Research Proposal: Self-Service Impact on McDonald's Customers

This research proposal investigates the effectiveness of self-service technology on customer satisfaction within McDonald's. The study aims to analyze the impact of self-service kiosks on customer satisfaction levels in the fast-food industry, with specific objectives including assessing the importance of service quality, evaluating how self-service excites consumers, and recommending enhancements to self-service facilities to foster customer loyalty. The research will address questions regarding the factors of service quality that enhance customer satisfaction, the extent to which self-service facilities improve satisfaction, and the impact of faster service on customer satisfaction. The proposal includes a literature review examining the importance of service quality, the role of self-service in enhancing customer satisfaction, and the benefits of self-service kiosks. The research methodology will employ a qualitative research approach using a descriptive research design, with a sample size of 30 McDonald's customers. Data will be collected from both primary and secondary sources, and thematic analysis will be used for data analysis. The research is planned to be completed within 14 weeks, with the ultimate goal of providing insights into how McDonald's can optimize its self-service offerings to enhance customer satisfaction.

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.

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.

Research Type Qualitative research
Research Approach Inductive research
approach
Research Design Descriptive research
design
Sampling The size of sample
selected by scholar will
be 30 customers of
McDonald's.
Data Collection Primary sources and
secondary sources will
be used
Data Analysis Thematic 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.