INTRODUCTION Domino's Pizza India Ltd.

was incorporated in March 1995 as the master franchisee for India and Nepal, of Domino's Pizza International Inc., of USA. Moreover, the company holds the master franchisee rights for Sri Lanka and Bangladesh through its wholly owned subsidiary. Mr. Shyam S. Bhatia and Mr. Hari S. Bhatia of the Jubilant Organosys Group were the promoters of the company since inception; 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 country wide network around 250 outlets in 49 cities and is the leader in the fast food delivery segment. E v e r s i n c e i t w a s e s t a b l i s h e d , D o m i n o ' s P i z z a I n d i a h a s m a i n t a i n e d i t s p o s i t i o n o f m a r k e t leadership with its constant product innovation and maintenance of stringent service standards. More importantly, it has established a reputation for being a home delivery specialist capable of delivering its pizzas within 30 minutes to its community of loyal customers from its entire chain o f s t o r e s around the country. Customers can order their pizzas by calling the c o u n t r yw i d e Happiness Hotline - 1800-111-123 and 44448888 which is valid only for NCR, Delhi, Mumbai and Bangalore. Domino's vision is focused on Exceptional people on a mission to be the best pizza delivery company in the world!"

Domino's is committed to bringing fun and excitement to the lives of our customers by delivering delicious pizzas to their doorstep in 30 minutes or less, and all its strategies are aimed at fulfilling this commitment towards its large and ever-growing customer base. Domino's constantly strives to develop products that suit the tastes of its customers, thereby bringing out the Wow effect (the feel good factor). Domino's believes strongly in the strategy of Think local and act regional'. Thus, time and again Domino's has been innovating toppings suitable to the taste buds of the local populace and these have been very well accepted by the Indian market.

Just a decade ago, it might have been hard to imagine that the take- out food of choice for millions of Indians would be baked goods of Italian origin. But since then, calling for a Pizza has become quite the urban ritual, though its possible that many of the pies that are rushed homes wouldnt be recognized in the country of origin.

Like most consumer brand successes, pizza has been customized for the Indian market, from its toppings to its delivery models. And in this fast-growing category, its bunch of home grown brands that have turned into stars, leading the way for MNCs to pick up the crumbs from the table. Around 70% of Indias population of more than one billion belongs to the young generation who are more inclined to fast food. The fast food industry is known as a strong rational for its expansion in the market.

LITERATURE REVIEW

The Company is the market leader in the organized pizza market with a 54% market share (Euro monitor Report 2010) and 70% share in the pizza home delivery segment in India, The Company has strengthened its portfolio by entering into an agreement with Dunkin' Donuts Franchising LLC, for developing the Dunkin' Donuts brand and operating restaurants in India. Over the period since 1996, Dominos Pizza India has remained focused on delivering great tasting Pizzas and sides, superior quality, exceptional customer service and value for money offerings. We have endeavored to establish a reputation for being a home delivery specialist capable of delivering pizzas within 30 minutes or else FREE to a community of loyal consumers from all our stores around the country. Dominos constantly strives to develop products that suit the tastes of our consumers and hence delighting them. Dominos believes strongly in the strategy of Think global and act local. Thus, time and again we have been innovating with delicious new products such as crusts, toppings and flavors suitable to the taste buds of Indian Consumers. Further providing value for money and affordable products to our consumers has been an important part of our efforts. Our initiatives such as Fun Meal and Pizza Mania have been extremely popular with consumers looking for an affordable and value for money meal option. Dominos believes that when a box of pizza is opened, family and friends come together to share the pizza. Hence, our brand positioning:Yeh Hai Rishton Ka Time

