Impacts of Online Service failure and its Recovery Solution on the Buying Behaviour of Customers in Restaurant industry: A Case Study on Domino’s Pizza, UK

Harvard, 12000 Words


This study was conducted on the impact of online service for delivering the consumer satisfactionof Domino’s Pizza. a restaurant industry. Although many service quality measurement models are available the study the study is conducted in an open way. At first some questions are made about the service quality of online service and then give it to the consumer the primary dataare collected. And the decision of this research is also given by depending on the result that collect from questionnaire, interview of the marketing personnel and my direct observation of the employees and consumer behavior. Total 10 customer service dimensions were measured under the questionnaire. A primary survey was conducted by taking 100 samples on the customers of Domino’s Pizza in United Kingdom. The research found that the service quality model used in the study is valid and this validity gives an accurate result about the customer perception on marketing channel on delivering the consumer value. The research found that customers’ experience about the present online service of Domino’s Pizza. Most of the customers are getting service quality as they expected i.e. they get average level of service quality. But customers are also somewhat dissatisfied with some service quality measurements. A degree of customer dissatisfaction has been found in the unavailability of product sometimes, also unavailability of accurate size and shape, inappropriate online services, and sometimes company takes much time to respond the customers.The accessibility of the company website is found not too satisfactory.So, the research concluded that Domino’s Pizza doesn’t provide superior customer value to its customers and it needs to improve some aspects of its present online service and website to ensure high consumer value to its consumer and being the market leader all the time, and also attract more number of customers in comparison any of their competitors.




Table of Contents

  1. Introduction

1.1 Background of study

1.2 Rationale of study

1.3 Aim and Objectives of the Study

1.4 Research Questions

  1. Literature review and conceptual framework

2.1 Online Service Failure

2.2 Recovery Solution of Online Service Delivery

2.3 Buying Behavior of Customers

2.4Conceptual Framework of the Study

Figure 2.1: Conceptual Framework of the Study

  1. Research Design and Methodology

3.1 Types of investigation

3.2 Research Data Collection Method

3.3 Research approaches

3.4 Data Collection Techniques

3.4.1 Justification of Secondary Data Collection

3.4.2 Justification of Questionnaire Data Collection

3.5 Sampling Technique and Sample Size

3.6 Research philosophy

3.6.1 Justification of Research Philosophy

3.7 Data Analysis Method

3.8 Accessibility Issues

3.9 Ethical Issues

3.10 Research Limitations

  1. Research analysis and findings

4.1 Demographic information of the consumer

4.1.1 Gender

4.1.2 Age Group

4.1.3 Education

4.1.4 Income

4.2 Data analysis

4.3 Discussion

4.3.1 About Domino’s Pizza

4.3.2 Domino’s strong zone

4.3.3 Detail discussed

5 Conclusion and recommendation

5.1 Conclusion

5.2 Recommendation