CUSTOMER SATISFACTION SURVEY

McDonald Customer Satisfaction Survey



McDonald Customer Satisfaction Survey

Introduction

The paper is providing comprehensive and significant Customer Satisfaction Survey of Mc Donald. The survey is done through questionnaire that means the analysis will be provided in the quantity. The questionnaire also consists of two open ended question that will provide the response qualitatively. This will help us to understand the strong and complete thinking of customer (Books, 2010, p.121).

Mc Donald turns to be the best brand worldwide. It has always listened to its customers and continues building its brand strategies. The positive brand personality gives McDonald highest success in fast food chains. Mc Donald have performs in the consistent way that means it has provided customer satisfaction throughout. It has always provided best marketing and advertising campaigns. The color, design, images are the positive feature of the brand that has always attracted families towards it. The Golden Arches is the familiar logo of the Mc Donald. Mc Donald has always given tough competition to its rivals. The success factor of Mc Donald is the continued marketing research and its ongoing marketing research. They have focused on their products and their customers. The researches have helped them to create a right marketing mix for the company. They have put their efforts to identify the buying decision that is significant for the company to sell its products. The company do not fail to impress customers psychologically they have given the equivalent attention to the physical product benefits and the psychological needs of the product. The marketing of Mc Donald has created positive brand image in the mind of the consumer (Books, 2010, p.121).

Customer Satisfaction Survey

The satisfaction survey used the tool of Questionnaire containing 8 close ended questions and 2 open ended questions. This survey helps to know how customers are satisfied with McDonald. Marketing research is the process of finding, gathering, processing and preparation of information for operational and strategic decisions in the business. As in this survey, the management will came to know the satisfaction level of customers from different perspective.

Depending on the used tools (methods) to collect field (primary) information studies can be divided into (McDonald, Wilson, 2011, p.78):

Quantitative; (Close ended questions)

Qualitative; (Open ended questions)

Often, the practical implementation of marketing research requires a holistic approach - sharing of quantitative and qualitative methods.

Quantitative research is the primary tool for obtaining information necessary for planning and decision-making when necessary hypotheses about consumer satisfaction have already been formed. The basis of quantitative research techniques is always precise mathematical and statistical models that cannot be a result of the opinions and assumptions, and accurate quantitative (numerical) values of the studied parameters (McKenzie, 2004, p.101). Based on the results of quantitative research McDonald will come to know what are the areas of improvement how they can satisfy the customer. This survey will also help management to make strategies for loopholes. The main contribution of quantitative studies is that they reduce the risk of making wrong decisions and choices imprecise scheduling ...