1

Chapter 1

THE PROBLEM AND ITS BACKGROUND

Introduction

This study is all about the customer service of Dominos Pizza. Fast food

chains are part of the lives of all people around the world. The fast food chains

become the fast growing business all over the world. Also, the fast food chains

are become the peoples favorite because people nowadays are really love to

eat.

But before lets define the word customer service 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.

This customer service can be your greatest weapon on your competitor and

can be your weakest part. It can build your companys popularity or destroy your
 2

companys reputation. Nowadays people are open to share their experience on

social medias and so we all know that many people can see what they are

saying about your company.

The millennials are most likely to spend a higher cost on the service or

product that they want. But they are also looking on what the company can give

them except from the product they want. 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.

This study will show what is the importance of having a good customer

service. This study will help the people who are in the line of fast-food chains

and how they can improve their level of customer service

Background of the Study

I choose this topic because I want to help those in line with fast-food chains.

There is a sayings that first impression last so if there is a new customer that

will come into the store and you treat them right and with a smile on your face.

They will remember that and they will share it to their friends, family, co-workers.

The customer will come more frequently and bring more customers. As a

frequent eater on a fast food chains I see some people that are really good in

giving a good customer service. Once you step in the store they will assist you
 3

with a big smile on their face. They make you feel that youre important and the

money that youll pay for them will be a worth it.

Theoretical Framework

MEASUREMENT OF SATISFACTION Some of the theories are discussed

in this chapter. 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 of or 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.

Fig1
 4

The Satisfaction Function

Fig.1 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 travellers may find 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. A study conducted by Akan (1995) claimed that the

vital factors are the behaviour of employees, cleanliness and timeliness. On the

other hand the study by Choi and Chu (2001) concluded that staff 92 quality,

room qualities, and value are the top three hotel factors that determine travellers

satisfaction.

Assimilation theory is based on Festingers (1957) dissonance theory.

Dissonance theory posits that consumers make some kind of cognitive

comparison between expectations about the product and the perceived product
 5

performance. This view of the consumer post-usage evaluation was introduced

into the satisfaction literature in the form of assimilation theory. According to

Anderson (1973), consumers seek to avoid dissonance by adjusting perceptions

about a given product to bring it more in line with expectations. Consumers can

also reduce the tension resulting from a discrepancy between expectations and

product performance either by distorting expectations so that they coincide with

perceived product performance or by raising the level of satisfaction by

minimizing the relative importance of the disconfirmation experienced.

Conceptual Framework

Statement of the Problem

This will focused on The customer service of Dominos Pizza in selected

cities in Metro Manila

 6

Hypothesis

There is no significant difference on the level of satisfaction on the

customer service of Dominos Pizza when they are grouped according to profile

Scope and Limitations

This study will focus on the customer service of Dominos Pizza. It will cover

the people that usually eat on Dominos Pizza. This will help the workers and the

managers in the Dominos Pizza on how they will improve their performance in

work and will definitely become more efficient worker.

This study has limit. It will only discuss the customer service that Dominos

Pizza gives to their customers. This will limit the costumer on a certain questions

only.

Significance of the study

The importance of this study is to help the peoples that in line with the area

that are primarily concern about the customer service. This research will benefit

the following people in the future.

Definition of Terms

Service Crew. This will help them to become a good crew. This will help the

them improve their performance on work.

 7

Managers . This will help them on how they will become a good role model in

giving the right way in customer service.

Customers. They will become more satisfied on the customer service of the

fast food chain that they will go.

Chapter 2

REVIEW OF RELATED STUDY AND LITERATURE

 8

Foreign Literature

Who are your priority customers and how do you serve them? Classic brand

and customer experience theory says to focus on the best fit customer to drive

relevance, yet it is rare to find a case where pleasing only one customer type can

help achieve your goals. Case in point: when I took this position at Forrester, I

started flying a lot. Yet my 25,000 miles in 3 months on a certain airline didnt

align with their pre-set qualification period, so I didnt receive status nor am I

recognized in any way when I fly with them. That lack of recognition undermines

loyalty, yet Im precisely the type of customer whose loyalty they should be eager

to gain.

This airline puts emphasis and resources into maintaining an improved

experience for their defined priority customer existing loyalty program members

and doesnt consider the experience for attracting new customers like me into

the fold. While they have a terrific app, the rest of their relatively generic
 9

flying experience (including wi-fi on only 1 of 10 flights Ive taken) does little to

motivate me, or any business traveler, to choose this airline over another brand.

When portfolio thinking comes into play

Its true that by trying to be all things to all people, you become nothing to

anyone. Imagine Apple trying to appeal to both innovators and technology

laggards, or Southwest Airlines trying to cater to both bargain and luxury fliers. It

doesnt work. Good brands have the courage to stand for something.

