THE CUSTOMER SERVICE OF DOMINOS PIZZA IN

SELECTED CITIES IN METRO MANILA

Polytechnic University of the Philippines

College of Business Administration

MARK RANIELLE DY

Marketing Management

2017
2

THE CUSTOMER SERVICE OF DOMINOS PIZZA IN

SELECTED CITIES IN METRO MANILA

A Thesis
Presented to the Faculty of the College of Business Administration
Polytechnic University of the Philippines
Sta. Mesa, Manila

In Partial Fulfillment of the Requirements for the Course

MARK 4113 Thesis Writing

by

Mark Ranielle Dy

March 2017

TABLE OF CONTENTS
Page
3

TITLE PAGE ... i

TABLE OF CONTENTS ii

LIST OF FIGURES . iv

LIST OF APPENDICES.. v

Chapter 1 THE PROBLEM AND ITS BACKGROUND

Introduction . 1
Background of the Study .. 3
Theoretical Framework . 4
Conceptual Framework . 7
Statement of the Problem . 9
Hypothesis .. 10
Scope and Limitations .. 10
Significance of the Study .. 10
Definition of Terms 11

Chapter 2 REVIEW OF RELATED LITERATURE AND STUDIES

Foreign Literature .. 12
Local Literature .. 14
Foreign Studies . 16
Local Studies .. 18
Synthesis of the Reviewed Literature and
Studies . 19

Chapter 3 RESEARCH METHODOLOGY

Method of Research ..... 20

Population, Sample Size, and Sampling Size
Technique .......................................................................................... 21
Description of Respondents ... 21
Research Instrument .... 21
Data Gathering Procedure .. 21
Statistical Treatment of Data 22

Chapter 4 PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

Profile of the respondents.. 25

Respondents Level of Satisfaction. 28
Significant Difference in the Respondents
Level of Satisfaction . 32
4

Chapter 5 SUMMARY OF FINDINGS, CONCLUSIONS AND

RECOMMENDATIONS

Summary of Findings.. 36
Conclusions.. 37
Recommendations.. 38

BIBLIOGRAPHY 39

APPENDICES 41

Appendix 1: Sample Survey Questionnaire 41

LIST OF FIGURES

Number Title Page

5

1 The Satisfaction Function Figure 5

2 Cognitive Dissonance Figure 6

3 Disconfirmation Theory 8

4 Research Paradigm 8

LIST OF APPENDICES

Number Title Page

6

1 Sample Survey Questionnaire 28

7

Chapter 1

THE PROBLEM AND ITS BACKGROUND

8

Introduction

This study is about the customer service of a fast food chain called, Dominos

Pizza. Fast-food chains have been a part of many peoples lives. Especially

those who always like to go out to eat.

A fast food restaurant, also known as a quick service restaurant within the

industry, is a specific type of restaurant characterized both by its fast food cuisine

and by minimal table service. And this specific fast-food restaurant, which is the

Dominos Pizza, is what the researcher chose to study about. Pizza has been

loved by most of all the people in the whole world.

So lets focus on the problem and that is about the customer service of this

specific restaurant. First what is Customer Service? And why is it important?

Customer service is the support you offer your customers both before and

after they buy your product that helps them have an easy and enjoyable

experience with you. Its more than just providing answers; its an important part

of the promise your brand makes to its customers. And its a critical to the

success of your business. Why?

Customer service can have a big impact on your bottom line. It is certainly

cheaper to keep existing customers than to find new ones. And its true: bad

customer service is a very bad thing for your company. Prioritizing customer

support helps you attract and retain quality customers.

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Customer service can also ruin or make your reputation. Customers are quick

to share negative experiences, even in the internet. Now the products and

services you offer are only as good as the service you back them with so its

important to show and provide great customer service in order to make

customers them happy.

And customers are willing to pay more for a better experience. Focusing on

the customer experience isnt just the latest trend its also smart business. It

turns out that making the service great doesnt just make the customers love you;

it can also increase your profits. Surveys have shown that 86 percent of

consumers would pay more for a better customer experience. You may decide to

tier your customer base if some are willing to pay more for premium experiences,

including support, early access to features, or other benefits. Either way, your

bottom line will benefit.

To show the importance of customer service to people and the restaurants

themselves, the researcher decided to conduct a study about it. This study might

help people (especially fast-food crews and servers) to understand that a good

customer service is one of the keys to maintain a good reputation and make

great customers stay.

Background of the Study

Domino's Pizza is an American pizza restaurant chain and international

franchise pizza delivery corporation headquartered at the Domino Farms Office

Park (the campus being owned by Domino's Pizza co-founder Tom Monaghan) in
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Ann Arbor Charter Township, Michigan, United States, near Ann Arbor, Michigan.

Founded in the United States in 1960, Domino's is in 81 countries, making it the

second-largest franchised pizza chain after Pizza Hut.

