Customer satisfaction at McDonald’s and Burger King, UK.

Abstract

Customer satisfaction is one the most common and important aspects in any
organization, particularly in fast-food industry. Due to market competition and
availability of businesses, an organization needs to focus on the degree to which a
customer is satisfied with its products and/or services of the organization. This
research project is based on the comparative study on customer satisfaction at
McDonald’s and Burger King, UK. Both the case studied organizations are leading
fast-food businesses in the UK and other international countries. From several
sources of information depicts that both business has been providing quality
products and services to satisfy their customers. So, it can be noted that the
selection of the case studied organizations are most relevant and appropriate to
explore and analyse customer satisfaction in fast-food industry.

Based on the review of literature, the researcher would like to opine that customer
satisfaction is an important factor in fast-food industry and there are several common
things including quality of products, price of products, service quality, settings of the
restaurant, promotion, brand name etc. have significant influence to satisfy
customers. The review of literature also shows that there are some common models,
such as SERVQUAL Model, Expectancy-disconfirmation Model, etc. can be used to
measure degree to which a customer is satisfied or dissatisfied with products and/or
services of an organization, like McDonald’s and Burger King.

The primary research findings shows that majority of the customers are satisfied and
highly satisfied with overall customer service at McDonald’s and Burger King.
However, some the customers have mentioned that they are not satisfied with price
of products at McDonald’s and Burger King. At the end, the researcher would like to
opine that both McDonald’s and Burger King have been developing and
implementing policies and practices to satisfy their customers and however, both
business have to focus on the current market trends in fast-food as well as demands
and expectations of the customers to increase customer satisfaction.

Chapter 1: Introduction and Background

Background of the study

Fast-food business is one the most common business mostly in developed countries
that depicts a process of delivering foods more quickly than other any other
restaurant system and it takes less time to prepare the foods as well as ready for
eating and/or delivering to the customers (Khan, 2012). Khan (2012) has mentioned
that customers are the most important part of any business and they are the people
who have significant influence and impact on the business, including fast-food
business. Customer satisfaction is the personal feelings about foods and services in
the fast-food business that has been considering as one the most important aspects
within the business.

Customer satisfaction is one of the most common and important aspect in recent
globalized and competitive business environment throughout the international
markets. Customer satisfaction is a behavioural approach of the customers that can
be defined as the level of satisfaction by the customers after buying and/or
consuming a particular product/service from a business. The level of customer
satisfaction has been playing significant roles to develop organizational policies and
objectives as well as business strategies to increase customer satisfaction through
providing quality products and/or services to the customer. For example, Hill et al.
(2007) have mentioned that customer satisfaction is regarding one of the most
important aspects within a business to focus profits of the business through
customer satisfaction, employee satisfaction by virtue of customer satisfaction,
returns to shareholder by customer satisfaction, impacts of customer satisfaction on
macro-environment and so on.

In today’s ever-increasing globalization of services and brands, service-oriented

businesses, such as fast-food industry need to attend to the satisfaction of their
customers (Gilbert et al., 2004). Customer satisfaction with limited-service
restaurants reached a score of 80, a new peak. Just 2 years ago, the index score
stood at 75. Papa John’s performed best in the category, with a score of 83, up 5%
from 79 last year. Little Caesar and Subway followed with a score of 82, tied with the
aggregate of all other limited-service restaurants, at 82. Pizza Hut saw a 3.7%
decline to 79, while Starbucks also fell, by 5%, to a score of 76 (Marketing Charts
Staff, 2012).

Customer satisfaction is becoming key issue and concern for a business, particularly
for fast food business. Customer satisfaction has been considered as one of the
most important index for the measuring of organizational performance of a business.
For example, Michman and Mazze (1998) have mentioned that customer satisfaction
is considering as vital issue for a business, like fast food business because product
quality and diversification of business is essential to influence customers’ buying
patterns and thus to satisfy them. As an example, they have mentioned that
McDonald’s has distinguished itself with superior customer service and product
consistency while offering low prices and high value to customers. On the other
hand, Burger King has not developed a clear strategy, like McDonald’s; however,
Burger King appears to have followed a strategy of being second best, as a close
market follower of McDonald’s (Michman and Mazze, 1998). So, it can be said that
both companies have been focusing on customer services with quality products in
relation to increase customer satisfaction.

Khan (2012) has noted that the success and failure of fast food industry depends on
several key aspects, price of the products, quality of products, services to the
customers, promotions, customer expectations, brand, physical distribution and
location of the store, and taste of the product and other related things. This research
project is based on the comparative analysis of customer satisfaction at McDonald’s
and Burger King, leading fast-food chains in the UK as well as in the international
markets. McDonald’s is one of the world’s leading and largest fast-food businesses
throughout the international markets. Burger King is another world’s leading fast-
food business throughout the international markets. Thus, the researcher would like
to say that customer satisfaction is becoming an important issue and concern for an
organization, particularly for fast-food businesses, such as McDonald’s and Burger
King. So, the comparative study of customer satisfaction at McDonald’s and Burger
King in the UK can be considered as time worthy and most effective research
project.

The researcher is self-motivated to carry out such type of research project. The
selection of research topic is based on the importance of academic, organizational
and personal point of views. Customer satisfaction within fast food industry is
becoming key issue for the success of the business through creating brand loyalty
and customer loyalty. The researcher will explore and analyse existing theories and
practices on customer satisfaction through review of literatures and primary research
findings.

So, the comparative study of customer satisfaction at McDonald’s and Burger King
has academic importance. The researcher will develop valid recommendations to the
case studied organization in accordance with identified issues and concerns from
review of literatures and primary research. So, this research project has significance
from organizational perspective. The research project is designated in such a way
that will improve knowledge and understanding of the business management through
analysing customer satisfaction. So, this research project has importance from
personal view.

Organizational background

The researcher has selected two major leading fast-food businesses, such as
McDonald’s and Burger King in the UK. McDonald’s is the world’s most famous fast-
food restaurant and Burger King is one of the main competitors of McDonald’s. The
researcher would like to discuss and explain organizational background, i.e.
organizational information of McDonald’s and Burger King as follows-

McDonald’s: McDonald’s is a famous fast food restaurant known in 119 nations

around the world because of products and services. The most recognizable brand is
the Golden Arches closely followed by the clown character called Ronald McDonald.
The company is well known throughout the world because of its products, such as
hamburgers and strong branding (Hassan, 2010). The entry of Ray Kroc was one of
the historical events for McDonald’s success because of his significant changes and
development within the business. For example, Ray Kroc had brought the business
outside of California and Arizona and more than 100 restaurants were in operation by
1959 (Hassan, 2010).

McDonald’s is the world’s leading fast food business. Innovation and environmentally
sustainability approach of the business is one of the prime aspects at McDonald’s in
relation to provide foods and services to the customers throughout the world,
including in the UK (Love, 2008). McDonald’s is the world’s largest and biggest fast
food chain. McDonald’s was opened by two brothers named Richard and Maurice
McDonald in 1937 in California, some scholars have mentioned that McDonald’s first
opened in 1940 in California (Gaspar, 2005). And so it was, on 12 December, 1948,
that the new revamped McDonald’s Restaurant opened, and Richard McDonald
cooked the first McDonald’s hamburger (Gaspar, 2005). Since then the company has
been providing fast food items in United States (U.S.) and other international
markets.

The values of McDonald’s reflect the approach and practices of customer

satisfaction. For example, McDonald’s is committed to doing the right thing from the
beginning of the business. The company has been developing and implementing
several policies, programs and practices in place that allow the business to use its
size and scope to help make a difference because McDonald’s believes what’s good
for the business, is good for all of us (McDonald’s, 2012). The author has revealed
information from McDonald’s (2012) that shows that customers are the first in the
business of McDonald’s. The information also shows that McDonald’s has been
adopting most effective and appropriate strategies to offer high-quality products,
quicker services in a clean and friendly environment as well as commitment towards
the value for money for the customers.

Mckinney (2012) has noted that according to American Consumer Satisfaction Index,
McDonald’s has the worst level of customer satisfaction and also noted that all
McDonald’s customers are not agreed with the business vision, i.e. I’m lovin it’ of
McDonald’s. Mckinney (2012) has mentioned that it is worth noting that the company
has made significant improvements since 2004. On the other hand, McDonald’s
issued a statement in response: “At McDonald’s, customer satisfaction has, and
continues to be, a top priority. We take all customer feedback seriously. Through
restaurant evaluations and customer and employee feedback, we are continually
evaluating our performance. Our internal and third-party research shows that we
continue to make progress in satisfying our customers (McDonald’s, 2012). The
company has been carrying out customer satisfaction survey for the purpose of
hearing from customer because customer satisfaction is important to the business.
The company has been carrying out customer satisfaction survey and the feedback
of the customer shared directly with all restaurants to help to make next purchase an
excellence experience (McDonald’s, 2012).

Thus, based on the customer satisfaction approach and practice at McDonald’s, it is

clear that McDonald’s is one of the most relevant organizations to carry out customer
satisfaction in fast food business.

Burger King: Burger King is second leading fast food business in the world. Burger
King is depending on repeat purchases from satisfied customers. The company has
been focusing on high-quality food, good value and dependable service (Pride and
Ferrell, 2012). They have mentioned that the company has been providing different
services with quality foods to increase number of customers through satisfying their
needs and demands in accordance with current trends and demand within the fast-
food industry.

According to the Associates Press (2012), Burger King was opened in 1954 in Miami
by David Edgerton. Three months later, Jim McLamore matches Edgerton’s capital
and the co-founders form a corporation called Burger King of Miami Inc. In 2002,
Burger King goes publicly. In 2010, Burger King is taken by private business, known
as 3G Capital and the new owners begin yearlong processes to revive the business
through new menu items and remodelled stores. From the beginning the business is
trying to provide quality products and excellent services to the customers for the
purpose of creating brand loyalty among other competitors in fast food industry (The
Associates Press, 2012).

Burger King, the second largest fast food chain is launching a nationwide customer
experience programme called Guest Track in the UK (United Kingdom), in partnership
with customer insight agency SMG. Burger King says that in an increasingly
challenging market, the customer experience is a vital driver for retaining existing
customers and attracting new customers. The company is committed to pass
information within entire system of the business in real time and particularly for the
company’s operational activities in relation to food quality, cleanliness and speed of
service (Sales Promotion Publishing Ltd, 2012). Thus, the approach of customer
experience programme at Burger King can be considered as appropriate initiatives to
increase customer satisfaction within Burger King.
The researcher has revealed information from Burger King Empire (2012) that shows
the mission statement of Burger King that reflects commitment to customers. The
business mission and vision reflects the commitment towards the customers. For
example, Burger King has been providing first priority on the quality foods at simpler
and quicker ways to its customers. The second priority of the business is cleaner
environment in compare to other competitors in the fast-food industry. Finally, the
business is committed to create better organizational culture that will help to create
more customers through word-of-mouth marketing approach. So, the issue of
customer satisfaction is prime concern of the mission statement of Burger King.

According to American Consumer Satisfaction Index (2012), Burger King has

improved its level of customer satisfaction compare to last year and compare to
other bigger competitors, like McDonald’s. The key success factor at Burger King
that mainly concern with the customer satisfaction is the commitment towards
improved services to its customers. The company has been conducting different
customer satisfaction program and based on the feedback and suggestions, the
business has been developing and implementing different strategies to increase
customer satisfaction through reducing number of customers’ complaints (Kelso,
2012).

