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 Dominos Pizza Page 1

INDEX
S.No
1
2
3

Topic
Executive Summary
Introduction
Service Blueprint
Service Quality

Page No.
3
4
5

4
5
6
7

6
Dimensions
Methodology
Responses Summary
Inference & Conclusion

7
8 13
14

Executive Summary
This report is based on service gap analysis of Dominos, 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 Dominos 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 Dominos, I have resolved to conduct the

Service GAP Analysis of Dominos Pizza Page 3

service gap analysis to understand the gap between the expectations of Dominos 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 Dominos

Service GAP Analysis of Dominos Pizza Page 4

Before proceeding to the GAPs 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 customers point of view), as well as the lines of interaction,
order and implementation (from the providers point of view).

Dimensions of measuring Service Quality

The 5 primary dimensions of measuring service quality have been summarized below:Service GAP Analysis of Dominos 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

Service GAP Analysis of Dominos Pizza Page 6

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

Service GAP Analysis of Dominos Pizza Page 7

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.

Reliability
Tota
l
Avg Wt
5.
28
6
8
5.
29
8
9
4.
23
6
7
5.
26
2
8
5.
28
6
8
5.
29
8
8
4.
23
6
7
3.
18
6
6
5.
27
4
8
5.
29
8
9
4.
23
6
7
6.
34
8
10
5.
27
4
8
4.
23
6
6
5.
28
6
7
4.
22
4
7
5.
27
4
8
3.
18
6
6
5.
28
6
9
5.
27
4
8
29
5.
9

PERCEPTIONS
Responsiveness
Assurance
Tota
Tota
l
Avg Wt
l
Avg Wt

Empathy
Av
Total g
Wt
5S.
28
6
8

Tangibles
Tota
l
Avg Wt
4.2
17
5
6

19

4.75

26

6.5

10

22

5.5

20

28

5.6

22

5.5

17

4.25

18

4.5

26

5.2

22

22

5.5

26

10

27

5.4

19

22

5.5

23

6.5
5.7
5

5.5
4.7
5

27

5.4

26

20

26

10

26

5.2

21

18

4.5

17

6.5
4.2
5

24

4.8

27

6.5
5.2
5
6.7
5

14

3.5

16

16

3.2

20

5.5

25

29

5.8

19

5
4.7
5

22

4
6.2
5

21

5.25

18

4.5

25

18

4.5

18

4.5

22

5.5

23

4.6

24

23

5.75

10

26

10

32

6.4

10

24

4.5

19

27

5.4

19

6
4.7
5

18

6.5
4.7
5

16

16

23

4.6

18

4.5

18

4.5

18

4.5

22

4.4

22

5.5

22

5.5

22

5.5

27

5.4

18

4.5

22

5.5

24

26

5.2

14

3.5

20

20

22

4.4

20

21

5.25

22

5.5

28

5.6

17

5
4.2
5

20
19

5
4.75

8
9

8
19

2
4.7

3
8

19
17

3.8
3.4

5
5

20
14

5
3.5

7
6

Service GAP Analysis of Dominos Pizza Page 8

7
9

16
28
15
23
14
31
21
31
18
26
11
26
26
19
23
28
22
16
29
22
18
27
28
24
16

8
3.
2
5.
6
3
4.
6
2.
8
6.
2
4.
2
6.
2
3.
6
5.
2
2.
2
5.
2
5.
2
3.
8
4.
6
5.
6
4.
4
3.
2
5.
8
4.
4
3.
6
5.
4
5.
6
4.
8
3.