Customer Satisfaction According to Hasemark and Albinsson (2004) cited in Singh (2006:1) satisfaction is an overall attitude towards a product provider or an emotional reaction to the difference between what customers expect and what they actually receive regarding the fulfillment of a need. Kotler (2000); Hoyer & MacInnis (2001) also define satisfaction as a persons feelings of pleasure, excitement, delight or disappointment which results from comparing a products perceived performance to his or her expectations. Satisfaction means the contentment one feels when one has fulfilled a desire, need or expectation. Furthermore, Customer satisfaction can be a measure of how happy customers are with the services and products of a supermarket. Keeping customers happy is of tremendous benefit to

companies. Satisfied customers are more likely to stay loyal, consume more and are more likely to recommend their friends to the business. Ciavolino & Dahlgaard (2007) suggest that customer satisfaction can be defined as the overall evaluation of the service performances or utilization. Customer satisfaction can also be measured using some questions like, considering all your experience of company X, how satisfied are you in general on a scale from completely satisfied to dissatisfied? Another question could be to what degree did company X fulfill your expectations? On a scale of much less than expected to much more than expected? ( Ryan et al 1995). According to Hoyer & MacInnis (2001) satisfaction can be associated with feelings of acceptance, relief, excitement and delight. Furthermore, Zairi (2000) says that many studies have viewed the impact of customer satisfaction on repeat purchase, loyalty and retention and they have all echoed concern that customers who are satisfied are most likely to share their experiences with other people with regards to about five to six people. Additionally, this research is supported by La Barbera & Mazarsky (1983) who also imply that satisfaction influences repurchase intentions whereas dissatisfaction is seen as a primary reason for customer defection or discontinuation of purchase. Hoyer & MacInnis (2001) also say that dissatisfied customers can choose to discontinue purchasing the goods or services and engage in negative word of mouth. Since a lot of research has been performed in the field of customer satisfaction, many definitions have been formulated as to what Customer satisfaction entails. However, for the purpose of this paper while defining satisfaction, we refer to the customers satisfaction with the stores which they visit often.

Dimensions of customer Satisfaction.

Satisfaction according to Hokanson (1995) is affected by many factors which include friendly employees, courteous employees, knowledgeable employees, and helpful employees, accuracy of billing, competitive pricing, service quality, good value and quick service. For purposes of this study, we concentrate on nine dimensions of customer satisfaction which are Location, Additional Services, product quality, Service Quality, Facilities, Reliability, process, Value for money, Staff and Personnel service.

HUNGRY KYA ! The first thing that comes to your mind after hearing HUNGRY KYA! Is of course dominos. We are here to brief you about the total existence of dominos in India and its consumer. We will provide you some food for thought as to how dominos managed to become the PIZZAS KING of South Asia. As we go further you will be surprised to know that today pizzas are just not an alternative snack dish, but much more on them than we can see.

30 Minutes and Doorbell ! Heres how an ordered pizza covers the journey from pan to your home Have you ever spared thought, while chomping your favorite pizza, how it always got home within 30 minutes of placing the order on phone? And how time could never beat the friendly delivery boy even by a minute, crushing your free pizza dream? Well, heres why. They do scientific survey of city traffic to ensure delivery of our pizza within 30 minutes, Revealing how they are able to ensure delivery within half an hour?, they prepare master plan to reach the destination within time. They send out their senior managers on bikes and check high traffic hours and calculate the actual time of delivery, all their employees are duly trained to deliver pizza safely and snags ? Even changes in traffic scenario , like construction of bridges and closing of passengers are taken into account and the schedule is changed accordingly they are able to deliver pizza within 30 minutes in 99 percent cases, else is give free to the customer. Here another surprise A few people know that they do not allow employee to drive the bike speed of more than 40 km/ph. Their safety is paramount to them. That is why they call them Safe Delivery Persons (SDP). Informing that they have 3,000 bikes on the Indian roads for delivering pizza, Slogan before leaving for delivery: You have to drive safe. I also find out that soon every bike will have a speed control meter to further check SDP.

