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 McDonalds 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 McDonalds and Burger King.
The primary research findings shows that majority of the customers are satisfied and highly
satisfied with overall customer service at McDonalds and Burger King. However, some the
customers have mentioned that they are not satisfied with price of products at McDonalds and
Burger King. At the end, the researcher would like to opine that both McDonalds 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.

ABSTRACT
The study tried to develop a product-market structure of the fast-food restaurants in the
Philippines. Using the concept of hierarchical clustering based on substitution-in-use, the
influence of three categories of situational influence were used to modify the original choice
market mix relationship at every clustering stage. Changes in the importance of the individual
components of the product-service mix served as the basis of the link-up among competing fast
food restaurants.
Restaurants are part of an industry system, providing services to people away from home that
becomes progressively more general and broader as it moves from restaurants to food services to
hospitality industry. It is towards this sophistication of man's basic needs and his complex life
that fast-food restaurants emerged.
Fast-food restaurants are a breakthrough from the traditional catering methods and standards.
They have resulted in more sophisticated operations and styles for services. They have provided
flexibility and comfort with reasonable prices. Their services are within the level that can satisfy
customers with various tastes, drives, and upbringing. Customer satisfaction has been one of the
measurable objectives of other service-oriented establishments. It is to the satisfaction of the
customer's needs that the business strives. Without the support of customers and satisfaction of
their wants, the existences of fast-food restaurants would be in jeopardy. A satisfied customer
would always go back to the same fast-food establishment where his wants and preferences were
not merely met but also complemented (Reyes, 1996). The satisfaction of customer preferences,
in effect, constitutes the image of the particular fast-food restaurant and plays an important role
in the business industry.
The Philippine Star (1997) described the Filipinos as food lovers. They enjoy tasty meals. They
go to restaurants serving smorgasbords in a luncheon or supper buffet offering a variety of foods
and dishes. These restaurants, most especially, attract students. They are the group of people that

regularly patronize fast-food restaurants, which accounts for the sudden boom in the fast-food
industry in the Philippines.
During the past few years, the fast-food industry in the Philippines achieved a tremendous
growth, not only in Metro Manila, but also in all other areas of the country. This situation makes
the fast-food industry in the Philippines a

ABSTRACT
This study investigates customers perception of Chinese fast food restaurant service quality and
its relationship with customer satisfaction. Employing modified DINESERV scale, the study uses
both quantitative and qualitative research approaches. Qualitative data collection consisted of
face-to-face interviews and group discussion. A questionnaire was developed using three sources:
interview responses of the customers, the restaurants survey and the literature. A total of 205
completed questionnaires were used in the analysis. The new measurement scale, Chinese Fast
Food Restaurants Service Quality Scale (CFFRSERV), contained 28 items across six
dimensions: assurance and empathy, food, cleanliness, responsiveness, reliability and tangibles.
The findings from the study revealed that service quality variables have positive influence on
customer satisfaction except reliability dimension. The findings provided a useful tool for service
quality improvement in Chinese fast food restaurants. Validating the scale in other restaurants in
various cities in China is an area for further research. Key words: Service quality, Satisfaction,
Fast food restaurant

ABSTRACT
Despite of economic downturn in recent years, the food service industry has performed well in
Sweden and has grown by 4.1% in 2009. Now, the players are in a battle of differentiating their
products/services and offers, as the degree of competition are moderately high in the market.
Hence, building a strong brand image has apparently become a foremost tactics particularly in
food chain industry. The study aims to contribute on the concrete importance of brand equity
management in the fast food chain especially by illustrating real empirical cases of McDonald
and Max in Sweden. This comparative study attempts to figure out consumers attitudes,
preference and behavior that are affected by equity assets; brand awareness, perceived value,
brand loyalty and brand associations in one way or another. Based on a quantitative survey,
consumers brand knowledge is examined to confirm the brand value added by these brand
equity assets.

ABSTRACT
The purpose of this thesis was centered on measuring and developing customer service in Waskia
restaurant. What is the customer perception of service quality and customer service of Waskia
restaurant? The theoretical framework focuses on description and analysis of customer
satisfaction and importance of customer satisfaction. The empirical study of this thesis was
accomplished by quantitative research by use of questionnaire. The questionnaire was designed
on the basis of theoretical study related to service quality and customer satisfaction. Based on the
research results, the level of customer satisfaction in Waskia restaurant would be judged above
average which is quite good. Although the majority of customers were satisfied with the overall
service quality of the case company, several areas for improvement were found. It is
recommended that Waskia restaurant should improve on wine list, waiters mastery of the menu
and also waiters knowledge of how to recommend wine and food.
__________________________________________________________________
Key words Customer satisfaction, customer service, service quality

1. Customer satisfaction at McDonalds and Burger King, UK.

http://essayandreportwriting.com/academics/dissertation-writingsamples/customer-satisfaction-at-mcdonalds-and-burger-king-uk/
2. A look at fastfood competition in the Philippines
http://www.emerald-library.com
3. SERVICE

QUALITY

AND

CUSTOMER

SATISFACTION

IN

CHINESE FAST FOOD SECTOR: A PROPOSAL FOR CFFRSERV

http://www.ahtrjournal.org/admin/dosyalar/6/30_53.pdf
4. RESEARCH

ON

RESPONSE

AND

RELATIONS

BETWEEN

CUSTOMERS AND BRAND EQUITY (A COMPARATIVE STUDY

OF MCDONALD AND MAX IN SWEDEN) May, 2011
http://www.diva-portal.se/smash/get/diva2:421541/FULLTEXT01.pdf
5. IMPORTANCE OF CUSTOMERS SATISFACTION IN WASKIA
RESTAURANT
https://publications.theseus.fi/bitstream/handle/10024/44142/thesis
%20doc.pdf?sequence=1