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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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