5 I’S and Domino’s

Identification: Domino’s provide the option for consumer to join the eclub by sigh up, and log on to its website. Customers just need to provide little personal information, such as name, email and postcode. After log on, the customers are able to purchase online and get some discount.

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Individualisation: Follow the Domino’s customers can easily find different type of food. For example the pizzas have been divided in value, traditional and chicken ect. The more important is that the customers can add any food material or delete any food material for one pizza,and customers also can choose half and half for one pizza which include two styles.2

Interaction: Domino’s offer a contact page for consumer through the telephone, the consumers can easily to communicate with the stuffs. At the feedback section, the consumers can also submit any suggests.3

Integration: Domino’s allow customers to view their corporate side of the business.

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Integrity: at the Domini’s corporate, the customer can view the domino’s Pizza Mogul, Vision and Mission and business partner etc. customers can choose and reading anything of the domino’s.

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