BUS00913: Business Research Methods- Research Proposal Assignment

Internal Code: MAS1115

Research Proposal Assignment:

Background to the research: McDonalds is the fast food chain with around 36,000 restaurants globally (Robertson, 2015) and 900 stores across Australia (Mcdonalds – Marrikville, 2016) and growing but being such a big gorilla of the fast food industry it still suffers to remain stable and facing moderate levels of customer satisfaction where it should be gaining consistent growth. Purpose of this research is mainly based on customer satisfaction in terms of service quality and physical environment which I found while visiting in different McDonald’s Merryland stores. I found different aspects affecting McDonalds which were sales issues, lack of communication, customer attraction towards store management and food safety. According to "Mr Ryan the public has looks McDonald" food as unhealthy option’ (Robertson, 2015). Research aim statement: The purpose of this study is to identify and explore customer satisfaction with service quality, and to bring customer loyalty by recommending effective strategies for delivering high standards of service and products. Research objectives: 1.Identify and explore the elements affecting customer satisfaction in McDonald’s Merrylands 2.Improve service quality, food safety and physical environment of McDonald’s to meet satisfaction of the customers 3.Develop recommendations for improving the service quality and physical environment