OBJECTIVE OF THE STUDY:

To do customer value analysis which includes identifying the major attributes that customers value in a fast food chain restaurant, assessing the different attributes. To shed light on different aspects that a service based food chain must follow in order to increase its market share and for being on acontinuous growth stream. To identify different activities that an aggressive company like Dominos follow in order to establish itself in a local market and increasing sales by being in customers mind and heart. To know the consumer perception and Preference about Dominos products quality of the

RESEARCH METHODOLOGY
The study conceptualizes to find out the factors that impinge on the loyalty of customer. A Questionnaire was framed in the format of Likert scale for data collection. The responses ranged between highly agree to highly dissatisfy. Universe of the study was 100 respondents of Dominos Pizza in Bilaspur City.Therefore, the study meets this basic requirement. The main questions answered through the study are:

1. They are satisfied or not with their product.

2. What are the major factors that influence the satisfaction of customer ?

Population

General public within Bilaspur city of Chhattisgarh were treated as the population of this study. Survey was targeted to the Dominos Pizza users.

Procedure

It was decided to collect at least 100 questionnaires to well support to come at reasonable conclusion therefore, 100 questionnaires were floated among subjects using non-probability convenience sampling method. The respondents were asked to apprise about their feelings or emotional bonding with preferred their product solicit factual responses in timely manner. Data obtained in this regard was punched and analyze

Measures

Questionnaire as an instrument was used for this study which contained brief description about the purpose and the significance of the study. The first part was consisting of eight items to know the demography of the customer such as gender, age, service, rate, order, time etc Second part was based on7 items to measure customer satisfactio, fairness price and service. All the items were supported with 5 point Likert scale ranging from (a) Strongly Agree, (b) Agree (c) Neither Agree nor Disagree (d) Disagree (e) Strongly disagree. The questionnaire was selfdeveloped however some items regarding customerSatisfaction was taken from the study of (Sweeney and Swait, 2008). Cronbachs Alpha values inRespect of each variables are given in table-I. Respondents were also ensured about the confidentiality as information shared in this regard would be used for the academic and research purposes.

The methodology to conduct the study was composed of different tasks as follows : 1. A review of literature on customer satisfaction in towards Dominos Pizza in order to define the comprehensive scope of the study and ensuring its objectivity.

2. Exploratory research was based on a stratified random sample survey, a series of structured interviews and few focus group discussions. The sample size of 100 for the survey was drawn from various categories of consumers and thus appropriate representation of all market segments was ensured. The length of survey questionnaire was kept optimum to avoid the psychological burden of responding for the sampled consumers. The information collected through survey was supplemented by conducting a few Focus Group Discussions with the market segmentation.

3. Analytical Framework for the study is aimed at getting an insight in to the behavior of customers by analyzing the data / information gathered through exploratory research.

Research Methodology
SAMPLE SIZE 100 DOMINOS PIZZA CUSTOMER DOMINOS PIZZA CUSTOMER

SAMPLE UNIT

UNIVERSE

BILASPUR CITY.

RESEARCH DESIGN

DESCRIPTIVE RESEARCH

STATISTICAL SCALE TEST APPLIED PRIMARY DATA SOURCE SECONDARY DATA SOURCE

LIKERT SCALE CHI SQUARE TEST STRUCTURED QUESTIONNAIRE INTERNET, MAGAZINES, EXISTING LITERATURES, RESEARCH PAPERS.
CHI SQUARE = (OI-EI)2/N

CHI-TEST

Table no. 4.1

HYPOTHESIS FORMULATION:1) Value for money:-

H01- There is no significant difference in value for money of respondents in Bilaspur city.

2) Problem in odering :H02- There is no significant difference in placing order in Dominos from respondents in Bilaspur city.

3) Information:H03- There is no significant difference in providing information from staff of Dominos of respondents in Bilaspur city.

4) Service :H04- There is no significant difference in service of Dominos of respondents in Bilaspur city. 5) First choice:H05- There is no significant difference in first choice of respondents in Bilaspur city. 6) Keeping promise:H06- There is no significant difference in keeping promise of respondents in Bilaspur city. 7) 30 minutes nahi to free:H07- There is no significant difference in 30 minutes nahi to free of respondents in Bilaspur city.

