Investigating Self-Service and Customer Satisfaction at McDonald's

This research project investigates the impact of self-service technologies, specifically self-service kiosks, on customer satisfaction within McDonald's. The study examines the relationship between service quality, customer satisfaction, and the adoption of self-service systems in the fast-food industry. The project includes an introduction outlining the research aim, objectives, and research questions, followed by a rationale and background on the topic. A literature review explores the importance of service quality, customer satisfaction, and the role of self-service in enhancing customer experiences. The methodology section outlines the research approach, including qualitative research methods, primary and secondary data sources, and the sampling strategy. The project concludes with a time plan and references to relevant academic sources. The research aims to analyze how self-service influences customer satisfaction, identifying factors that contribute to a positive customer experience and recommending ways to enhance the self-service facility to improve customer loyalty.

UNIT 11 RESEARCH PROJECT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Topic...........................................................................................................................................1
Aim..............................................................................................................................................1
Objectives....................................................................................................................................1
Research Questions.....................................................................................................................1
Rationale Background.................................................................................................................1
Literature Review........................................................................................................................2
Methodology and Methods.........................................................................................................5
Time scale...................................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

Research Project Proposal
Topic
Investigate the effective self-service on the customer satisfaction- A
case study of McDonald's
Rationale Background 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.
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.
Aim of the
research
To analyse the impact of self-service in the fast food restaurants
industry on the customer satisfaction- A case study of McDonald's
Objectives
of the
 To ascertain importance of service quality in McDonald's for
maximising customer satisfaction
 To assess how self-service excites consumers leading to higher
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research
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?
Research
strategy
The type of research which is based on words, feeling and emotion is
called as qualitative research. This present research study will be based
on qualitative method as it reflects expressive information that is not
conveyed through quantitative data.
Primary/
Secondary
Research
In this present research, scholar will use to collect data from primary
sources as he/she will prepare questionnaire and make them fill with
the customers. The result will be more authentic and valid by primary
sources and secondary sources will be used as well.
Sources of
Data
primary sources and secondary sources will be gathered. Primary data
through questionnaire to participants. While, secondary sources
through books, journals, articles, newspapers etc.
Population
and
Sampling
30 customers will be provided with questionnaire by implementing
simple random sampling method.
Data Both primary sources and secondary sources will be used in study.
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collection
methods
Time plan
and
resources
required
Research study will get completed within period of 14 weeks as per the
time plan of research.
References Canora, D. J. and Rench, S. W., Disney Enterprises Inc, 2015.Self-
service beverage and snack dispensing using identity-based
access control. U.S. Patent 8,972,048.
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.
Kimes, S. E. and Collier, J. E., 2015. How customers view self-service
technologies. MIT Sloan Management Review. 57(1). p.25.
Kokkinou, A. and Cranage, D. A., 2015. Why wait? Impact of waiting
lines on self-service technology use. International Journal of
Contemporary Hospitality Management. 27(6). pp.1181-1197.
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.
Saldanha, G. and Zanettin, F., 2016. Gabriela Saldanha and Sharon
O’Brien: Research Methodologies in Translation Studies. Across
Languages and Cultures, 17(1), pp.143-147.
Ilie, C., Nickerson, C. and Planken, B., 2019. Research Methodologies
and Business Discourse Teaching. In Teaching Business
Discourse (pp. 37-54). Palgrave Macmillan, Cham.
Taylor, R. R., 2017. Kielhofner's research in occupational therapy:
Methods of inquiry for enhancing practice. FA Davis.
Suram, B. and Sebastian, M. P., 2017. Information security research
methodologies: A review (No. 248).
Chesterman, A., 2016. Gabriela Saldanha and Sharon O’Brien,
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Research methodologies in translation studies.
Online
Why Is McDonald's Moving Toward Kiosks?. 2018 [Online] Available
Through: <https://www.forbes.com/sites/quora/2018/08/09/why-
is-mcdonalds-moving-toward-kiosks/#5ad6e2cc6681>
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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,
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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 (Why Is McDonald's Moving Toward Kiosks?. 2018). 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. It is the best possible way through which company may easily attract consumers for
maximising sales and at the same time, satisfy them quite effectually. It is required that
organisation must focus on satisfaction level of customers in order to make them loyal and
ultimately leading to become market leader with healthy growth and elevated profits. For
sustaining in the marketplace, innovated and improved services are provided by companies so
that they remain competitive in the complex business environment and outreach rivals up to a
major extent.