According to a recent report from the National Customer Satisfaction Index, Burger
King has shown the most improvement in customer satisfaction among guests in the
United Kingdom market. Even though McDonald’s scores also improved during the
measured period, Burger King’s jump surpassed the Golden Arches for the first time
(Kelso, 2012). In accordance with the discussion and explanation of the overall
business activities of both McDonald’s and Burger King, it is clear that both
businesses are committed to provide quality products and excellence services to
their customers. Thus, the researcher would like to opine that the comparative study
of customer satisfaction at McDonald’s and Burger King is most time effective and
appropriate research project in respect to organizational point of views.

Research aim and objectives

The primary research aim is to analyse customer satisfaction at fast food industry
through comparative study of McDonald’s and Burger King. The objectives of this
research project as follows-

To explore and analyse existing theories and practices on customer satisfaction

within fast food industry, case of McDonald’s and Burger King through review of
literatures;
To identify and evaluate key factors influencing customer satisfaction at
McDonald’s and Burger King through primary and secondary research findings;
 To collect primary and secondary data and information in relation to current
approaches and practices on customer satisfaction at McDonald’s and Burger
King;
To represent data and information in such a way that will reflect overall
description and explanation on customer satisfaction at McDonald’s and Burger
King; and
To develop valid conclusions and recommendations in accordance with key
themes obtained from the primary and secondary data and information both in
terms of academic and organizational perspective.

Research questions

The primary research question is what are the common factors that affect customer
satisfaction at McDonald’s and Burger King? The other research questions include-

What are the current business practices to satisfy customers at McDonald’s

and Burger King?
How the case studied organizations, such as McDonald’s and Burger King have
been satisfying their customers?
What are the common features within case studied organizations, such as
McDonald’s and Burger King leading customer satisfaction?
What are the levels of customer satisfaction towards McDonald’s and Burger
King, UK? and
What are the future plans and policies to improve current customer satisfaction
at McDonald’s and Burger King?

Overall limitations of the study

There were limitations involved in this research project-

1. Shortage of time and financial resources were the most common limitations.
Due to limited time to there was limited review of literature. And this research
project was based on self-financed, so due to lack money the researcher has
conducted limited interviews and surveys to collect primary data from the case
studied organizations, such as McDonald’s and Burger King. So, the limited
time and lack of available financial resources was one the most vital limitations
for this research project.
2. The concern for ethical issues and access to the case studied organizations,
such as McDonald’s and Burger King were another limitation of this research
project. The researcher has limited access to the data and information on
current practices and policies of customer services and approach of customer
satisfaction because of confidentiality of the case studied organizations.
 3. The limited number of samples during the interview and survey may have
negative impact on the primary research findings and thus the preparation of
final research report. There was limited number of interviews and surveys
because of shortage of time and money of the researcher. There were few
samples both in interview and survey to collect primary data from the case
studied organizations, such as McDonald’s and Burger King.
4. The lack of interview and survey skills of the researcher may affect the
collection of primary data from the case studied organizations, such as
McDonald’s and Burger King.

Brief outline of the study

In this research project, there are six chapters. All of those chapters can be briefly
discuss as follows-

Chapter 1- Introduction and Background: Under this chapter, the researcher has to
discuss and explain some of the most common and major issues of a research
project. In this chapter, several issues and concerns, such as background of the
study, background of the case studied organizations, research aim and objectives,
research questions and overall limitations of the research study etc. have discussed
and explained by the researcher.

Chapter 2- Review of Literature: In this chapter, the researcher has discussed and
explained existing theories and practices of customer satisfaction, factors influencing
customer satisfaction, aspects of customer satisfaction at McDonald’s, aspects of
customer satisfaction at Burger King and theoretical background of the research
project.

Chapter 3- Research Methodology: This chapter has been designated to cover all
relevant concepts of research methodology. Some of the most common aspects of
this chapter include- research philosophies, research approaches, research methods,
advantages and disadvantages of used research methods, data collection methods
and techniques, sampling strategy and sample size, data analysis tools and
techniques, data presentation techniques, consideration of ethical issues and overall
limitations of the research methodology etc.

Chapter 4- Research Findings and Analysis: In this chapter, the researcher has
presented both primary and secondary research findings with their analysis. The
researcher has presented research findings through findings from review of literature
and their analysis and findings from primary data and their analysis.

Chapter 5- Discussions: In this chapter, the researcher has provided critical

discussion of the research findings, both of primary and secondary. Based on the
critical discussions of the research findings, the researcher has draw conclusions
and recommendations in accordance with research aims and objectives.

Chapter 6- Conclusions and recommendations: This is the final chapter of this

research project. Under this chapter, the researcher has provided conclusive remarks
and cost-effective and constructive recommendations both to academic and
organizational point of views.

Chapter 2: Review of Literature

Introduction

Review of literature is one the most common and important chapter in any research.
This chapter has crucial influence on the overall research activities and thus to
develop standard research report with identifying and analysing key issues,
concerns, theories and practices etc. in accordance with research topic. In this
chapter, the researcher has to discuss and explain all relevant previous research
works, including all related concepts, arguments, key debates and criticism on the
research areas. So, this chapter has been playing significant roles to build framework
and background of the research project. For example, according to Saunders et al.
(2009), there are following key benefits of review of literature in any research project-

It builds the framework and provide background to complete a research project

with identifying key issues and concerns as well as criticism relating to research
topic;
It helps the researcher to synthesize and evaluate research topic through
identifying gaps in the previous research works;
It helps the researcher to develop research questions, hypothesis or
propositions in relation to collect primary data;
It helps the research to develop valid conclusions and recommendations within
final research report.

Thus, from the above discussion, it can be noted that the critical literature review has
been playing significant roles to explore and analyse key issues and concerns of the
proposed research subject. Based on the discussion and explanation of those issues
and concerns, the researcher may develop conclusions and recommendations
through evaluating existing issues and concerns relating to the research topic. Under
this chapter, the author has presented all of the relevant previous research works for
the purpose of comparative study of customer satisfaction at McDonald’s and Burger
King, leading fast chains in the world, including in the UK.
Key elemts from review of literature

This research project is based on the comparative study of customer satisfaction at

McDonald’s and Burger King, world’s leading fast-food chain.

Burger King was founded in 1954 by its propellers McLamore and Edgerton. In the
present situation, the business is operating 7,800 restaurants and contributed 21.9%
of fast-food market share (Burger King, 2012). Meanwhile, McDonalds’ was
introduced a year after, 1955. Founded by Ray Kroc and presently operating in
13,000 restaurants while contributing a 44% of market share in fast food industry
(McDonald’s, 2012).

The researcher has discussed and explained all of the relevant issues and concerns
of customer satisfaction at McDonald’s and Burger King under following three sub-
heading-

1. Definition and explanation of customer satisfaction;

2. Customer satisfaction at McDonald’s;
3. Customer satisfaction at Burger King; and
4. Tools and techniques to measure customer satisfaction.

A. Definition and explanation of customer satisfaction

Customer satisfaction, a business term is defined as a measure of how products and

services supplied by a business meet or surpass customer expectation. It is seen as
a key performance indicator within a business (Khare, 2012). He has also described
that in a competitive marketplace where businesses compete for customers;
customer satisfaction is seen as a key differentiator and increasingly has become a
key element of business strategy.

Over the past few decades, the concept of customer satisfaction has attracted the
attention of practitioners and academic researchers. Although widely used as a
business performance indicator (Luo and Homburg, 2007) and consumer choice
assessor, there is still lack of consensus as to what this multidimensional concept
mean. Some researchers have conceptualize this concept as an emotional response
to an evaluative process (Oliver, 1997).Others like (Woodruff, et al., 1987; Halstead, et
al., 1994; Westbrook and Reilly, 1983) also share a different view by claiming this
concept to be an effective response process which in itself is cognitive in scope
(Bolton and Drew, 1991; Howard and Sheth, 1969; Tse and Wilton, 1988).

The success of a business depends on the level of satisfaction by its customers. The
level of customer satisfaction reflects the positive attitude and feelings towards the
business. The research shows that most of the satisfied customers recommend to
others about the products and services of that business and thus the business may
gain more competitive edge in the market through increasing customers’ satisfaction.
For the purpose of gaining and/or achieving business success, there should more
focus on the needs and demands as well as expectations of the customers and thus
need to develop policy to provide right products and/or services to meet those
needs, demands and expectations of the customers.

Customer satisfaction is becoming one the key issue in recent competitive business
environment because of much awareness and consciousness of customers
throughout the local and international business markets. A business has to perform
several activities to satisfy its customers through providing quality products as well
as quality services along with other commitment towards customers and the
community in which it has been operating and managing its business. For example,
Xue et al. (2008) have mentioned that customer satisfaction (CS) has becomes one of
the cores of modern service competition. They have also mentioned that there are
some major aspects, such as infrastructure and the appearance of physical facilities;
dependability and accuracy; betimes character of service; the reliability of the trusted
staffs; customer care; price diversity; and food quality etc. are have significant
influence on customer satisfaction in fast food industry.

The definition and explanation of customer satisfaction may vary depending on the
type of business and the demo-, socio-, and economic characteristics of the
customers and the markets of the business. For example, Oliver (1997) has defined
customer satisfaction as satisfaction is the consumer’s fulfilment response. It is a
judgement that a product or service feature, or the product or service itself, provided
(or providing) pleasurable level of consumption-related fulfilment, including under- or
over- fulfilment. Khan (2012) has mentioned that customers are the vital part of any
business, including fast food industry, such as McDonald’s and Burger King and
satisfaction is the individual feeling of pleasure or disappointment after purchasing a
product/service from a business. So, customer satisfaction is the level of pleasure or
disappointment of an individual while purchasing or consuming a particular product
and/or service from a business.

Khan (2012) has concluded that customer satisfaction is very important for a
business; however, a business can not satisfy all of its customers because of
multiple customers and different choices and views of them. According to Riel
(2005), customer satisfaction is considered as key driver for the success of an
organization, like fast food industry. He has mentioned that the success of the
business depends on the approach of customer satisfaction. Customer satisfaction
is defined as the expressions or approach of satisfaction on products and services
perceived from a business. Due to ever-increasing of globalization of services and
brands, customer satisfaction is becoming vital concern for fast food business
(Gilbert et al., 2004). The approach of satisfying customers through quality products
and services is playing crucial roles on the success and prospers of fast food
businesses, like McDonald’s and Burger King (Gilbert et al., 2004).

The feeling of pleasure and expectation fulfilment of a customer by a business is

known customer satisfaction (Zairi, 2000). He has also mentioned that if the
products/services satisfy the customers, they will become loyal to the
products/services and towards the brand and on the other hand, if the customers
become dissatisfied with the products/services, the customer may switch to other
business or may not purchase again from that business. So, customer satisfaction is
important part for a business for the purpose of competing in the markets and thus
achieves organizational goals and objectives.

