Research Methodology and Action Plan

This assignment focuses on developing a comprehensive research plan. It begins by outlining the ethical obligations researchers must adhere to. The core of the document is a detailed action plan, presented through a Gantt chart and network diagram, outlining specific activities, their durations, and dependencies. This plan guides the research process, ensuring timely completion and adherence to deadlines.

RESEARCH PROJECT
(Impact of quality of service on raising satisfaction level of consumers)

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Research project description.............................................................................................1
1.2 Research Aim and Objectives..........................................................................................2
1.3 Literature review..............................................................................................................2
1.4 Research methodology.....................................................................................................2
1.5 Structure of the project.....................................................................................................3
CHAPTER 2: LITERATURE REVIEW.........................................................................................6
2.1 Introduction......................................................................................................................6
2.2 Literature Review.............................................................................................................6
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................11
3.1 Research Methods..........................................................................................................11
3.2 Sampling.........................................................................................................................13
3.3 Data collection................................................................................................................13
3.4 Ethical consideration......................................................................................................13
CHAPTER 4: DATA ANALYSES...............................................................................................15
4.1 Data collection................................................................................................................15
4.2 Data Analysis and Discussions.......................................................................................16
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................23
5.1 Conclusion......................................................................................................................23
5.2 Recommendations..........................................................................................................24
5.3 Area for further study.....................................................................................................24
sREFERENCES.............................................................................................................................25
APPENDIX....................................................................................................................................27
Appendix 1: Questionnaire...................................................................................................27
Appendix 2: Research Proposal............................................................................................29

CHAPTER 1: INTRODUCTION
1.1 Research project description
Customers are the life blood of the business; each firm aims to enhance satisfaction level
of its consumers so that it can sustain in the market for longer duration. Companies try to provide
high quality products and services to the customer in order to retain them in the workplace for
longer duration (Service Quality of McDonald’s, 2015). Quality of product and services impact
on satisfaction level of consumers to great extent and make them positive towards the brand.
Current study is based on McDonald's which is the multinational firm that provides wide range
of food products to consumers. Its main objective is to satisfy customers so that they buy its
products frequently.
Rationale: The main objective of conducting this investigation is that there are many
companies which are unable to provide satisfactory services to consumers; that is the reason why
their sales volume is continuously decreasing. These firms aim to enhance their profitability.
Improving service quality is the only way through which companies can enhance their
satisfaction level of customers that can enhance revenues of business unit to great extent. For
that, it is essential for the entities to provide necessary training to employees so that workers can
get to know about needs of consumers and they can serve them according to their requirement.
This is a way that can support in raising their satisfaction level and retaining them in the business
for longer duration. In addition, it can assist in growth of business and sustaining in the market
for longer duration. McDonald's is offering quality services to the consumers but it is required to
enhance its service level so that more consumers can take interest in its products. This is because
KFC and other competitors of the business are offering extremely well services to consumers
that gain their attention. So, it is essential for McDonald's that to improve quality of services so
that it can gain competition advantage (Effect of Quality Products, Services and Brand on
Customer Satisfaction at McDonald's, 2017).
Food industry is concentrating on improving their quality of services so that it can
enhance satisfaction level of their potential buyers. This study will concentrate on conceptual
framework of service quality and consumer satisfaction. It will discuss the various factors which
are helpful in manner to enhance the customer satisfaction for McDonald's. Furthermore, impact
of service quality on raising customer satisfaction in the organisation will be explained in this
research project.
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1.2 Research Aim and Objectives
Aim
“To access the impact of quality of service on raising satisfaction level of consumers: The case
study of McDonald's”.
Objectives-
 To understand the concept of quality service and customer satisfaction.
 To determine the various factors which are helpful in manner to enhance the customer
satisfaction for McDonald's.
 To determine impact of service quality on raising customer satisfaction.
1.3 Literature review
An organisation’s success depends upon the way it retains customers for long run. A
service industry needs to understand the customers’ perception due to involvement of
intangibility into business offerings. According to Zameer, Tara and Mohsin, (2015), quality of
services delivered cannot be quantified or measured. On other hand Orel and Kara, (2014)
argued that it is on the basis of quality of services that customers do pay monetary value to
businesses. Henceforth, it seems to be an essential element for food sector to measure quality of
services offered. Khan and Fasih, (2014), supported the fact by providing an evidence of way
customers have distinct set of perceptions for quality of services offered. In the view of Zameer,
Tara and Mohsin, (2015), the service industry needs to be highly effective in designing its
offerings; since value proposition tends to be highly based on consumers’ perceptions.
