Research Project on Service Operations Management Problem

Added on - 06 Jun 2020

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Research project(Service operations managementproblem)
Table of ContentsTITLE..............................................................................................................................................11. INTRODUCTION.......................................................................................................................11.1 Overview................................................................................................................................11.2 Background of study..............................................................................................................11.3 Background of organisation...................................................................................................21.4 Research aims and objectives................................................................................................22. LITERATURE REVIEW............................................................................................................42.1 Overview................................................................................................................................42.2 Significant of quality of service and customer satisfaction...................................................42.3 Identifying the impact of customer satisfaction on operation service in McDonalds...........52.4 Effectiveness of quality of service and customer satisfaction on operational performance..63. RESEARCH METHODOLOGY................................................................................................83.1 Overview................................................................................................................................83.2 Research Approach................................................................................................................83.3 Research Design....................................................................................................................83.4 Research Philosophy..............................................................................................................83.5 Research Type.......................................................................................................................93.6 Data collection method........................................................................................................103.7 Sampling..............................................................................................................................113.8 Ethical consideration...........................................................................................................114. DATA ANALYSIS...................................................................................................................134.1 Overview..............................................................................................................................134.2 Thematic analysis................................................................................................................135. CONCLUSION..........................................................................................................................18REFERENCES..............................................................................................................................19
TITLE“To determine the quality of customer service and satisfaction for solving issues thataffecting on operational effectiveness: a case study on McDonalds, Dubai”.1. INTRODUCTION1.1 OverviewIn today’s ultra-competitive business environment are not merely meeting with thecustomer satisfaction. In order to effectively differentiate themselves from the revivals, then it ismajor responsibility of service provider to focus on customer expectations so that they can createpool of consumer loyalty. To provide excellent customer service and higher satisfaction, anorganisation must start with understating of customer expectation. To measures satisfaction ofcustomers, company must ask from the consumers whether their products or services are meetingwith their demands. This is to be considered as important question to ask and also a key factorbehind their satisfaction. To exceed with customer satisfaction is all about creating an extra valuefor them (Belaid and Temessek Behi, 2011). In organisation it is responsibility of higherauthorities to analyse that whether customers are happy with their products or not. If they foundthat they are not happy with their service, then proper action should be taken by them to find outthe loopholes. Apart from that, different models can also apply by organisation in context ofcustomer satisfaction such as; performance models, rational expectation model, disconfirmationof expectation model and so on. Moreover, appropriate strategy must be adopted by entity toattract customers and to lead in their confusion. In modern era, it become vital for everyorganisation to increase customer satisfaction and identify the factors which are affecting ontheir needs.1.2 Background of studyThe fast-food chain industry is making a ton of changes or alternations, such as launchingall day-breakfast or adding new options like McPick 2 deals to drive traffic. An aim of everycompany is to serve exceptional customer experience and top-notch service. Obviously meetingwith the customer satisfaction, it is considered as surest path for organisation. Nowadays,customers are more expecting from the organisation to get better quality of food with fastservice. Macdonald’s had introduced many food items in order to provide various opportunitiesto customers and also substituting some of the ingredients. Along with this, analyse other issues1
also if customers are facing regarding the taste, size, quantity of the food. In this research project,various ideas have been suggested where organisation can reduce customer complaints andidentified the various tools and techniques to increase customer satisfaction.1.3 Background of organisationCurrent study is proposed with MacDonald’s which is American hamburger and fast foodrestaurant. The primarily sells of this company is chicken products, French fries, soft drinks,desserts, milkshakes and many more. In order to response the change in customer taste andpreference, the company had already expended its menu which is including fish, smoothies andsalads. An aim of this company are that to expand their business and to make a huge amount ofprofit. Apart from this, to have a very competitive service, so that more people will use theirservices rather than competitors (Collett Miles, 2013). In contrary to this, their businessobjectives are that to serve more quality of food than their competitors. Also to improve theirexisting services in order to retain customers for a long period of time. As it is important for theorganisation that to measure their business progress with set objectives on constant basisotherwise it become difficult to target them in set time period. McDonald’s is very popular inDubai, although they are facing some operational service issue which is resulting in increasingcustomer complaints regarding satisfaction, expectation. So for this different theories, modelshave been described which support to company in resolving the problems of customers.1.4 Research aims and objectivesAn aim of research project is that “to determine the quality of service and satisfaction forsolving issues and that affecting on operational services: a case study on McDonalds, Dubai”. Ifresearcher wants to achieve this aim, then he/she need to work upon the listed objectives toachieve their aims. These objectives are stated as below:To measure the importance of quality of services and customer satisfaction.To identify the impact of customer satisfaction on operational services withinMcDonalds.To evaluate the effectiveness of quality of service and customer satisfaction onoperational performance of McDonalds.To recommend the ways how McDonalds will improve their existing performance inorder to reduce customer complaints.Research questions2
How to measure the importance of quality of services and customer satisfaction?What if the impact of customer satisfaction on operational services in context ofMcDonalds?How to determine the effectiveness of quality of service and customer satisfaction onoperational performance of McDonalds?What method will be used by McDonalds to measure the customer loyalty?3
2. LITERATURE REVIEW2.1 OverviewIn this section in-depth of review of information has been conducted by the scholar andthese published in the form of secondary sources. It will help to investigator to generate in-depthinformation regarding the specific topic and get valuable and reliable outcomes. Basically,different theories and models are evaluated here which has been given by several authors forgetting reliable information. Furthermore, for current research topic to determine the customersatisfaction in context of McDonalds views of different authors has been analysed here.2.2 Significant of quality of service and customer satisfactionService Quality is the measurement of the quality of service provided to the customers.The provided service should satisfy the expectations of the customers. McDonalds focuses ongiving quality service to their customers. It is the most important factor which contributes in thesuccess of the company. Good service quality helps the company to earn high profits, increasefirm's value, maintains loyalty and gain competitive advantage. The service quality of McDonaldgives it competitive advantage from its competitors.Measuring service qualityEvery business wants to provide high quality services to their customers. According toFellesson and Friman (2012),customers have some expectations and in order to meet thoseexpectations, businesses provide best services. McDonalds used 5 factors to measure the qualityof their services. These factors are-Reliability:It includes the way of providing service, i.e., deliver promised service tocustomers.Tangibles:It includes the appearance of tangible facilities, communication equipment’sand employees.Responsiveness:Eagerness to support customers, solve their queries and administerprompt services to their customers.Empathy:Provide attention towards customers and care about the needs of thecustomers.4
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