This is typically where brand portfolios come into play. Companies in highly

experiential categories like hospitality and retail create dedicated brands for

specific customer types, ensuring the entire experience is highly relevant for

each audience. Think Gap Inc. with Banana Republic at the higher-priced end

and Old Navy at the low, or Starwoods diverse brand portfolio for psychographic

segments like the sustainably minded (Element) or the trendy (W Hotels). High

relevance creates an emotional connection with a brand, and our research shows

that emotional connection is the top driver of loyalty-based revenue.

(Sept. 5, 2016) I guess the complainant had a right to be angry about that.

Being disrespectful is the worst thing you can do to a customer. Another

complainant named Ajay 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
 10

call them again and was put on hold for 40 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. -Ajay

(August 18, 2016) 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 about the other employees. She always order 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 her an idiot 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
 11

said if she sees him again she'll press charges. Then the manager gave her the

pizzas for free.Anita of Burnaby

(Aug. 18,2016) The manager did the right thing but keeping employees like that

was a bad decision from the manager. She 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. -Sara of Albuquerque, NM

Local Literature

(April 23, 2016) 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. Local Literatures

Domino's Pizza arrived 30 minutes late; 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.-cinnamoncider, a blogger Branches must

not guarantee a delivery time if they cant fulfill it. Its disappointing and ruins their
 12

reputation. According to another customer, the service was very poor. They gave

her plastic

plates, plastic fork and plastic knife for dine-in and the pizzawas even in the box

when served. Hot sauce sachets were given but no pepper. Spaghetti was in a

foil container, buffalo wings looked like it was cooked last week and the lava cake

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

Foreign Study

Effects on Market Response an Finance by Northwestern University

A set of organizational surveys was designed to focus on linking "internal

performance strategies to market and financial outcomes. "In particular, our goal

is to understand the organizational "characteristics that best engender the

necessary employee attitudes "and behaviors to drive an organization's market

and financial "success. "Focusing on non-customer contact employees, the study

sought to "understand the organizational drivers of employee satisfaction and

"employee engagement (the degree of employee motivation and "sense of

inspiration, personal involvement, and supportiveness), and "the downstream

effects of these employee attitudes on customers "and financial performance.

Data was obtained from a stratified "random sample of 100 organizations in the

U.S. media industry, "specifically investigating the following organizational

characteristics.
 13

Global Trends in Customer Service by Marisa Peacock

A new report from Zendesk takes a closer look at some of the many factors that

contribute to overall customer satisfaction. What it found is that good customer

service is universal. No matter what country you're in, when you shopping or how

you engage with a company, there are a few universal factors that are bound to

influence your experience. The Zendesk Benchmark report examined first reply

time, support channels and customer tenure to measure the health of customer

service, as well as identify how companies provide support and how consumers

receive it across a variety of countries. The report also highlights customer

service trends across industries.

Drawing on insights from the extant servicequality literature (which is

dominated by an endconsumer focus), this paper examines customer service in

businesstobusiness markets. It first presents a typology of sellercustomer links

and discusses the domain of customer service in businesstobusiness contexts.

It then develops a research agenda by identifying a variety of issues pertaining to

the scope, measurement, and potential impact of customer service in such

contexts. It is hoped that this agenda will stimulate further discussion on the role

of customer service in business and industrial marketing, and motivate much

needed research on this topic. - A. Parasuraman

 14

Researchers have suggested that service orientation is an aspect of

personality that affects service performance. Four studies were done to explore

the effect of personality on customer service behavior among frontline sales

personnel in a fast-food convenience store chain. An exploratory qualitative

study with customers, store managers, and salespeople showed that there was

consistency in the trait descriptors used to describe superior service providers.

Another study validated scales that measure the personality constructs

(extroversion, adjustment, and agreeableness) underlying trait descriptors

noted in the exploratory study. Finally, the results of two studies showed that

personality does influence customer service and that superior service providers

tend to be higher in extroversion and agreeableness. The magnitude of the

effect of personality in services and recommendations for future research

concerning personality and performance in service roles are discussed.-

Robert F. Hurley

Was to empirically test a model of relationships among service quality,

satisfaction and selected behavioral outcomes. Particular attention was paid to

delineating the cognitive aspects of the service providerconsumer relationship

from the affective, emotive factors. Using doctorpatient relationships in Turkey

as the study setting, results of a LISREL analysis suggest that the affective

aspects of satisfaction have more impact than cognitive factors on patients

propensity to continue the relationship. The most critical managerial implication

of the study findings is that doctors need to place more emphasis on the
 15

functional (how it is done) aspects of care giving than the technical (what is done)

ones.- Donald J. Shemwell

Local Study

Local Studies To assess the level of customer satisfaction on the quality

service of the Deprtment 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)

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)

T he 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

need to improve, the researchers proposed some recommendations for the

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

Synthesis
 16

The information presented by both foreign and local literatures provided the

researcher with some insights about customer service and its importance to

customer satisfactions.. 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.

 17

Chapter 3

RESEARCH AND METHODOLOGY

This chapter discusses the research design and procedures executed during

operation of the study. It presents the population and sampling technique, ethical

consideration and statistical treatments of data. Statistical treatments of data

used are showed and discussed.