Khan and Fasih, (2014) claimed that food industry needs to enhance quality of services
offered so as to retain customers for long run. It is through creating a value in form of both
tangible & intangible offerings that the customers tend to get satisfied. Further, the organisation
need to deliver services that has been promised at the first instance. This in turn would ensure the
customer retention for long run. Service quality is expected to impact customer satisfaction;
since they tend to develop an expectation while purchasing services from any food unit
(Gyawali, Tao and Müller, 2013).
1.4 Research methodology
It is essential for researcher to determine suitable ways and methods that are applicable to
conduct the research work in an efficient manner. The research proposed herewith is conducted
through accumulation of primary & secondary information. The data collected through
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secondary sources that are published in form of journals, articles, etc. will be analysed by way of
literature review. On other hand, primary information will be collected through sample of
customers. In order to conduct the analysis, a sample of 50 customers is expected to be selected
who will be asked to fill questionnaire. It is through adoption of random sampling technique that
sample of customers will be selected. Finally, the data accumulated will be analysed through
adoption of thematic analysis; whereby distinct sets of themes will be created. The arguments in
favour and against of themes are derived on the basis of frequency distribution & graphical
presentation. The researcher has ensured to meet all ethical obligations while conducting the
research work.
1.5 Structure of the project
In order to conduct research work in effective manner; it is essential to frame a schedule
of activities with specific deadlines. In order to plan effective completion of the research into
consideration; a Gantt chart & network diagram is constructed underneath:
Table 1: List of activities
Sr. No. Activities List of activities Weeks Preceding activities
1 A Meeting with supervisor 1
2 B Drafting of proposal 1 A
3 C Submission of proposal 2 B
4 D Getting proposal approved 1 C
5 E Conducting Literature review 5 D
6 F Collection of primary information 4 D
7 G Analysis of data 4 E,F
8 H Interpretation of data 3 G
9 I Drafting the research project 4 E,G
10 J Reviewing the project 2 I
11 K Finalizing the project 1 J
12 L Submission of the final project 1 K
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As per the critical path constructed above, the research project will take minimum duration of 22
weeks for completion. The researcher needs to abide by schedule presented through Gantt chart.
Further, all deadline should be met so as to avoid all kinds of delay in completion of research
project.
Structure Chapter 1 Introduction: This is the first part in which scholar will give brief overview of
the topic. Individual will frame aim and objectives and will define the way in which
entire research project will be conducted.
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 Chapter 2: Literature Review: It is the next part in which researcher will take support of
earlier literature on the same topic and will review these studies. This will support in
developing understanding about the subject matter. Chapter 3: Research Methodology: It would be the next chapter in which scholar will
explain the selected methods for the present study that have supported in completing the
study in effective manner. Rationale of selecting these tools will be explained in this
chapter. Chapter 4: Data Analyses: This is next chapter in which entire data will be analysed and
final results will be find out.
 Chapter 5: Conclusion and recommendation: In the last section researcher will conclude
the whole study and will give necessary recommendations through which company can
enhance satisfaction level of its consumers.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Literature Review is the part in which researcher has to review articles of other scholars
in order to develop understanding about the subject matter. This chapter will review literatures
on quality of services and its impact on raising satisfaction level of customers in the service
industry.
2.2 Literature Review
Maintaining customer satisfaction
As per the view of Chiu-Chi and et.al., (2013) the main role of the every organisation is
to deliver those kinds of services which is helpful to full fill the need and expectation of
customer. People like to go in such places where they can enjoy their meal time and can get
hygienic tasty food in the organisation. Hence, it is essential to provide effective and efficient
services in order to maintain the service quality to maintain the reputation of the business
enterprise in the market. Adak and Yumuşak, (2017) also said that with the help of effective
working of employees in the entity company become able to generate high profit volume. This
support in gaining competitive advantage to the business unit. In market there are various food
firms those which are able to provide good services in this manner there are tough competition.
In order to get overcome from this issue the entity need to be more responsible and should
provide attractive offers so that they can gather the attraction of customer. The Azimi and et.al.,
(2011) states that the power of handling the customers in the best manner is the foundation of
promotion growth and development opportunities in firm. In order to perform all these activities
there should be present of effective communication with the customer so that they are able to
enjoy the food services (Service Quality of McDonald’s. 2015).
