A Comparative Study on the Perceptions of Service Quality of Domino’s and Pizza Hut in Manipal

The entry of multinational fast food retailers has significantly influenced the taste buds of Indian consumers. Influence of Western countries and the rise in disposable income of Indians, has led to the popularity of fast food menus (Infomedia18, 2010). Tam (2000) observed in his study that there exists a close association between Service quality and customer satisfaction. This study focuses on comparing customer’s perception of service quality between Pizza Hut and Domino’s in Manipal. The researcher has adopted the SERVQUAL model developed by Parasuraman, Zeithmal and Berry in the year 1988. Tool has 22 items which covers the 5 dimensions of service quality: Tangibles, Empathy, Assurance, Responsiveness and Reliability. The researcher collected a sample size of 187 in total from the two outlets. The study showed that there is a difference in the perception of customers with respect to the two outlets for some of the dimensions. The researcher has also fitted a regression equation for both the outlets separately and has found that there is a significant contribution towards overall satisfaction by the dimensions Assurance and Responsiveness for Pizza Hut and Tangibles, Responsiveness and Empathy for Domino’s.