© 2019 JETIR March 2019, Volume 6, Issue 3 www.jetir.org (ISSN-2349-5162)

JETIRAI06029 Journal of Emerging Technologies and Innovative Research (JETIR) www.jetir.org 193

An Analytical Study of Customer

Satisfaction towards Food Chain

( Special reference to the Domino’s

Pizza Chain in Ratlam city )

Dr. Rajesh Jain

CHIMC , Indore

Abstract

Domino's Pizza, Inc.,[now branded simply as Domino's, is an American pizza restaurant chain

founded in 1960. The corporation is headquartered at the Domino's Farms Office Park

in Ann Arbor, Michigan. In February 2018, the chain became the largest pizza seller

worldwide in terms of sales. The main objectives of this research paper to identify the factors

that influences the decisions of consumers Preference towards restaurant & to examine the

consumption pattern in restaurant. A five point multi item liker t scale (1- strongly agree and

5- strongly disagree.) will be used for the study the research will be conducted in Ratlam.

Sample size of 250 respondents in the age group 18 to 25 year and more than 40 year above

will be taken for the survey. Out of all the respondent 62% are male and 38% are female. Out

of all the respondent 30% are comes under once a week, 40% are more than once a week, 10%

once a month, and 20% comes in very rare. There is association customer satisfaction across

the gender & the income. This research aims to provide a better understanding of the

consumer decision-making process for restaurants in India.

Keywords : Domino’s , influences, consumption, respondent, Sample size.

1.1 Introduction

Domino's Pizza, Inc.,now branded simply as Domino's, is an American pizza restaurant chain

founded in 1960. The corporation is headquartered at the Domino's Farms Office Park in Ann

Arbor, Michigan. In February 2018, the chain became the largest pizza seller worldwide in terms

of sales. In 2004, after 44 years as a privately held company, Domino's began trading common

stock on the New York Stock Exchange under the ticker symbol "DPZ". Industry trade

publication Pizza Today magazine named Domino's Pizza "Chain of the Year" in 2003, 2010,

and 2011. In a simultaneous celebration in January 2006, Domino's opened its 5,000th U.S. store

in Huntley, Illinois, and its 3,000th international store in Panama City, Panama, making 8,000

total stores for the system. In August 2006, the Domino's location in Tallaght, Dublin, Ireland,

became the first store in Domino's history to hit a turnover of $3 million (€2.35 million) per

© 2019 JETIR March 2019, Volume 6, Issue 3 www.jetir.org (ISSN-2349-5162)

JETIRAI06029 Journal of Emerging Technologies and Innovative Research (JETIR) www.jetir.org 194

year. As of September 2006, Domino's has 8,200+ stores worldwide, which totaled $1.4 billion

in gross income. In 2016, Domino’s cooperated with Starship Technologies and applied self-

driving robots to deliver pizzas in specific German and Dutch cities. In 2016, Domino's in New

Zealand delivered the world's first pizza delivery by unmanned aerial vehicle using the DRU

Drone by Flirty. In February 2017, Domino's launched a wedding registry with gifts delivered in

the form of Domino's Gift cards. Customers have the option of signing up for Domino's pizza

package to be served for the event. In June 2018, Domino's began repairing potholes in America

as part of its "Paving for Pizza" initiative to prevent its pizzas from being damaged in transit.

1.2 Research Objectives

1. To identify the factors that influences the decisions of consumers Preference towards

restaurant.

2. To determine the most important factors that affect consumers’ choice and satisfaction

towards restaurant.

3. To examine the consumption pattern in restaurant

4. To study the opinion about the service in restaurant.

1.3 Research Methodology

The research is based on primary and secondary data collection methods and the research type is

descriptive. A structured questionnaire will be designed to gather information for primary data

and, for secondary data-internet, books and websites previous dissertations/research

papers/marketing journals/magazines/text etc will be used. A five point multi item liker t scale

(1- strongly agree and 5- strongly disagree.) will be used for the study the research will be

conducted in Ratlam. It will involve gathering of information from the customers who visit at

Domino’s Pizza restaurant. Convenience sampling method will be used to get the responses from

target population. Sample size of 250 (working and non working) respondents in the age group

18 to 25 year and more than 40 year above will be taken for the survey. To do the research

following statistical tools will be used: percentage analysis, Rank analysis, Chi-square analysis,

T-test.

1.4 Hypothesis

1. H1-HA: There is association between Items preferred in Restaurant across Gender.

2. H2-HA: There is no association between Items preferred in Restaurant across

Income.