In 1960, Tom Monaghan and his brother, James, purchased DomiNick's, a

small pizza store in Ypsilanti, Michigan, near Eastern Michigan University. By

1965, Tom Monaghan had purchased two additional pizzerias; he now had a total

of three locations in the same county. Monaghan wanted the stores to share the

same branding, but the original owner forbade him from using the DomiNick's

name. One day an employee returned from a pizza delivery and suggested the

name Domino's. Monaghan immediately loved the idea and officially renamed the

business Domino's Pizza, Inc. in 1965.The company logo originally had three

dots, representing the three stores in 1965. Monaghan planned to add a new dot

with the addition of every new store, but this idea quickly faded, as Domino's

experienced rapid growth. Domino's Pizza opened its first franchise location in

1967 and by 1978 the company expanded to 200 stores.

In December 2007, Domino's introduced a new slogan, "You Got 30 Minutes,"

alluding to the earlier pledge but stopping short of promising delivery in half an

hour. The company continues to offer the 30 minute guarantee for orders placed

in its stores situated in Colombia, India, Vietnam, Mexico and Turkey.In Malaysia

and Singapore, a refund is instead substituted with a "Free Regular Pizza

Voucher.
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The researcher carefully conducted this research to know the level of

satisfaction in buying pizzas from Dominos. The researcher wants to determine if

their products and especially their customer service are satisfying the customers,

because all people that are buying from any fast food restaurant want to be

served well.

Through this research, the researcher, readers of this study, fast food

managers and owners and future customers will have an idea about the

customer service of Dominos pizza. It gives a mind-set to the future and aspiring

servers/managers on how to overcome the problems when entering businesses

like this one.

Theoretical Framework

Measurement of Satisfaction

The heart of the satisfaction process is the comparison of what was expected

with the product or services performance this process has traditionally been

described as the confirmation / disconfirmation process. First, customers would

form expectations prior to purchasing a product or service. Second, consumption

ofor experience with the product or service produces a level of perceived quality

that is influenced by expectations.

If perceived performance is only slightly less than expected performance,

assimilation will occur, perceived performance will be adjusted upward to equal

expectations. If perceived performance lags expectations substantially, contrast

will occur, and the shortfall in the perceived performance will be exaggerated.
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This figure shows the

satisfaction function between perceived quality and expectations. Performance

exceeds expectations, satisfaction increases, but at a decreasing rate. As

perceived performance falls short of expectations, the disconfirmation is more.

Satisfaction can be determined by subjective (e.g. customer needs, emotions)

and objective factors (e.g. product and service features). Applying to the

hospitality industry, there have been numerous studies that examine attributes

that travelers mayfind important regarding customer satisfaction. Service quality

and customer satisfaction are distinct concepts, although they are closely related.

Atkinson (1988) found out that cleanliness, security, value for money and

courtesy of staff determine customer satisfaction. Knutson (1988) revealed that

room cleanliness and comfort, convenience of location, prompt service, safety

and security, and friendliness of employees are important.10 A study conducted

by Akan (1995) claimed that the vital factors are the behaviour of employees,

cleanliness and timeliness.11 On the other hand the study by Choi and Chu
13

(2001) concluded that staff quality, room qualities, and value are the top three

hotel factors that determine travelers satisfaction.

Cognitive Dissonance Theory

Cognitive dissonance is an uncomfortable feeling caused by holding two

contradictory ideas simultaneously. The theory of cognitive dissonance proposes

thatpeople have a motivational drive to reduce dissonance by changing their

attitudes, beliefs, and behaviours, or by justifying or rationalizing them.

The phenomenon of cognitive dissonance, originally stated by Festinger

in1957, has been quickly adopted by consumer behaviour research. Described

as a psychologically uncomfortable state that arises from the existence of

contradictory (dissonant, non-fitting) relations among cognitive elements

(Festinger 1957) cognitive dissonance revealed high exploratory power in

explaining the state of discomfort buyers are often in after they made a purchase.

Disconfirmation Theory

Disconfirmation theory argues that satisfaction is related to the size and

direction of the disconfirmation experience that occurs as a result of comparing

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service performance against expectations. Szymanski and Henard found in the

meta-analysis that the disconfirmation paradigm is the best predictor of customer

satisfaction. Ekinci et al (2004) cites Olivers updated definition on the

disconfirmation theory, which states Satisfaction is the guests fulfillment

response. It is a judgment that a product or service feature, or the product or

service itself, provided (or is providing) a pleasurable level of consumption-

related fulfillment, including levels of under- or over-fulfillment.

Conceptual Framework

The input includes the profile of the respondents and the respondents level of

satisfaction on the different aspects of the customer service of Dominos pizza.

The second frame contains the process of how the researcher will conduct the

research. It also includes the presentation, analysis and interpretation of data

gathered through survey and the statistical tools to be used.

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The third frame which is the output contains the possible result of this

research and what the researcher wants to happen. The researcher wants to

know the solutions and how to improve the poor customer service.

A. Profile of A. Survey Determine the

Respondents (by Questionnaire)
reason why some
1. Age B. Gathering of
Data Dominos Pizza
2. Sex
C. Analysis of Data
3. Civil Status branches have
D. Interpretation of
4. Frequency of data poor customer
Buying
Statistical tools: service and what
B. Aspects
1. Frequency needs
1. Facilities and
Equipment and
Percentage improvements.
2. Employees 2. Ranking
3. Weigted
3. Food Mean
4. Delivery service 4. Likert scale

INPUT PROCESS OUTPUT

FEEDBACK

Statement of the Problem

This study aims to know about the customer service of Dominos Pizza.