In their study of customer satisfaction, Veloutsou et al. (2005) have mentioned that
customer satisfaction is the perceived values and level of satisfaction between
tangible and intangible products and services provided by a business. He has noted
the difference between physical and non-physical products and services that are
considered as the most vital factor in satisfying customers by the business. In similar
views, Churcill and Surprenant (1982) have stated that the overall feelings and
emotional feedback towards particular products and/or services of a business by a
customer after being using of that products and/or services in terms of expectation,
ability to meet demands and needs as well as some sorts of physiological
expressions about the products and/or services. Kurniawan (2010) has described
that customer satisfaction is a dynamic process that can change over period of time.
The reasons include- the changes in consumer behaviour, the changes in price of
similar or same products and services in other business, and the concern of quality
of products and services and so on. So, customer satisfaction is diverse and
complex issue within a business.

Based on the review of previous research works, the researcher has found that
several authors and scholars have identified some determinants in relation to
describe and explain customer satisfaction. The researcher would like to mention
following major examples of the determinants of customer satisfaction-

Promotion: According to Huang (2011) promotion is a form of marketing

activities of a business that set out in relation to create more customers through
catching their attention in different ways. All of these activities have vital roles
to increase customer satisfaction. For example, Kurniawan (2010) has noted
that promotion of a product and/or service helps a business to build strong
relationships with customers and thus help to increase customer satisfaction.
Quality: Quality is one of the most common factors in customer satisfaction
that can be measure through categorizing or providing some sorts of
standardization to the products and/or services of a business (Takeuchi, 1983).
For example, service quality is most effective determinant in customer
satisfaction that is evaluated when a customer compare his or her perception
and expectation of service delivery (Gronroos, 1984). Zeithaml (1985) has noted
that many researchers often use service quality to determine and measure
customer satisfaction. Zeithaml (1985) have developed a model known as
SERVQUAL model that is designated to measure service quality of a business
and it is a scale with multiple items that can be used to understand and find out
the service expectation and customer’s perception. Based on the results
derived from SERVQUAL model, it is can be said that the more customer
expectation the more customer satisfaction and vice versa. However, there is
criticism of SERVQUAL model to measure customer satisfaction in fast food
industry. A number of researchers have criticized the SERVQUAL approach.
Two criticisms are notable. One, charged by Peter et al. (1993) and Brown et al.
(1993), relates to the indirect difference score approach. Brown et al. (1993)
observed that difference scores produced theoretically poorer reliabilities than
their component scores.
Branding: Kurniawan (2010) has identified that branding is one of the most vital
factors which have been identified repeatedly customer choice in the selected
product/service from a particular business. Branding has been playing crucial
roles within customers’ purchase decisions and the more brand is succeeded
the more value for its brand can be generated and thus to increase customer
satisfaction (Khan, 2011). For instance, Boukili (2008) has noted that the
process by which a business can build positive image about products and/or
services through adding some unique features with those products and/or
services and completely different from other products/services of the existing
competitors in the market. Thus, branding helps the customers to make
decisions whether to purchase a product/service from that brand or not.
Physical environment: Physical surroundings or environment has significant
influence to chose or purchase a product/service from a business. As an
example, Lim (2010) mentioned that the settings and decoration of the
restaurant that cane termed as physical environment helps to create positive
image about the business among the customers and thus help to influence their
behaviour during the purchase. Lim (2010) also mentioned that there is
significant influence of physical environment within restaurants whereas
lightening, furnishing, sent, music and different other environmental factors
among them influence on customer satisfaction.
Price: Price of a product and/or service is the foremost factor in customer
satisfaction. Price is set out in accordance with the value of the product/service
 of a business. For instance, Khan (2011) has mentioned that majority of the
customers express their level of satisfaction of particular products and services
based on the price of those products and services compare to other
businesses. So, price is one the most important determinant to measure the
level of customer satisfaction of a product/service of a business.
Taste of products: Lim (2010) has stated that there is significant correlation
between taste and customer satisfaction within restaurants or fast food
business. Lim (2010) has noted that many researchers have concluded and
suggested restaurant business has to focus on the taste of the foods in relation
increase customer satisfaction, as the taste of foods provides positive attitude
towards products and thus increase their level of satisfaction for the next
purchase.

Leon and Leslie (2006) have described that customer satisfaction is one of the most
vital aspects of a restaurant business, while the degree of customer satisfaction
provided by the goods and/or services as measured by the number of repeated
customers. They have also mentioned that intense competition and high quality
expectation from customer have forced fast food industry to transform from a
product-centric approach to a customer-centric approach.

Grigoroudis and Siskos (2010) have mentioned following aspects in relation to

customer satisfaction within fast food industry, including McDonald’s and Burger
King-

1. Customer satisfaction provides most reliable and appropriate market

information and thus based on the market information, the organizations can
develop and implement strategies to satisfy their customers;
2. Customer satisfaction is vital to explore market opportunities for a business;
3. Customer satisfaction can be used to understand customers’ behaviours as
well as to identify and analyse customers’ expectations, needs and desires
toward the business; and
4. Customer satisfaction helps an organization to reveal potential differences in
the service quality perceptions between the customers and the management of
the business organization.

Hall and Mitchell (2000) have emphasized that despite rapid globalization of the food
market in many destinations, homogenization of production or consumption is not a
certainty. In fast-food industry, customer satisfaction is one of the most important
strategic tools used for building a company’s brand image. Further, the phenomenon
of customer satisfactions in this industry is of critical importance for organizational
success especially due to the heterogeneity of the product and the service involved
as well as also due to the fast changing customers’ requirements. In many
researches customer satisfaction has been probed as most important factor on
overall firm’s performance as it directly affect the flow and enormity of customer
traffic of the fast food restaurants. Thus, from the above discussion and explanation,
it is clear that customer satisfaction is becoming key issue and concern to achieve
competitive advantage by a business, like fast food industry.

B. Customer satisfaction at McDonald’s

McDonald’s is the world’s largest food service retailer with more than 30,000
restaurants in over 119 countries. The company is recognized a growing trend in the
quick service restaurant industry toward timely and accurate customer service. The
company has been following innovations and using different technologies for the
purpose providing quality products and services to the customers (Astute Solutions,
2012). McDonald’s is the largest fast food chains in the world. The company has
been performing different activities to satisfy its customers. However, in accordance
with data collected by the American Consumer Satisfaction Index (ACSI) reveals that
McDonald’s ranks in last place in customer satisfaction, despite being the top fast
food company in terms of revenue (The HuffingtonPost.Com, Inc., 2012). The data
from ACSI shows that the company was highest in customer satisfaction in 1995.

ACSI is a national economic indicator of customer evaluations of the quality of

products and services. The ACSI uses data from interviews with roughly 70,000
customers annually for measuring customer satisfaction. Since 1995, McDonald’s
has consistently ranked last, according to the ACSI. However, there is good news:
The restaurant, which serves tens of millions of customers a day, had a rating of only
59 back on 2000. This year’s ranking is the best ever for McDonald’s (CBS Local
Media, 2012). Based on the survey carried by ACSI (2012), it is clear that McDonald’s
has the lowest score in customer satisfaction compare to other fast-food industry
around the USA and other international countries.

In all fairness to the food and service at McDonald’s, even though they rank last, they
have been showing some improvements, such as reducing price, introducing new
menu, facilities to customers at stores, ensuring cleanliness and tidiness within
stores etc. They have ranked dismally last since 1995 and at one point in 2000 their
level of satisfaction was only 59%, in 2012 it is 73% which is an increase from 2012.
McDonald’s executives take these findings seriously and have been trying to give the
customers what they want (Esteves, 2012). On the other hand, McDonald’s vice
president of operations, Jim McCabe has said that the company has been
performing better and continuously making progress in satisfying customers. He also
noted that in fact, the producers of the ACSI said that McDonald’s customer
satisfaction is at an all-time high (Farberov, 2012). Farberov (2012) has represent
following figure to shows that how McDonald’s has been ranking below average on
customer satisfaction-

The researcher has derived information from ACSI (2012) that shows the position of
McDonald’s in customer satisfaction compare to other competitors in the U.S. and
other international markets. The results can be shown in a table as follows-

Table: 2.1. Results on customer satisfaction at fast-food businesses

Name of 2009 2010 2011 2012 Previous First year

restaurant year % % change
change
Papa 75 80 79 80 1.3 15.9
John’s
Wendy’s 76 77 77 78 1.3 8.3
Pizza Hut 74 78 81 78 -3.7 13.0
KFC 69 75 75 75 0.0 11.9
Burger King 69 74 75 75 0.0 13.6
McDonald’s 70 67 72 73 1.4 15.9

Source: ACSI, 2012

From the above table, it is clear that McDonald’s has been ranking lower since 2007
to 2012 among major and top ten fast-food chains both in the U.S. and in the
international markets. McDonald’s is one of the best known brands in the world. The
business has been building its brand through continuous listening and responding to
its customers about their choices and preferences towards the business
(McDonald’s, 2012). Having identifying its key audiences, such as customers and
target market, McDonald’s has been developing and implementing marketing mixes
for the purpose of satisfying customers and increasing their loyalty to the business.
For example, in the UK due to changes in technological aspects, the business has
introduced new food production techniques, free Wi-Fi services, services while
driving etc. All of these efforts have been taken in relation to increase customer
satisfaction (McDonald’s, 2012).

Another example shows that through marketing, McDonald’s establishes a prominent

position in the minds of customers that is known as branding of McDonald’s
(McDonald’s, 2012). To support this argument at McDonald’s customer satisfaction,
Dhavale (2012) has mentioned that McDonald’s focuses not only delivering on sales
for the immediate present, but also protecting its long term brand reputation. He has
also mentioned that the business has been developing a sophisticated networked
operation and distribution system in relation to achieve consistent product taste and
quality across the nations in the world. As concluding remarks, Dhavale (2012) has
stated that McDonald’s thinks according to the customers’ tastes, value systems,
lifestyles, language and perception that reflect the commitment of the business to
increase and improve customer satisfaction.

Fitzgerald and Moon (1996) have mentioned that the employees of the McDonald’s
have been focusing on the particular demands and expectations of the customers to
increase their level of satisfaction on the products and services at the business. They
have also mentioned that most of the employees at McDonald’s are talking
constantly with the customers to get their feedback and suggestions and thus
develop business policy to reduce customers’ complaints in relation to increase
customer satisfaction at the business compare to other competitors in the fast-food
industry. At the end, based on the information revealed from ivythesis.typepad.com,
2011, the author would like to concluded that McDonald’s employees, such as
general employees, like crew members and managers are responsible to
communicate and interact with the customers to get their feedback and suggestions
about the products and services and thus take initiatives and decisions to overcome
major drawbacks in providing products and services in more convenient ways to
increase customer satisfaction.

The commitment of McDonald’s to employees also reflects the practices and policies
of increasing and improving customer satisfaction in the UK and other international
markets. McDonald’s has been recruiting or hiring people to ensure quality products
and services to the customers. Based on the information obtained from City and
Guilds (2012), the researcher would like to mention that McDonald’s has been
providing training to staff while seeing immediate improvements in customer
satisfaction. The information shows that McDonald’s aims to develop employees’
knowledge and skills so that they improve their performance meet the highest quality
standards and deliver customer satisfaction. It is all about the effective day-to-day
running of each restaurant and how every apprentice can contribute to improve and
increase customer satisfaction (City and Guilds, 2012).

