Running head: The Impact of Customer Services on Customer Satisfaction 1
The Impact of Customer Services on Customer Satisfaction in the Food
Industry: A Case Study of McDonald's
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Table of Contents
Section 1: INTRODUCTION 3
1.1 Background...................................................................................................................3
1.2 Rationale for the Study................................................................................................4
1.3 Justification of Research..............................................................................................4
1.4 Research Problem/ Aim and Objective.......................................................................5
Section 2: LITERATURE REVIEW 5
2.1 Overview of customer Services in the Food Industry................................................5
2.2 Concept of Customer Satisfaction...............................................................................6
2.3 Relationship between Customer Services and Customer Satisfaction......................7
2.4 Factors Affecting Customer Satisfaction in the Food Industry.................................7
2.5 Theoretical Framework................................................................................................8
Section 3: METHODOLOGY 8
3.1 Research Design............................................................................................................8
3.2 Justification of research methods chosen....................................................................9
3.3 Data Collection.............................................................................................................9
3.4 Research Analysis:........................................................................................................9
3.5 Limitations..................................................................................................................10
3.6 Ethical Consideration.................................................................................................10
Expected Results and Implications 10
4.1 Anticipated Results.....................................................................................................10
4.2 Implications of the Study...........................................................................................10
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Conclusion 11
5.1 Summary of the Study................................................................................................11
5.2 Contribution to Knowledge........................................................................................11
5.3 Recommendations for Future Research....................................................................12
Section 1: INTRODUCTION
Customer satisfaction is by no means a new fix in the food industry. The quality of
customer service plays a vital role in ensuring customer satisfaction, especially in fast-food
restaurants such as McDonald’s, KFC, and Burger King, among others. In recent years, there
has been an increasing focus on customer satisfaction, which projects the success of a
business. Therefore, understanding the impact of customer service on customer satisfaction is
important to fast-food restaurants. This research proposal aims to explore the impact of
customer services on customer satisfaction in the food industry by conducting a case study of
McDonald’s.
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1.1 Background
The food industry is known to have highly competitive, and businesses need to go
above and beyond to satisfy their customers to maintain a competitive edge. In this context,
customer service drives customer satisfaction and loyalty. The fast-food is no exception, and
McDonald’s is one of the most recognizable brands in the world.
McDonald’s is known to be one of the largest fast-food chains in the world, with
customer service for millions of customers every day. Moreover, they have employed more
than two million people who work under different departments in each restaurant, including
crew members, cooks, cashiers, and shift managers, which add to their ability to handle many
customers, providing top-notch services (Kuek et al., 2021).
This research proposal aims to investigate the impact of customer service on customer
satisfaction in the fast-food industry, with a specific focus on McDonald’s. This study aims to
identify the factors that contribute to customer satisfaction at McDonald’s and evaluate the
effectiveness of the company’s customer service strategies in enhancing customer
satisfaction.
According to (Pereira), McDonald’s has been known for its fast and efficient service.
However, the company has recently faced criticism for the quality of food and customer
service (Pereira). Therefore, this research is essential as it will help McDonald’s and other
fast-food companies to understand the critical role of customer service in the fast-food
industry and how it can be improved to enhance customer satisfaction.
1.2 Rationale for the Study
Customer service is a critical factor that influences customer satisfaction. It is
essential to understand the impact of customer services on customer satisfaction and can help
businesses like McDonald’s improve their services, attracting more customers. Customer
services include greeting customers, taking orders, delivering food, and resolving customer
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complaints. Thus, understanding how customer service affects customer satisfaction can help
McDonald’s identify areas where they need to improve their customer service and enhance
customer satisfaction (Zarirah et al., n.d.). The findings can also provide insights for other
businesses in the food industry, improving their customer service and ultimately increasing
customer satisfaction. As such, this study’s rationale is to help improve customer service and
satisfaction, contributing to the industry’s growth and success.
1.3 Justification of Research
The literature on customer service and customer satisfaction has been extensively
studied. However, there needs to be more research on the impact of customer service on
customer satisfaction in the fast-food industry. This study aims to address this gap in
knowledge by exploring the relationship between customer service and customer satisfaction
(Zarirah et al., n.d.). The findings of this study will, after that, be useful in improving
customer satisfaction and services.
1.4 Research Problem/ Aim and Objective
The research problem/aim of the case study is to investigate the impact of customer
services on customer satisfaction in the food industry. The main research question guide
question is based on how customer service impacts customer satisfaction in the fast-food
industry, laying focus on McDonald’s.
The specific aims and objectives of this study are:
1. Examine the existing literature on customer services and customer satisfaction in the
food industry.
2. To identify the key customer service factors that impact customer satisfaction at
McDonald’s.
3. To evaluate the level of customer satisfaction with McDonald’s customer services.
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4. To determine the relationship between customer service and customer satisfaction in
McDonald’s.