Outcome of quality of services in respect to profit margin and cost of the business enterprise
Adak and Yumuşak, (2017) said that in market there various number of factor are
available which is need to be considered by the food industry. The interaction of the staff with
the customer help to improve the many barriers which can hampered to the growth of the
business enterprise. In order to maintain the good communication the firm is able to provide
better and effective services to the customer. These kinds of activities are helpful to earn
maximum level of satisfaction. Contrary to this Dey, Clegg and Bennett, (2010) also said that the
employees should provide effective training so that they can know they can know how to behave
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with customer in good manner. It is essential to win the consumer trust so that firm is able to
maintain retention rate. The communication is the one of the main factor with the help of which
they can greet the customer in they can greet the customer in the best possible manner with the
high quality of services. Staff of the company needs to treat all consumer in equal manner and
take initiatives in relation to provide the luxury services to employees. According to Customer
satisfaction and product's quality makes profit. There is a linkage between quality and profit, it is
considered a competitive source of the organisation leading to customer’s satisfaction increasing
loyalty, elevating the organisation profit on short and long term. This means that quality leads to
satisfaction, while satisfaction leads to loyalty and loyalty leads to profit. Customer satisfaction
increases the profit of the company and complete the customer need in their time. Customer
satisfaction also gives the opportunity high grow and popularity to the company by mouth to
mouth marketing.
As per the view of Chiu-Chi and et.al, (2013) Customer satisfaction increases the number
of clients, loyalty of customer, quality customer, quality products and quality services. Quantity
of products consumed by the customers, evolving the customers' number and profitability of
company, bringing new clients (Effect of Quality Products, Services and Brand on Customer
Satisfaction at McDonald's. 2017).
Ways that are helpful to maintain service quality in manner to have improvement
According to Adak and Yumuşak, (2017) quality is defined as the communication or
interaction between the company who provide the services and the consumer, since the costumer
sees the services quality through comparing is expatiations of this service with the actual
performance. According to research addressed the concept of quality defined qualities as the
overall characteristics of a product that shows and reflect the capacity of product to fulfil explicit
and implies needs (Service Quality of McDonald’s. 2015). It is the specification of a product or a
service that generated the ability to fill explicit and implied needs quality is reaching the gap
between the consumer's expectations for the product's quality and their realization of the actual
performance of that product.
According to Azimi and et.al., (2011) the success of overall quality management cannot happen
without the full commitment of the top level management. It is also important to take in
consideration the customer's satisfaction when determining the concept of quality the concept of
quality and its ways. Quality is depended between consumer and service provider interaction and
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communication which give satisfaction to the customers. Customer satisfaction is a positive
impression from the customer side towards the consumed product, this impression is formed by
comparing the customer expatiations and actual product services. Consumer quality impact on
satisfaction. As per the view of Azimi and et.al. (2011) customer satisfaction doesn't just impact
the business bottom line, it also impacts retention and team morale (Effect of Quality Products,
Services and Brand on Customer Satisfaction at McDonald's, 2017).
As per the view of Azimi and et.al., (2011) Revenue is the key of success for any
company. Revenue is the amount of money that a company actually receives during a specific
time, including discounts and deduction for returned merchandise. It is the top line or gross
income figure from which costs are subtracted to determine net income. Revenue is calculated
according multiplying the price at which goods or services are sold by the number of units or
amount sold. Revenue is known as the top line because it is displayed first on a company's
income statement. Expenses are then deducted from revenue in order to obtain net income or
profit the bottom line. There are different ways of calculating revenue, depending on the
accounting method a business employs (Service Quality of McDonald’s. 2015). Revenue
improvement is necessary for the company because they give good quality of services and
product and it will be carry on if revenue will be increase and employs will be satisfied then
customers also will be satisfied.
Once you have identified and measured your key profit drivers, you should developed strategies
to grow them, without increasing costs. Making your business more profitable involves looking
at ways sales revenues as well as decreasing your costs and benchmarking your business to see
where you can save money. You should also prioritise the strategies you have chosen to improve
your profit so you can focus on the most important ones.
As per the view Chiu-Chi and et.al., (2013) find new customers and find the new markets
so that it help to the increase in revenue and generate the more profit. New customers can help
grow your business and new markets research to determine if you could expand your business
into new area. If you started your business in the new area so many people available for the use
your services and product so your business will grow but also grow your revenue (Effect of
Quality Products, Services and Brand on Customer Satisfaction at McDonald's. 2017).
According to Chiu-Chi and et.al., (2013) if company is providing quality services to its
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consumers then people will like the brand and if in such condition entity enhances its prices then
also people will buy its products and services. As per the view of Azimi and et.al., (2011) make
strategies to decrease costs in the way of decrease overheads, decrease direct costs, decrease
inventory. In the inventory stock control is as good way to streamline your business. Decrease
indirect costs, for example, try to minimise waste and errors in your business by training staff, or
reduce marketing costs by using low cost marketing techniques and save energy wherever
possible or try find a cheaper energy supply company.
