Service Marketing and Relationship Marketing

Running Head: SERVICE MARKETING 0
Service marketing
SEPTEMBER 25, 2018

SERVICE MARKETING AND RELATIONSHIP MARKETING 1
Fast Food is the term provided for a food that can be prepared and served very quickly. The
concept of fast food pops up during the 1920s. Currently, there is a continuous increase in the
international fast food chains, as they all know the potential of this industry (Paik and Choi,
2007). Many giants in this industry like Dominos, Pizza Hut, McDonald and Burger King
have their own core competencies and competitive advantage. All these players are fighting
for a small pie in the industry as a market share.
Domino’s Pizza is an international fast food chain founded by James and Tom Monaghan.
The major products in the menu item of Dominos include Pizza, Pasta, Chicken wings and
Dessert. With the time, Dominos continuously goes to evolve and with the period of
digitalization, the company also successfully launch online and mobile ordering in 2007
(Bamburry, 2015). It is also the second largest pizza chain in the United States.
Todays, the company are having their operations in around 85 countries having stores in
around 5,701 cities worldwide. In most cases, their growth can be seen in the form of
franchising agreements. This shows the effectiveness of their supply chain on an international
level.
The major strength of Dominos constitutes customer satisfaction, lower price strategy and
adequate promotion. In addition to this, the promise of 30 min home delivery also helps
Dominos in their expansion and positive brand building. They have huge opportunities in
various aspects like introduction of more varieties, bigger outlets and the continuous evolving
fast-food market (Anitharaj, 2018).
In Dominos, there is a structured process in the delivery of service model which includes
various elements like customers, staff and the management. For executing these services in
an effective manner, it is important that all these elements be integrated with each other so
that the respective service can be prioritised.
The blueprint of Dominos includes its service encounter model related to various aspects of
service actions like Physical evidence, customer actions, onstage actions, backstage actions
and support processes (Bitner, Ostrom and Morgan, 2008). As mentioned above, all these
services are related with one another for the completion of process and make the customer
satisfies.

SERVICE MARKETING AND RELATIONSHIP MARKETING 2
LINE OF INTERACTION
LINE OF VISIBILITY
LINE OF INTERNAL INTERACTION
Physical
Evidence
Customer
Actions
Back- Stage
Employee
Contact
On-Stage
Employee
Contact
Support
Processes
Parking
Bike Waiting
at Cafe
Entering
and
Ordering
Pizza
and Pasta
Leaving
Pizza Hut
CAFE
Eating
Pizza
and
Pasta
Collecting
Order
SOUCE
BOTTLE
Water
Cooler
Menu Card,
Discount deals
Dominos
Pizza
Logo
Greeted by
attendant and the
order were taken
Serving
Order
Cook started
making Pizza
Cook started
making fries
Customer
details entered
into the system
Vegetables and
Dough, Cheese
Inventory, Bread.