Improving Service Quality in McDonald's: A Business Research Study

Running head: BUSINESS RESEARCH
Business Research
Name of Student
Name of University
Author Note

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BUSINESS RESEARCH
Table of Contents
Organisational context...............................................................................................................2
Background information of the organisation..........................................................................2
General business problem..........................................................................................................2
Identifying a general business problem..................................................................................2
Literature review........................................................................................................................4
Research Questions..................................................................................................................15
Research Method......................................................................................................................16
Research Plan...........................................................................................................................17
Type of questions to be explored..........................................................................................17
Number of recommended interviews...................................................................................17
Selecting sample of research participation...........................................................................17
Location................................................................................................................................18
Data analysis.........................................................................................................................18
Ethical implications..............................................................................................................18
Bibliography.............................................................................................................................19

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Organisational context
Background information of the organisation
McDonald’s is considered as one of the reputed fast food restaurants in the world. The
restaurant was set up in 1940 in California. McDonald’s holds certain distinctions in the
business world. It is the largest restaurant chain in the world with service to over 69 million
customers. It also provides employment to more than 1.5 million individuals, a feat only
bettered by Walmart. The restaurant is known to serve good quality hamburgers, soft drinks,
chicken nuggets and dessert (Mcdonalds.com, 2018). The problem in focus is the quality of
food products that are served by the restaurant. The dimension of the problem is such that it
affects the smooth functioning of the restaurant and thereby hampers its goals of providing
quality service to the customers.
General business problem
Identifying a general business problem
General description of the business
problem
Quality management is one of the most important
aspects that every service-providing organisation
need to access. Without proper quality, managers of
such organisation cannot attain the satisfaction of
the customers.
Specific dimensions of the business
problem
The dimension of the business problem that has
been focused is in the organisational context. This
includes poor processes that are used for managing
the works in the organisation. The focus of

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McDonald’s is to improve the quality of service so
that the restaurant can gain an advantage in the
market.
Link business problem to goals of
organisations
The goal of McDonald’s is to maintain proper
customer service and ensure that the quality of
service is maintained (Mcdonalds.com, 2018). The
problem that has been identified may cause
hindrance to the restaurant and consequently prevent
the expansion in the competitive business market.
Organisational Context Dimensions of Problem Goals of Organisation
The problem faced by
McDonald’s is based on the
quality of service that is
provided. The customers of
the restaurant are of the
opinion that due to the lack
of organic substance in its
products, the food served in
McDonald’s is unhealthy for
the people. This is evidenced
in 2004 when a couple of
young girls tried to sue the
restaurant for their health
Organisational context as it
deals with attaining the goals
of the organisation and the
basic requirements of the
restaurant
To provide proper customer
service by serving quality
food in an efficient and quick
time

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problems
Literature review
Article 1
Article reference Freiberg, D. (2015). If Stakeholders Ruled the World:
Stakeholder Relations in the 21st Century. Global
Policy, 6(4), 492-494.
Literature Customers are the most important stakeholders of an
organisation. Without the contribution of the customers in
terms of purchasing the products, organisations cannot
continue to exist in the competitive market. Hence,
acknowledging the requirements of the stakeholders is
necessary for the organisations so that it can continue to
progress in the business market.
Theoretical
framework/approach
The theoretical approach for this particular article is the fact
that critical assumptions are made about the importance of
stakeholders in an organisation. The stakeholders need to be
involved as one of the main business strategies that
organisations can use to gain a competitive advantage in the
business.
Research questions What is the impact that stakeholders have a business?
Methodology The methodology that has been adopted for identifying the
impact of stakeholders is the literature approach.

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Conducting a secondary research has helped to gain insights
of different scholars about the level of involvement that
stakeholders are allowed to have in an organisation.
Results/conclusion The result of the analysis is that without the stakeholders,
organisations may have to suffer from a quality investment.
The stakeholders take into account the interests of the
organisations and share their thoughts about the well-being
of an organisation. Thus, the involvement of the
stakeholders in every decision of an organisation is essential
for its betterment.
Critique The critique has been made by Power, Sharda and Burstein
(2015) stating that the decision-making systems need to be
prioritised between the stakeholders. The internal and
external stakeholders need to be divided and based on the
division of the stakeholders the decision to involve them in
the organisational activities need to be adopted.
Gap The gap in the article is the fact that technology plays an
important role in modern business. The stakeholder analysis
needs to be done keeping in mind the different stakeholders
that exist in the organisation and the manner in which they
can implement technology for its betterment.
Article 2