According to Azimi and et.al., (2011) you can invent in service training, rather than
quality department. This departments track and documents quality issues and work to address
them. As per the view of _ don't stop training employees after their first few days or weeks on
the job. Teach employees that there is always more they can and should be learning about their
job, your business, and how to serve customers and how to sale the product or how to give them
best services. For the good quality, firm can set up a new employee initiation program. In this
program you can train new workers on quality and services as soon as they start work on the
product and be ready to give services to the customers. The program should include an overview
of your company's approach to service and product (Service Quality of McDonald’s. 2015). If
possible, conduct part of the new employees' orientation yourself. Lead one of the training
sessions to show the new employees you are committed to the new hire program. This will also
give a chance to teach company values in the new hires right away and set the new employees up
for success. Make sure to train your employees to communicate welcome with their body
language as well as their words. As per the view of _ focus on specific actions and attitudes like
greeting every customer with a smile and a hello, helping them with a fitting room and sizing,
and making sure their transaction at the register is fast and pleasant. According to Azimi and
et.al., (2011) in the company product should be clean and services are pure. The most important
improvement is listened to feedback from your customers about services and product. Conduct a
quality survey at least once a year among your customers.
Factors that contributes in enhancing satisfaction level of customers
As per the view of Darren, (2012) consumers always prefer to get high quality services
against their paid amount. Employee attention is the major factor that contribute in providing
quality services to the consumers and raising their satisfaction level. If workers are not paying
attention on consumers then it demotivates them and they become negative towards the brand.
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Dey, Clegg and Bennett, (2010) stated waiting time is the major factor that impact on the
satisfaction level of clients. If people are getting their products on time by the company then it
makes them feel happy and they like to buy its services again in the future (Effect of Quality
Products, Services and Brand on Customer Satisfaction at McDonald's. 2017). This is the major
element that impact on the satisfaction level of consumers to great extent.
According to Adak and Yumuşak, (2017) communication between employee and
consumers is the main element that supports in raising satisfaction level of consumers
significantly. Food industry is the sector where consumers like to go to such firms that offer
them hygienic products and quality services that do not impact on their health. Apart from this,
clients like effective coordination with employees so that they can put their quarries in front of
them and they can get immediate resolution of their problems (Service Quality of McDonald’s.
2015). If people are able to coordinate with the staff members that that makes them positive and
they become frequent buyer of the firm.
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CHAPTER 3: RESEARCH METHODOLOGY
3.1 Research Methods
Research philosophy
Research philosophy is considered as a sort of belief or a way in which all the
information and data for the research has to be gathered. Research philosophy can be classified
in a few ways which involves positivism, realism, axiology, interpretivism and ontology.
Positivism deals with the operations that are highly structured and which usually involves the
quantitative matter (Hall and et.al, 2018). Pragmatism deals with multiple factors and it can be
either qualitative or quantitative. Realism involves only the methods that are been selected for
the research and interpretivism involves the small scale researches that are deep and wide
enough. In this research, the researcher will make use of the realism approach because it can help
in analysing better about the influence of service quality on increasing the satisfaction rate of the
customers in McDonald's.
Research design
Research design is considered as the overall strategy that helps in making the integration
of various components in a way that seems reliable and efficient enough for the researcher. It
also helps in making the division of different components in an appropriate as well as in a
coherent way (McDonald and Wilson, 2016). Research design can be classified in different types
such as descriptive, experimental, semi experimental, co relational and the review. The
descriptive designs refer to the naturalistic observations. Co relational is associated with the case
studies of the research. Experimental and semi experimental refers to the experimenting
materials and the review deals with a proper and systematic review of the observations. In this
research, the researcher will make use of the descriptive design because the research is
associated with a naturalistic observation, thus can further help in analysing the quality of service
and its influence on satisfying the customers at a higher rate.
Research approach
Research approach can be considered as a way that can be involved in the research to
provide it a proper way. Also, it helps in providing more efficient and appropriate results.
Research approach provides some specified ways and methods that can be involved in the
research at any point, thus it further helps in generating more effective results (Balvers, Gaski
and McDonald, 2016). The research approach can be further classified in two types, either the
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inductive or deductive. The inductive approach deals with the development and implementation
of new theories whereas the deductive one deals with aimed concepts. So in this research, the
researcher will make use of deductive approach because it has aimed concepts and objectives,
thus for analysing the impact of satisfaction rate of consumers through the service quality in
McDonald's, it can act effective and better enough. Using inductive approach here cannot help
the researcher to get an efficient amount of data because the research does not deal with any new
or emerging theory. So, the researcher here will make use of the deductive approach (Mackey
and Gass, 2015).