Specifically, it sought to answer the following;

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1. What is the profile of the respondents in terms of the following:

1.1 Age

1.2 Sex

1.3 Civil Status

1.4 Frequency of Buying

2. How do the respondents assess their level of satisfaction on the poor

quality service in Dominos Pizza in terms of these following aspects:

2.1 Facilities and Equipment

2.2 Employees.

2.3 Food

2.4 Delivery Service

3. Is there any significance between the levels of satisfaction in assessment

conducting about customer service of Dominos Pizza according to their profile?

Hypothesis
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There is no significant difference on the respondents assessment on their

level of satisfaction in the customer service of dominos pizza when they are

grouped according to their profiles.

Scope and Limitations

This research was conducted in selected cities in Metro Manila. Specifically,

we chose the cities Muntinlupa, Sampaloc and Tondo. The people I chose to be

respondents are those who are financially stable and capable enough to answer

questions. People who are 15 years old and below were not included in this

research. The number of the respondents is 400.

Significance of the Study

This study may help people running fast food restaurants improve their

customer service and make it better.

For restaurant managers, this study will help them improve the training of the

present and future employees. They might get some ideas regarding on how to

make the employees more motivated to serve people properly.

For crews and servers (employees), this study will help them improve their

service and satisfy customers even more. This will give them motivation so their

company will have and maintain more quality customers.

For customers, this study will help them know the proper service they

deserve. High expectations are not bad if many fast food restaurants can reach
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or even exceed them. They might also get extra information about the history of

Dominos Pizza.

Lastly, for future researchers, this study will help as a reference for future

similar studies.

Definition of Terms

Customer service is the act of taking care of the customer's needs by providing

and delivering professional, helpful, high quality service and assistance before,

during, and after the customer's requirements are met.

Bottom line is a financial report that shows the net profit or loss.

Perceive is to interpret or look on (someone or something) in a particular way;

regard as.

Satisfaction is a happy or pleased feeling because of something that you did or

something that happened to you.

Customer satisfaction is a marketing term that measures how products or

services supplied by a company meet or surpass a customer's expectation.

Cognitive dissonance is the state of having inconsistent thoughts, beliefs, or

attitudes, especially as relating to behavioral decisions and attitude change.

Disconfirmation is the introduction of evidence which conclusively establishes

that a belief or hypothesis is not true or which diminishes the acceptability of a

belief or hypothesis.
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Chapter 2

REVIEW OF RELATED LITERATURE AND STUDIES

Foreign Literatures

By Mukesh Jha (February 2017)

https://www.zomato.com/ncr/dominos-pizza-sector-18-noida/reviews

This chain is an international leader in pizza delivery. Founded in 1960, it has

hundreds of outlets in over 73 countries today. They are known, of course, for the

pizzas which they have adapted to the Indian palate very well, artfully playing

around with sauces and desi-style toppings. Dominos does rocking business at

all times because they have figured out how to cater to every kind of preference

in the market. They have almost everything from the delightfully excessively

cheese burst to the new thin-crust refine variety. The barbecue chicken and

pepperoni are by far the most popular as is the age-old classic margarita. The

sheer convenience of always having an outlet ready for delivery some anywhere

near you is also an added bonus.

According to Ajay (August 18, 2016), a complainant, he placed an order for 2

pizzas and a specialty bake chicken at 5:30 pm on 8/16 for delivery and received

confirmation to be delivered within 20-30 minutes. After an hour the pizza still

hasnt arrived so he decided to call them again and was put on hold for 40
20

minutes, so he decided to go to the store personally. Then an employee named

Alexis comes to him and says that the driver has already left with the pizza. But

when he called home, it was still not delivered. So Alexis offered to make new

pizzas but her husband threatened Ajay but he ignored him. Then Alexis started

to make the pizzas but she is not wearing any gloves and was getting the

toppings from a pit/dump under the table but she completely denied it when she

was questioned and handed the pizzas. Ajay then left the boxes on the trash bin

outside the store.

This is a prime example of a store that is run so very badly, defying all forms

of food safety and clean operating procedures. If a manager can do this, I dont

know about the employees.

Anita of Burnaby (Aug. 18,2016) always orders from Dominos and has never

had a problem until one night. She ordered a large 4 topping pizza. When she

got home she took the pizza out and the box broke, it opened at the end and the

pizza fell out. She called immediately and the girl that placed the order said "oh

no. Come back we'll make you a new one." She brought the pizza back and told

him this hasn't happened before. One of the workers was telling another worker

what happened and was laughing. The pizza was done and I went back to the

counter. Thedriver Kenny called hernames while walking out the door and said

"next time don't drop the box." She said "pardon? What did you say?" He came

back in and said "You heard me. Next time don't be an idiot and drop the box

then harassed her. The manager stopped Kenny and he left. She said if she sees

him again she'll press charges. Then the manager gave her the pizzas for free.
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The manager did the right thing but keeping employees like that was a bad

decision.