So, it is clear that analysis of customer satisfaction at McDonald’s in comparison

with Burger King is relevant and appropriate research project.

C. Customer satisfaction at Burger King

Burger King Corporation is a fast food restaurant chain which opened its doors in
1954, specialising in flame broiled hamburger sandwiches known as Whoppers. The
company became famous for their marketing of those hamburgers to customers
through the “Have It Your Way” advertising campaign during the 1970s. Continuing
this customer satisfaction pursuit, Burger King makes it easy for dining patrons with
customer service related issues to contact them directly by telephone, through a
written letter or in person at any restaurant location (Kimberling, 2012).
Burger King and its franchises operated over 11,000 restaurants in the U.S. and 57
countries and international territories around the world, producing 2000 system wide
sales of $11 billion in 2004 (Trustees of Dartmouth College, 2004). According to
Hasanali et al. (2005) in response, Burger King undertook extensive research to
better understand the key drivers of customer satisfaction in fast food. Through
statistical analysis, Burger King determined that the four most critical drivers are
quality, service, cleanliness, and value. However, Bruton (2010) has mentioned that
Burger King is losing customers because of four main reasons- marketing approach
is not appropriate and effective compare to other competitors; the slow process in
making food; less focus on kids; and changes in product recipe etc.

A new report from the National Customer Satisfaction Index indicates that customer
satisfaction with restaurants in the United Kingdom is on an upswing. Specifically,
limited-service restaurants achieved an all-time high score for customer satisfaction,
with 76 points out of 100. Within the restaurant category, Burger King showed the
most improvement in British customer satisfaction, jumping to 71 from 66 point, and
passing McDonald’s. Nevertheless, McDonald’s improves from 68 to 69, its highest
customer satisfaction score to date (Kelso, 2012).

Burger King has been developing and implementing several policies and activities to
improve and increase customer satisfaction. For example, Sidhu (2010) has
mentioned that Burger King has recently released a new method, known as
monitoring customer flow within store through cameras of customer service. The
purpose of developing this method is to monitor and assess the movement and
behaviour of customers within the store. Based on the customers behaviour, Burger
King has been improving and modifying service approaches and practices to ensure
quality services to them (Sidhu, 2010).

Burger King says that, in an increasingly challenging market, the customer

experience is a vital driver for retaining existing customers and attracting new
business. In this case, the business has introduced a program known as GUEST
TRAC in the UK. The information collected is fed back to the entire Burger King
system in real time and is specifically targeted to the company’s operational focus on
food quality, cleanliness and speed of service (Promotional Marketing, 2012). The
researcher has revealed information from Customer Service Scoreboard.Com (2012)
that shows that customer service at Burger King is ranked 176 out of the 576
companies with an overall score of 45.65 out of a possible 200 based upon 288
ratings. However, this score reflects that customer service and customer support at
Burger King is disappointing.

Pride and Ferrell (2011) have mentioned that Burger King, a leading fast-food chain
depend on repeated purchases from satisfied customers, whereas customer
expectations revolve around high-quality food, good value and dependable service.
The business has been focusing on all of these issues to satisfy customers and thus
to increase brand image and loyalty in fast-food business. So, the analysis of
customer satisfaction at Burger King in comparison with McDonald’s is relevant and
appropriate research project.

The researcher has obtained information from Ivythesis.typepad.com (2012) that

shows that both McDonald’s and Burger King has been offering same or similar
products and services to compete in the fast-food markets, however, each business
has its own approach to deliver quality products and services to its customers to
satisfy them and thus to increase customer loyalty. For example, as for the products,
both McDonalds and Burger King are the largest consumers of beef/meat products,
and sometimes producing the mind ongoing McDonalds-Burger King conflict (Hruby,
2004).

Another example shows that both McDonald’s and Burger King has been providing
better working environment for their employees to offer best services to the
customers. For instance, however, the industrial experts quoted that working in
Burger King is more advisable because of the dining quality and therefore, it also
leaves a positive image on the customers in the areas of maintenance and
cleanliness. This fact is also considered as an advantage and has the implication as
being the most desirable working place (Highhouse, et al., 1999). According to
Kennedy (2012), McDonald’s and directs rivals Burger King consistently score very
similarly on the ACSI survey, with Burger King stores generally outperforming by a
small margin. This was the story again this year, with Burger King commercial
properties sitting on 75 per cent satisfaction to McDonald’s 73 per cent.

D. Tools and techniques to measure customer satisfaction

A business may obtain more success and profits from satisfied customer and thus in
this case, customer satisfaction can be considered as most important aspects of that
business. Customer satisfaction measurement can be viewed as the process of
measuring behavioural approach of the customers. There are several tools and
techniques that have been using for the purpose of measuring customer satisfaction
in service-based business, including fast food business, such as McDonald’s and
Burger King. The researcher has reviewed some of the following major tools and
techniques in relation to measure customer satisfaction in fast food business-

i. SERVQUAL model: Service quality model, known as SERVQUAL model is widely

used tool to measure customer satisfaction. This model has been developed by
Zeithaml in 1985. The model is based on some specific items, such as tangibles,
reliability, responsiveness, assurance and empathy etc. against which the level of
satisfaction of a customer is measured and assesses for a particular business.
SERVQUAL model is defined as the difference between the customer’s expectations
for the service being offered and his perceptions of the service actually received
(Zeithaml, 1985).

ii. Expectancy-disconfirmation model: Oliver (1981) has developed Expectancy-

disconfirmation model in relation to measure customer satisfaction. Expectancy-
disconfirmation theory posits that customers form their satisfaction with a target
product or service as a result of subjective (or direct) comparisons between their
expectations and perceptions. Customers are directly asked to provide their
perceptions or evaluations of the comparisons, using a `worse than/better than
expected’ scale. The expectancy-disconfirmation model asserts that customer
satisfaction is a direct function of subjective disconfirmation. Churchill and
Surprenant (1982) have noted that the level of expectation by a customer and the
perception of that customer about a product/service can be regarding as important
factor that influencing customer satisfaction. So, the expectancy-disconfirmation
model can be used to measure the level of customer satisfaction at any business,
including fast-food business, like McDonald’s and Burger King.

iii. Means-end-model: Zeithaml (1988) has developed means-end model in respect

to determine perceived value of a customer that has significant influence on
customer satisfaction. Based on this model, it is clear that perceived value is a direct
antecedent of a purchase decision and a direct consequence of perceived service
quality that ultimately affect the customer’s satisfaction. As an example,
Parasuraman (1997) has mentioned that the role of customers’ perceived value in
understanding consumer behaviour is remarkable and thus it can be noted that
means-end model of perceived value is important tool and technique to measure
customer satisfaction.

iv. Behavioural intentions model: Brady and Cronin (2000) have mentioned that the
measurement and determination of behavioural intentions of customers can be used
to measure the level of satisfaction of a customer on particular product/service of a
business. As an example, Anwar and Gulzar (2011) have described that the
behavioural intentions, such as word of mouth of a customer has been playing vital
roles to increase number of customers as well as customer satisfaction on particular
product/service from a business.

The researcher will apply above mentioned models during the primary data collection
to explore and analyse overall policies and practices of customer satisfaction at
McDonald’s and Burger King.

Theoretical framework of research

The researcher would like to provide brief description of each issue that lead to
customer satisfaction as follows-

i. Product/service feature: Oliver (1997) has defined customer satisfaction as the

process of judgment that a product or service feature, or the product/service itself.
So, the overall features of the product or service is prime concern in customer
satisfaction. For example, West (2012) has mentioned that the quality of a product
and/or service builds positive image among the customers and thus they make
purchase decisions as they become satisfied with that quality in product and/or
service. Thus, it can be predict that the overall features and description has vital
influence on customer satisfaction (Hypothesis-1).

ii. Customer’s expectation: Customers’ expectations are key determinants of their

consumption experiences, satisfaction, and loyalty (Ofir and Simonson, 2001). It is
now widely accepted that exceeding customer expectations is key to customer
satisfaction, delight, and loyalty. So, it can be assume that customer’s expectation
positively affecting customer satisfaction (Hypothesis-2).

iii. Customer’s perception: Customer’s perception is defined as the perceived value

against expected value of a particular product/service of a business (Oliver, 1997). As
an example, Ho and Zheng (2003) have mentioned that customers will be satisfied if
their perceived delivery times are shorter than their expectations in service delivery
business. Thus, it can be said that customer’s perception is interrelated and
interconnected with customer satisfaction (Hypothesis-3).

iv. Customer’s decision making process: A series of activities involved in

customer’s decision making process for purchase a product and/or service from a
business. The steps of customer’s decision making process include information
search, finding and evaluating alternatives, best value of product/service and
simplest means to get the product/service and finally post-purchase behaviour of the
customers etc. (Ferrell and Hartline, 2010). It can be assume customer’s purchase
decision making process is positively related with customer satisfaction (Hypothesis-
4).

v. Customer’s post-purchase behaviour: The positive or negative feedback on a

particular product and/or service of a business after buying or consuming of that
product and/or service can be considered as customer’s post-purchase behaviour
(Ferrell and Hartline, 2010). So, it can be noted that customer’s post-purchase
behaviour has significant influence on customer satisfaction (Hypothesis-5).

Conclusion
The review of literature shows that customer satisfaction is becoming key concern
for a business, particularly for fast-food business. Due to recent market competition
and increased demands and expectations of customer, a business has to develop
and implement several policies and practices to satisfy its customers. The researcher
has identified some of the great contributions from several authors and scholars on
customer satisfaction at McDonald’s and Burger King. The researcher has also
identified some gaps in knowledge and understanding of customer satisfaction. At
the end, the researcher would like to opine that this chapter was most important and
vital to make standard research report with valid conclusions and recommendations
in accordance with issues and concerns in the field of customer satisfaction at
McDonald’s and Burger King that identified from the review of literature.

Chapter 3: Research methodology

Introduction

Research methodology is one the most vital chapter/part within a research project.
According to Saunders et al. (2009), research methodology helps the researcher to
develop effective and appropriate methods to collect relevant data from different
sources, such as primary, secondary and tertiary etc. The research methodology
helps the researcher to establish research instrument, i.e. the development and
implementation of interview, survey, observation etc. for the purpose of collecting
primary data. Thus, it can be noted that this chapter will be able to provide overall
description of the research methodology in relation to collect all relevant data and
information in accordance with the comparative study of customer satisfaction at
McDonald’s and Burger King.

Research philosophy

Research philosophy depicts the development and nature of knowledge involved in

research project. It is the approach that denotes what are doing by the researcher
during the research activities (Collins, 2010). He has mentioned that there are three
core approaches that reflect research philosophy and these include-

Epistemology- is the study of the theory of knowledge, including the nature,

scope and limitations on it;
Ontology- is the philosophical study of the nature of being or existence; and
Axiology- is the study of quality or value, and is often concerned with ethics
and values.

