The Influence Of Service Value On Customer Satisfaction

Chapter 1: Introduction

Aim

For any enterprise, evolving and staying the market foremost is a huge task, even for household names such as McDonald's. Keeping ahead involves relentless hard work to enhance the reputation of the emblem, simultaneously with merchandise discovery founded on detailed market research that shows how to delight customers.

 

Background to the study

When the McDonald brothers, Dick and Mac opened their first bistro in 1940 in San Bernardino, California, they could never have envisaged the phenomenal development that their business would enjoy. From exceedingly modest beginnings, they strike on a victorious formula selling a high value merchandise cheaply and quickly. However, it was not until Ray Kroc, a Chicago based salesman with a flair for trading, became involved that the enterprise really begun to grow. He appreciated that the same thriving McDonald's equation could be exploited all through the joined States and beyond. There are now more than 29,000 McDonald's bistros in over 120 countries. In 2001, they assisted over 16 billion customers, matching to a midday meal and evening meal for every man, woman and child in the world! McDonald's global sales were over $38bn, making it by far the biggest food service business in the world.

The Repositioning of McDonald's

Today, numerous persons live engaged inhabits and location great importance on convenience when buying and paying for goods and services. Modern, fast service goods such as mobile phones and ready made repasts appeal them. For numerous persons this emphasis on instant service is a triumphant equation, especially for junior people and young families. (Dando, 2004; Wire, 2003)

Problem Definition

Today, over 70 per hundred of McDonald's bistros are run on this basis. In the UK, the first franchised bistro opened in 1986 - there are now over 1,200 bistros, employing more than 70,000 persons, the franchisor, allocations the right to deal McDonald's branded goods to somebody desiring to set up their own enterprise, the franchisee. The permit affirmation permits McDonald's to insist on manufacturing or functioning procedures and the quality of the product. This is a placement that matches both parties. McDonald's owns or leases the location and the bistro building. The franchisee buys the fittings, the equipment and the right to function the franchise for twenty years. To double-check uniformity all through the world, all franchisees should use normalized McDonald's branding, meal lists, design layouts and management systems.

Problem Statement

How can McDonald's Qatar measure the customer satisfaction level in order to reach the top quality level of service?

Research Questions

What are the services and facilities offered by McDonald's Qatar?

What are the customers' expectations of McDonald's Qatar?

What are the customers' perceptions of McDonald's Qatar?

What is the level of service quality at McDonald's Qatar?

What is the level of customer satisfaction at McDonald's Qatar?

To which extent does McDonald's Qatar apply quality on delivering services?

What is the level of customer loyalty at McDonald's Qatar?

Does McDonald's Qatar need to improve its level of service quality?

Justification for the study

The justification for this research is foremost that there is restricted released learned ...