Through our course "Service Marketing and Management" at NHH, we got the idea of doing our own study to figure out the major differences of McDonald and Burger King in Bergen by examaning customers' different perceptions, expectations, satisfactions and loyalty towards them. We tried to answer the question if customers receive the same service quality they expect and if they see a different aspect of McDonald and BurgerKing that makes them choose one or the other. Assuming that people are satisfied with the food quality, we went deeply in our study to figure out what else makes these fast-food companies so successful. Our objective was to find the main criteria that customers consider the most.
This study was conducted consequently to the Service Marketing and Management course. Our group story has been quite under staffed since we were four members at the beginning (theoratically all other groups were composed of five members). Then a member, who had agreed to work with us to study the topic of this report left us and , another member did not share the same enthusiasm for this topic and eventually came out with his own report. Finally we, only two, had to study and file the report
Since we landed in Bergen city as exchange students, we catered an idea to conduct a study comparing the two leaders of fast food industry, Burger King and McDonald. We have noticed many similarities among the two and there were many differences too. Then we decided to understand the main differences in terms of service that customer gets while choosing McDonald or BurgerKing ? Is it only a question of taste ? Is there any othercriteria like, loyalty for this choice ? Or a normal customer just do not care and go to the closer fast-food restaurant ? Is there any difference in the customer expectations between the two restaurants ?
Our main goal was to understand the key criteria for a customer to decide to select BurgerKing or McDonald.
[...] According to the average value, the sequence is “restaurant should be clean”, food should be served immediately after the order”, “waiting time should be short”, “staff should be friendly”, taste of the food should be the same in all Restaurants of the chain”, The taste of the food in a Fast-Food-Restaurant” and “restaurant should have a comfortable interior”. The median is around 3 and this would be a left skewness distribution. And the stedv is around 1.1 ,which means the discrete of data is small. [...]
[...] Our goals and expectations Our main objective was to assess customer's perception and satisfaction in fast-food restaurants by looking for similarities between McDonald and Burger King and trying to raise differences that are considered by customers while selecting one of the restaurants. We could define customer satisfaction as measures of how products or services meet or exceed customer expectations. These expectations show many aspects of a company activities like,products, service, company, and its impact on global environment. Customer satisfaction measures are an overall psychological evaluation that is based on the lifetime of product and service experience. [...]
[...] As loyalty is important element of competition in the service market, many companies encourage customers to desirable behaviour . One of the tools useful in that difficult task is wheal of loyalty, showed on figure 3. Figure 2. The Wheel of Loyalty If they are trying to create loyal customers the company should focus on building proper foundation (get to know its clients' needs, provide offer to the right customers and deliver quality service). Then, company also might create loyalty bonds (different types for different groups of clients) and finally identifies reasons of existing churn drivers, and eliminates them (for example by increasing switching costs) Service quality foundation for true loyalty lies in customer's satisfaction, for which service quality is a key input”. [...]
[...] Finally we, only two, had to study and file the report Since we landed in Bergen city as exchange students, we catered an idea to conduct a study comparing the two leaders of fast food industry, Burger King and McDonald. We have noticed many similarities among the two and there were many differences too. Then we decided to understand the main differences in terms of service that customer gets while choosing McDonald or BurgerKing ? Is it only a question of taste ? [...]
[...] But BurgerKing got less score but indeed more attraction to customers. Figure The distribution graph of case three Conclusion In this experiment we findthat the customers who prefer BurgerKing seems that they got solid support when they got to make a choice between McDonald and BurgerKing. But back to the previous chapter we can see the result that the McDonald's customers are satisfied than BurgerKing's. So this is an interesting phenomenon that a company with lower customer satisfaction has higher customer loyalty. For [...]
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