The most common research philosophies include- positivism, realism, interpretivism

and post-positivism (Saunders et al., 2009). Based on the positivism research
philosophy, the researcher believes that the reality is stable and can be observed and
described from an objective viewpoint, i.e. without interfering with the phenomenon
being studied. This research philosophy is involves in the manipulation of reality with
variations in only a single independent variable in relation to form relationships
between variables (Saunders et al., 2009). Realism research philosophy describe that
knowledge is socially created. According to realism research philosophy, the
researcher may view of the research topic from different views and hence the
researcher may follow theory building approach to provide general descriptions of
the research topic (Chia, 2002). The interpretivist research philosophy describes that
only through the subjective interpretation of and intervention in reality as well as the
study of phenomenon in their natural environment helps the researcher to fully
understand the reality of under research project. Post-positivism asserts the value of
the values, passion and politics in research in considering with the viewing the whole
picture and taking a distanced view or an overview of the subjects under research
project (Saunders et al., 2009).

The researcher has explored and analysed customer satisfaction at McDonald’s and
Burger King through measuring customer satisfaction towards the organizations and
in this case positivist research philosophy was most appropriate to collect all relevant
data and information from primary and secondary sources.

Research approach

The validity of a research project may depend on the approach taken by the
researcher to collect data. Depending on the research approach, the researcher has
to use most effective and appropriate research methods in relation to collect
qualitative or quantitative or both from primary source(s). According to Cresswell
(2007), there are mainly two research approaches, such as qualitative and
quantitative. In qualitative research approach, data comes in the form of description
and narration and the main sources of data include- physical observation, interviews
etc. In quantitative research approach, data comes in the form of number and the
main sources of data include- survey, document review and analysis etc. (Cresswell,
2007).

The other two most common research approaches include- inductive and deductive
research approaches (Saunders et al., 2009). The inductive research approach moves
from specific observations to broader generalizations and theories, while the
deductive research approach moves from more general to the more specific theories.

In this research project, deductive research approach has been followed for the
purpose of developing a specific theory on customer satisfaction from general
observations on it at McDonald’s and Burger King. The researcher has collected data
from primary and secondary sources through conducting interview, survey and
document analysis etc. So, it can be said that both qualitative and quantitative
research approach have been applied to collect all relevant data to explore and
analyse the comparative study of customer satisfaction at McDonald’s and Burger
King.

Data collection methods

It is very important to identify and use most appropriate method(s) in relation to

collect all relevant data and information from different sources. According to
Saunders et al. (2009), there are several methods that can be used for data collection
and the researcher has to identify the most appropriate ones. The researcher has
used two most effective research methods, such as semi-structured interview and
questionnaire survey for the purpose of collecting primary data on the customer
satisfaction at McDonald’s and Burger King.

Semi-structured interview is widely used and open framework that allows the
researcher to develop focused, conversational and two-way communication
approach to collect data. The researcher has used semi-structured interview with
management personnel of McDonald’s and Burger King to collect primary data.
Questionnaire survey is another effective and appropriate research method to collect
data from mass population on particular issue or subject and thus helps the
researcher to develop specific theory based on broad and general perceptions of the
mass population. The researcher has also used questionnaire survey with customers
at four different restaurants of McDonald’s and Burger King.

The researcher would like to mention some the advantages and possible
disadvantages of the used methods, such as interview and survey in a table as
follows-

Table: 3.1. Data collection methods and their advantages and possible
disadvantages

Data collection Advantages Possible disadvantages

methods
Semi- To collect most appropriate and relevant It is one the most time
structured data from key personnel of case studied consuming research method
interview organization(s); to collect data;

To explore and analyse key existing It requires skill and

theories and practices within the case
studied organization(s);
To develop two-way communication
system, i.e. between the interviewer and
the interviewee in relation to create
experience of the interviewer
to conduct interview in
effectively to collect all
relevant data from the case
studied organization(s).
 flexibility in data collection.
Questionnaire To collect large number of data from It may have lack of validity of
survey mass population; findings;

To get general perceptions and opinions It is difficult to analyse large

on research topic from mass population;
and
It is one the most effective practical
research methods that helps the
researcher to create new theory(s) based
on collected quantitative data.
volume of data to develop
specific theory(s) on research
subject; and
It is lack of truthfulness and
honesty in some cases.

Source: Author’s analysis

Sampling strategy and sample size

Sampling is one the most vital part to collect data from the case studied
organization(s). Bryman and Bell (2007) have defined sampling is a process of
segmenting of a group of people from mass population for the research investigation.
They have mentioned that sampling can be of probability sampling and non-
probability sampling. In probability sampling, there is equal chance of each sample to
be select during the interview and/or survey and this method is one the most
common and effective to ensure minimum error during the data collection from mass
population. On the other hand, in non-probability sampling, there is no equal chance
of being selected each unit or person during the collection of data from them and in
most cases, the unit and/or person is pre-selected for the data collection (Bryman
and Bell, 2007). It is one the most effective sampling strategy to collect data from
pre-defined group of people about certain issues.

The researcher has followed simple random sampling in relation to select

respondents at four different restaurants of McDonald’s and Burger King (i.e. two
restaurants of McDonald’s and two restaurants of Burger King). The interview
conducted with two management personnel of each restaurant of McDonald’s and
Burger King. The survey carried out among fifty respondents of each restaurant of
McDonald’s and Burger King.

Data analysis tools and techniques

Data analysis is an effective and efficient method of analysing large sets of data
collected from different sources (Gupta, 2007). Data analysis is very important task
for the researcher to prepare standard research report. The researcher has to use
different tools and techniques to analyse collected data and some the most common
ones include- Microsoft excel, Statistical Package for Social Sciences (SPSS) etc.
(Gupta, 2007). Data analysis techniques include univariate analysis, bivariate analysis
and multivariate analysis etc. Univariate analysis depicts single-variable distributions
and their analysis, while bivariate analysis depicts two-variable distributions and their
analysis. On the other hand, multivariate analysis refers to all statistical methods that
simultaneously analyse multiple measurements on each individual or object under
investigation (Hair et al., 1995). Thus, it is clear that data analysis tools and
techniques can take the form of simple descriptive statistics or more sophisticated
statistical inference. The researcher has used some statistical tools and techniques
for the purpose of analysing quantitative data and some descriptive methods to
analyse qualitative data, which has been collected from interview and survey. The
researcher has used different Microsoft office packages to analyse data collected
from primary data secondary sources of both McDonald’s and Burger King.

Data presentation techniques

Data presentation is one the most common and important part within research report
that helps the researcher to represent all of the collected data in an easy-to-
understand way (Alabi, 1999). He has mentioned that data can be summarized and
presented in various forms and some of the major common ones include-

Tabulation- data present in tabular form, a table is an array of data in rows and
columns that represent large mass of data that provides distinct pattern of the
data; and
Diagrammatic representation- data present in various forms, such as
pictogram, pie chart, bar chart, histogram and line graph etc. for the purpose of
better visual presentation of the data (Alabi, 1999).

The researcher has used different data presentation techniques, including tabulation,
pictogram, and other techniques to present both qualitative and quantitative data
collected from primary and secondary sources of both McDonald’s and Burger King.

Validity, reliability and generalization

Validity is one the main concerns with research. Validity is an indication of how the
research is valid and more specifically, validity applies to both the design and the
methods followed and used in the research project. Thus, validity refers to the
soundness of the interpretation of scores from a test, the most important
consideration in measurement (Thomas et al., 2011). They have mentioned that there
are four basic types of validity and these include- logical, content, criterion and
construct validity. Logical validity refers degree to which a measure obviously
involves the performance being measured. Content validity refers degree to which a
test adequately samples what was covered in the subject. Criterion validity refers
degree to which scores on a test are related to some recognized standard or
criterion. Construct validity refers degree to which a test measures a hypothetical
construct, usually established by relating the test results to some behaviour (Thomas
et al., 2011). The researcher has ensured the validity of the research through
developing research design in such a way to collect all of the relevant issues and
concerns of customer satisfaction at McDonald’s and Burger King. Pilot study has
been done in relation to ensure validity of the research questions as well as in
relation to modify and improve research questions to collect most effective and
appropriate data on the customer satisfaction at McDonald’s and Burger King.

Reliability is defined as the extent to which a questionnaire, test, observation or any

measurement procedure produces the same results on repeated trials. In short, it is
the stability or consistency of scores over time or across raters (Miller, 1998). As an
example, Miller (1998) has mentioned that the degree to which an individual’s
response on a survey would stay the same over time is one the common sign of
reliability. There are three aspects of reliability that include- equivalence, stability and
internal consistency. The researcher has maintained of all these aspects in relation to
ensure reliability of data and in fact, research report itself. The researcher has
represented data in appropriate format that has been ensured that the findings were
reliable. The researcher has also presented data in such a way that reflects the
general perceptions and opinions of customers are reliable through comparing
results from interview. Generalization refers to the approach of generalisation of
research findings. In simply, generalization denotes the general aspects of the
research findings to similar or different research issue. The researcher has presented
data in standard format and with appropriate analysis that can be applicable for
same or other sectors in terms of comparative study of customer satisfaction.

Consideration of ethical issues

There was key focus on the maintenance of ethical issues in this research project.
For example, the author has cited and acknowledged appropriately both in text and
bibliography of all previous research works that have been used to explore existing
theories and practices on customer satisfaction at McDonald’s and Burger King. The
researcher has maintained confidentiality, integrity, honesty, objectivity and so on
while collecting both primary and secondary data from McDonald’s and Burger King.
So, the author want to say there was great effort to ensure the maintenance of all
relevant aspects of ethics involved in the completion of a research project from
review of literature to data collection as well as during the preparation of final
research report on the comparative study of customer satisfaction at McDonald’s
and Burger King.

Conclusion
Research methodology has crucial influence and importance on the completion of
research activities. Research methodology helps the researcher to develop effective
and appropriate research design and framework for the purpose of collecting primary
and secondary data from the case studied organization(s). Under this chapter, the
author has covered all of the things involved in research methodology for the
purpose of collecting maximum response from the respondents both in semi-
structured interviews and questionnaire survey. Thus, the researcher would like to
opine that this chapter has covered all of the relevant issues and concerns of
research methodology to develop standard research report in the field of
comparative study of customer satisfaction at McDonald’s and Burger King.

Chapter 4: Data Presentation

Introduction

Data presentation is one the most common and important chapter within a research
report. The researcher has to present collected data in an appropriate format in
relation to provide clear explanation of the primary research findings. In this chapter,
the researcher has provided data presentation that was collected through semi-
structured interview and questionnaire survey through two major parts, such as
presentation of interview data and presentation of survey data. The researcher has
used most effective and appropriate format(s) and method(s) to present both
qualitative and quantitative data. For example, to present qualitative data, the
researcher has used descriptive statistics methods, such as description of interview
results and to present quantitative data, the researcher has used inferential statistics
methods, such as percentage. At the end, it can be noted that under this chapter the
researcher has presented all of the data collected from semi-structured interview and
questionnaire survey from McDonald’s and Burger King.

Presentation of interview data

The researcher has conducted four semi-structured interviews with the management
personnel of both McDonald’s and Burger King. Each interview has containing more
than 20 questions and the duration of each interview was at least 30 minutes. The
researcher has tried to developed more interactive and communicative approach
during the conducting semi-structured.