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8) Refuses to take order:H08- There is no significant difference refuses to take order of respondents in Bilaspur city. 9) Recommendation to other:H09- There is no significant difference of Recommendation to other of respondents in Bilaspur city

10) Overall experience:H010- There is no significant difference of overall experience of respondents in Bilaspur city

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AGE:

15-25 55

25-35 29

35-45 11

Age 45-55 5

More than 55

Total 100

Table no. 5.1

60 50 40

55

29 30 20 10 0 15-25 25-35 35-45 45-55 More than 55 11 5 0 Series1

Fig, no. 5.1

Interpretation:- It is inferred that 55% are 15-25, 29% customers are 25-35 age group , 11% are 35-45, 5% are 45-55, and 0% are more than 55 years old.

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Q.1.

How often do you visit Dominos.

Visit Weekly monthly Occasionally 45 23 32

Table no. 5.2

45 40 35 30 25 20 15 10 5 0 Weekly Visit monthly occasionally 23 45 32 Series1

Fig. no. 5.2

Interpretation:- It is inferred that 45% are visit weekly, 23% are visit monthly and 32% are occasionally.

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Q. 2

I Fell difficulties while placing order directly

1 0

2 12

Difficulties 3 28

4 60

5 0

Total 100

Table no. 5.3

70 60 50 40 60 30 20 10 0 0 1 2 3 4 12 28 0 5 Series3 Series2 Series1

Fig. no. 5.3 Interpretation:- It is inferred that 0% are strongly agree, 12% are agree, 28% are cant say, 60% are disagree and 0% are highly disagree

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Q. 3

Dominos staff is always able to provide me with the information that I require.

1 0

Information 2 90

Total 3 5 4 5 5 0 100

Table no. 5.4

100 90 80 70 60 50 40 30 20 10 0 0 1 2 5 3 5 4 0 5 90 Series3 Series2 Series1

Fig. no . 5.4 Interpretation:- It is inferred that 0% are highly agree, 90% are agree, 5% are cant say, 5% are disagree and 0% are highly disagree from the above statement.

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Q. 4

I am satisfied by the services provided by the Dominos.

1 2

2 14

Service 3 15

4 69

5 0

Table no. 5.5

80 70 60 50 40 30 20 10 0 2 1 2 3 4 14 15 0 5 69 Series3 Series2 Series1

Fig. no. 5.5 Interpretation:- It is inferred that 2% are highly agree, 24% are agree, 15% are cant say, 69% are disagree and 0% are highly disagree from the above statement.

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Q. 5

Dominos would be my First choice.

1 2

First Choice 2 92

3 4

4 2

5 0

Table no.5.6

100 90 80 70 60 50 40 30 20 10 0 2 1 2 3 4 2 4 0 5 92 Series3 Series2 Series1

Fig. no. 5.6 Interpretation:- It is inferred that 2% are highly agree, 92% are agree, 4% are cant say, 3% are disagree and 0% are highly disagree from the above statement.

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Q. 6

Rate Dominos for keeping its promise.

Rate 1 12 2 12 3 68 4 6 5 2

Table no. 5.7

Series3 80 Series2 Series1 70 60 50 40 30 20 10 0 1 2 3 4 5 12 12 6 2 68

Fig. no. 5.7 Interpretation:- It is inferred that 2% are highly agree, 92% are agree, 4% are cant say, 3% are disagree and 0% are highly disagree from the above statement.

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Q.7

Rate Dominos for its 30 minutes nahi to free campaign

1 10

30 minuts nahi to free 2 3 34 48

4 4

5 4

Table no. 5.8

60 50 40 30 20 10 0 1 2 3 4 5 10 34 4 48

Series3 Series2 Series1

Fig. no. 5.8 Interpretation:- It is inferred that 10% are highly agree, 34% are agree, 48% are cant say, 4% are disagree and 4% are highly disagree from the above statement

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Q. 8

Dominos always gives value for money.