Research strategy
Research strategy can be considered as a proper plan that has developed stepwise with the
forte of providing a systematic direction to the ideas and thoughts of the researcher. It also helps
in making a systematic scheduling of all the factors that are required and are essential in the
research. It can be further classified as either qualitative or quantitative (Theodorakis,
Kaplanidou and Karabaxoglou, 2015). Qualitative strategy helps in unwinding the ideas and it
gets deeper inside the issue to get it resolved whereas the quantitative strategy deals with close
ended factors. In this research, the researcher will make use of the qualitative strategy because it
can help in analysing better the service quality and its influence on the satisfaction level of the
consumers in McDonald's.
Data analyses
It is considered as one of the major aspect that helps the researcher in analysing the data
and finding the accurate results on the subject matter. In the current project researcher has taken
support of thematic analyses tool. There are two main type of methods that are applied in
different studies. In the quantitative type of research project researcher has to take support of
statistical tool such as SPSS and have to perform calculations. On other hand in the qualitative
study's researcher has to take support of thematic approaches and researcher can get results by
taking help of graphs and charts. In the present project scholar has applied thematic analyses
method that has helped the investigator in using primary data and analysing these information in
effective manner. By this way scholar has become able to present the the details in effective
manner and drawing valid conclusion.
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3.2 Sampling
Data sampling- it is one of the crucial feature in this tow methods are to be selected such
are as probabilistic and non- probabilistic. The probabilistic is based on the population and non-
probabilistic is having no role of population. Probability and non probability are the two main
sampling techniques that help the scholar in gathering reliable data about the subject matter.
Probability sampling is the method in which each sample get equal opportunity to be selected in
the investigation whereas in non probability technique is different from the probability technique
because which individual will be selected in the study as sample it is unknown. It ois kind of non
random sampling method that supports in gathering real facts about the topic. In the probability
sampling method researcher has to carry out investigation in conclusive manner whereas in non
probability sampling method individual has to carry out the research in exploratory method. For
the present research study the probability sampling is being chosen in which simple sample
technique are to be used. Random sampling is being in the current research project, it has
supported in gathering information without any bias.
3.3 Data collection
Data collection- in relation to achieve the objective of the research, data collection is to
be considered in prior manner. In this two method are to be given such are as primary and
secondary (Gemünden, Huemann and Martinsuo, 2017). The primary method is to be known as
first-hand information, it can be collected directly with the help of the candidates and respondent.
The secondary one is descriptive it can be done with the help of the critical review on the various
topics and it is based on the various studies. In present study the both of the collection method is
to be used. In the secondary method is to be done for conducted useful information such are as
books, data, journals and online articles has chosen. For gathering primary information
researcher has used questionnaire technique. In order to gather secondary data scholar has taken
support of books, journals, internet articles etc. Researcher has selected 50 customers of
MacDonald's as sample. They are the suitable persons those who can give accurate detail about
quality of services of McDonald's and its impact on their satisfaction level.
3.4 Ethical consideration
The researcher has to conduct and follow all the ethical principles in manner to
accomplish this research study. It can be done in the following manner as-
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 The extra care is need to be taken in order to not to harm any participants of this research
study.
 The information is not to be revealed without taking proper approval of the participant.
The privacy and confidentiality of things is need to be maintained (Flyvbjerg, 2013).
 In this present study the equal treatment is need to be given to all the participants in order
to nature of the study.
 The working environment is very important in this the trustworthy and friendly
surrounding need to be maintain on manner to accomplish the objective of the study.
 At the time of completing the research, no harm is to be made to the animals and
environment. This all thing is to be taken care in advanced manner.
 The candidate needs to have trustworthy and friendly environment.
 In order to accomplish the objective of the study the whole procedure is to be taken into
specified manner (Flick, 2015).
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CHAPTER 4: DATA ANALYSES
4.1 Data collection
In the present research scholar has chosen primary data collection method in order collect
information about the topic. In order to gather this detail individual has applied questionnaire
technique that has supported in identifying the real situation of MacDonald's and its working
process. Researcher has asked questions with 50 customers of MacDonald's those who have
given good detail about its quality of services and its impact on customer satisfaction.
Theme 1: Time length to visit McDonald's in a month
Once in a month 23
Twice in a month 10
Rarely 9
More than four times 8
TOTAL 50
Theme 2: McDonald's is providing you satisfactory services
Yes 32
No 18
Total 50
Theme 3: major issue that found in services of the company
Product related issue 5
Communication issue 19
Late delivery 9
No complain resolution 10
No issue 7
Total 50
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Theme: 4 Facilities do you like the most provided by McDonald's?
