To Study the Conceptual Framework on Consumer Satisfaction with Special Refrence to Domino’s

Akanksha John

Professor, Department Commerce and Management, Kalinga University, Raipur (C.G).

*Corresponding Author E-mail:

ABSTRACT:

This research is based on customers perception on Domino’s pizza and to test the quality of service.⁹ The fast food industry of India is experiencing phenomenal growth and is one of the fastest growing sectors in the country, Further, on the back of changing and busy lifestyle, fast emerging middle class population and the industry will continue to grow at a pace in coming years.⁶ In the developed countries and continues to expand there and in many other industrial countries in the coming years.¹⁰ But some of the most rapid growth is occurring in the developing world; where fast food industries are changing the way people eat. People buy fast food because it is cheap, easy to prepare, and heavily promoted and it becomes most favorite to youths. This research aims at providing information about fast food industry, its trend, reason for its emergence and several other factors that are responsible for its growth.¹³ This report provides extensive research and rational analysis on the Indian fast food industry and about the changing trends in market. The research study looks into the market condition and future forecasts, and outlines of current trends and analyses.⁸ This research has been made to help clients in analyzing the opportunities, challenges and drivers vital to the growth of fast food industry in India and basically in Chhattisgarh. ¹² For the purpose of this research Fast Food Industry includes fast food restaurants, tea houses, coffee shops and juice bars in India. The 6000 corer fast food retail industry is mainly dominated by the multinational players.⁵

KEYWORDS: Customers, Lifestyle, Growth, Market condition.

INTRODUCTION:

This research is based on customers perception on domino’s pizza and to test the quality of service. The fast food industry of India is experiencing phenomenal growth and is one of the fastest growing sectors in the country, Further, on the back of changing and busy lifestyle, fast emerging middle class population and the industry will continue to grow at a pace in coming years.¹⁴ In the developed countries and continues to expand there and in many other industrial countries in the coming years.⁸

Food diversity in India is an implicit characteristics of India’s diversified culture consisting of different regions and states within. ¹¹ Traditionally, Indians like to have home- cooked meals a concept supported religiously as well as individually.⁷ Domino’s pizza is the best pizza delivery company in the world. Jubilant Food Works Ltd. (formerly Domino’s Pizza India Ltd) was incorporated in March 1995 by Thomas Monaghan in United States of America. ⁵ The company holds the master franchise rights for Srilanka and Bangladesh through its wholly owned subsidiary. Domino’s pizza India has a network of 274 stores, in 55 cities, spread over 20 states and union territories [as on 31st august 2009]. According to the India Retail Report 2009, Dominos are the largest pizza chain in India and the fastest growing Multinational Fast Food chain between 2006-2007 and 2008-2009 in terms of numbers of stores.⁹

Customer satisfaction is a term frequently used in marketing. It is a measure to gauge customers satisfaction about products and services of the company and initiate steps to further the level of customers expectation of how products and services supplied by a company meet or surpass customer expectation. Our initiative such as Fun Meal and Pizza Mania have been extremely popular with consumers looking for an affordable and value for money meal option.¹⁴

Our brand positioning of khushiyonki home delivery [happiness home delivery] is the emotional benefit we offer to our consumers. All our efforts, whether it is a new innovative delicious products offering consumers value for money deals, great service, country wide presence or delivery in 30 minutes or free are all oriented towards delivering happiness to the homes of our consumers.¹²

Conceptual framework and hypotheses:

a) Service quality:-

An important factor driving satisfaction in the service environment is service quality. There is controversy as to whether customer satisfaction is an antecedent of service quality. The particular dimensions originally suggested in Servqual framework may not be of great significances for the following reasons:- assurance is defined as employees knowledge and courtesy and their ability to inspire trust and confidence. The more reliable the service provided by the restaurant the greater the level satisfaction or The higher the level of food quality the greater the level of customer satisfaction. Responsiveness as defined by the Servqual identified as the willingness of the staff to be helpful and to provide prompt service to the customers. The more responsive the service provide by the restaurant, the greater the level of satisfaction.⁹

b) Product Quality:-

Because the “product offering” for a full service restaurant is likely to be assessed by evaluating an actual product (the meal) and by where it is delivered (physical, place) to separate the tangibility dimensional Servqual into two aspects:- food quality and physical design/décor of the restaurants. It involves research on the services cape. Which is built man-made environment and how it affects both customers and employees in the service process. The better the physical design and appearance of the restaurants the greater the level of satisfaction.⁹