Sara of Albuquerque, NM (April 23, 2016) ordered a pizza online two hours

before closing but the pizza never arrived. She called again after an hour and the

lady she spoke with lied and claimed that the driver had tried to call her multiple

times but didn't get an answer. She said that her phone reception is fine and she

did not receive any calls from them. She then decided to ask the woman if the

driver tried the doorbell, to which she responded that he had. But her house had

no doorbell so she caught them lying.

Lying to a customer is not a good thing if you want to keep them. But if they

served her well they wouldnt have to lie in the first place. But still, telling the truth

was the best thing they couldve done.

Reference: https://www.consumeraffairs.com/food/dominos.html

Local Literatures

According to cinnamoncider, a blogger, Domino's Pizza delivery arrived 30

minutes late but he still paid for the pizza. He recently ordered two pizzas from

Domino's for his team. There's a promo on pizza chains that your order would be

free if it didn't arrive within 30 minutes. His location is a building within the Ortigas

CBD and he knew that the nearest Domino's branch in which his order will come

from is at SM Megamall. They waited for an hour before he tried to call their

hotline again, then the delivery guy arrived suddenly. The pizza was already

barely warm.
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Reference: https://www.reddit.com/r/Philippines/

Branches must not guarantee a delivery time if they cant fulfill it. Its

disappointing and ruins their reputation.

Renz Fortaleza Pural (January 2017) went there to avail the buy one, take

one. Once he got to the line, the cashier wasn't even listening to him and his

friend and was rather distracted so it took them more than 5 minutes to finish up

the order. Moving on, there was no regular sized pizza so there was no choice

but to just order a family sized one even though they originally didn't plan for it

but the pizza was good and tasty so they really had no regrets ordering the

pepperoni and bacon cheeseburger. Wished customer service was a tad bit

better.

Reference: https://www.zomato.com/manila/dominos-pizza-sampaloc-

manila/reviews

According Gracia M., the service was very poor. They gave her plastic plates,

plastic fork and plastic knife for dine-in and the pizzawas in the box when served.

Spaghetti was in a foil container, buffalo wings did not look fresh and the lava

cake doesn't look good as it is in the picture. -

Reference: https://looloo.com/p/dominos-pizza-a-venue

Good and great service is really an expected thing from any fast food restaurant

anywhere. But we must not expect too much so we would not be disappointed

that much.
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Foreign Studies

Firms that improve customer service should increase customer satisfaction

resulting in better customer-supplier relationships, increased customer loyalty,

profitability and a differential competitive advantage. The findings of his study

validate constructs of pre-transaction, order service and quality and relationship

service and quality. - Grant, David Bruce (2003)

Reference:https://www.era.lib.ed.ac.uk/handle/1842/1553

Businesses are in a constant race to increase profits, keep the current

customers and gain or poach new ones, competing for customers on a globalized

market like never before. One of the many sets of tools aimed at aiding the

interaction between supplier and customer are the Customer Relationship

Management methodologies. CRM is aimed at building strong long term

relationships that keep customers coming back repeatedly. It aims to help

organizations build individual relationships in such a way that both the firm and

the customers get the most out of the exchange, providing both parties with long

term benefits. - Jens Berfenfeldt (2010)

Reference: https://pure.ltu.se/ws/files/31170801/LTU-EX-10111-SE.pdf

The area of customer service has played a significant interest among

researchers in the last several decades. More and more scholars and managers

have become aware of the importance of customers experiences. In todays

fierce competition environment, it is not enough to just follow the tradition rules of

service, but a slightly different way of thinking might be needed. It is recognized

24

that many market players are working on enhancing customers overall

experience during consumption.ModiGuo (2012)

Reference: pure.au.dk/portal-asb-student/files/46073601/Master_Thesis.pdf

Young people spend more than any other age group on meals much of it on

fast food, thanks to a lack of cooking skills

They are the generation saddled with more student debt than ever before, yet 16

to 24-year-olds are spending more on food than any other age group because

they know so little about cooking.

Jane Sixsmith, director of the food education charity Focus on Food, said:

Theres something about this generation which makes them know less about

cooking. That might be just because its easier because of time, but also the

availability and cheapness of ready meals.

Reference: http://www.independent.co.uk/news/uk/home-news/16-to-24-year-

olds-spend-more-on-food-than-any-other-age-group-says-research-

a6678596.html

Its a no-brainer that customer loyalty is the main stimulator of profit and

growth. That loyalty can only come about through customer satisfaction, and this

is traced back to the value of the service that guests receive. This value is

created by employees that are satisfied, loyal, and productive.

Employees derive satisfaction from useful, empowering support service

structures that enable them to deliver excellent service to their guests.