Research Design

The study will use descriptive research. Descriptive research is use to

describe characteristics of a population or phenomenon being studied. The

researcher will use questionnaires to gather information in the process of survey.

Questionnaire is a research instrument consisting of a series of questions and

other prompts for the purpose of gathering information from respondents.

Surveys will use to obtain data from individuals about themselves and their

experiences about the product. Sample surveys are an important tool for

collecting and analyzing information from selected individuals. They are widely
 18

accepted as a key tool for conducting and applying basic social science research

methodology.

The researcher will use survey because it less time consuming and less cost

than interview and other research methods.

Population and Sampling

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.

To determine the sample size of the study, the researcher used Slovins

formula, using 95% percent as the confidence level for better accuracy which will

give a margin of error of 0.05.

Research Instrument

A questionnaire will be used in gathering information or data. The researcher

will create its own questionnaire for the study. The questionnaire will be used in

the descriptive survey for gathering information on respondents. English will be

the primary language that will be used in the survey or questionnaire so that the

respondents may understand it easier. So that there is no misunderstanding on

all questions on the questionnaire. Below you will see the structure of the

questionnaire.
 19

The questionnaire consisting of following questions for the respondents

personal data:

Sex
Age
Civil Status
Educational Attainment

Ethical Consideration

For the gathering of data from the respondents, the researcher will make a

letter of request that will include the objectives of the researcher in conducting

the study. The researchers will also right their names on the questionnaire for the

respondents to know the identity of the researchers. The participant were

approached personally with the letter and the questions that ensures the

anonymity and confidentiality of the data collected.

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.

 20

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. Ranking

This is a descriptive measure used to describe numerical data in

addition to percentage. Ranking was used in the study for comparative

purposes and for sharing the importance of items analyzed.

3. Weighted Mean
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

 21

n = total number of respondent

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

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

 22

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

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

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 know less about cooking not only because they

have no time but also because of the availability and cheapness of ready meals.
 23

1.2 Sex

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) everymonth 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 although the study starts that bracket

in 1977, which seems as bit early if were honest. Whats more, 68% of pizza

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

greasy-fingered couch potato one generally associates with the hedonistic

pleasures of pizza

1.3 Civil Status

Table 3

Frequency and Percent Distribution of the

Respondents by Civil Status
 24

Civil Status Frequency Percent

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.

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.

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

 25

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). A study

proposed a conceptual model to examine how customers perception of the

physical environment influenced disconfirmation, customer satisfaction, and

customer loyalty for the first tie and repeat customer upscale restaurants. Using a

structural equation modeling analysis this study showed that facility and

aesthetics, lighting, layout and service staff had significant effects on

disconfirmation. Moreover, disconfirmation exerted a direct influenced on

customer satisfaction and loyalty. Customer satisfaction also positively influenced

customer loyalty. Finally, the impacts of facility aesthetics ,lighting, table settings,

and service on staff on disconfirmation significantly differed between first time

customer and repeat customers. More specifically facility aesthetics lighting and

service staff were significant predictors of both first timers and repeated

customers perceived disconfirmation while layout significant determinants of only

repeats visitors perceived disconfirmation

 26

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

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 (ND=3.85), and Service (ND=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

 27

Numerical
Description Verbal
Food (Weighted Mean) Description
Taste 4.04 Satisfied
Appearance 3.99 Satisfied
Freshness 4.00 Satisfied
GRAND MEAN 4.01 Satisfied

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).

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
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).

3. Significant Difference in the Respondents Level of Satisfaction on

the Customer Service of Dominos Pizza by Profile

 28

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

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
 29

Food -.554 .580 Accept Ho Not Significant

Delivery of Service .587 .557 Accept Ho Not Significant

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.

 30

3.4 Frequency of Buying

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

 31

This chapter presents the summary of findings, conclusions and

recommendations based on the data and interpretation gathered in the

questionnaire.

Summary

The Main Problem

This study is about the customer service of Dominos Pizza

Specifically, it sought to answer the following

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 customer

service of Dominos Pizza in terms of the following aspects:

2.1 Facilities and Equipment
2.2 Employees
2.3 Food
2.4 Delivery Service
3. Is there a significant difference in the assessment of the respondents on

the level of satisfaction of customer service of Dominos Pizza when they

are grouped according to profile?

Hypothesis
 32

There is no significant difference in the assessment of the respondents on the

level of satisfaction of customer service of Dominos Pizza when they are

grouped according to profile.

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

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, while Tables and chairs 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
 33

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 most of the respondents are 16-20

years old; more female buy pizza; more single are buying; and

majority are buys occasionally.

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.
 34

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

they should create a promo for the working age so that they can attract

more older people to buy their product

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

weighted mean on the facilities and equipment, I think it would be

better if they can have a chair and tables that can attract the people.
3. The company must provide better delivery service so that the past

complain wont happen again