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1. The primary research question is what are the common factors that affect
customer satisfaction at McDonalds? The other research questions include2. What are the current business practices to satisfy customers at?
3. How the case studied organizations, such as McDonalds have been satisfying
their customers?
4. What are the common features within case studied organizations, such as
McDonalds leading customer satisfaction?
5. What are the levels of customer satisfaction towards McDonalds?
6. What are the future plans and policies to improve current customer satisfaction at
McDonalds?
The primary research aim is to analyze customer satisfaction at fast food industry
through comparative study of McDonalds and Burger King. The objectives of this
research project as follows
To represent data and information in such a way that will reflect overall
description and explanation on customer satisfaction at McDonalds and Burger
King; and
1. Shortage of time and financial resources were the most common limitations. Due
to limited time to there was limited review of literature. And this research project
was based on self-financed, so due to lack money the researcher has conducted
limited interviews and surveys to collect primary data from the case studied
organizations, such as McDonalds. So, the limited time and lack of available
financial resources was one the most vital limitations for this research project.
2. The concern for ethical issues and access to the case studied organizations,
such as McDonalds were another limitation of this research project. The
researcher has limited access to the data and information on current practices
and policies of customer services and approach of customer satisfaction because
of confidentiality of the case studied organizations.
3. The limited number of samples during the interview and survey may have
negative impact on the primary research findings and thus the preparation of final
research report. There was limited number of interviews and surveys because of
shortage of time and money of the researcher. There were few samples both in
interview and survey to collect primary data from the case studied organizations,
such as McDonalds.
4. The lack of interview and survey skills of the researcher may affect the collection
of primary data from the case studied organizations, such as McDonalds.
1.9 SCHEDULE
1.10 CONCLUSION
Under this chapter, the researcher has to discuss and explain some of the most
common and major issues of a research project. In this chapter, several issues and
concerns, such as background of the study, background of the case studied
organizations, research aim and objectives, research questions and overall limitations of
the research study etc. have discussed and explained by the researcher.
McDonalds is the worlds largest food service retailer with more than 30,000 restaurants
in over 119 countries. The company is recognized a growing trend in the quick service
restaurant industry toward timely and accurate customer service. The company has
been following innovations and using different technologies for the purpose providing
quality products and services to the customers (Astute Solutions, 2012). McDonalds is
the largest fast food chains in the world. The company has been performing different
activities to satisfy its customers. However, in accordance with data collected by the
American Consumer Satisfaction Index (ACSI) reveals that McDonalds ranks in last
place in customer satisfaction, despite being the top fast food company in terms of
revenue (The HuffingtonPost.Com, Inc., 2012). The data from ACSI shows that the
company was highest in customer satisfaction in 1995.
ACSI is a national economic indicator of customer evaluations of the quality of products
and services. The ACSI uses data from interviews with roughly 70,000 customers
annually for measuring customer satisfaction. Since 1995, McDonalds has consistently
ranked last, according to the ACSI. However, there is good news: The restaurant, which
serves tens of millions of customers a day, had a rating of only 59 back on 2000. This
years ranking is the best ever for McDonalds (CBS Local Media, 2012). Based on the
survey carried by ACSI (2012), it is clear that McDonalds has the lowest score in
customer satisfaction compare to other fast-food industry around the USA and other
international countries.
In all fairness to the food and service at McDonalds, even though they rank last, they
have been showing some improvements, such as reducing price, introducing new
menu, facilities to customers at stores, ensuring cleanliness and tidiness within stores
etc. They have ranked dismally last since 1995 and at one point in 2000 their level of
satisfaction was only 59%, in 2012 it is 73% which is an increase from 2012.
McDonalds executives take these findings seriously and have been trying to give the
customers what they want (Esteves, 2012). On the other hand, McDonalds vice
president of operations, Jim McCabe has said that the company has been performing
better and continuously making progress in satisfying customers. He also noted that in
fact, the producers of the ACSI said that McDonalds customer satisfaction is at an alltime high (Farberov, 2012). Farberov (2012) has represent following figure to shows that
how McDonalds has been ranking below average on customer satisfaction-
2.6 CONCLUSION
The review of literature shows that customer satisfaction is becoming key concern for a
business, particularly for fast-food business. Due to recent market competition and
increased demands and expectations of customer, a business has to develop and
implement several policies and practices to satisfy its customers. The researcher has
identified some of the great contributions from several authors and scholars on
customer satisfaction at McDonalds and Burger King. The researcher has also
identified some gaps in knowledge and understanding of customer satisfaction. At the
end, the researcher would like to opine that this chapter was most important and vital to
make standard research report with valid conclusions and recommendations in
accordance with issues and concerns in the field of customer satisfaction at McDonalds
and Burger King that identified from the review of literature.