However, Kimes and Collier (2015) said that for remaining competitive, customer
satisfaction has a crucial link with profitability and service quality. It can be assessed that service
quality and customer satisfaction are key elements for managing healthy growth and attaining
higher share in the marketplace with ease. It can be analysed that business achieves desired
growth when customers are satisfied quite effectually. Repurchase goals and behaviours are also
dependent on customer satisfaction which highlights that organisation can accomplish stated
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objectives in a better manner. Repetitive tendency of customers attracting to particular firm is
significant factor in evaluating customer satisfaction and making assessment of customer
behaviour. The behaviour of customers while availing services and goods of organisation is
helpful for identifying whether customers are loyal towards firm or not. This means that
repurchase goals tends to determine satisfaction level of customers quite effectively.
According to Lee, Verma and Roth (2015), service quality is of great focus for
accomplishing customer attention in the best manner possible. The consumer satisfaction is build
through service quality being perceived to be important for attracting customers as they are
mesmerised through service quality offered by providers. Accommodating clients and giving
them timely services are main constraints being felt by fast food chains also affecting order
processing system in company. It is necessary that fast and effective services are offered to
customers else they will attract to rivals. This may lead to reduction in market share of company
affecting earnings up to a high extent. It becomes necessary to focus on service quality and ease
of providing services which will automatically enhance customer satisfaction in effective
manner. The perfect relationship exists between service quality and customer satisfaction.
The customer satisfaction accomplished through service quality is one of the important
aspect in maintaining healthy growth of business. Eagerness to assist clients are required so that
customers are provided with faster services in a better way. The customer satisfaction provided
through the services provided with the help of innovatory techniques are helpful in maximising
profits in effectual manner. Moreover, it can be analysed that business may be able to attain
desired satisfaction by incorporating well-mannered strategies leading to accomplishment of
profits in the best way possible. Quantifying customer service and perceived satisfaction in the
industry provides convenience services to consumers influencing profits in the best way possible
in effective manner. Responding quickly to customer's queries also enhances satisfaction level
of customer in effective manner.
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
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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. The self-service kiosks are changing restaurant industry as with the help of this tool,
customers can select type of food available and this eases order processing by company. Firm
can effectively attain orders and customers are able to place their orders with ease. It is quite
beneficial as customer preferences are carried on by adjusting business strategy.
Canora and Rench (2015) argues that shift of service facility from standing in queues to
self-service kiosks are evolved because of limitation of former system. For placing just the order,
long queues were to be faced by customers and lack of convenience persisted in this traditional
system. Accuracy, efficiency were missing in the traditional system. Apart from automated
ordering, 26 % of people under age of 34 and 16 % of over that age prefers to pay at self-service
kiosks. This clarifies that every 1 in 4 of the generation prefers having automated approach
which trends to change the trend in the future. Technology is making customisation much easier
than earlier approaches. By clicking on the self-service screens where number of options prevail,
selection can be made without straining to seek for overhead menu located above the counter. It
also cut the potential human error which might creep in, but through automated system,
customers are able to attain exact orders.
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. It offers long-term benefits to company to serve
customers. Increased reliance on automation will benefit company as well as expansion to new
locations will also prevail leading to attainment of higher quantum of profits in nearby future.
Customers are provided with customised options from which they can select desired food leading
to increase in customer satisfaction in a better manner. The convenience and ease of availing
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services through kiosks are providing customers with increased satisfaction in the best manner
possible. This means that firms will be able to enhance customer satisfaction by implementing
fully-automated self-service system in accomplishing their business objectives.
Kokkinou and Cranage 2015 argues that maintenance of self-service kiosks are also
helpful in improving buying experience of customers and handling orders are main reason for
applying such technique. Customers are attracted which in turn increases customer base and
reduces cost of business up to a high extent. With the help of such services, business will be able
to provide better experience to customers by reducing overall cost of business. The cost
efficiency is another powerful tool which maximises the use of self-service kiosks in effective
manner. With little interference of workers, using kiosks would help fast food restaurants for
cutting down labour costs in the best manner possible. Self-service kiosks or facility induces
customer satisfaction which really excites them to avail services through fast and effective
manner.