Effective communication 26
Immediate complain resolution 14
Quality of products 10
Total 50
Theme 5 Feedback system helps the company in improving its quality of services
To great extent 28
To some extent 14
No impact 8
Total 50
Theme 6 McDonald's fulfil its responsibilities and commitment made by consumers.
Strongly agree 17
Agree 18
Disagree 10
Strongly disagree 8
Total 50
Theme 7: ways to improve quality of services in the business in order to raise customer
satisfaction
Training to employees 17
Enhance communication with consumers 15
Feedback system 44
Improvement in delivery timing 6
Total 50
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4.2 Data Analysis and Discussions
Data is being gathered from 50 customers of MacDonald's. The have given detail about
how MacDonald's is providing services to its consumers and are its services are satisfactory for
consumers or not. These customers are able to explain the quality of services of the company. On
the bases of their information analyses of data is being done in order to get final results.
Theme 1: Time length to visit McDonald's in a month
Interpretation: From the above data it is identified that 23 out of 50 respondents have viewed
that they visit McDonald's once in a month. On other hand 10 out of 50 answers have viewed
that they visit the company twice in a month. There are 9 participants answered that they rarely
visit the company. From the above data it can be interpreted that most of the consumer visits the
company once in a moth that reflects that people are satisfied with the organisation.
Theme 2: McDonald's is providing you satisfactory services
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Interpretation: From the above study, it is found that 32 respondents have viewed that
McDonald’s is providing satisfactory services to its consumers. On other hand 18 participants
have said that company does not offer satisfactory quality services. From the above data, it can
be said that McDonald's is currently offering high quality services to consumers but still there is
required to make some changes in its current process so that it can improve quality of services
and can provide satisfactory services to the customers. If entity offers the same products and
services to its consumers it will help the organisation in raising satisfaction level of consumer to
great extent.
Theme 3: major issue that found in services of the company
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Interpretation: Researcher has asked about issue in the McDonald's that is faced by them, 5
respondents have said that they generally face product related issues. Most of its products are not
fresh that is why they like to go to KYC rather than coming to the McDonald's. On other hand 19
answers have said that they generally face communication issue in the business unit. As
McDonald's has many consumers so employee do not get chance to make effective coordination
with each individual person. That is why some time their issue do not get resolved on time.
Whereas 9 answerers have viewed that late delivery is the main issue that is faced by them
because they do not get their products on time.
Theme: 4 Facilities do you like the most provided by McDonald's
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Interpretation: From the above discussion it is analysed that 14 respondents have viewed that
effective communication is the facility that provided by the entity. On other hand, 26 participants
have said that company resolve complains of the person immediately that is the main feature that
is liked by the people in the organisation. Whereas 10 answers have said that quality of products
of the entity are good that enhance satisfaction level of company. From the above discussion, it
can be interpreted that McDonald's is providing good facilities to its clients and it is
concentrating on complains of the consumers and resolving them quickly. That motivates people
and makes them loyal towards the brand. This helps the entity in enhancing its revenues and
brand image as well.
Theme 5 Feedback system helps the company in improving its quality of services
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Interpretation: Researcher has asked with the respondents that feedback system is good or not.
Then 28 respondents have said that taking feedback from consumers is very effective because it
helps in identifying the loop fall in the company and making positive changes in the business
unit. On other hand, 14 answerers have viewed that feedback system is helpful to some extent
because sometimes consumers do not share real views with the management. On other hand, 8
answerers have said that it does not impact on improving service quality of the firm. From the
above discussion it can be interpreted that taking feedback from consumers is the effective
method that can help the organisation in identifying needs of consumers. By this way
corporation can take necessary actions to improve quality of services of the firm.
Theme 6 McDonald's fulfil its responsibilities and commitment made towards consumers
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Interpretation: From the above data, it is analysed that 17 out of 50 answers have viewed that
they are strongly agreed that McDonald's fulfil its responsibility and fulfil its commitment
towards consumers. On other hand, 18 respondents have said that they are agreed that company
fulfil its responsibilities. Whereas 10 participants have said that they are disagreed with the point
that McDonald's fulfil its responsibilities and commitment made towards consumers. From the
above discussion, it can be interpreted that McDonald's understand the corporate duties and
needs of customers and it works in such direction so that it can provide quality services to clients
and can enhance their satisfaction level to great extent.
Theme 7: Ways to improve quality of services in the business in order to raise customer
satisfaction
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Interpretation: From the above data, it is identified that 17 out of 50 respondents have viewed
that providing training to the employees is the best way for improving quality of services of
McDonald's. By providing training, employees can get to know needs of clients and they can be
able to treat them well. Whereas 15 out of 50 answers have said that enhancing communication
is the best way of improving quality of services. Because by this way, employee will be able to
identify complains of the users and they will be able to resolve them soon. On other hand, 12 out
of 50 participants have said that feedback system is the best way of improving quality of services
in the business unit. Whereas 6 answers have viewed that improvement is delivery timing is the
way that can enhance satisfaction level of customers to great extent. From the above discussion,
it can be interpreted that cited firm is required to adopt communication and training system for
improving quality of services that can support in raising customers satisfaction in the
organisation.