c) Price:-

The price of the items on the menu can also greatly influence customers because price has the capability of attracting or repelling them. The pricing of restaurants items also varies according to the type of restaurant. If the price is high, customers are likely to expect high quality or it can induce a sense of being “ ripped off”. Likewise, if the price is low, customers may question the ability of the restaurant to deliver product and service quality. Moreover, due to the competitiveness of the restaurant industry, customers are able to establish internal reference prices. When establishing prices for a restaurant, an internal reference price is defined as a price (or price scale) in buyers memory that serves as a basis for judging or comparing actual prices. The less the accordance of the actual price with expectations (negative deviation) the lower the level of customer satisfaction.⁹

RESEARCH METHOD:

1. Research Design:

Secondary sources were explored first to asses part research conducted on customer satisfaction in the restaurant industry. the next stage involved gathering information via qualities’ methods from restaurant gores. This process allowed us to identify and narrow down the key factors and the related items comprising the factors that were expected to explain customer satisfaction for the restaurant industry.⁶

The next step involved designing and pre testing a questionnaires that was administrated to a convenient sample.¹¹ At this stage several modify=captions were made to the instruments to remove ambiguities, to eliminate items that did not seem to fit the context (e.g. feeling state in one’s transaction with restaurants), and to improve the flow of the questions. The final version was administered to a representative sample in a test- market city in Raipur.¹⁰

2. Measurement:

The questionnaire asked respondents to evaluate the last full service restaurant they had frequented. (5) It included perceptual measures that were rated on seven-point Likerts scales. This design is consistent with prior studies on customer satisfaction and service quality. Each scale item was anchored at the numeral 1 with the verbal statement “strongly disagree” and at the numeral 7 with the verbal statement “strongly agree.”The scale items measuring the dependent variable were chosen to reflect people’s overall satisfaction with the services provided by the restaurant.¹⁴

3. Sampling:

Respondents were selected by utilizing a table of random numbers applied to the local telephone directory, which resulted in mailing out 600 surveys.¹² In addition, respondents were asked to return the completed surveys by mail in a postage paid envelop. Respondents were also informed that the study was being conducted by a well-known local college.¹⁴

4. Analyses:

Factor analysis was conducted with Varimax rotation to examine how the selected measures loaded on expected constructs. The factor structure did not fully emerge as expected. The justification for including items in responsiveness is elaborated in the discussions.¹⁰

5) Reliability:

The reliability of each multiple-item scale was assessed by coefficient alpha indicated in the diagonal. Reliability analyses showed that the internal consistency of each of the four explanatory constructs in the study was relatively high and considered to be very good.⁸

6. Validity:

it is because the correlation between one scale and another is not as high as each scales coefficients.⁷

Factors analysis of independent variables with Varimax rotation (extraction method: principal component method)⁹

Table No: 1

S.No.	Responsiveness 1	Food quality / Reliability 2	Physical design 3	Price 4
Attentive	0.855	0.261	0.148	-0.066
Helpful	0.836	0.270	0.121	-0.047
Prompt	0.807	0.141	0.098	-0.128
Neat appearance	0.793	0.088	0.313	0.156
Understood needs	0.788	0.384	0.136	-0.121
Courteous	0.744	0.355	-0.022	-0.166
Knowledge of menu	0.714	0.313	0.259	-0.050
Exact order	0.213	0.821	0.090	-0.136
Order-error fresh	0.247	0.810	0.049	-0.128
Temperature just right	0.342	0.671	0.228	-0.062
Lightning appropriate	0.147	0.067	0.095	0.077
Adequate planning	0.025	-0.040	0.880	-0.102
Clean	0.309	0.213	0.778	-0.181
Décor appealing	0.198	0.290	0.704	0.138
Expensive	-0.117	-0.060	0.618	0.231
Paid more than planned	-0.081	-0.126	-0.044	0.879

Table No: 2

S.No.	Eigen value	%of variation	Cumulative %
Factor 1	7.29	42.88	42.88
Factor 2	2.03	11.98	54.86
Factor 3	1.65	9.71	64.57
Factor 4	1.33	7.83	72.41