3. H3- HA: There is no association between Customer satisfactions across the Gender

4. H4- HA: There is no association between Customer satisfactions across the Income.

1.5 Research Contribution

This research aims to provide a better understanding of the consumer decision-making process

for restaurants in India. Understanding restaurant choice behavior can assist restaurant marketers

and practitioners when they develop marketing strategies and enable them to select the most

salient attributes to attract and retain customers. Furthermore, a theoretical model of restaurant

selection behavior in India developed in this study will help to provide a useful framework for

future research regarding consumer behavior in the restaurant industry.

© 2019 JETIR March 2019, Volume 6, Issue 3 www.jetir.org (ISSN-2349-5162)

JETIRAI06029 Journal of Emerging Technologies and Innovative Research (JETIR) www.jetir.org 195

1.6 Review of Literature

Previous studies on consumer behavior in the restaurant context have identified a number of

factors that consumers consider important in their restaurant selection. Auty (2010) identified the

choice factors in the restaurant decision process based on four occasions: a celebration, social

occasion, convenience/quick meal, and business Meal. Food type, food quality and value for

money were found as the most important Choice variables for consumers when choosing a

restaurant. The Kevel’s (2006) results Showed that the relative importance of the restaurant

choice factors differed considerably by restaurant type, dining occasion, age, and occupation.

The studies of consumer behavior in ethnic restaurants are relatively limited. Previous ethnic

restaurant studies have focused on consumers’ perceptions and attitudes or on a particular

cuisine.

1.7 Analysis and Discussion

In the data analysis there is classification and Frequency of different demographic profile like as

“Gender and Income statement. Chi-square test, T- test, as help to understand the relation

between different demographic factors, customer preference and satisfaction. from the cross

tabulation of different factors I make the relation then apply the chi-square test on the basis of

the test result we come to know the Association or No association among different factors.

Table 1 : Mean value among different measures

Statement SA A N D SD M St. D

Food is served hot and fresh 61 25 3 _ _ 1.92 0.64

The menu has a good variety of item 26 55 5 2 1 1.36 0.79

The quality of food is excellent 42 39 6 2 _ 1.08 0.59

The order is taken correctly and there were no

discrepancies while serving the item

38 40 8 3 2 1.56 0.62

SA(1)= Strongly agree, A (2) =Agree, N (3) = Neutral, D(4) Disagree, SD (5) Strongly disagree,

St. D = Standard deviation

Interpretation : From above Table, it is being Interpreted that the :

Mean value for food is served hot and fresh is 1.92

Mean value for the menu has a good variety of item is 1.36

Mean value for the quality of food is excellent is 1.08

Mean value for the order is taken correctly and there were no discrepancies while serving

the item is 1.56

(A) Chi-Square Test Item Preferred In Restaurant Across The Demographical Factor

Hypothesis 1

Ho : There is no association between Gender and Item preferred in restaurant

HA : There is association between Gender and Item preferred in restaurant.

Table 2

Chi-Square Tests Value df Asymp. Sig. (2-sided)

Pearson ChiSquare 18.54 2 0.0003

Likelihood Ratio 13.17 2 0.0003

Linear-by-Linear Association 16.42 1 0.0002

N of Valid Cases 89 _ _

Inference : The above HO : is Rejected (chi-square with 4 degree of freedom=18.54,

p=.0003). There is no association Item preferred in restaurant across the Gender.

© 2019 JETIR March 2019, Volume 6, Issue 3 www.jetir.org (ISSN-2349-5162)

JETIRAI06029 Journal of Emerging Technologies and Innovative Research (JETIR) www.jetir.org 196

Hypothesis 2

Ho : There is association between Income and Item preferred in restaurant

HA : There is no association between Income and Item preferred in restaurant

Table 3

Chi-Square Tests Value df Asymp. Sig. (2-sided)

Pearson ChiSquare 6.48 4 0.087

Likelihood Ratio 7.22 4 0.096

Linear-by-Linear Association 3.60 1 0.084

N of Valid Cases 89 _ _

Inference : The above HO : is accepted. (Chi Square with 4 degree of freedom=6.48, p=

0.087). There is association Item preferred in restaurant across the Income.

(B) Ranking of factor for preferring a particular restaurant

Table 4

Serial No 1 2 3 4 5 6 7 8 WAS Rank

Factor Count Count Count Count Count Count Count Count _ _

Quality 46 10 8 6 11 2 1 5 6.44 3

Rates 6 26 16 21 9 3 5 3 5.49 2

Variety in

the menu

2 6 16 4 9 24 12 16 3.61 6

Cleanliness 3 15 21 20 12 7 8 3 4.93 5

Location 13 13 10 19 18 8 6 2 5.16 4

Good taste 19 15 8 10 14 12 9 2 5.25 1

Inference : The Table 4 gives the distribution of the respondent according to the ranking

of the factor for preference towards a particular restaurant….The food good taste was

ranked 1st , 2nd for rates, 3rd for quality, 4th for location, 5th for cleanliness, 6th for

variety in the menu.

