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A case study of McDonald's

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Added on  2020-10-23

A case study of McDonald's

   Added on 2020-10-23

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RESEARCH PROJECT
A case study of McDonald's_1
TABLE OF CONTENTSTopic...........................................................................................................................................1Rationale/ Background................................................................................................................1INTRODUCTION...........................................................................................................................5Topic...........................................................................................................................................5Aim..............................................................................................................................................5Objectives....................................................................................................................................5Research Questions.....................................................................................................................5Rationale/ Background................................................................................................................6Literature Review........................................................................................................................6Methodology and Methods.........................................................................................................9Introduction.................................................................................................................................9Research Type.............................................................................................................................9Research Approach...................................................................................................................10Research Design........................................................................................................................10Sampling...................................................................................................................................10Data Collection.........................................................................................................................11Data Analysis............................................................................................................................11Time scale.................................................................................................................................11DATA ANALYSIS........................................................................................................................13Data Analysis............................................................................................................................14Theme 1.....................................................................................................................................14Theme 2.....................................................................................................................................15Theme 3.....................................................................................................................................16Theme 4.....................................................................................................................................17Theme 5.....................................................................................................................................18Theme 6.....................................................................................................................................19CONCLUSION..............................................................................................................................20REFLECTION...............................................................................................................................21
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REFERENCES..............................................................................................................................23Research Project ProposalTopicInvestigate the effective self-service on the customer satisfaction- Acase study of McDonald'sRationale/ BackgroundReasons for conducting this research will be to analyse how self-service facility leads to increase in customer satisfaction. Anotherreason is that eradication of long queues for ordering food alsoincreases consumer satisfaction. Furthermore, personal interests ofresearcher in assessing importance of self-service and service qualitywill also lead to base for conducting this research. Thus, these allfactors will be analysed for making analysis of self-service oncustomer satisfaction which is required in order to enhance overallperformance of company.IntroductionSelf-service facility leads to provide greater satisfaction level tocustomers and also forming larger customer base in the marketplace.Present research deals to investigate the effective self-service on thecustomer satisfaction by taking McDonald's which is a leading fastfood chain in the industry. Research objectives will be formulatedand rationale of conducting research will be explained. On the otherhand, review of literature will be conducted by taking reliablesources. Moreover, research methodology will be implemented as towhich research will be conducted. In addition to this, research timeplan will also be prepared listing activities to be done in step-by-stepmanner. Aim of the researchTo analyse the impact of self-service in the fast food restaurantsindustry on the customer satisfaction- A case study of McDonald'sObjectives of the researchTo ascertain importance of service quality in McDonald's formaximising customer satisfactionTo assess how self-service excites consumers leading tohigher satisfaction level in McDonald's
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To recommend ways for enhancing self-service facility formaking customer's loyal towards McDonald'sResearch questionsQ1. What are the factors of self-service facility helping McDonald'sto enhance customer satisfaction?Q2. Do self-service facility offered by McDonald's enhancescustomer satisfaction up to a high extent?Q3. Whether faster service through self-service increases' customersatisfaction?Research strategyThe type of research which is based on words, feeling and emotionis called as qualitative research. This present research study will bebased on qualitative method as it reflects expressive information thatis not conveyed through quantitative data. It is effective for presentresearch as mindset of customer will be reflected when they availself-service which will provide useful insight about conductingresearch and gain concrete results.Primary/ Secondary ResearchIn this present research, scholar will use to collect data from primarysources by preparing questionnaire and make them fill with thecustomers. The result will be more authentic and valid as primarysources will be used. Moreover, secondary sources will be utilised.Sources of DataPrimary sources and secondary sources will be gathered. Primarydata through questionnaire to participants. While, secondary sourcesthrough books, journals, articles, newspapers etc.Population and Sampling30 customers will be provided with questionnaire by implementingsimple random sampling method.Data collection methodsBoth primary sources and secondary sources will be used in study.Time plan and resources requiredResearch study will get completed within period of 14 weeks as perthe time plan of research.ReferencesCanora, D. J. and Rench, S. W., Disney Enterprises Inc, 2015.Self-service beverage and snack dispensing using identity-basedaccess control. U.S. Patent 8,972,048.Hanks, L., Line, N. D. and Mattila, A. S., 2016. The impact of self-service technology and the presence of others on cause-relatedmarketing programs in restaurants.Journal of Hospitality
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Marketing & Management.25(5). pp.547-562.Kimes, S. E. and Collier, J. E., 2015. How customers view self-service technologies.MIT Sloan Management Review.57(1).p.25.Kokkinou, A. and Cranage, D. A., 2015. Why wait? Impact ofwaiting lines on self-service technology use.InternationalJournal of Contemporary Hospitality Management.27(6).pp.1181-1197.Lee, M. K., Verma, R. and Roth, A., 2015. Understanding customervalue in technology-enabled services: A numerical taxonomybased on usage and utility.Service Science.7(3). pp.227-248.Saldanha, G. and Zanettin, F., 2016. Gabriela Saldanha and SharonO’Brien: Research Methodologies in TranslationStudies.Across Languages and Cultures,17(1), pp.143-147.Ilie, C., Nickerson, C. and Planken, B., 2019. ResearchMethodologies and Business Discourse Teaching. InTeachingBusiness Discourse(pp. 37-54). Palgrave Macmillan, Cham.Taylor, R. R., 2017.Kielhofner's research in occupational therapy:Methods of inquiry for enhancing practice. FA Davis.Suram, B. and Sebastian, M. P., 2017.Information security researchmethodologies: A review(No. 248).Chesterman, A., 2016. Gabriela Saldanha and Sharon O’Brien,Research methodologies in translation studies.OnlineWhy Is McDonald's Moving Toward Kiosks?. 2018 [Online]AvailableThrough:<https://www.forbes.com/sites/quora/2018/08/09/why-is-mcdonalds-moving-toward-kiosks/#5ad6e2cc6681>
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INTRODUCTIONSelf-service facility leads to provide greater satisfaction level to customers and alsoforming larger customer base in the marketplace. Present research deals to investigate theeffective self-service on the customer satisfaction by taking McDonald's which is a leading fastfood chain in the industry. Research objectives will be formulated and rationale for conductingresearch will be explained. On the other hand, review of literature will be conducted by takingreliable sources. Moreover, research methodology will be implemented as to which research willbe conducted. In addition to this, research time plan will also be prepared listing activities to bedone in step-by-step manner. TopicInvestigate the effective self-service on the customer satisfaction- A case study ofMcDonald's AimTo analyse the impact of self-service in the fast food restaurants industry on the customersatisfaction- A case study of McDonald'sObjectivesTo ascertain importance of service quality in McDonald's for maximising customersatisfactionTo assess how self-service excites consumers leading to higher satisfaction level inMcDonald's To recommend ways for enhancing self-service facility for making customer's loyaltowards McDonald'sResearch QuestionsQ1. What are the factors of self-service facility helping McDonald's to enhance customersatisfaction?Q2. Do self-service facility offered by McDonald's enhances customer satisfaction up to a highextent?Q3. Whether faster service through self-service increases' customer satisfaction?
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