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Reference: https://www.hotelschool.co.za/2013/09/food-chain-employee-

customer-satisfaction

Local Studies

To assess the level of customer satisfaction on the quality service of the

Department Store in terms of employees professional appearance, customer

relation , customer service and facilities; test relationship between respondents

profile and customer satisfaction, and propose plan of action to improve the

satisfaction of customer. Thus, management may continuously provide

orientation and training to employees on customer relations and services to meet

the full satisfaction of the customers. - Anna Margarita M. Agulo, et al (2015)

Reference: http://research.lpubatangas.edu.ph/wp-

content/uploads/2015/04/APJARBA-2015-1-001-Customer-Satisfaction-on-the-

Quality-Services-of-one-Department-Store-in-Batangas-City.pdf

Achieving a high level of service quality has always been a primary concern

for banks worldwide. Due in part to intense competition, the commercial banks in

the Philippines are no different in this regard. - Willy F. Zalatar(2013)

Reference:http://www.dlsu.edu.ph/conferences/dlsu_research_congress/2013/_p

df/LCCS/LCCS-II-013.pdf

The expectation, perception, and satisfaction of the customers of Taza Mia

Cofee (TMC) to the products and service quality, are significantly related to the

quality of the factors, which TMC achieved. Though there are some factors that
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need to improve, the researchers proposed some recommendations for the

enhancement of service quality in TMC. - Christelle Mae Angulo, et al (2016)

Reference: http://lpulaguna.edu.ph/wp-content/uploads/2016/08/Strategy-
Innovation-For-Taza-Mia-Coffee-Philippines.pdf

Synthesis and Relevance of the Reviewed Literature and Studies

The information presented by both foreign and local literatures providedthe

researcher with some insights about customer service and its importance to

customer satisfactions. Stores, restaurants, banks, etc. should improve their

service quality in order to satisfy more and more customers. They need to know

more about the feelings and thoughts of their customers in order to serve them

better. They might need to read most of the complaints so they will have ideas on

how to improve their services. Providing better training for employees might also

solve the customer service problems because employees (especially beginners)

need to know how to serve a customer properly if they applied to job like this.

They need to know what makes customers happy and what makes them stay.

The study of Jens Berfenfeldt is the most important of these studies. Building

a relationship with your customers can result in an increase in your overall profit.

You need to know them better so you can serve them better. Having long-term

and good customers with you is one of the best strategies to make a business

successful.
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Chapter 3

RESEARCH METHODOLOGY

Research Method

In this chapter, the design and procedures undertaken during the conduct of

the study will be discussed. It will present the research method used,

respondents of the study, instrument used, validation of instrument, data

gathering procedures, and statistical treatment of data.

Research Method Used

This study used the descriptive method of research. The descriptive research

method is a study designed to depict the respondents in an accurate way.

The technique that was used under descriptive method is the normative

survey approach and evaluation, which is commonly used to explore opinions

according to respondents that can represent a whole population. This method

takes the form of closed-ended questions to avoid different types of opinions or

insights.
28

As used in this study, the data gathered are the respondents age, sex, civil

status, frequency of buying, their level of satisfaction and the problems

encountered.

Population, Sample Size, and Sampling Technique

On the population size of 1,488,264, the researcher set the 400 respondents

to be the sample size for the study which was determined by the technique of

random sampling.

The researcher chose people randomly but specifically those who are capable

enough to answer the given questions based on their current knowledge or

experience.

Description of the Respondents

The researcher was able to gather information from customers of Dominos

pizza regarding their opinion on the branches of fast food restaurant. The

respondents were students and employees who have experienced eating at least

once in Dominos pizza.

Instrument Used

In this study, the instruments used are questionnaires, which are a necessity

for descriptive method. The contents of the questionnaire were composed of the

items listed in the statement of the problem.

The questionnaire is divided into two parts: (1) profile of the respondents and,

(2) their level of satisfaction with the customer service of Dominos Pizza.

Data Gathering Procedures

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Upon the approval of the questionnaire, the researcher asked permission from

the chosen respondents. After the asking permission, the researcher carefully

gave out the questionnaires to the respondents. After a period, the

questionnaires were retrieved. The data that was gathered were tallied, tabulated

and prepared for statistical treatment.

Statistical Treatment of Data

The information the researcher got through the questionnaire was further

analyzed using statistical tools. The application of these statistical tools was

deemed appropriate to the nature of the problem and of the data gathered.

1. Frequency and Percentage

The frequency and percentage distributions were used to classify the

respondents according to personal information variables such as age,

gender, civil status, educational attainment, length of service, and average

monthly income. The frequency also determines the number of responses

with regard to the questionnaires.