5. To provide recommendations to McDonald’s on how to improve customer satisfaction
through customer servic
Section 2: LITERATURE REVIEW
2.1 Overview of customer Services in the Food Industry
Customer services are vital to the success of any fast-food business, as it directly
impacts customer satisfaction and loyalty. It involves all the interactions between customers
and food service providers, from placing orders to receiving and enjoying the meals. Good
customer service can enhance the customer experience, promote positive outreach, and
increase customer loyalty. Conversely, poor customer service can lead to negative customer
experiences, decreased satisfaction, and loos of customers (Page, 2020). These services
include aspects such as speed and accuracy of order processing, quality of food preparation,
friendliness and responsiveness of staff, cleanliness of facilities, and resolution of customer
complaints.
Page (2020) highlights that given the importance of customer service in the food
industry, businesses must prioritize the training and development of their staff to ensure they
provide top-tier customer service. Additionally, the business must continually monitor and
evaluate customer satisfaction levels to identify areas for improvement and make necessary
adjustments to its customer service policies and practices.
2.2 Concept of Customer Satisfaction
Customer satisfaction is a colossal attribute towards the success of any business. It
results from the correlation between a customer’s assumption and a customer’s feelings
towards a service. It is a critical component for every successful pioneer fast-food industry, as
it directly affects customer loyalty, repeat business, and positive word-of-mouth
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recommendations (Akhtari et al., 2015). It also indicates a company’s ability to meet
customer needs and expectations, which is the key driver of business growth and profitability.
Businesses often use customer satisfaction surveys, feedback, or other methods to gather
customer feedback to serve customer satisfaction better. This information is then used to
identify improvement areas, implement changes, and monitor progress over time.
Overall, businesses need to focus on customer satisfaction by providing high-quality
services, exceptional customer service, and maintaining a positive brand image. In turn, they
can create loyal customers who are more likely to continue to do business with them and
recommend their services to others.
2.3 Relationship between Customer Services and Customer Satisfaction
In the food industry, customer satisfaction is heavily influenced by the quality of
customer service provided. Zhong and Moon (2020) highlight that McDonald's, as a
prominent fast-food chain, recognizes the importance of providing outstanding customer
service to ensure customer satisfaction and loyalty. Generally, good customer service
enhances the customer experience, promoting positive outreach and increasing customer
loyalty. Conversely, poor customer services result in negative customer experiences,
decreased satisfaction, and loos of customers (Page, 2020). Some of the effective customer
service involved include friendly and attentive staff, timely and accurate order processing,
and effective resolution of any concerns or complaints raised by my customer(s) (Zhong &
Moon, 2020).
Through implementing various strategies to ensure that their staff provides
exceptional customer feedback surveys and using technology to improve efficiency and
accuracy, McDonald's has significantly impacted their business through a significant increase
in loyal customers. Therefore, when customers feel they have been treated well and their
needs have been met, they are more likely to be satisfied with their experience.
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2.4 Factors Affecting Customer Satisfaction in the Food Industry
Based on Wiranto and Husin (2016), It was found that customer satisfaction is
interpreted by researchers and marketing managers differently, which thereby leads to
different perceptions from one individual to another. It shows that customer satisfaction
occurs after the post-purchase stage of the fiver stage model of the customer buying process
(Shahin & Rahim, 2014). Understanding the factors that influence customer satisfaction can
help businesses like McDonald’s improve service delivery and ultimately increase customer
loyalty.
According to Wiranto and Husin (2016), restaurants should provide consistent, high-
end, efficient and genuine customer services, exponentially boosting customer satisfaction.
Customer satisfaction prevalently is always related to how they perceive the quality of
services in the restaurant. In the current market, all customers except those receiving while
dining in fast food restaurants is good service qualities and comprehensive restaurant
services. In this study, the greatest potential determinant of customer satisfaction is the three
general categories of perceived restaurant quality.
2.5 Theoretical Framework
Environment
Figure 1: Conceptual Framework
Source: (Wiranto & Husin, 2016).
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This study will mainly focus on the relationship between customer satisfaction and loyalty. It
is determined by the four attributes of customer satisfaction at McDonald’s (service quality,
food quality, price, and environment), which shape the repurchase intention, as shown in
Figure 1.
Section 3: METHODOLOGY
3.1 Research Design
In this study, a positivist research philosophy will be adopted. It is assumed that there
is an objective reality that can be observed and measured through empirical data, aiming at
investigating the impact of customer service on customer satisfaction in the food industry,
specifically in the case of McDonald’s. This study appreciates employing a positivist
approach to carry out the study, as it will allow objective measuring of customer satisfaction
by collecting and analyzing numerical data.
3.2 Justification of research methods chosen
A quantitative research method will be used in this study, with the primary data
collected by running an online survey questionnaire. The survey questionnaire consists of
closed-ended questions clearly stated with fixed response options. This research method is
appropriate for the case study because it enables the researcher to collect numerical data that
can be analyzed using statistical methods. The online survey method is cost-effective,
efficient, and can reach a large sample size, making it suitable for this study.
