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Comparison of customers'satisfaction and delivered quality in case of McDonald's and Burger King

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documents in English
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33 pages
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  1. Theory
    1. Source of success
    2. Customers' satisfaction
    3. Customers' loyalty
    4. Service quality
    5. Company's employee
  2. Method
    1. Primary Data
    2. Secondary Data
    3. Problems
  3. Empirical study and Analysis
    1. Customer expectations
    2. Customer perceptions
    3. Comparison between both fast- food companies
    4. Interview with an employee in McDonald's

McDonald's is the leading foodservice retailer globally with over30,000 local restaurants serving 52 million people in more than 100 countries daily. More than 70% of McDonald's restaurants worldwide are owned and operated by independent local men and women. The Burger King operates over 11,100 restaurants in more than 65 countries including U.S. territories. Nearly 90 percent of Burger King restaurants are owned and operated by independent franchisees, many of which are family owned and that have been in business for decades.
The brands ?McDonald's? and ?Burger King? are two of the world's most well-known and valuable brands and holds a leading share in the quick service restaurant segment of the informal eating-out market in virtually every country. While measuring customer satisfaction, we have to gather critical feedback about questions similar to the following:
?How satisfied are people with the purchase they made?
?How satisfied are people with the service they received?
?How likely are people to buy from the company again?
?How likely are people to recommend the company to others?

[...] Firstly they don't have to spend time to search another restaurant and even when the price of McDonald's has a relation to the quality of food they will pay this price to save time Burger King Service Perceived Quality in Burger King As long as we now have a deep view of the service perception of McDonald's, we will now focus on the perception of the service of their main competitor : Burger King. As said in the part where we developed our method and way to proceed, we took a sample of population which is used to eat in fast- food restaurants and we asked them the same questions that we did for the McDonald's. [...]


[...] Summarize of Queuing, Delivery and Total Time for Service in McDonald's and Burger King 31 Table 12. Taste of food Appendix Questionnaire: Preferences in Fast-food Rate on a scale from 1 to 5 how important the following aspects are when you go to a Fast-food-Restaurant means the aspect is not important means the aspect is very important. not important very important 1. The taste of the food in a Fast-Food-Restaurant is O O O O O 2. The taste of the food should be the same in all Restaurants of the O O O chain O O 3. [...]


[...] Summarize of Queuing, Delivery and Total Time for Service in McDonald's and Burger King - Queuing time McDonald's has an advantage in term of waiting time. They have an average of 1 minute 14 seconds during the period when we realized our survey whereas Burger King has an average waiting time of 1 minute 42 seconds. You will have to wait in average 28 seconds more in Burger King than in McDonald's which means 38% longer. That makes a difference as long as the customers expect a short waiting time when going to a fast- food restaurant. [...]

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