MARKETING OF
SERVICES
REPORT ON GAP ANALYSIS OF
DOMINO'S
PIZZA
Submitted By
:-Sharad Anand
Roll No. 44
Marketing Sec B
INDEX
S.No
Topic
Page No.
1
Executive Summary
3
2
Introduction
4
3
Service Blueprint
5
4
Service Quality
Dimensions
6
5
Methodology
7
6
Responses Summary
8 – 13
7
Inference & Conclusion
14
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
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
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
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’
below:-
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
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.
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 Tota
l Avg Wt Total Avg Wt Total Avg Wt Total Avg Wt Total Avg Wt 28 5.6 8 19 4.75 8 26 6.5 10 28 5S.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 4.2 5 7 24 4.8 6 27 6.7 5 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
8 5 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 2.2 5 3 12 2.4 4 25 6.2 5 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 5.7 5 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 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 4.7 5 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 3.7 5 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 5.2 5 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. 6 12 3 4 11 2.7 5 13 2.6 4 19 4.7 7
2 5 5 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 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
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 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
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
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 -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
