you prompt service Employees of Domino's are always willing to help you Sales people in Domino's are never busy to respond your request Assurance - Inspiring trust and confidence Employees of Domino's have the knowledge of all the items and price The faith and trust you have on the brand, ‘Domino's’. Empathy - Treating customers as individuals and caring for them Domino's employees provide special attention to customers Domino's has operating hours that are convenient to all its customers Tangibles - Representing the service physically Domino's items and packaging Domino's logo attracts you Domino's employees’ appearance Ambience of Domino's
METHODOLOGY
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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 (Perceptions) had the 1-7 rating scale and that of the second half (Expectations) had the 1-9 rating scale. The form consisted of 22 questions testing the perceptions of the customer and 9 questions towards understanding the expectations of the customers. Data Sources & Sampling Method– The data was collected using ‘Convenience Sampling’, whereby the questionnaires were given out to fellow students within “Alliance School Of Business”. Sample Size – The sample size taken for this study was 50.
RESPONSES SUMMARY
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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.
INFERENCE & CONCLUSION The figures of the ‘Average’ row above, indicate that the expectations of the customer are not being met by the service provider (Domino’s) in case of the ‘Assurance’ dimension (-1.085). Thus, it can be concluded that the highest customer service gap exists in ‘Assurance’, whereas in case of ‘Tangibles’ it is the lowest. To improve its service quality perspective, Domino’s needs to educate its employees and keep them well informed and updated about its products and services, being delivered to customers. This will in turn build the brand of ‘Domino’s’ thus instilling more trust and confidence in the minds of customers. Service GAP Analysis of Domino’s Pizza Page 14