Methodology and Methods
Introduction
Research methodology is the most important part in conducting research study. It is the
process which is used to collect information as well as data for the purpose of making business
decisions (Suram, and Sebastian, 2017). In this present chapter, researcher will take research
types, research designs, research approach sampling, data collection and data analysis.
Research Type
When it comes to conducting research study on any topic for investigation, it is very
important to select the type of research on which it will be based on. Research is classified in to
two aspects which are quantitative and qualitative. The type of research which is based on the
figures, numericals are called as quantitative research (Taylor, 2017). On the other hand, the type
of research which is based on words, feeling and emotion is called as qualitative research. This
present research study will be based on qualitative method as it reflects expressive information
that is not conveyed through quantitative data.
Research Approach
Research approach is replicated as the process and plan that consist of steps as per the
assumptions of detailed methods on the basis of data collection, analysis and interpretation.
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Inductive and Deductive are tow types of approaches in research. In this present research,
researcher will use inductive research approach because it initiates with collection of data as per
the interest of respondents. Thus, with the use of inductive research approach, researcher will
effectively and efficiently analyse the impact of self-service in the fast food restaurants industry
on the customer satisfaction of McDonald's.
Research Design
Research design is the organized plan in order to answer the research question or solve
the problem. It is the gross strategy which is chosen in order to integrate several elements of the
study in coherent and logical manner (Chesterman, 2016). Experimental and Descriptive are two
types of research design. In this present research, research will use descriptive research design
because the data collection process is initiated with observing and describing the behaviour of
the subject without influencing anyway and this is most appropriate method when research study
is qualitative. Thus, with the use of descriptive research design, researcher will effectively and
efficiently analyse the impact of self-service in the fast food restaurants industry on the customer
satisfaction of McDonald's.
Sampling
Sampling without qualitative research is not possible. It is the process of selecting a small
part of the population. It is understood that population is a very big sample and it is not possible
for scholar to study the huge population because of lack of resources, time and fund (Ilie,
Nickerson and Planken, 2019). Thus, in order to make the research study easy and convenient,
scholar select small part of population called sample. There are two types of sampling which are
probabilistic and non-probabilistic sampling. In this present research, scholar will use
probabilistic sampling as each respondents have known probability of being selected. The size of
sample selected by scholar will be 30 customers of McDonald's.
Data Collection
This is also one of the most important step in research study. Data collection is the
process of collecting and measuring data related to interest of variables in a systematic manner.
The entire result of the study is depended on the data collection process. Primary and Secondary
are two method by data will be gathered. The information which are collected by the research
through survey, interview, force group, observation are called as primary data. On the other
10

hand, information which are collected through books, journals, internet articles are called as
secondary data. In this present research, scholar will use to collect data from primary sources as
he/she will prepare questionnaire and make them fill with the customers. The result will be more
authentic and valid by primary sources and secondary sources will be used as well.
Data Analysis
Once the data is collected, it is very important to give them meaning because the
information which is collected is in raw form and it meaningless without its analysis. Data
Analysis is the press of cleaning, modelling, inspecting and transforming the raw information
into useful information (Saldanha and Zanettin, 2016). There are two methods for data analyse
which are qualitative and quantitative methods. In this present research, scholar will use to
analysis the data by using qualitative method s where thematic analysis will be done. Researcher
will prepare, table, graph and charts for interpreting data in a systematic and useful manner,
Time scale
Activities
1 (in
weeks
)
2 3 4 5 6 7 8 9 10 11 12 13 14
Constructing
Research proposal
Making Aim and
objectives
Research
Background
Listing research
methodologies
Collecting data
using primary and
secondary resources
Examining
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collected data
Interpreting the
data
Conclusion and
recommendations
Submission of draft
Implementing
changes as per
feedback comments
Final submission of
report
The above time plan shows that research study will get completed within period of 14
weeks. Thus, study will get completed in stipulated time frame.
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.
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