Investigate the effective self-service on the customer satisfaction- A case study of McDonald's

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

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.