On the other hand, the percentage of that item is computed by dividing

it with the sample total number of respondents who participated in the

survey. It was used to show the degree of relevance of every answer given

by the respondent relative to the total population. The formula used in the

application of this technique is:

f
= x 100
n

Where:
% = percentage
f = frequency
n = total number of sampling population

2. Weighted Mean
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This is another statistical technique used by the researchers. It was

used to determine the average responses of the different options provided

in the various parts of the survey questionnaire used. The method was

used in conjunction with the Likert Scale. It was solved by the formula:

x=
fx
n

Where:

x = weighted mean

fx = the sum of all the products of f and x, f being the

frequency of each weight and x as the weight of each operation

n = total number of respondent

3. Slovins Formula
is used to calculate the sample size (n) given the population size (N) and a

margin of error (e). It's a random sampling technique formula to estimate

sampling size. It is computed as n = N / (1+Ne2).

whereas:
n = no. of samples
N = total population
e = error margin / margin of error
4. Likert Scale

The Likert Scaling Technique was used in the study. It assigns one

scale value of each of the different responses. To analyze responses to a

Likert Scale, each category was to be assigned to a numerical value such

as Strongly Agree/Always Met which was equal to 5 and Strongly

Disagree/Very Often Not Met which is equal was 1. The total assigned

value will be determined by using the weighted mean. The scoring

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systems for each item must be such a high score consistently reflects a

favorable response and a low score consistently reflects an unfavorable

response.

Verbal Interpretation of Respondents Replies with Regard to Agreement

Weighted Mean Scale Verbal Interpretation

4.51 5.0 5 Strongly Agree
3.51 4.50 4 Agree

2.51 3.50 3 Undecided

1.51 2.50 2 Disagree

1.0 1.50 1 Strongly Disagree

Chapter 4

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter presents the analysis and interpretation of data obtained from a

survey of the respondents profile, their assessment of the customer service of

32

Dominos Pizza and the significant difference. The following are the results of the

study:

Problem 1.Profile of the Respondents

1.1 Age

Table 1

Frequency and Percent Distribution of the

Respondents by Age

Age Frequency Percent

16 21 years old 291 72.8
22 27 years old 60 15.0
28 33 years old 30 7.5
34 39 years old 8 2.0
40 years old and above 11 2.7
TOTAL 400 100.0

Table 1 shows that of the 400 respondents of this study, 291 or 72.8% are aged

16 to 21 years old, 60 or 15.0% are aged 22 to 27 years old, 30 or 7.5% are aged

28 to 33 years old, 11 or 2.7% are aged 40 years old and above, and 8 or 2.0%

are aged 34 to 39 years old. The results may indicate that Domino Pizzas

customers are predominantly young people. According to Dugan (2015),

research reveals that 16 to 24-year-olds are spending more on food than any

other age group because they know so little about cooking. She quoted Sixsmith

who said that this generation knows less about cooking not only because they

have no time but also because of the availability and cheapness of ready meals.
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1.2Sex

Table 2

Frequency and Percent Distribution of the

Respondents by Sex

Sex Frequency Percent

Male 163 40.8
Female 237 59.2
TOTAL 400 100.0

Table 2 shows that of the 400 respondents, 163 or 40.8% are male, and 237

or 59.2% are female. Conducted by Smart Flour Foods and the Center for

Generational Kinetics, the study was compiled from 10-minute surveys filled out

by 1,004 adults whose practice of ordering pizza from restaurants (or buying

frozen pizza) every month classified them as "pizza lovers." The results were

pretty surprising: not only were 63% of all pizza lovers women, but 41% of those

women fell into the "Millennial" age bracket. What's more, 68% of pizza lovers

actually reported exercising at least two times per week, a far cry from the

greasy-fingered couch potato one generally associates with the hedonistic

pleasures of pizza. Just how important are those pizza pleasures? 8% of pizza

lovers said they'd rather go a year without sex than without pizza, which only

reinforces the fact that most pizza lovers are undoubtedly female.

1.3 Civil Status

Table 3

Frequency and Percent Distribution of the

Respondents by Civil Status

Civil Status Frequency Percent

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Single 324 81.0

Married 76 19.0
TOTAL 400 100.0

Table 3 shows that of the 400 respondents, 324 or 81.0% are single, and 76

or 19.0% are married. This shows that single people are more likely to eat at

Dominos Pizza than married people.

1.4 Frequency of Buying

Table 4

Frequency and Percent Distribution of the

Respondents by Frequency of Buying

Frequency of Buying Frequency Percent

Once a month 103 25.8
2 3 times a month 47 11.7
Occasionally 250 62.5
TOTAL 400 100.0

Table 4 shows that of the 400 respondents, 103 or 25.8% buys once a month,

47 or 11.7% buys 2-3 times a month, and 250 or 62.5% buys occasionally. This

shows that most of the respondents buys or eats at Dominos Pizza just

occasionally.

2. Respondents Level of Satisfaction on the Customer Service of

Dominos Pizza

2.1 Facilities and Equipment

Table 5

Respondents Level of Satisfaction on the Customer Service of

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Dominos Pizza in Terms of Facilities and Equipment

Numerical
Description Verbal
Facilities and Equipment (Weighted Mean) Description
Comfort Room 3.74 Satisfied
Air Conditioning 3.82 Satisfied
Tables and Chairs 3.75 Satisfied
Floor Cleanliness 3.78 Satisfied
Ambiance 3.77 Satisfied
GRAND MEAN 3.77 Satisfied

Table 5 shows that the respondents are satisfied on the customer service of

Dominos Pizza in terms of its facilities Air Conditioning (ND of 3.82, VD of

Satisfied) and Tables and Chairs (ND of 3.75 and VD of Satisfied). According to

KisangRyu and Heesup Han (2011), study showed that facility aesthetics,

lighting, layout, and service staff had significant effects on disconfirmation.

