Comparaison de la satisfaction du client et de la qualité délivrée dans les cas de McDonald's et Burger King

Exposé Marketing & marques Marketing produit

Date de publication :

17/03/2008

Langue :

Anglais

Format :

.doc

Nombre de pages :

33 pages

Niveau :

expert

Consulté :

1 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

Theory
1. Source of success
2. Customers' satisfaction
3. Customers' loyalty
4. Service quality
5. Company's employee
Method
1. Primary Data
2. Secondary Data
3. Problems
Empirical study and Analysis
1. Customer expectations
2. Customer perceptions
3. Comparison between both fast- food companies
4. Interview with an employee in McDonald's

Résumé :

mcdonald's is the leading global foodservice retailer with more than 30,000 local restaurants serving 52 million people in more than 100 countries each day. More than 70% of mcdonald's restaurants worldwide are owned and operated by independent local men and women. The burger king system operates more than 11,100 restaurants in more than 65 countries and U.S. territories worldwide. Approximately 90 percent of burger king restaurants are owned and operated by independent franchisees, many of them family owned operations that have been in business for decades.
The brands "mcdonald's" and burger king are two of the world's most well-known and valuable brands and holds a leading share in the globally branded quick service restaurant segment of the informal eating-out market in virtually every country. When measuring customer satisfaction, we have to gather critical feedback about questions similar to the following:
· How satisfied are people with the purchase they made?
· How satisfied are people with the service they received?
· How likely are people to buy from the company again?
· How likely are people to recommend the company to others?
Obtaining customer feedback in a timely and useable format, helps ensure that a business is meeting and hopefully exceeding customer expectations, and gives insight on where changes should be made to increase satisfaction and overall success.

satisfaction surveys examine customer experience and perceptions. They give the insight a company needs to define what is extremely important to the customers. Not only the quality of food but also the quality of customer service is the key for the customers. The often asked question is "how satisfied are the customers." Framing the question a little differently, it becomes "how satisfied are the customers relative to my competitors' customers, and relative to the best companies in the industry?" This is the case of mcdonald's and burger king-two competitor companies in the fast-food industry. They promise people fast service and they have to deliver it. clients don't like to be disappointed. Customer service, like any aspect of business, is a practiced art that takes time and effort to master.

But are mcdonald's and burger king always that fast and are people satisfied with the service provided? Is the customer in the focus of all their every days' activities? Almost every one of us has been once in his life a guest in one of mcdonald's' or burger king's restaurants. And almost every one has experienced that their processes are not always working within their assurances of perfect service by waiting for burger, French fries, meeting unfriendly employees or by using dirty restrooms and so on.