A Case Study of Consumer Satisfaction That Leads to Loyalty towards McDonaldâ€™s

Shasha Eisyami; Siti Nadiah; Siti Zahrah; Sim Chee Kee; Ishika Singhal

doi:10.32535/ijthap.v5i2.1584

A Case Study of Consumer Satisfaction That Leads to Loyalty towards McDonaldâ€™s

Shasha Eisyami, Siti Nadiah, Siti Zahrah, Sim Chee Kee, Ishika Singhal

Abstract

The purpose of this study is to review the satisfaction of consumers in McDonald's (the foodservice industry) that leads to loyalty to the brand. It also reviews how McDonald's reacts to changes in the environment and consumer behavior. McDonald's has a strong ambition of providing the best fast service eating experience in the global fast-food market as a world fast-food enterprise. Being the best implies providing exceptional value in both quantity and quality of the product and services, ensuring that every customer is delighted with the brand. In addition, McDonald's believes that job happiness and motivation are some of the biggest influences on consumer satisfaction. The study is organized by collecting the data from consumers through a self-administered questionnaire survey and was distributed to 100 respondents. The results show that for overall satisfaction, most respondents slightly agree that McDonald's has given great services to satisfy their customer needs.

Keywords: Consumer Satisfaction, McDonaldâ€™s, Foodservice, Marketing Research

Full Text:

PDF

References

Angelova, B., & Zeqiri, J. (2011). Measuring customer satisfaction with service quality using American Customer Satisfaction Model (ACSI Model). International Journal of Academic Research in Business and Social Sciences, 1, 27.

Britannica. (2021). McDonald's: American corporation. Retrieved from https://www.britannica.com/topic/McDonalds

Burnett, S. (2021). How do you define customer loyalty? Retrieved from https://www.customerinsightgroup.com/loyaltyblog/how-do-you-define-customer-loyalty/

Cousins, J. A., & Weekes, S. (2020). Food and beverage service (10th ed). London: Hodder Education.

Chambers, S. (2020). The importance of customer loyalty. Retrieved from https://www.nicereply.com/blog/the-importance-of-customer-loyalty/

Edeh, F. O., V, R. J., Syafawani, N., Kee, D. M. H., Aina, N., Syafikah, N., & Nurunnisa, N. (2021). McDonald's customer's satisfaction strategies during Covid-19 Pandemic in Malaysia. International Journal of Tourism & Hospitality in Asia Pasific, 4(3), 73-88. Doi: 10.32535/ijthap.v4i3.1204

Fontinelle, E. (2021). McDonald's: A history of innovation. Retrieved from https://www.investopedia.com/financial-edge/0410/mcdonalds-a-look-back.aspx.

Hansemark, O. C. & Albinson, M. (2004). Customer satisfaction and retention: The experiences of individual with employees. Managing Service Quality, 14 (1), 40-57. doi: 10.1108/09604520410513668

Helpme. (n.d.). Mcdonalds consumer behaviour case study. Retrieved from https://www.123helpme.com/essay/Mcdonalds-Consumer-Behaviour-Case-Study-FJABHLVD2R

Kee, D. M. H., Ho, S. L., Ho, Y. S., Lee, T. W., Ma, H. Y., & Yin, Y. (2021). Critical success factors in the fast food industry: A case study of McDonald's. International Journal of Tourism & Hospitality in Asia Pasific, 4(2), 124-143. doi: 10.32535/ijthap.v4i2.1061

Leibovitz, L. (2012). Social media and holiday shopping: An analysis of consumer attitudes. Retrieved from http://tumblr.offerpop.com/post/35564895137/social-media-and-holidayshopping-an-analysis-of

McDonaldâ€™s Malaysia. (n.d.). About Us. Retrieved from https://www.mcdonalds.com.my/company

Meyer, P. (2020). McDonald's Marketing Mix (4PS) analysis. Retrieved from http://panmore.com/mcdonalds-marketing-mix-4ps-analysis.

Rajawat, A., Kee, D. M. H., Abdul Malik, M. Z., Mohamed Yassin, M. A. Q., Shaffie, M. S. I., Fuuat, M. H., AlDosari, N., & Santoso, M. E. J. (2020). Factors: Responsible for McDonald's performance. Journal of The Community Development in Asia, 3(2), 11-17. doi: 10.32535/jcda.v3i2.806

Timestravel. (2014). The world's first McDonald's restaurant. Retrieved from https://timesofindia.indiatimes.com/travel/eating-out/the-worlds-first-mcdonalds-restaurant/articleshow/36048438.cms

Weng, J. T., & de Run, E. C. (2013). Consumers' personal values and sales promotion preferences effect on behavioural intention and purchase satisfaction for consumer product. Asia Pacific Journal of Marketing and Logistics, 25(1), 70-101. DOI: 10.1108/13555851311290948

DOI: https://doi.org/10.32535/ijthap.v5i2.1584