Moreover, disconfirmation exerted a direct influence on customer satisfaction and

customer loyalty. Customer satisfaction also positively influenced customer

loyalty.

2.2 Employees

Table 6

Respondents Level of Satisfaction on the Customer

Service of Dominos Pizza in Terms of Employees

Numerical
Description Verbal
Employees (Weighted Mean) Description
Grooming/Attire 3.86 Satisfied
Behavior/ Courtesy 3.85 Satisfied
Service 3.82 Satisfied
GRAND MEAN 3.84 Satisfied
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It can be seen from Table 6 that the respondents are satisfied on the

customer service of Dominos Pizza in terms of its employees Grooming/Attire

(WM=3.86), Behavior/Courtesy (WM=3.85), and Service (WM=3.82). This result

may imply that the companys leadership place importance not only on the

satisfaction of its customers but also on the satisfaction of its employees.

According to the article The food chain of employee and customer satisfaction

(2013), customer loyalty can only come about through the value of the service

that they receive from the employees. The employees, on the other hand, derive

satisfaction from useful, empowering support service structures of the company

that enable them to deliver excellent service to the customers.

2.3 Food

Table 7

Respondents Level of Satisfaction on the Customer

Service of Dominos Pizza in Terms of Food

Numerical
Description Verbal
Food (Weighted Mean) Description
Taste 4.04 Satisfied
Appearance 3.99 Satisfied
Freshness 4.00 Satisfied
GRAND MEAN 4.01 Satisfied
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Table 7 shows that the respondents are satisfied on the customer service of

Dominos Pizza in terms of the foods Taste (ND of 4.04, VD of Satisfied) and

Appearance (ND of 3.99 and VD of Satisfied). According to Menuism (2012),

professional chefs know that part of the secret of delivering delectable food is the

way in which it is presented. As well as being cooked and seasoned properly,

food needs to be presented in a way that is appetizing to the eye as well as to

the palate. In a smart restaurant, every plate is carefully inspected before it is

sent off by the waiter to the diner, to ensure that it fulfills its visual purpose.

Our eyes have been conditioned to see certain foods in a particular way and

while some colors stimulate the taste buds, others are capable of killing the

appetite.

2.4 Delivery Services

Table 8

Respondents Level of Satisfaction on the Customer Service of

Dominos Pizza in Terms of Delivery Service

Numerical
Description Verbal
Delivery Service (Weighted Mean) Description
Convenience 3.82 Satisfied
Timeliness 3.74 Satisfied
Availability 3.70 Satisfied
GRAND MEAN 3.76 Satisfied
38

Table 8 shows that the respondents are satisfied on the customer service of

Dominos Pizza in terms of its delivery service Convenience (ND of 3.82, VD of

Satisfied) and Availability (ND of 3.70 and VD of Satisfied). According to Megan

Hunt, the focus of consumer groups and enterprise awards on delivery services

recognizes their importance in the fulfillment process. Major brand leaders are

already using the service. Smaller e-tailers need to weigh the cost of using a

premium delivery service for their express deliveries, against the positive

feedback they are likely to receive from their customers.

3. Significant Difference in the Respondents Level of Satisfaction on

the Customer Service of Dominos Pizza by Profile

3.1 By Age
Table 9

Significant Difference in the Respondents Level of Satisfaction on the

Customer Service of Dominos Pizza by Age

Aspects of Customer
Service F-value p-value Decision Remarks
Facilities and Equipment 2.212 .067 Accept Ho Not Significant
Employees .478 .762 Accept Ho Not Significant
Food 2.018 .091 Accept Ho Not Significant
Delivery of Service .994 .411 Accept Ho Not Significant
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As shown in Table 9, Facilities and Equipment obtained an F=2.212 with a

p=.067, Food obtained an F=2.018 with a p=.091, Delivery of Service obtained

an F=.994 with a p=.411 and Employees obtained an F=.478 with a p=.762.

Since all the p-values are greater than the assumed level of significance of .05,

the null hypotheses were accepted. This means that, statistically, the

respondents levels of satisfaction on the customer service of Dominos Pizza by

age are the same.

3.2 By Sex

Table 10

Significant Difference in the Respondents Level of Satisfaction on the

Customer Service of Dominos Pizza by Sex

Aspects of Customer
Service t-value p-value Decision Remarks
Facilities and Equipment .900 .368 Accept Ho Not Significant
Employees 1.852 .065 Accept Ho Not Significant
Food -.554 .580 Accept Ho Not Significant
Delivery of Service .587 .557 Accept Ho Not Significant
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As shown in Table 10, Employees obtained an F=1.852 with a p=.065,

Facilities and Equipment obtained an F=.900 with a p=.368, Delivery of Service

obtained an F=.587 with a p=.557 and Food obtained an F=-.554 with a p=.580.

Since all the p-values are greater than the assumed level of significance of .05,

the null hypotheses were accepted. This means that, statistically, the

respondents levels of satisfaction on the customer service of Dominos Pizza are

the same.

