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Case Study 11: Marketing of Services - McDonald

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Added on  2020-10-05

Case Study 11: Marketing of Services - McDonald

   Added on 2020-10-05

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UNIT 11 RESEARCH PROJECT
Case Study 11: Marketing of Services - McDonald_1
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1Topic...........................................................................................................................................1Aim..............................................................................................................................................1Objectives....................................................................................................................................1Research Questions.....................................................................................................................1Rationale Background.................................................................................................................1Literature Review........................................................................................................................2Methodology and Methods.........................................................................................................5Time scale...................................................................................................................................5CONCLUSION................................................................................................................................6REFERENCES................................................................................................................................7
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Research Project ProposalTopicInvestigate the effective self-service on the customer satisfaction- Acase study of McDonald's Rationale BackgroundReasons for conducting this researcher will be to analyse how self-service facility leads to increase in customer satisfaction. Anotherreason is that eradication of long queues for ordering food alsoincreases consumer satisfaction. Furthermore, personal interests ofresearcher in assessing importance of self-service and service qualitywill also lead to base for conducting this research. Thus, these allfactors will be analysed in order to arrive as to how effective self-service excites customer satisfaction beneficial for company in the longrun.IntroductionCustomer satisfaction is one of the key element in attainment of largercustomer base in the marketplace. Present research deals to investigatethe effective self-service on the customer satisfaction by takingMcDonald's which is a leading fast food chain in the industry. Researchobjectives will be formulated along with rationale will be provided. Onthe other hand, review of literature will be conducted by taking reliablesources. Moreover, research methodology will be implemented as towhich research will be conducted. In addition to this, research timeplan will also be prepared listing activities to be done in step-by-stepmanner. Aim of theresearchTo analyse the impact of self-service in the fast food restaurantsindustry on the customer satisfaction- A case study of McDonald'sObjectivesof theresearchTo ascertain importance of service quality in McDonald's formaximising customer satisfactionTo assess how self-service excites consumers leading to highersatisfaction level in McDonald's To recommend ways for enhancing self-service facility for1
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making customer's loyal towards McDonald'sResearchquestionsQ1. What are the factors of service quality helping McDonald's toenhance customer satisfaction?Q2. Does self-service facility offered by McDonald's enhancescustomer satisfaction up to a high extent?Q3. Does faster service through self-service increases' customersatisfaction?ResearchstrategyThe type of research which is based on words, feeling and emotion iscalled as qualitative research. This present research study will be basedon qualitative method as it reflects expressive information that is notconveyed through quantitative data. Primary/SecondaryResearchIn this present research, scholar will use to collect data from primarysources as he/she will prepare questionnaire and make them fill withthe customers. The result will be more authentic and valid by primarysources and secondary sources will be used as well.Sources ofDataprimary sources and secondary sources will be gathered. Primary datathrough questionnaire to participants. While, secondary sourcesthrough books, journals, articles, newspapers etc.PopulationandSampling30 customers will be provided with questionnaire by implementingsimple random sampling method.DatacollectionmethodsBoth primary sources and secondary sources will be used in study.Time planResearch study will get completed within period of 14 weeks as per thetime plan of research.2
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