The researcher would like to present the primary research findings from semi-
structured interview as follows-

i. Demographics of the interviewees: The researcher has conducted interviews

with two management personnel of McDonald’s and two management personnel of
Burger King. The demographics of the interviewees can be shown in a table as
follows-

Table: 4.1. Demographics of the interviewees at McDonald’s and Burger King

Demographic McDonald’s, UK Burger King, UK

characteristic
Position and Age of the Store Manager was 35 years
interviewee old. Team leader was 30
years old.
Gender of the interviewee Both Store Manager and
Team Leader were male.
Duration of working at The Store Manager has been
position working for more than 2
years at this position.
Previously he worked at
different position at
McDonald’s. The Team
Leader has been working for
more than 3 years.
Assistant Store Manager was
32 years old. Team Leader
was 29 years old.
The Assistant Store Manager
was female and Team Leader
was male.
The Assistant Store Manager
has been working for more
than 4 years. The Team
Leader has been working for
more than 2 years.

Source: Interview data

ii. Defining customer satisfaction at fast-food industry: The definition of customer

satisfaction is very subjective and varies person to person. For the purpose of
identifying most appropriate definition of customer satisfaction at fast-food industry,
the researcher has asked the interviewees to define customer satisfaction. Based on
the interview results, the definition of customer satisfaction at fast-food industry can
be represent as follows-

Store Manager at McDonald’s has defined customer satisfaction as the level of

satisfaction by a customer after purchasing and consuming foods from a
business.
Team Leader at McDonald’s has defined customer satisfaction is the positive
approach and feedback of customer after buying and eating foods from a
restaurant.
Assistant Store Manager at Burger King has defined customer satisfaction is
the overall satisfaction of a customer during the purchase and consuming
products/foods from a company, like Burger King.
Team Leader at Burger King has defined customer satisfaction as a process of
assessing positive attitude and likeness of particular products and/or foods
from a particular business.

iii. What are the common factors affecting customer satisfaction at fast-food
industry: The interview results show that there are some major and common factors
that have been affecting customer satisfaction within fast-food industry. The
researcher would like to summarize the interview results on factors affecting
customer satisfaction as follows-

The quality of the foods is prime concern that affects customer satisfaction
greatly at any fast-food business, stated by Team Leader of Burger King.
The price of the foods is another most common and important factor that affect
customer satisfaction of a fast-food business, mentioned by Assistant Store
Manager of Burger King.
The location and the physical setting of the restaurant have been playing vital
roles to attract customers and thus help to build positive image about the
restaurant and its foods. So, it can be noted that the location and physical
setting of the restaurant have influence on customer satisfaction, described by
Team Leader of McDonald’s.
Finally, the brand name and brand image of the business is considered as vital
factor to build strong branding among the customers and thus helps to increase
overall satisfaction of a customer, noted by Store Manager of McDonald’s.

iv. What are the key competitive edges of the company that has been increasing
customer satisfaction: The key competitive edge is the most unique feature of a
business that has vital influence on the overall satisfaction of a customer. The
researcher has obtained most relevant and effective data in relation to the key
competitive edges of the McDonald’s and Burger King during the semi-structured
interview. The interview results can be shown in a table as below-

Table: 4.2. Key competitive edge of McDonald’s and Burger King

Store Manager/Assistant Store Team Leader

Manager
McDonald’s One the key competitive edge of the
company is brand name and brand
image. The quality of the foods and
commitment to provide quickest
services are another competitive edge
of the company.
Burger King The enhanced menu and quality of
foods as well as the price of the foods is
the prime aspect of the company that
increasing customer satisfaction.
Moreover, the commitment of the
company to build strong relationships
with customers can be termed as key
competitive edge of the company.
The number of restaurants and
the location as well as the
decoration of the restaurant can
be considered as most unique
feature or competitive edge of the
company.
The focus on the customers
feedback and suggestions as well
as the overall approach of
handling customers’ complaints is
one the most effective and
appropriate feature or competitive
edge of the company.

Source: Interview data

v. How the company has been measuring customer satisfaction and taking
actions to increase customer satisfaction: A company can adopt many different
ways to identify the level of satisfaction and thus measures the overall approach of
customer satisfaction. For example, McDonald’s has been using customer
satisfaction survey to hear from the customers as well as recent experience of them
at any restaurants of the company. The Store Manager of McDonald’s has mentioned
that the feedback from the customers has been directing passing to the restaurants
and based on the feedback the business has been developing and implementing
different actions to increase customer satisfaction for the next time. In case of Burger
King, the company has been using customer satisfaction tracker, known as customer
experience programme, one the most unique approach of measuring customer
satisfaction, stated by the Assistant Store Manager. The purpose of this program is
to investigate and analyse customer experiences in relation to retain existing
customers and attracting new customers. In addition, the Assistant Store Manager of
Burger King has mentioned that the information collected from customer satisfaction
tracker program directly fed back to the entire Burger King in real time and focus on
the organization’s operational aspects on food quality, cleanliness and speed of the
service etc.

vi. What are the existing policies and practices of the company to satisfy
customers: The interview results show that both McDonald’s and Burger King have
been using some unique and most effective policies and practices to satisfy their
customers. As an example, the Store Manager of McDonald’s has said that the
company has been collecting customers’ feedback on shopping experience and thus
taking initiatives to increase overall efforts to increase customers’ satisfaction for the
next shopping. On the other hand, as an example, the Assistant Store Manager of
Burger King has said that the company has been handling customers’ complaints in
most effective and appropriate ways to reduce number of complaints as well as to
take actions in relation to address any concerns or complaints of customers. From
the interview results, it is clear that besides of these policies and practices both
McDonald’s and Burger King has been using some other tools and techniques to
satisfy their customers.

vii. What are the future plans of the company to increase customer satisfaction:
Both McDonald’s and Burger King have planning to introduce different business
strategies to be a market leader in fast-food business in the UK. For this reason, both
companies have future plans to increase customers’ satisfaction. For example, the
Store Manager of McDonald’s has mentioned that the company is planning to focus
on the different market segments, such as kids, adult, and older customer segment.
Based on the demands and expectation of all market segments, the company is
committed to introduce appropriate menu and balanced foods with keeping great
concern on healthy issue for each segment. So, the future plans of the company will
be able to increase brand image and thus help to increase overall customer
satisfaction. Another example shows that the Assistant Manager of Burger King has
mentioned that the company has focusing on the customers’ complaint
management. For the purpose of effective customers’ complaint management, the
company has been planning to carry out customer survey on regular basis and thus
taking relevant actions throughout the entire Burger King system to reduce number
of customers’ complaint. Thus, it can be said that this plan is going to help the
company to reduce customers’ complaint and thus to increase customer
satisfaction.

Presentation of survey data

The researcher has carried out questionnaire survey among fifty respondents of both
McDonald’s and Burger King. The researcher has developed questionnaire through
pilot study and pilot survey and thus it can be noted that all of the questionnaire in
survey were most relevant and appropriate to explore and analyse customer
satisfaction at McDonald’s and Burger King. Each survey has nearly 20 questions
and the researcher has selected respondents on random basis to get perception
about customer satisfaction at McDonald’s and Burger King from mass population.
The questionnaire survey results can be represent as follows-

i. Gender distribution of the respondents: Based on the survey results, the

researcher would like to represent the gender distribution of the respondents in a
table as follows-

Table: 4.3. Gender distribution of the respondents at McDonald’s and Burger King

Gender Total number of Percentage of

respondents respondents
McDonald’s Male 27 54%
Female 23 46%

Burger King Male 35 70%

Female 15 30%

Source: Survey data

The survey results show that in case of McDonald’s more than half, such as 54% of
the respondents were male and rest, such as 46% of the respondents were female.
On the other hand, in case of majority, such as 70% of the respondents were male
and rest, such as 30% of the respondents were female. So, it McDonald’s has been
experiencing both male and female customers in almost similar percentage, but
Burger King has been experiencing more male customer than female customers.

ii. Age band of the respondents: The researcher would like to mention the age band
of the respondents of both McDonald’s and Burger in a table as follows-

Table: 4.4. Age band of the respondents at McDonald’s and Burger King

Age Total number of Percentage of

respondents respondents
McDonald’s 20-29 15 30%
30-39 12 24%
40-49 18 36%
50-above 5 10%

Burger King 20-29 24 48%

30-39 10 20%
40-49 9 18%
50-above 7 14%

Source: Survey data

McDonald’s and Burger King are serving different aged customers. For example, the
age group of 20-29 years represents 30% of respondents at McDonald’s that
belongs to the second highest percentage of customers within the business while the
same age group represents 42% of respondents at Burger King that constitute the
highest percentage of customers within the business. Another example shows that
McDonald’s have been providing services to 36% of the customers at the age of 30-
39 years, on contrast, Burger King have only 26% of the customers at the age of 30-
39 years. The survey results on the age band thus show that both McDonald’s and
Burger King have been providing services to different age group customer at different
percentage.

iii. Defining customer satisfaction by the respondents: During the survey, different
respondents have defined customer satisfaction from different perspective. Based on
the survey results, the researcher would like to mention the most relevant and
appropriate definition of customer satisfaction as of ‘the positive attitudes of a
customer towards a business because of their products, services and other aspects
after buying or consuming of those products and/or services by the customer’. Thus,
the definition of customer satisfaction reflects some of the major aspects, such as
the quality of products, the service quality, the practices to offer best things to
customers and other related business activities etc. of a business that involves
satisfying customers.
iv. How frequently the respondent visits the restaurant, like McDonald’s and
Burger King: The survey results on the frequency of visiting at McDonald’s and
Burger King by the respondents. Based on the survey results, the author would like
to mention that both McDonald’s and Burger King having almost same or similar
frequency of visiting by customers at their restaurant. For instance, 32% customers
are visiting twice a week at McDonald’s and 36% of customers are visiting twice a
week at Burger King. At McDonald’s about 14% customers are visiting more
frequently while at Burger King about 18% customers are visiting more frequently.

v. Do the respondents like McDonald’s/Burger King compare to other fast-food

chains in the UK: The survey results in relation to overall likeness of McDonald’s and
Burger King compare to other fast-food chains in the UK. The survey results show
that majority, such as 76% of the respondents have said that they like McDonald’s
compare to other fast-food chains in the UK. On the other hand, almost similar
percentages, such as 72% of the respondents have mentioned that they like Burger
King compare to other fast-food chains in the UK.

vi. What are the common factors that affect customer satisfaction at
McDonald’s and Burger King in the UK: The researcher would like to represent the
survey results in relation to the common factors that affect customer satisfaction at
McDonald’s and Burger King. The survey results represent that there are several
factors that can affect customer satisfaction of a business, like McDonald’s and
Burger King. For example, about 30% of the respondents of Burger King have
mentioned that the quality of products/foods is the vital factor that affects customer
satisfaction, on the other hand, only 14% of the respondents of McDonald’s have
mentioned that the product quality is important factor that affect customer
satisfaction. Another example shows that service quality is one the most common
and important factors that affect customer satisfaction and almost similar
percentages of respondents, e.g. 26% at McDonald’s and 24% at Burger King have
mentioned that service quality affects customer satisfaction.

vii. The level of satisfaction by the respondents with the overall customer
service policies and practices at McDonald’s and Burger King in the UK: The
survey results on the overall level of satisfaction with the overall customer service
policies and practices at McDonald’s and Burger King. The survey results show that
half, i.e. 50% of the respondents at McDonald’s are satisfied, followed by 30% are
highly satisfied with the overall customer service policies and practices within the
business. On the other hand, at Burger King almost half, such as 46% of the
respondents are satisfied, followed by 36% are highly satisfied with overall policies
and practices for customer service within the business. At McDonald’s 4% of the
respondents have mentioned that they are highly dissatisfied with the overall policies
and practices for customer service while same percentages, i.e. 4% of the
respondents have mentioned that they are dissatisfied with the overall policies and
practices of customer service at Burger King.

viii. Suggestions and comments by the respondents to increase customer

satisfaction at McDonald’s and Burger King in the UK: The researcher would like
to summarize the suggestions and comments, mentioned by respondents of both
McDonald’s and Burger King for the purpose of increasing customer satisfaction at
McDonald’s and Burger King as follows-

The company should focus on the current trends in fast-food markets and thus
focus on the demands and expectations of the customers of different
segments;
The company must be committed to deliver or offer quality products and
services to the customers as well as the company have to offer competitive
price of their foods;
It is important to develop and implement different business strategies in line
with customers’ feedback and suggestions, so the company should carry out
market research and collect customers’ feedback and suggestions on regular
basis; and
The company should build strong relationships with customers through
focusing on their economic, social and psychological perspectives.