3.3 Civil Status

Table 11

Significant Difference in the Respondents Level of Satisfaction on the

Customer Service of Dominos Pizza by Civil Status

Aspects of Customer
Service t-value p-value Decision Remarks
Facilities and Equipment -1.426 .155 Accept Ho Not Significant
Employees -.542 .588 Accept Ho Not Significant
Food .899 .389 Accept Ho Not Significant
Delivery of Service -.580 .562 Accept Ho Not Significant

As shown in Table 11, Food obtained an F=.899 with a p=.389, Employees an

F=-.542 with a p=.588, Delivery of Service obtained an F=-.580 with a p=.562

and Facilities and Equipment obtained an F=-1.426 with a p=.155. Since all the

p-values are greater than the assumed level of significance of .05, the null

hypotheses were accepted. This means that, statistically, the respondents levels

of satisfaction on the customer service of Dominos Pizza are the same.

3.4 Frequency of Buying

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Table 12

Significant Difference in the Respondents Level of Satisfaction on the

Customer Service of Dominos Pizza by Frequency of Buying

Aspects of Customer
Service F-value p-value Decision Remarks
Facilities and Equipment 1.537 .216 Accept Ho Not Significant
Employees .590 .555 Accept Ho Not Significant
Food 2.344 .097 Accept Ho Not Significant
Delivery of Service .069 .933 Accept Ho Not Significant

As shown in Table 11, Food obtained an F=2.344 with a p=.933, Facilities and

Equipment obtained an F=1.537 with a p=.216, Employees an F=.590 with a

p=.555, and Delivery of Service obtained an F= .069 with a p=.933. Since all the

p-values are greater than the assumed level of significance of .05, the null

hypotheses were accepted. This means that, statistically, the respondents levels

of satisfaction on the customer service of Dominos Pizza are the same.

Chapter 5

SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATION

This chapter presents the summary of findings, conclusions and

recommendations based on the data and interpretation gathered in the

questionnaire.
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Summary

The study aimed to determine the customers level of satisfaction regarding

the customer service of Dominos Pizza in terms of facilities and equipment,

employees, food and delivery service. This study used the descriptive method of

research. The descriptive research method is a study designed to depict the

respondents in an accurate way. The questionnaire is the main instrument used

for this study. We gave them out to the customers of Dominos pizza in

Muntinlupa, Sampaloc, and Tondo branches. The statistical tools used are

frequency and percentage distribution, weighted mean, Slovins formula and the

Likert Scaling Technique.

Findings

The following are the findings of the study:

1. Profile of the Respondents

As to age, 16-20 years old got the highest frequency of 291 or a

percentage of 72.8%,whereas 34-39 years old got the lowest

frequency of 8 or a percentage of 2.0%; as to sex, Female got the

highest frequency of 237 or a percentage of 59.2%, whereas Male got

the lowest frequency of 163 or a percentage of 40.9%; as to civil

43

status, Single got the highest frequency of 324 or a percentage of

81.0%, whereas Married got the lowest frequency of 76 or a

percentage of 19.0%; and as to frequency of buying, Occasionally got

the highest frequency of 250 or a percentage of 62.5%, whereas 2-3

times a month got the lowest frequency of 47 or a percentage of

11.7%.
2. Assessment on Customer Service of Dominos Pizza
As to facilities and equipment, Air Conditioning got the highest with

3.82 weighted mean, whereas Comfort Room got the lowest with 3.75

weighted mean; as to employees, Grooming and attire got the highest

with 3.86 weighted mean, whereas Service got the lowest with 3.82; as

to food, Taste got the highest with 4.04 weighted mean, whereas

Appearance got the lowest with 3.99 weighted mean; and as to

delivery service. Convenience got the highest with 3.82 weighted

mean, whereas Availability got the lowest with 3.70 weighted mean.
3. Significant Difference
As to age, the hypothesis was accepted; as to sex, the hypothesis was

accepted; as to civil status, the hypothesis was accepted; and as to

frequency of buying, the hypothesis was accepted.

Conclusions

Based on the findings, the following conclusions were made:

1. Profile of the Respondents

Based on the findings, the majority of the respondents are 16-20

years old; majority are female; majority are single; and majority

buys occasionally.
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2. Assessment on Customer Service of Dominos Pizza

In terms of facilities and equipments, the grand mean is 3.77; in

terms of employees, the grand mean is 3.84; in terms of food, the

grand mean is 4.01; and in terms of delivery service, the grand

mean is 3.76.
3. Significant Difference
There is no significant difference in the respondents assessment of the

customer service of Dominos Pizza when they are grouped according

to profile.

Recommendations

Based from the conclusions drawn, the following recommendations were

given.

1. Since the survey resulted that most customers are 16-20 years old,

they should create a promo for older people so they will keep coming

to their store.
2. As the survey revealed that the tables and chairs got the lowest

weighted mean on the facilities and equipment, maybe they should put

focus more on the quality of their tables and chairs.

3. The company must provide great customer service so some incidents

may not happen again.

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4. The company must maintain or improve their customer service for the

result has already shown that it is already somehow good and

effective.