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CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
5.1 Conclusion
Hereby, it has been concluded that customer satisfaction is the most important part of the
business unit as if company is able to offer them quality services, then it can support in
improving satisfaction level of consumers. That can support the firm in sustaining in the market
for longer duration and gaining competitive advantage. The whole research is based on the effect
of service quality on the customer satisfaction. With the help of this kind of activity, the
company can grow in relation to promote growth and development opportunities. In the present
era, the customer is the most important part of the organisation. These kinds of activities are need
to be performed in order to gain the competitive advantage in the market. The main motive
behind conducting this research project is to enhance the satisfaction of the customer on the firm.
In order to take effective research approach, the inductive one has been selected so that better
and relevant data can be collected. In order to cope up with this kind of activity, they start to take
feedback of the consumers in order to have idea about the areas of improvement. In order to
maintain the reputation of the firm in the market, the organisation need to take various initiatives
in order to deliver the good quality of services so that they can enjoy the leisure moments in
McDonald's. The food industry is growing fast in manner to achieve the maximum amount of
profitability. However, the main object of this kind of firm is to earn customer satisfaction so that
it can maintain the rate of consumer retention.
From the above study, it can be concluded that major issue in McDonald's is that
employees of the firm are not communicating well with the consumers that is why complains do
not get resolved on time. This leads to dissatisfaction in the mind of consumers and they think to
move towards other brand in order to quality food and services. But company is offering quality
products that impact positive on their mind and they like to have its tasty products. Feedback
system is the good way that support the management in identifying the issue in the business and
taking action to resolve their problem. By this way, entity can improve quality of services and
would be able to enhance satisfaction level of clients. Providing training and improvement in
delivery times can support the firm in gaining attention of the mass audience and retaining them
in the workplace for longer duration. In this way, company can gain high profit and can sustain
in the market for longer duration.
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5.2 Recommendations
 The staff of McDonald's need to take many initiatives in order to provide good and better
services. Company should train its workers so that they can get to know about needs to
consumers and can provide services accordingly. This can help in enhancing satisfaction
level of customers to great extent.
 McDonald's should take time to time feedback from consumers; this can help in
enhancing communication with the consumers and identifying the loopholes in the
operations. Through this, cited firm can meet with its objective and can increase
satisfaction level of clients.
5.3 Area for further study
The main objective of the study is to enhance the customer satisfaction in order to earn
profitability and productivity. In order to increase the working efficiency, it is essential to cope
up with rivalries of market. By delivering better and effective service, the organisation can earn
more amount of profitability and productivity.
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Burke, R., 2013. Project management: planning and control techniques. SAGE.
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personality balance. Kybernetes. 42(7).Pp.1016 - 1028.
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Darren, D., 2012. The nature of project management: A reflection on The Anatomy of Major
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Orel, F. D. and Kara, A., 2014. Supermarket self-checkout service quality, customer satisfaction,
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[Online]. Available through: <https://www.omicsonline.org/open-access/effect-of-quality-
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APPENDIX
Appendix 1: Questionnaire
How many times you visit McDonald's in a month?
 Once in a month
 Twice in a month
 Four times in a month
 More than four times
Do you think that McDonald's is providing you satisfactory services?
 Yes
 No
What is the major issue that you found in services of the company?
 Product related issue
 Communication issue
 Late delivery
 No complain resolution
 No issue
Which facilities do you like the most provided by McDonald's?
 Effective communication
 Immediate complain resolution
 Quality of products
How much feedback systems help the company in improving its quality of services?
 To great extent
 To some extent
 No impact
Do you think that McDonald's fulfil its responsibilities and commitment made towards
consumers?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
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What are the ways to improve quality of services in the business in order to raise customer
satisfaction?
 Training to employees
 Enhance communication with consumers
 Feedback system
 Improvement in delivery timing
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Appendix 2: Research Proposal
Topic- “To access the impact of quality of service on raising satisfaction level of consumers: The
case study of McDonald's”.
RESEARCH TITLE
Impact of quality of service on raising satisfaction level of consumers.