Conclusion

In any research report, the presentation of data or primary research findings has
significant importance. The use of appropriate format and techniques to present all
of the collected data is another key concern for a researcher. In this research report,
the researcher has used most relevant and appropriate format and techniques to
present data on the comparative study of customer satisfaction at McDonald’s and
Burger King in the UK. All of the relevant issues and concerns of data presentation
has been provided in most effectively and appropriately including the presentation of
all relevant primary and secondary research findings on the comparative study of
customer satisfaction at McDonald’s and Burger King in the UK.

Chapter 5: Discussion on research findings

Introduction

The discussion on research findings is one the most important part within a research
report. The researcher has to discuss both primary and secondary research findings
with critical analysis of those findings. Under the this chapter, the researcher has
discussed and explained both primary research findings, that were collected from
primary sources, such as conducting interviews and carrying out survey and
secondary research findings that have been gathered from secondary sources, such
as existing documents of the case studied organizations, i.e. McDonald’s and Burger
King and different publications, such as books, articles, publications etc. In
accordance with the research findings discussion, the author has developed some
conclusive remarks and constructive recommendations about the research topic. All
of the conclusive remarks and constructive recommendations have been presented
at the final chapter of this research project.

Primary research findings

The researcher has obtained primary research findings through collecting primary
data by conducting interviews and surveys. The interviews have conducted with four
management personnel two of each restaurant, i.e. two from McDonald’s and two
from Burger King. The researcher has also collected primary data through carrying
out questionnaire survey with the customers of each restaurant.

A. Discussion on interview data: The researcher would like to discuss the interview
results as follows-

The researcher has conducted with the management personal of the case
studied organizations, i.e. McDonald’s and Burger King. For example, at
McDonald’s, the researcher has conducted interview with Store Manager and
Team Leader of a restaurant located at East London, e.g. Commercial Road,
Whitechapel, London. On the other hand, at Burger King, the researcher has
conducted interview with Assistant Store Manager and Team Leader of a
restaurant located at East London, e.g. Aldgate East, Whitechapel, London. So,
the selection of interviewees at McDonald’s and Burger King and the location of
the restaurant were most appropriate to explore existing theories and practices
to satisfy their customers.
The definition of customer satisfaction is very subjective and varies among
person to person. This notion has been proved by the definitions of customer
satisfaction provided by the management personal of the case studied
organizations, i.e. McDonald’s and Burger King. For instance, the Store
Manager of McDonald’s has defined customer satisfaction as the level of
satisfaction by a customer after buying or purchasing foods from a business, on
the other hand, the Assistant Store Manager of Burger King has defined
customer satisfaction as the overall level of satisfaction of a customer during
the buying or purchasing foods/products from a company. Thus, it can be
noted customer satisfaction is defined as the process of measuring and
 evaluating the overall approach of satisfaction with a product/food of a
business.
There are different factors and aspects that can affect customer satisfaction.
During the interviews, the researcher has derived some the major and important
factors that can affect the level of satisfaction of a customer within fast-food
industry and these include- the quality of the foods is prime concern to satisfy
customer, mentioned by Team Leader of Burger King; the price of the foods,
described by Assistant Store Manager of Burger King; the location as well as
the physical settings of the restaurant, noted by Team Leader of McDonald’s;
and the brand name and brand image stated by Store Manager of McDonald’s.
Every business has their key competitive edge that helps them to achieve
competitive advantage in the operating market. McDonald’s is one the leading
and famous fast-food chains in the world and Burger King is another leading
fast-food chain in the world. So, it can be said that both company has its key
competitive edge. For example, the Store Manager of McDonald’s has
mentioned that the brand name and brand image as well as commitment
towards quality foods etc. are the most important competitive edge of the
business. While, at Burger King, the Assistant Store Manager has mentioned
that the enhanced menu, quality of foods, price of foods, commitment to build
strong relations with customers etc. are the key competitive edge of the
business.
Both McDonald’s and Burger King have been developing and implementing
different policies and practices to satisfy their customers. Based on the
interviews results of McDonald’s, it is clear that the company has been
collecting customers’ feedback on their shopping experience and thus taking
effective initiatives to reduce customers complaints and thus to increase
customer satisfaction for the next shopping. On the other hand, the interviews
results of Burger King show that the business has been introducing customer
satisfaction survey to identify factors that affect customer satisfaction. The
company has also been developed effective approaches to handle customers’
complaints and thus reduce number of customers’ complaints to increase
customer satisfaction.
The interviews results thus depicts that both McDonald’s and Burger King has
been developing and implementing different policies and practices to reduce
customers’ complaints and thus to increase level of satisfaction by a customer
with their foods, services, price, and overall environment of the restaurant.

B. Discussion on survey data: The researcher would like to discuss the

questionnaire survey results as follows-

The questionnaire survey results shows that more than half, such as 54% of the
customers are male and rest of the customers are female at McDonald’s. While
at Burger King, majority, such as 70% of the customers are male and rest of the
customers are female. Thus, it can be said that McDonald’s having serving both
male and female customers at almost similar percentages. On the other hand,
Burger King has been serving more male customers than female customers.
From the questionnaire survey results, it can be noted that at McDonald’s there
are more young customers than Burger King. For example, at McDonald’s there
are (24%+36%) 60% of adult (age band of 30 to 49 years) customers, followed
by 30% of young (age band of 20 to 29 years) customers. On contrast, at
Burger King there are 48% of young customers, followed by (20%+18%) 38%
of adult customers. Thus, it can be said that majority of the customers are adult
at McDonald’s and majority of customers are young at Burger King.
The frequency of visiting at particular restaurant is one the most common
aspects to measure the level of satisfaction by a customer. The questionnaire
survey results show that the frequency of visiting at McDonald’s and Burger
King there is almost similar percentages of customers visiting each restaurant.
For example, at McDonald’s 14% customers are visiting restaurant more
frequently, while at Burger King 18% customers are visiting more frequently.
However, in some cases there is big difference in visiting restaurant by
customers at McDonald’s and Burger King. For instance, 20% of customers are
visiting twice a month time at McDonald’s; on the other hand, 12% of
customers are visiting twice a month time at Burger King. Thus, it can be noted
that the frequency of visiting by a customer is closer at Burger King than
McDonald’s and also can be noted that more customers are satisfied with
Burger King compare to McDonald’s in terms of frequency of visiting at
restaurant.
The questionnaire survey results shows almost similar percentages of
customers have mentioned that they like McDonald’s and Burger King compare
to other fast-food industries within the UK. For example, 76% of customers
have mentioned that they are satisfied with McDonald’s compare to other fast-
food industries and 72% of the customers have mentioned that they are
satisfied with Burger King. Thus, it is clear that majority of the customers are
satisfied with McDonald’s and Burger King compare to other fast-food
industries in the UK.
There are several common factors that have significant impact and influence on
customer satisfaction. Based on the questionnaire survey results, the
researcher would like to opine that different percentages of customers have
mentioned different factors that affect satisfaction at McDonald’s and Burger
King. For example, 30% of the customers have mentioned that product quality
at Burger King is vital factor that affect customer satisfaction, on the other hand
 14% of the customers have mentioned about product quality that can affect
customer satisfaction at McDonald’s. Another example shows that 18% of the
customers have mentioned that price of foods at McDonald’s is one the most
common factor to satisfy customers, while at Burger King only 6% of the
customers have mentioned that the price of foods may affect customer
satisfaction.
The questionnaire survey results represent that majority of the customers are
satisfied and highly satisfied with overall customer service at McDonald’s and
Burger King. For instance, 50% of the respondents have mentioned that they
are satisfied, followed by 30% are highly satisfied with overall customer service
at McDonald’s. On the other hand, 46% of the customers have mentioned that
they are satisfied, followed by 36% of customers are highly satisfied with
overall customer service at Burger King. So, it can be noted that most of the
customers have greater satisfaction with overall customer service at
McDonald’s and Burger King.
Based on the questionnaire survey results, the researcher would like to
summarize the suggestions from customers to improve business policies and
practices to reduce customers complaints and thus to increase customer
satisfaction as of- both business has to focus on the current trends of fast-food
business; to collect customers’ feedback and suggestions on regular basis; to
develop strategy to build strong relations with customers and community; to
develop effective complaint management division and thus take actions to
reduce customers’ complaints; and finally to focus on business commitment
that concern with customer satisfaction etc.

Secondary research findings

The researcher has obtained data and information from secondary and tertiary
sources. The main sources for secondary research findings were review of books,
articles, journals, publications, and related websites etc. All of the sources were most
relevant and appropriate to explore current policies and practices to satisfy
customers at McDonald’s and Burger King as well as to evaluate comparative level of
customer satisfaction within the case studied organizations, i.e. McDonald’s and
Burger King. The researcher would like to discuss some the most relevant secondary
research findings on the comparative study of customer satisfaction at McDonald’s
and Burger King as follows-

1. Customer satisfaction is the process of measuring level of satisfaction and the

ability to meet customers’ expectation by a product and/or service of a
business (Khare, 2012). Customer satisfaction is the subjective approach that
reflects the emotional response of a customer towards a product and/or service
 of a business (Oliver, 1997). Grigoroudis and Siskos (2010) have mentioned that
customer satisfaction is one the most effective approach to explore market
information, customers’ expectations, and customers’ behaviour towards a
product/service of a company. So, it is clear that customer satisfaction is the
process of measuring and/or evaluating the emotional response of a customer
about a particular product/service of a business.
2. McDonald’s is one of the leading fast-foods businesses in the world that has
been operating in 119 countries with the focus on innovations and using of
latest technologies to ensure quality products as well as better services to its
customers (Astute Solutions, 2012). According to ACSI (2012) shows that
McDonald’s has ranked as lowest in terms of satisfaction. On the other hand,
Burger King is another leading fast-food business in the world. ACSI (2012), has
positioned Burger King just above of McDonald’ in terms of customer
satisfaction. Thus, the data provided by ACSI (2012) shows that both
McDonald’s and Burger King have lower percentage of customer satisfaction in
comparison with other fast-food businesses in the world.
3. An organization may use different tools and techniques to measure customer
satisfaction. Among them SERVQUAL model, that has been developed by
Zeithaml in 1985 is widely used to measure customer satisfaction of any
businesses like fast-food business. Some other prominent models that can be
used to measure customer satisfaction include- expectancy-disconfirmation
model developed by Oliver in 1981; Means-end model, developed by Zeithaml
in 1988; and Behavioural intentions model, developed by Brady and Cronin
(2000). All of these models are very effective to explore demands and
expectations of customers towards a business and thus to measure the level of
satisfaction of that customer.

