A COMPARATIVE STUDY ON CONSUMER SATISFACTION TOWARDS LEADING FOOD CHAINS- DOMINO’S AND PIZZA HUT

Abstract

This comparative study examines consumer satisfaction towards two leading food chains, Domino’s and Pizza Hut, within the context of the fast-food industry. The research analyzes various factors influencing consumer satisfaction, including product quality, service efficiency, pricing, and overall experience. Through quantitative surveys, data was collected from customers. Key findings reveal nuanced differences in consumer perceptions and preferences between Domino’s and Pizza Hut. Overall, both brands received positive feedback for their food quality, with Domino’s being praised for its innovative menu offerings and Pizza Hut for its traditional flavors. However, service efficiency emerged as a significant factor influencing consumer satisfaction, with Domino’s outperforming Pizza Hut in terms of delivery speed and order accuracy. Furthermore, pricing was identified as a crucial determinant of consumer choice, with Domino’s perceived as more affordable by budget-conscious customers. However, Pizza Hut was favored for its dine-in experience and ambiance, catering to consumers seeking a more relaxed dining atmosphere. In conclusion, while both Domino’s and Pizza Hut excel in certain areas, understanding consumer preferences and adapting strategies accordingly is essential for maintaining and improving market competitiveness. By leveraging strengths and addressing areas for improvement, both brands can enhance consumer satisfaction and loyalty in the highly competitive fast-food industry. This study provides valuable insights for marketing executives, decision-makers, and stakeholders within the food industry to formulate targeted strategies that resonate with consumer preferences and drive business growth.