3.3 Data Collection
Primary data collection through an online survey questionnaire suits this study's data
collection method. The most effective way is to distribute the survey to McDonald's
customers in and around the UK through social media platforms. The relayed survey
questionnaire consists of customer service and satisfaction questions. Conducting a pretest is
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necessary before rolling out the questionnaire to the customers. After that, the data collected
will be analyzed using statistical software.
3.4 Research Analysis:
Statistical methods such as descriptive statistics, correlation analysis, and regression
analysis are effective when analyzing collected data. Moreover, the descriptive statistics
method in summarizing the data and the correlation analysis method in establishing the
relationship between customer services and customer satisfaction are effectively used to help
carry out the research analysis. Regression analysis will be used to determine the extent to
which customer services impact customer satisfaction.
3.5 Limitations
Throughout the study, several limitations arose. First, the sample size may have
differed from the enterer population representative, as it is limited to McDonald's customers
in and around the UK. Second, the online survey method may have introduced sampling bias
as not all customers can access social media. Third, the study's results may be influenced by
external factors such as the time of day, the day of the week, or the restaurant's location.
3.6 Ethical Consideration
The study adheres to ethical considerations such as informed consent, confidentiality,
and data protection. The participants were informed of the purpose of conducting the case
study and their right to withdraw at any time. Moreover, the survey questionnaire collected
no personal identifying information, with the collected data stored securely to ensure data
protection. Most importantly, the research conducted on the case study complied with the
relevant ethical guidelines of the University’s Research Ethics Committee.
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Expected Results and Implications
4.1 Anticipated Results
The anticipated results of the study are to find a significant positive relationship
between customer service and customer satisfaction in the food industry, with a case study of
McDonald's. Specifically, from the principal guide on customer service satisfaction, it is
anticipated that customers who perceive high-quality customer service will be more satisfied
with McDonald's services. Customers who receive high-quality customer service, such as
prompt and friendly service, accurate order fulfilment, and responsiveness to their needs and
concerns, will be more satisfied with their overall experience at McDonald's. On the other
hand, customers who receive poor customer services, such as long wait times, rude or
indifferent staff, and incorrect orders, are likely less satisfied with their experience and may
even choose to take their business elsewhere. Therefore, improving customer service is
expected to lead to higher customer satisfaction and increased customer loyalty for
McDonald's.
4.2 Implications of the Study
The study's implications on the food industry provide insight into the importance of
customer services in the growth and success of the food industry, especially the fast-food
industry. Consensually, this study helps revolutionize McDonald's customer services and thus
positively affects customer satisfaction by identifying areas where they need improvement in
customer services, which would significantly increase the customer satisfaction percentage
ratio. The case study's findings are also useful for other compartments, including academic
researchers, policymakers, and other stakeholders interested in understanding the impact of
customer service on customer satisfaction. In turn, it would revolutionize the McDonald's
franchise, helping accelerate service productivity and customer satisfaction.
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Conclusion
5.1 Summary of the Study
This study aimed to determine the relationship between the customer satisfaction
factor (price, service quality, product qualities and environment of the restaurant) and
customer loyalty in McDonald’s restaurants. In conclusion, it was found that there was a
strong and positive relationship between price and customer loyalty. A similar case was also
realized for service quality and customer loyalty. Furthermore, the product qualities and the
restaurant’s environment were found to have a moderate and positive relationship with the
resultant customer loyalty. These findings show that customers are highly likely to be
satisfied with the services provided by McDonald’s when their expectations are met,
complaints are addressed promptly, and they receive personalized services.
5.2 Contribution to Knowledge
The same results of this study also served as useful information for managers from
McDonald's franchises, enabling them to create better functionality and performance
planning for their customer outlets. Cohesively, the study's findings provide insights into the
factors influencing customer satisfaction and how best customer services can be improved to
enhance customer satisfaction. In conclusion, with these findings, managers will be able to
work on a more strategic plan to enhance customer satisfaction as well as customer loyalty. In
turn, these would generate more streams on how the McDonald's franchise would eventually
reinstate their former lost glory as the best in the fast-food industry.
5.3 Recommendations for Future Research
For further research, it is suggested to bring broader types of customers into the
sample. For instance, senior citizens and secondary school students could be included to
ascertain their perceptions regarding the case study. Diverse methods used to roll out the
questionnaires should be influentially set based on the research to be conducted. By
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collecting data from engaging with senior citizens and secondary school students, the
researchers could profitably compare and contrast with the findings of this study.
Moreover, further research is needed to investigate the impact of customer services on
customer loyalty in the food industry, which is primarily the main aim of the case study.
Considering the factors of brand loyalty and its effects on repurchase intention is a good place
to start. The study can be extended to other fast-food restaurants or the entire industry to
provide a more comprehensive understanding of the impact of customer services on customer
satisfaction.
Finally, further study should also consider different platforms and types of restaurants
as the area of their studies. The findings could be compared and contrasted with the current
study; hence, these will enrich the literature by adding new information to the field and
providing empirical evidence.
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