Conclusion

The discussion of research findings has crucial influence on the overall research
project. Based on the research findings, the researcher may provide cost-effective
and valid conclusions and recommendations about the research subject both from
academic and organizational perspective. The researcher has discussed and
explained some of the major issues and concerns on the comparative study of
customer satisfaction at McDonald’s and Burger King that has been collected and
gathered from primary and secondary sources. At the end, it can be noted by the
author that both primary as well as secondary research findings have been
elaborated in this chapter in accordance with the comparative study of customer
satisfaction at McDonald’s and Burger King.

Chapter 6: Conclusions & Recommendations

Introduction

This is the final chapter of this research project. In this chapter, the researcher has
presented conclusive remarks and recommendations about the research project. The
researcher has also presented some of other relevant issues, such as self-reflection
on research project, future research ideas and opportunities, and overall limitations
of the research study etc. For example, in this chapter the researcher needs to
provide future and further research opportunities on the proposed research subject
area(s). In this case, the researcher need to provide clear and constructive
conclusions on the issues and concerns arrived from the review of literature and
during the collection of data from primary source(s) through different research
methods. So, the researcher would like to mention that this chapter was most
appropriate to represent conclusions and recommendations on the comparative
study of customer satisfaction at McDonald’s and Burger King.

Conclusions on research findings

Based on the data and information obtained from primary, secondary and tertiary
sources, the researcher would like to summarize the research findings as follows-

1. Customer satisfaction is the one the most common aspects for any business
that is very subjective in nature and varies from person to person about a
particular a product/service of that business. The business has to develop
several policies and practices to increase customer satisfaction in relation to
achieve organizational goals and objectives in current competitive markets,
especially in fast-food industries.
2. There are several common factors that can affect customer satisfaction. Some
of the major factors that affect customer satisfaction within fast-food
businesses, in case of McDonald’s and Burger King include- quality of foods,
price of foods, quality of services, location of restaurant, physical settings of
the restaurant, promotion and discount, brand name and brand image etc.
3. The most common approaches to satisfy its customers, McDonald’s has been
collecting customers’ feedback through customers’ survey and customers’
shopping experience program and thus taking actions to increase customer
satisfaction for the next shopping for a customer. In similar ways, Burger King
has been developing most appropriate practices to handle and manage
customers’ complaints and thus take initiatives to reduce number of customers’
complaints in relation to increase customer satisfaction.
4. An organization may use different tools and techniques to measure customer
satisfaction. The most widely used models include- SERVQUAL model,
Expectancy-disconfirmation model, Means-end model, and Behavioural
 intentions model etc. All of these models are very important to measure level of
customer satisfaction in any business, including fast-food businesses, such as
McDonald’s and Burger King.
5. Both McDonald’s and Burger King have been serving male and female
customers of almost similar percentages. The questionnaire survey results
show that Burger King has been experiencing mainly young customers while
McDonald’s has been experiencing mainly adult customers.
6. Based on the questionnaire survey results, it is clear that majority, such as 76%
customers at McDonald’s and 72% customers at Burger King are satisfied with
overall customer service compare to other fast-food businesses in the UK.

Recommendations

A. Recommendations on academic perspective: The researcher would like to

mention following key points as recommendation to academic perspective-

1. The review of literature shows that there is some lacking in knowledge of

customer satisfaction at McDonald’s and Burger King. The researcher findings
show that this research report will be able to fulfil some of the major gaps in
knowledge of customer satisfaction at McDonald’s and Burger King.
2. During the review of literature, it is clear that there are several common factors
that may affect customer satisfaction in fast-food industries, like McDonald’s
and Burger King. The primary data shows similar findings on the factors that
may affect customer satisfaction at restaurant. So, it can be noted that there
are several common factors, such as quality of products, price of products,
service quality, location and settings of the restaurant, and brand name etc.
have vital influence on customer satisfaction at fast-food industries, such as
McDonald’s and Burger King.
3. The review of literature shows that an organization, including fast-food business
may use different tools and techniques, such as SERVQUAL model,
Expectancy-disconfirmation model, Behavioural intentions model etc. to
explore current market trends as well as demands and expectations of
customers. The interview and survey results represent that both McDonald’s
and Burger King have been using most relevant and appropriate tools and
techniques to identify market trends and demands as well as expectations of
customers in fast-food industry. So, it can be noted that this report will be able
to improve knowledge and understanding of different tools and techniques to
understand the business environment.

B. Recommendations to organizational perspective: The researcher would like to

mention following recommendations to organizational perspective-
 1. Customer satisfaction is becoming key concern for a business, particularly for
restaurant business. The review of literature shows that customer satisfaction is
playing vital roles to gain competitive edge in the markets as well as achieve
success compare to other competitors in the markets. The interview and survey
results also represent similar perception on customer satisfaction that has been
playing crucial roles to meet customers’ demands and expectations for the
purpose of competing on the market and thus achieve organizational goals and
objectives. So, it can concluded that both McDonald’s and Burger King have to
focus on the customer satisfaction to compete and thus to achieve
organizational goals and objectives.
2. There are some common factors, such as quality of products, price of products,
service quality, physical environment of the restaurant, promotions and
discount, brand image etc. that can affect customer satisfaction within an
organization. The researcher would like to mention that both McDonald’s and
Burger King have to identify and evaluate most appropriate factor(s) that have
crucial influence on customer satisfaction and thus need to improve business
practices and policies to increase customer satisfaction.
3. The primary research findings depicts that majority, (e.g. more than 80% of the
respondents) of the customers are satisfied and highly satisfied with the current
business practices and policies in terms of customer service compare to other
competitors in the fast-food industry. Thus, the case studied organizations,
such as McDonald’s and Burger King should continue current practices and
policies to provide better customer services to improve customer satisfaction.
However, both McDonald’s and Burger King should introduce new practices
and policies that focus on the commitment towards providing quality products
and services to their customers and thus increase overall customer satisfaction
of the business.
4. McDonald’s and Burger King have to continue their current policies and
practices to satisfy their customers and need to introduce new policies and
practices to increase customer satisfaction of different segments of customers,
such as adult, young, children etc. Both McDonald’s and Burger King have
been developing new policies to increase level of customer satisfaction.
5. Finally, the researcher would like to opine that both of the case studied
organizations, such as McDonald’s and Burger King need to carry out
marketing research on regular basis for the purpose of exploring and analysing
the changes in customer demands and expectations into the fast-food industry.
Based on the data and information, the organizations need to develop business
strategies, such as marketing and operations strategy in relation to increase
level of satisfaction about products and services by their customers.

Self-reflection on research project

The researcher was self-motivated to complete this type of research project. The
selection of research subject, i.e. customer satisfaction and the case studied
organizations, i.e. McDonald’s and Burger King is very relevant and appropriate to
explore key issues and concerns on customer satisfaction at fast-food industry. For
the purpose of exploring theories and practices, the researcher has carried out
review of literature that was very helpful to improve knowledge and understanding of
customer satisfaction. During the review of literature, the researcher has identified
some of the most important issues on the general concept on customer satisfaction,
tools and techniques to measure customer satisfaction, and policies and practices to
increase customer satisfaction and so on. All of these issues were very helpful to
improve both academic and organizational perspectives.

The researcher has collected primary data from the case studied organizations, i.e.
McDonald’s and Burger King through conducting interviews and survey. The
researcher has developed questionnaire for both interview and survey. So, the
development of the questionnaire for the semi-structured interviews and the
questionnaire survey has helped the author to increase and improve knowledge and
understanding about the questionnaire development as well as the skills and
competencies to complete interview and survey to collect primary data. The
researcher has used some of the most relevant tools and techniques to analyse and
present collected data. Thus, the researcher was able to prepare standard research
report with appropriate data analysis as well as valid conclusions and
recommendations. The author was satisfied with overall research works and research
findings in terms of comparative study of customer satisfaction at McDonald’s and
Burger King.

Future research and opportunities

During the review of literature and collection of primary data, the researcher has
explored several common issues and concerns on customer satisfaction at
McDonald’s and Burger King. For example, during the review of literature, the
researcher has identified that according to ACSI (2012), McDonald’s is the lower
ranked in customer satisfaction and Burger King has ranked as just one step up than
McDonald’s. So, what are the main reasons behind this lower position on customer
satisfaction of McDonald’s and Burger King than some other fast-food industries, like
Papa John’s, Subway, Kentucky Fried Chicken (KFC) etc. can be regard as future
research project. Another example shows that during the review of literature, the
researcher has identified that there are some common models, such as SERVQUAL
Model, Expectancy-disconfirmation Model, Means-end Model and Behavioural
intentions Model etc. are very common to measure customer satisfaction within fast-
food industries, like McDonald’s and Burger King. Thus, how these models can be
used to measure customer satisfaction of different businesses rather than fast-food
industry can be undertaken as future research idea and/or future research
opportunity.

During the collection of primary data, the researcher has identified that most of
young people are visiting Burger King compare to McDonald’s, while McDonald’s has
been serving mainly adult customers. The primary data shows that majority of the
respondents of both McDonald’s and Burger King is satisfied with overall customer
service at the restaurant. So, what are the key drivers within McDonald’s and/or
Burger King that have been helping the organization to achieve customer satisfaction
may be taken as further and/or future research topic. Finally, it is clear that the
completion of this research project and the preparation of research report on the
comparative study of customer satisfaction at McDonald’s and Burger King has
created many new ideas and opportunities for further and future research project in
the field of fast-food industry and/or other business industry in the field of customer
satisfaction within the business.

Overall research limitations

For instance, it shows that the researcher has to selected limited number of
interviewees due to shortage of time as well as lack of financial resources. Likewise,
the researcher has some of the following limitations during the completion of
research works and thus preparation of research report-

Limited number of sample size during the interview and questionnaire survey.
So, there may have some lacking in data collection and thus preparation of
standard research report.
Due to inefficiency of the author to conduct interview and survey, it was difficult
to collect most effective and appropriate data from McDonald’s and Burger
King that may affect the analysis and presentation of data on customer
satisfaction.
The concern for ethical issues was another limitation for this research project.
For instance, the issue of confidentiality, privacy, access to organizational
information etc. were most common limiting factor in this research project.

Thus, the researcher would like to say that all of these factors may have negative
impact on the overall research report in the field of comparative analysis of customer
satisfaction at McDonald’s and Burger King.

Conclusion

In accordance with overall discussions and explanations of the different issues and
concerns involved in the comparative study of customer satisfaction at McDonald’s
and Burger King, the author would like to opine that both McDonald’s and Burger
King have been focusing on the quality, cleanliness and better customer services in
relation to increase customer satisfaction compare to other existing market
competitors in fast-food industry.