Investigate the effective self-service on the customer satisfaction- A case study of McDonald's
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This research project proposal aims to investigate the impact of self-service on customer satisfaction in the fast food industry, using McDonald's as a case study. The objectives include assessing the importance of service quality, analyzing how self-service excites consumers, and recommending ways to enhance self-service facilities.
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RESEARCH PROJECT PROPOSAL INTRODUCTION Customer satisfaction is one of the key element in attainment of larger customer base in the marketplace. Present research deals to investigate the effective self-service on the customer satisfaction by taking McDonald's which is a leading fast food chain in the industry. Research objectives will be formulated along with rationale will be provided. On the other hand, review of literature will be conducted by taking reliable sources. Moreover, research methodology will be implemented as to which research will be conducted. In addition to this, research time plan will also be prepared listing activities to be done in step-by-step manner Topic Investigate the effective self-service on the customer satisfaction- A case study of McDonald's
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Aim To analyse the impact of self-service in the fast food restaurants industry on the customer satisfaction- A case study of McDonald's Objectives •To ascertain importance of service quality in McDonald's for maximising customer satisfaction •To assess how self-service excites consumers leading to higher satisfaction level in McDonald's •To recommend ways for enhancing self-service facility for making customer's loyal towards McDonald's
Research Questions Q1. What are the factors of service quality helping McDonald's to enhance customer satisfaction? Q2. Does self-service facility offered by McDonald's enhances customer satisfaction up to a high extent? Q3. Does faster service through self-service increases' customer satisfaction? Rationale Background Customer satisfaction is the broader term which includes various ways through which appropriate services may be provided to customers for making them satisfy. Faster services, hygiene- consciousness, well-behaved staff are factors that directly satisfy consumers and they become loyal to organisation. McDonald's is a giant in fast food restaurants industry headquartered in the US satisfying customers worldwide through various methods. Recently, it has launched self-service kiosk facility which is provided to customers so that they can order as per their choices. Reasons for conducting this researcher will be to analyse how self-service facility leads to increase in customer satisfaction. Another reason is that eradication of long queues for ordering food also increases consumer satisfaction. Furthermore, personal interests of researcher in assessing importance of self-service and service quality will also lead to base for conducting this research. Thus, these all factors will be analysed in order to arrive as to how effective self-service excites customer satisfaction beneficial for company in the long run.
Literature Review Theme 1: Importance of service quality and customer satisfaction As per the views of Lee, Verma and Roth (2015), fast food restaurants industry is increasing steadily and at a rapid rate which has led to enhancement of concerns for organisations so that they may be able to increase profits and customer base. Service quality is one of the important element in maintaining efficient base for increasing customers towards company. Theme 2: Self-service facility excites consumers leading to higher satisfaction level According to views of Hanks, Line and Mattila (2016), satisfaction level is of great importance to company which induces customers for purchasing or availing goods and services in effective manner. It can be analysed that firm should provide effective services to customers which influences them to purchase goods and services leading to attainment of stated objectives with ease. Modern technique for offering easy services is self-service kiosks to company in providing better services and that too by eradicating never-ending long queues for ordering food. The fast food restaurants are implementing this system which are exciting customers in effectual manner. Theme 3: Importance of self-service kiosks in increasing satisfaction level According to Hanks, Line and Mattila (2016), self- service kiosks are quite useful for managing the rush in the fast food restaurants which provides clarity in maintaining seamless order processing to customers. It can be ascertained that eradicating long standing queues helps to serve customers with much ease and better convenient services are provided in the best manner possible. Reduction in time for order processing leads to attainment of higher profits. Business is able to accomplish increased customer satisfaction which in turns provides elevated profits and higher growth in effective manner.
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Research TypeQualitative research Research ApproachInductive research approach Research DesignDescriptive research design SamplingThe size of sample selected by scholar will be 30 customers of McDonald's. Data CollectionPrimary sources and secondary sources will be used Data AnalysisThematic analysis will be done.
Time scale The research study will get completed within period of 14 weeks. CONCLUSION Hereby it can be concluded that research will be conducted on investigating how effective is self-service facility on customer satisfaction. Moreover, it can be analysed that McDonald's will be able to attain ways through which self- service facility are provided to customers for attaining their satisfaction level. The research questions will be answered with justification and as a result, research will be conducted. Research methodology will be implemented in order to provide proper direction of research. Furthermore, qualitative research will be applied as to satisfaction level of customers will be attained from theoretical framework. Hence, primary and secondary sources of data will be used and concrete conclusion will be attained. REFERENCES Hanks, L., Line, N. D. and Mattila, A. S., 2016. The impact of self-service technology and the presence of others on cause-related marketing programs in restaurants.Journal of Hospitality Marketing & Management.25(5). pp.547-562. Lee, M. K., Verma, R. and Roth, A., 2015. Understanding customer value in technology-enabled services: A numerical taxonomy based on usage and utility.Service Science. 7(3). pp.227-248.