Descriptive statistics, Correlations, and Reliability Coefficients.⁹

Table No: 3

Variables	SAT	RSPNSV	PHYS DESIGN	FOOD QL/ REL	PRICE	X	S
Satisfaction (4)	0.9	-	-	-	-	58.8	1.24
Responsive (7)	0.72	0.93	-	-	-	5.6	1.17
Tangibles (4)	0.31	0.41	0.77	-	-	5.69	0.94
Food quality (4)	0.57	0.61	0.32	0.83	-	5.86	1.07
Price (2)	-0.39	-0.05	-0.05	-0.27	0.78	3.03	1.67

RESULTS:

Multiple-regression analysis was used with the four factors as independent variables to test the model for customer satisfaction.¹⁰ The full model was found to be significant as indicated overall F-statistics (p<0.000).¹⁵ The regression model explained 56 percent of the variation in the dependent variable, satisfaction, as indicated by the adjusted R2 value. Three of the four factors had a significant effect on customer satisfaction.¹⁶ These include responsiveness (b ¼ 0.566; p, 0.000); food quality/reliability (b ¼ 0.231; p, 0.025); and price (b ¼ 2 0.186; p, 0.000). The “physical design and appearance” dimension (b ¼ 0.006, p, 0.94) was not significant.⁷ The results suggests that our modified models explains customer satisfaction in the restaurant industry reasonably well. The standardized beta values suggest that responsiveness has the greatest impact on customer satisfaction. Price and food quality (or reliability) were also determined to be significant, having an impact on customer satisfaction in that order.⁸

DISCUSSIONS:

This study tested a model of customer satisfaction for the restaurant industry using the transaction-specific framework.⁹ The results suggest that our model satisfactorily explains customer satisfaction and that full service restaurant owners and managers should focus on three major elements- service quality (responsiveness), price, and food quality (or reliability) – if customer satisfaction is to be treated as a strategic variable and enhanced.¹³ From the results it was determined that the responsiveness dimensions of service quality was most important to customers.¹⁰ The multiattributes dimensions encompasses all the personal contact attributes of the employees with the customers including whether the employees were prompt, courteous, knowledgeable, neat in appearance, helpful, attentive, understood.¹¹ From a managerial perspective, it is important to develop appropriate programs and provide on-going training on the various attributes of responsiveness to strengthen employees’. Based on the standardized regression coefficients, price expectation was determined to be next in importance in influencing customer satisfaction.⁶

Table No: 4

Variables	Unstandaradized Coeffecients	Std Error	Standaradized Coeffecients	T-Value	Significancep<
Constant	1.891	0.584	-	3.24	0.002
Reponsiveness	0.566	0.087	0.523	6.49	0
Food quality/realiblity	0.231	0.089	0.203	2.6	0.011
Physical design	0.006	0.087	0.005	0.08	0.938
Price	-0.186	0.047	-0.246	-3.93	0

Notes: f 4 113 = 38.85, p < 0.001, adj r2 = 0.56.

CONCLUSION:

To put it in a nutshell at a present Domino’s is in state of change as form the detailed analysis of the operation at Domino’s, it is evident that innovation has been its key approach to make its operational strategies work in positive and constructive manner.⁹ The speed and durability factors of performance are affected by it. Being, in the state of change, the picture is not clear at present but if the expansions are being managed by the Domino’s in effective and efficient manner then it may provide leverage to strengthen core products by increasing its overall market share. Moreover high quality GPRS navigation system should be installed in cars and so that on- time delivering in the peak hours can be made possible due to topographical knowhow as more than 60% of sales of Domino’s is through home deliveries. ¹¹ The Domino’s are increasing in a high level. People like there products and they buy in good quantity. The quality of the food is also good and the delivering purpose is also very good. The delivery person has good manners and they behave very well. The ambience of the restaurants are located in good place as people can go and have the enjoyment in good way. The Domino’s pizza is having good concept in present market and new product in Chhattisgarh region. ¹⁰ The Domino’s pizza is having good concept in present market and new product in Chhattisgarh region The preferences of the people for Pizza are only for outing and just for fun. Males are more attracted towards Domino’s pizza due to good ambiances and freshness’ rather than women’s. The female respondents are more attracted towards pizza and males are not responding like as female.¹² The quality of Domino’s Pizza is not very good. The study also shows that the durg bhilai customers are not price sensitive when they get good product, quality and services. Mostly people are attracted towards new products in market .¹²

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Received on 20.09.2021         Modified on 17.10.2021

Accepted on 28.10.2021 ©A&V Publications All right reserved

Asian Journal of Management. 2021;12(4):523-526.

DOI: 10.52711/2321-5763.2021.00082