5
2.7
5
5.7
5
2.2
5

18

3.6

27

27

5.4

19

12

2.4

25

6.7
5
4.7
5
6.2
5

5.5
2.7
5
5.7
5

29

5.8

18

4.5

23

4.6

20

27

5.4

24

5
5.7
5
3.2
5
5.2
5

24

4.8

26

6.5

29

5.8

28

10

19

3.8

22

5.5

26

5.2

22

3
4.7
5
4.7
5

14

2.8

19

5.5
4.7
5

24

4.8

22

5.5

26

5.2

26

4.5
5.2
5

24

4.8

23

6.5
5.7
5

27

5.4

24

5.5
4.2
5
3.7
5
5.2
5

29

5.8

26

6.5

24

4.8

22

5.5

18

3.6

18

28

5.6

27

10

20

15

19

3.8

24

29

5.8

20

21

3.5
4.7
5
5.7
5
5.2
5

4.5
6.7
5
3.7
5

29

5.8

26

6.5

10

24
11

6
2.7

9
5

30
13

6
2.6

10
4

18
19

4.5
4.7

6
7

17

4.25

11

20

23

17

4.25

23

5.75

22

11

2.75

11

10

24

10

23

22

5.5

10

20

10

23

5.75

10

23

18

4.5

13

22

5.5

21

15

3.75

12

21

5.25

19

19

4.75

19

17

4.25

18

19

4.75

21

23

5.75

22

19

4.75

17

16

15

10

23

5.75

21

18

4.5

14

15

3.75

19

23

5.75

10

23

21

5.25

6
6

22
12

5.5
3

9
4

Service GAP Analysis of Dominos Pizza Page 9

9
7
9

30
20
29
17

2
6

10

20

22

16

15

22

5.5

21

5
5.5
3.7
5
5.2
5

14

3.5

14

3.5

4
5.
8
3.
4

32

6.4

10

26

21

4.2

15

28

5.6

24

18

3.6

19

5
6.5
3.7
5
6
4.7
5

EXPECTATIONS
Reliability
Total
4
5
4
5
3
5
4
3

Responsiven
ess
Total
Avg
7
3.5
11
5.5
11
5.5
9
4.5
9
4.5
10
5
9
4.5
7
3.5

Assurance
Total
Avg
9
4.5
10
5
9
4.5
10
5
13
6.5
10
5
11
5.5
11
5.5

Service GAP Analysis of Dominos Pizza Page 10

Empathy
Total
Avg
12
4.67
11
4.28
13
5.06
11
4.28
9
3.50
12
4.67
11
4.28
9
3.50

Tangibles
Total
Avg
22
4.28
20
3.89
20
3.89
22
4.28
22
4.28
23
4.47
14
2.72
16
3.11

9
4
8
7

5
5
5
6
5
3
5
7
4
5
5
5
4
4
6
4
6
4
5
6
5
4
5
4
5
6
3
4
4
4
5
6
2
4
4
3
4
3
7
7
6
4

11
7
9
12
9
7
9
13
10
7
9
10
9
9
9
10
11
9
9
10
9
9
9
7
7
9
11
9
10
8
7
12
5
9
10
9
11
11
11
9
11
8

5.5
3.5
4.5
6
4.5
3.5
4.5
6.5
5
3.5
4.5
5
4.5
4.5
4.5
5
5.5
4.5
4.5
5
4.5
4.5
4.5
3.5
3.5
4.5
5.5
4.5
5
4
3.5
6
2.5
4.5
5
4.5
5.5
5.5
5.5
4.5
5.5
4

11
11
9
12
9
9
11
11
8
9
9
9
9
7
13
7
12
11
13
12
13
11
12
5
9
11
12
10
12
9
9
14
4
11
10
13
9
12
11
7
10
10

5.5
5.5
4.5
6
4.5
4.5
5.5
5.5
4
4.5
4.5
4.5
4.5
3.5
6.5
3.5
6
5.5
6.5
6
6.5
5.5
6
2.5
4.5
5.5
6
5
6
4.5
4.5
7
2
5.5
5
6.5
4.5
6
5.5
3.5
5
5

Service GAP Analysis of Dominos Pizza Page 11

12
9
11
15
11
11
12
15
10
9
12
9
11
11
11
7
11
11
14
11
14
11
9
7
11
11
11
13
15
9
9
16
5
11
12
11
11
9
14
13
11
12