Research project Description
In the world, there are different types of strategies are used by the companies in order to
meet the customer satisfaction. With the help of this, the company is able to gain maximum
amount of profit. The main object of the firm is to take effective steps in order to provide various
facility in order to raising the satisfaction of the customers. To carry out the process of research
in an effective manner, the whole activity is taken into consideration. In this manner the entity
has to frame various strategies with the help of which impressive implementation procedure can
be taken. This is the most important activity in order to full fill the satisfaction of customer.
RESEARCH AIMS AND OBJECTIVES, HYPOTHESIS
Aim
“To access the impact of quality of service on raising satisfaction level of consumers: The case
study of McDonald's”.
Objectives-
 To understand the concept of quality service and customer satisfaction.
 To determine the various factors which are helpful in manner to enhance the customer
satisfaction for McDonald's.
 To determine impact of service quality on raising customer satisfaction.
Factors that contribute to process of project selection
Fast food industry is considered to be one of the fastest growing sectors in recent past. A
high level of growth accompanied with increasing demand for customer increases the
development opportunities for this industry. Customers are major source of revenue for any
organization; and long-term retention of clients is regarded as key to success for the business
unit. Fast food industry do offer a wide range of services that are both tangible and intangible in
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nature; therefore, the monetary worth paid by customers need to be justified on grounds of
quality of both tangible & intangible component. It is seen that customers have turned to be
highly rational in recent past & the business unit needs to be highly innovative so as to meet
desires of customers. A wide range of research work is carried in past to determine the
importance of customer satisfaction. Also, large number of authors have supported the fact that
product quality is an important factor. However, the research conducted herewith emphasizes on
identifying the way service quality impacts customers’ satisfaction. Also, a focus is driven on
measuring the intangible components of service industry & the way it enhances customer
satisfaction. Finally, considering specifically McDonald has helped in identifying the expertise
required by fast food industry; and loopholes involved in delivering intangible services to
customers.
Literature review
An organisation’s success depends upon the way it retains customers for long run. A
service industry needs to understand the customers’ perception due to involvement of
intangibility into business offerings. According to Zameer, Tara and Mohsin, (2015), quality of
services delivered cannot be quantified or measured. On other hand, Orel and Kara, (2014)
argued that it is on the basis of quality of services that customers do pay monetary value to
businesses. Henceforth, it seems to be an essential element for food sector to measure quality of
services offered. ( and Fasih, (2014), supported the fact by providing an evidence of way
customers have distinct set of perceptions for quality of services offered. In the view of Zameer,
Tara and Mohsin, (2015), the service industry needs to be highly effective in designing its
offerings; since value proposition tends to be highly based on consumers’ perceptions.
Food industry needs to enhance quality of services offered so as to retain customers for
long run. It is through creating a value in form of both tangible & intangible offerings that the
customers tend to get satisfied. Further, the organisation need to deliver services that has been
promised at the first instance. This in turn would ensure the customer retention for long run.
Service quality is expected to impact customer satisfaction; since they tend to develop an
expectation while purchasing services from any food firm.
Research methodology
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It is essential for researcher to determine suitable ways and methods that are applicable to
conduct the research work in an efficient manner. The research proposed herewith is conducted
through accumulation of primary & secondary information. Therefore, the data collected through
secondary sources that are published in form of journals, articles, etc. will be analysed by way of
literature review. On other hand, primary information will be collected through sample of
customers. In order to conduct the analysis, a sample of 50 customers is expected to be selected
who will be asked to fill questionnaire. It is through adoption of random sampling technique that
sample of customers will be selected. Finally, the data accumulated will be analysed through
adoption of thematic analysis; whereby distinct sets of themes will be created. The arguments in
favour and against of themes are derived on the basis of frequency distribution & graphical
presentation. The researcher has ensured to meet all ethical obligations while conducting the
research work.
Action plan
In order to conduct research work in an effective manner; it is essential to frame a
schedule of activities with specific deadlines. In order to plan effective completion of the
research into consideration; a Gantt chart and network diagram is constructed underneath:
Table 2: List of activities
Sr. No. Activities List of activities Weeks Preceding activities
1 A Meeting with supervisor 1
2 B Drafting of proposal 1 A
3 C Submission of proposal 2 B
4 D Getting proposal approved 1 C
5 E Conducting Literature review 5 D
6 F Collection of primary information 4 D
7 G Analysis of data 4 E,F
8 H Interpretation of data 3 G
9 I Drafting the research project 4 E,G
10 J Reviewing the project 2 I
11 K Finalizing the project 1 J
12 L Submission of the final project 1 K
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As per the critical path constructed above, the research project will take minimum duration of 22
weeks for completion. The researcher needs to abide by schedule presented through Gantt chart.
Further, all deadlines should be met so as to avoid all kinds of delay in completion of research
project.
REFERENCES
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
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