BA Business: Research Proposal on Customer Treatment of Workers

This research proposal aims to analyze customer treatment and behavior towards employees in fast food restaurants, specifically McDonald's. It outlines research objectives to determine customer behavior, identify reasons for negative perceptions of fast food workers, and ascertain the impact of poor treatment on employees. The proposal includes a literature review highlighting the importance of customers, reasons for negative perceptions, and the negative impact of bad treatment. The research methodology section details the research philosophy (epistemology), approach (deductive), and strategy (survey) to be employed. References to relevant academic sources are also provided, offering a structured approach to investigating this important aspect of the fast food industry.

RESEARCH PROPOSAL
The treatment of customers towards fast food workers
The treatment of customers towards fast food workers

INTRODUCTION
Customers are known as one of the significant elements that play major role in the growth and development of
every type of business or organisation. They are the people who promote businesses through word of mouth
and they promote according to their experience. The current research topic is about the treatment of customers
towards fast food workers is chosen because there are many customers who have perception that an individual
working in the fast food restaurants do not have great knowledge and are of lower intelligence class

CONTENT
 Introduction
 Research aim
 Research objectives
 Literature review
 Research methodology
 References

Research Aim
“To analyse the treatment and behaviour of consumers towards employees who are working at fast food
restaurants.” A study on McDonald's

Research Objectives
To determine the behaviour and treatment of customers towards
employees
working at fast food restaurants
To identify the reasons customers look down on fast food workers
within McDonald's
To ascertain the impact of bad treatment by customers on workers
within McDonald's

LITERATURE REVIEW
According to Samengon and et. al., (2020), customers are the most important factor in the every type of
organisation because they help in developing business towards growth and success. So, it becomes vital for
employees of the fast food restaurant to provide great services to customers so that they could be retained for
longer time duration.
According to Hanzaee and Esmaeilpour (2017), there are many situations and reasons that make customers to
look down on fast food workers because they feel they are more than those fast food workers in relation to
education background, financial capabilities, lifestyle of living etc
According to Nguyen and et. al., (2018), it could be clearly said that the impact of bad treatment by customers
on workers of McDonald's is negative because the rude behaviour and poor treatment discourages staff of
McDonald's towards their work.

RESEARCH METHODS
 Research Philosophy: As per the requirement of current research, investigator would be
selecting epistemology because it is mainly classified into three major kinds that are: positivism,
interpretivism and realism.
 Research Approach: In the current research, deductive approach would be chosen by
investigator because it assists in evaluating numerical information to attain pre-defined
objectives.
 Research Strategy: With the purpose of attaining objectives of investigation, investigator would
be selecting strategy of survey because it helps in targeting human participants for the collection
of appropriate information.

References
Samengon and et. al., 2020. Factors affecting self-service technology towards intention to adopt the
technology among consumer in the foodservice industry. International Journal of Disaster
Recovery and Business Continuity.
Hanzaee, K.H. and Esmaeilpour, F., 2017. Effect of restaurant reward programs on customers’
loyalty: evidence from Iran. Journal of Islamic Marketing.
Nguyen and et. al., 2018. Customers’ knowledge, attitude, and practices towards food hygiene and
safety standards of handlers in food facilities in Hanoi, Vietnam. International journal of
environmental research and public health. 15(10). p.2101.