(C) T-Test For Analyzing The Customer Satisfaction Across The Gender

Hypothesis 3

Ho : There is association between Customer satisfactions across the Gender

HA : There is no association between Customer satisfactions across the Gender

Quality RatesVariety inthe Manu

Cleanliness LocationGoodTaste

Series1 3 2 6 5 4 1

0

1

2

3

4

5

6

7

Ranking of factor for preferring a particular restaurant

© 2019 JETIR March 2019, Volume 6, Issue 3 www.jetir.org (ISSN-2349-5162)

JETIRAI06029 Journal of Emerging Technologies and Innovative Research (JETIR) www.jetir.org 197

Table 5

Levine’s Test for Equality of Variance s t-test for Equality of Means

F Sig. t df Sig. (2-tailed)

Equal variances assumed 4.92 0.05 1.39 87 0.21

Inference : The above HO : is Accepted, (p=.21> .05, t= 1.39).There is association

Customer satisfaction across the Gender.

Hypothesis 4

Ho : There is association between Customer Satisfactions across the Income

HA : There is no association between Customer Satisfaction across the Income

Table 6

Sum of Squares df Mean Square F Sig.

Between Groups 5.09 18 0.37 0.529 0.74

Within Groups 31.69 70 0.42 _ _

Total 40.54 88 _ _ _

Inference : The above HO : is Accepted (p=0.74 p>.37, f=.529) There is association

Customer Satisfaction across the Income.

1.8 Results and Findings

Out of all the respondent 62% are male and 38% are female

Out of all the respondent 61% comes under less than 30000 Rs.29% are 30000-40000 and

10% comes under over 40000 Rs.

Out of all the respondent 30% are comes under once a week, 40% are more than once a

week, 10% once a month, and 20 % comes in very rare

Out of all respondent 36% are vegetarian, 24% Non vegetarian and 40% are come under

both. Out of all the respondent 9% are goes for Breakfast, 21% Lunch and 70% Dinner.

Out of all the responded 10% Respondent willing to pay 100-200, 25% 300-500, 45%

600-800 and 20% comes in more than 800.

There is no association item preferred in restaurant across the gender.

There is association item preferred in restaurant across the income.

There is association customer satisfaction across the gender & the income.

1.9 Conclusion

It is evident from the study that majority of the consumer have visited different restaurant at

different times. So the restaurant owner has to take steps to retain the customer and make them a

permanent customer. Majority of respondent came to know about the restaurant through their

friends .and restaurant advertise in local media news paper, magazines to attract more customer.

From the study majority of people are male who visit to restaurant ,and mostly are youngster ,

their qualification are post graduate income level of respondent is good they mostly visited in

restaurant in a week and from the data majority of people like to non-vegetarian and around 59%

are go for heavy meals its show the majority of people who visit have to take heavy meals

Quality and taste are the two major factor consider by the respondent in selecting a restaurant, so

the restaurant owner, should not compromise on these aspect at any cost.

© 2019 JETIR March 2019, Volume 6, Issue 3 www.jetir.org (ISSN-2349-5162)

JETIRAI06029 Journal of Emerging Technologies and Innovative Research (JETIR) www.jetir.org 198

1.10 References

1. https://www.b2binternational.com/publications/customer-satisfaction-survey

2. https://www.retail-week.com

3. www.smartinsights.com/goal-setting.../customer...

4. https://www.getfeedback.com/examples/customer-satisfaction

5. www.indiacom.com/yellow-pages/restaurantsratlam

6. https://www.zomato.com › Ratlam

7. https://www.tripadvisor.com › Asia › India

8. India: Reed. Burton, S. (2013). The framing of purchase for services. The Journal of

Services Marketing, 4(4), 55-66. Cadotte, E. R. & Turgeon, N. (2010). Key factors in

guest satisfaction. Cornell Hotel and Restaurant Administration Quarterly, 28(4), 44-51.

9. Bailey, R., & Earle, M (2011). Home cooking to takeaways: Changes in food

consumption in India during 1880-1990. Palmerston North, India : Massey University

10. American Academy of Business, 2(1), 58-65. BenAkiva, M., & Lerman, S. R. (2014).

Discrete choice analysis: Theory and application to travel demand. Cambridge: MIT

press.