Research Project: Self-Service and McDonald's Customer Satisfaction

This research project proposal investigates the effectiveness of self-service technology, specifically self-ordering kiosks, on customer satisfaction within the McDonald's fast-food chain. The project begins with an introduction outlining the rationale, aims, objectives, and research questions, focusing on the impact of self-service on customer satisfaction, service quality, and the potential for enhancing customer loyalty. The methodology section details a qualitative research approach, emphasizing the use of questionnaires to gather primary data from 30 customers, supplemented by secondary sources such as books, journals, and online articles. A literature review explores the importance of service quality and its direct correlation with customer satisfaction, highlighting the role of self-service in improving the customer experience and increasing satisfaction levels. The project aims to analyze the impact of self-service in the fast-food restaurants industry on customer satisfaction with a case study of McDonald's. The proposal also includes a time plan and references to relevant literature, and a table of contents outlining the structure of the project. The research seeks to recommend ways for enhancing self-service facilities to make customers loyal to McDonald's.

RESEARCH PROJECT

TABLE OF CONTENTS
Topic...........................................................................................................................................1
Rationale/ Background................................................................................................................1
INTRODUCTION...........................................................................................................................5
Topic...........................................................................................................................................5
Aim..............................................................................................................................................5
Objectives....................................................................................................................................5
Research Questions.....................................................................................................................5
Rationale/ Background................................................................................................................6
Literature Review........................................................................................................................6
Methodology and Methods.........................................................................................................9
Introduction.................................................................................................................................9
Research Type.............................................................................................................................9
Research Approach...................................................................................................................10
Research Design........................................................................................................................10
Sampling...................................................................................................................................10
Data Collection.........................................................................................................................11
Data Analysis............................................................................................................................11
Time scale.................................................................................................................................11
DATA ANALYSIS........................................................................................................................13
Data Analysis............................................................................................................................14
Theme 1.....................................................................................................................................14
Theme 2.....................................................................................................................................15
Theme 3.....................................................................................................................................16
Theme 4.....................................................................................................................................17
Theme 5.....................................................................................................................................18
Theme 6.....................................................................................................................................19
CONCLUSION..............................................................................................................................20
REFLECTION...............................................................................................................................21

REFERENCES..............................................................................................................................23
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 research 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 for making analysis of self-service
on customer satisfaction which is required in order to enhance
overall performance of company.
Introduction Self-service facility leads to provide greater satisfaction level to
customers and also forming 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
and rationale of conducting research will be explained. 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 research  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 self-service facility helping McDonald's
to enhance customer satisfaction?
Q2. Do self-service facility offered by McDonald's enhances
customer satisfaction up to a high extent?
Q3. Whether 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. It is effective for present
research as mindset of customer will be reflected when they avail
self-service which will provide useful insight about conducting
research and gain concrete results.
Primary/ Secondary
Research
In this present research, scholar will use to collect data from primary
sources by preparing questionnaire and make them fill with the
customers. The result will be more authentic and valid as primary
sources will be used. Moreover, secondary sources will be utilised.
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 collection methods Both primary sources and secondary sources will be used in study.
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,
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>

INTRODUCTION
Self-service facility leads to provide greater satisfaction level to customers and also
forming 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 and rationale for conducting
research will be explained. 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 self-service facility helping McDonald's to enhance customer
satisfaction?
Q2. Do self-service facility offered by McDonald's enhances customer satisfaction up to a high
extent?
Q3. Whether faster service through self-service increases' customer satisfaction?

Rationale/ Background
Customer satisfaction is the broader term which includes various ways through which
appropriate services can be provided to customers for making them satisfied. 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 (Why Is McDonald's Moving Toward Kiosks?. 2018). Reasons for conducting
this research would 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 is to be attained which has a crucial link between profitability and service quality of
organisation. 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 customer behaviours are also dependent on customer satisfaction which
highlights that company can target those customers for maximising their customer base.
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 in relation for assisting clients is
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
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
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.
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
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
collected data
Interpreting the
data
Conclusion and
recommendations