Comparison of customers'satisfaction and delivered quality in case of McDonald's and Burger King

Résumé du document

McDonald's is the leading foodservice retailer globally with over30,000 local restaurants serving 52 million people in more than 100 countries daily. More than 70% of McDonald's restaurants worldwide are owned and operated by independent local men and women. The Burger King operates over 11,100 restaurants in more than 65 countries including U.S. territories. Nearly 90 percent of Burger King restaurants are owned and operated by independent franchisees, many of which are family owned and 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 quick service restaurant segment of the informal eating-out market in virtually every country. While 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?

Extraits

[...] Cleanliness 46% of the customers evaluate the restaurants of McDonald's as average clean. We can see a very light tendency to a not clean restaurant. This fact is an interesting one. The customer expectations show that a clean restaurant is important for customers. In this aspect we can see a gap between customer expectations and customer perceptions. Staff From the survey we can conclude that the staff of McDonald's is friendly tend to agree with the statement that McDonald's staff is friendly, only 12% tend to disagree. [...]

[...] Putting the Service Profit Chain to Work. “Harvard Business Review” March/ April 1994. pp. 164- 174, [from:] Lovelock, Christopher, and Wirtz, Jochen. Services Marketing. People, Technology, Strategy. New Jersey: Pearson Prentice Hall p Paper presented by Eric Sundström at the lecture & Demand/ Supply Management” at Karlstad University, 20- 04- 2007. Paper presented by Prof. Dr. Oliver P. Heil at the lecture “Marketingpolitik” at Johannes-Gutenberg University, 14- 06- 2006. [...]

[...] To figure out these expectations we used a questionnaire. The results are presented in table 2. Table 2. Customers' expectations for a fast- food restaurant in percent We can conclude that a clean restaurant is a basic requirement for a fast- food restaurant of the sample considers that it is very important. When we sum-up the categories important and very important we see that 94% think that a clean restaurant is at least important. Another important aspect is a short waiting time. [...]

[...] First, we would like to summarize the data we collected during our survey in the two restaurants in one chart to make the analysis much clearer: Table 11. Summarize of Queuing, Delivery and Total Time for Service in McDonald's and Burger King - Queuing time McDonald's has an advantage in term of waiting time. They have an average of 1 minute 14 seconds during the period when we realized our survey whereas Burger King has an average waiting time of 1 minute 42 seconds. You will have to wait in average 28 seconds more in Burger King than in McDonald's which means 38% longer. [...]

[...] San Francisco: Jossey- Bass, A Wiley Imprit “Harvard Business Review” March/ April Heskett, James L., Sasser, W. Earl Jr., and Schilesinger, Leonard A. The Service Profit Chain. How Leading Companies Link Profit and Growth to Loyalty, Satisfaction, and Value. New York: The Free Press “Journal of Retail Banking. Winter 1993- “Journal of Service Research”.3. November Lovelock, Christopher, and Wirtz, Jochen. Services Marketing. People, Technology, Strategy. New Jersey: Pearson Prentice Hall Official web- page of Burger King- www.burgerking.com 10. Official web- page of McDonald's www.mcdonalds.com 11. [...]