Determining customer satisfaction and loyalty with food and service at McDonald in Dewsbury

By

ACKNOWLEDGEMENT

My thanks go out to all who have helped me complete this study and with whom this project may have not been possible. In particular, my gratitude goes out to friends, facilitator and family for extensive and helpful comments on early drafts. I am also deeply indebted to the authors who have shared my interest and preceded me. Their works provided me with a host of information to learn from and build upon, also served as examples to emulate.

DECLARATION

I, (Your name), would like to declare that all contents included in this thesis/dissertation stand for my individual work without any aid, & this thesis/dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views & not essentially which are associated with university.

Signed __________________ Date _________________

ABSTRACT

In this study we try to explore the concept of “Determining customer satisfaction and loyalty with food and service at McDonald in Dewsbury” in a holistic context. The main focus of the research is on “Customer satisfaction and loyalty” and its relation with “foods and services”. The research also analyzes many aspects of customer satisfaction and tries to gauge its effect on customer loyalty. Finally the research describes various tools that can help in enhancing customer satisfaction at McDonalds.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

1.1 Research Background1

1.2 Purpose of Study1

1.3 Research Title2

1.4 Research Question2

1.5 Problem Statement2

CHAPTER 2: LITERATURE REVIEW3

2.1 Fast Food Industry in Dewsbury3

2.2 Theories related to Customer Satisfaction3

2.3 Customer satisfaction and Quality Service5

2.3.1 Changing Customer Demands7

2.4 Customer Loyalty7

2.5 The Company9

CHAPTER 3: METHODOLOGY11

3.1 Research Methods11

3.2 Research design11

3.3 Data Collection Procedure12

3.3.1 Secondary Search12

3.3.2 Primary Data- Questionnaire Surveys12

3.4 Data Analysis12

3.4.1 Qualitative Data Analysis13

3.5 Sampling13

3.6 Ethical consideration14

CHAPTER 4: FINDINGS AND ANALYSIS15

4.1 Analysis of Questionnaire15

4.2 Relation between customer satisfaction and foods and services22

4.3 Factors that Influence Customer Satisfaction22

4.3.1 Product Quality22

4.3.2 Service Quality23

4.3.3 Environment of Franchise23

4.3.4 Perceived Performance24

4.4 Implementation to improve the factors influencing Customer Satisfaction24

4.4.1 Information Management24

4.4.2 Integrated Quality Management24

4.4.3 Enhancing Management of Operation Management Technologies25

4.4.4 Enhancing Customer Relationship Management25

4.4.5 Customer Loyalty Program25

CHAPTER 5: CONCLUSION26

REFERENCES27

APPENDIX31

CHAPTER 1: INTRODUCTION

1.1 Research Background

Every organization is trying to satisfy their customers either by providing good service or good product. Product quality and service quality are both very important in customer satisfaction. Improvement of business quality becomes an imperative of modem market and global movements and it becomes the main factor in achieving competitive advantage of a company. Concept of quality, based on modem approach, does not include only technological base but also transcends from production to the level of executive management, where during the time, it takes characteristics of business quality improvement as a whole, where customer and achievement of its satisfaction has the pivotal position.

Success of a restaurant fast food franchise depends on understanding the needs of the market and on harmonizing the possibilities with market's needs and requirements. Modem business environment is dynamic and characterized by frequent changes. Understanding and satisfying of customer requirements is becoming, in this way, ...