.
Value 1 11 2 12 3 34 4 39 5 4

Table no. 5.9

45 40 35 30 25 20 15 10 5 0 1 2 3 4 5 11 12 4 34 39 Series3 Series2 Series1

Fig. no. 5.9 Interpretation:- It is inferred that 11% are highly agree, 12% are agree, 34% are cant say, 39% are disagree and 4% are highly disagree from the above statement

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Q. 9

Dominos sometimes refuses to take order

1 2

2 14

Refuses 3 15

4 69

5 0

Table no. 5.10

80 70 60 50 40 30 20 10 0 2 1 2 3 4 14 15 0 5 69 Series3 Series2 Series1

Fig. no. 5.10 Interpretation:- It is inferred that 2% are highly agree, 14% are agree, 15% are cant say, 69% are disagree and 0% are highly disagree from the above statement

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Q. 10 I would recommend Dominos to other.

Recommend to others 1 2 3 73 7 20 Table no. 5.11

80 70 60 50 40 30 20 10 0 1 2 3 7 20 73 Series3 Series2 Series1

Fig. no. 5.11 Interpretation:- It is inferred that 73% are recommend to others, 7% are not and 20% are cant say.

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Q11 Whats your overall experience in dominios pizza.

1 0

2 15

Overall 3 10

4 63

5 12

Table no. 5.12

70 60 50 40 30 20 10 0 0 1 2 3 4 5 15 10 12 63 Series2 Series1

Fig. no. 5.12 Interpretation:- It is inferred that 0% are highly dissatisfied 15% are dissatisfied 10% are cant say 63% are satisfied and 12% are highly satisfied

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Chi Square test Highly dissatisfied 0 20 Oi Ei Oi-Ei (Oi-Ei)2 (Oi-Ei)2/Ei Table no. 5.13 Chi Square Can't say 10 20 10 25 -15 225 9 Highly satisfied 12 20 12 25 -13 169 6.76

Dissatisfied 15 20 15 25 -10 100 4

Satisfied 63 20 63 25 38 1444 57.76

77.52

Thus the value of chi square is 77.52 Degree of freedom : n -1 = 5-1 = 4 Level of significance = 5% The tabulated for degree of freedom 4 at 5% level of significance is 9.488 So, Calculated Value = 77.52 Tabulated value = 9.488 Calculated Value > Tabulated value Interpretation: The calculated value is greater than the tabulated value, so we reject the null hypothesis and accept the alternative hypothesis So, we can say that customers are satisfied with the dominos pizza.

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Discussions and Findings

Customer Satisfaction is very important because that would create sense of belongingness, emotional binding among customers. Satisfaction was operational zed as if needs or demands of customers are fulfilled through particular product or service or if customer feels that he gets the desired benefits from the services for which they have paid to a particular firm. The main motive of this study was to check that how factors of services and price fairness add value toward creating satisfied customers or otherwise. Results show that all the factors selected affect the satisfaction to great extent. Price fairness also plays a major role.

We argued that both customer services and fee fairness are important in creating customer satisfaction. These factors also influence each other in one regard or the others. Customer satisfaction and price fairness has strong relationship, if price fairness exist then it would add to satisfaction. Similarly services and satisfaction also have great link, good services would make customers feel more satisfied though price fairness. These independent variables do not only influence dependent variable but also have strong relationship with each other. Price fairness and services also complement each other if customers services are good then customers are willing to pay more for the product or service.

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CONCLUSION
Pizza in Bilaspur City is that the customers shows there satisfaction that the price structure is most It is conclude from the research study which is on the customer satisfaction towards the Dominos important factor, they are also satisfied with the statement that the service, rate, order are also important factor which influence the participation of the customers. But the above shows that the rate is the greatest factor which is influence the customers.

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RECOMMENDATIONS & CONCLUSIONS

Dominos should use more aggressive marketing strategy to attract the customers. Dominos should introduce some new dishes to pull the customers. Dominos should work out on the ambience more for satisfaction of the customers. Dominos should charge a little less to capture more market. Dominos should improve his quality of the pizzas to the new heights. Dominos should increase the veg. pizza portfolio also for the veggies. They should open more outlets in the overcrowded areas. Dominos should use glass tumblers instead of disposable one to serve the customers. Washrooms should be maintained properly. The personnel should be more polite and well informative Dominos floors should be frequently cleaned. Better air-conditioning can be arranged in the outlet. Frequent feedbacks should be taken from the customers for regular improvement.

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