4.67
3.50
4.28
5.83
4.28
4.28
4.67
5.83
3.89
3.50
4.67
3.50
4.28
4.28
4.28
2.72
4.28
4.28
5.44
4.28
5.44
4.28
3.50
2.72
4.28
4.28
4.28
5.06
5.83
3.50
3.50
6.22
1.94
4.28
4.67
4.28
4.28
3.50
5.44
5.06
4.28
4.67

22
17
20
28
19
18
20
32
20
16
22
16
24
16
21
22
24
12
24
22
27
20
18
14
19
26
14
16
19
22
23
30
8
12
18
16
18
22
31
28
22
20

4.28
3.31
3.89
5.44
3.69
3.50
3.89
6.22
3.89
3.11
4.28
3.11
4.67
3.11
4.08
4.28
4.67
2.33
4.67
4.28
5.25
3.89
3.50
2.72
3.69
5.06
2.72
3.11
3.69
4.28
4.47
5.83
1.56
2.33
3.50
3.11
3.50
4.28
6.03
5.44
4.28
3.89

WEIGHTED AVERGAGE GAP

Reliability
12.8
7.2
4.2
1.6
20.8
6.4
4.2
3.6

Responsiven
ess
10
0
-10
8
8
0
0
0

Assurance
20
0
0
15
-6.75
15
-8.75
-10.5

Service GAP Analysis of Dominos Pizza Page 12

Empath
y
7.47
10.58
1.01
8.98
15.20
3.73
3.13
-1.20

Tangibles
-0.17
11.28
11.28
3.31
20.00
5.44
36.25
13.22

TOTAL

3.2
7.2
-2.8
8
3.2
9.6
4.2
-18.2
11.2
-8.4
5.4
3.2
16.2
-4
-3.2
-5
-9.8
-7.2
12
-10.8
12
-2
1.6
-10.8
1.8
-6.4
5.6
4.2
12.8
2.8
-10.8
-2
19.2
-2.4
11.2
23.4
4.8
1.2
-10
-21
-1.8
-3
105.2

0
14
0
-2.5
0
2.5
0
-9
4.5
13.5
6.75
0
2.25
-1.75
4.5
-6
2.25
-8.75
15
5
12.5
0
9
1.5
15.75
1.75
-8.75
1.75
6.75
5.25
3
-2.25
16
-3.75
7.5
6.75
0
-10
-4
-3
0
-2
112

6.75
-7
8
5
2
-3.5
-8
0
18
4.5
9
-7.5
2
-3
-6.75
-3.75
-4
-11
-6.75
-8
-6.75
-11.25
-6
2.5
2
-6
-10.5
2
-4
-1.75
-3.75
-14
9
-6
6.75
-10
13.5
-16.25
0
1.75
2
-7.5
-54.25

Service GAP Analysis of Dominos Pizza Page 13

10.20
12.00
2.26
5.67
8.98
2.26
-1.87
-3.47
10.49
5.40
7.47
1.50
-4.39
-3.39
8.98
-1.29
13.70
2.26
-0.36
3.66
3.20
-2.39
11.90
0.31
4.18
7.38
4.18
2.76
-0.30
10.40
0.50
-4.98
14.39
-2.87
10.20
13.70
17.22
-3.60
9.56
-5.99
11.90
-6.40
224.19

3.31
7.17
16.89
4.44
7.39
7.00
12.89
-12.06
-2.33
13.22
-0.17
13.22
-7.00
32.75
4.67
17.75
-1.00
18.67
10.67
20.00
17.50
11.28
14.00
12.17
12.64
13.00
24.22
26.00
25.25
9.78
0.17
9.17
10.97
33.00
10.50
33.89
6.00
3.31
4.25
-6.78
13.78
6.03
558.19

AVERAGE

2.104

2.24

-1.085

4.48

11.16

INFERENCE & CONCLUSION

The figures of the Average row above, indicate that the expectations of the customer are not being
met by the service provider (Dominos) 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, Dominos 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 Dominos thus instilling more trust and confidence in the minds of
customers.
Service GAP Analysis of Dominos Pizza Page 14

Service GAP Analysis of Dominos Pizza Page 15