ABSTRACT

In today’s world of cutthroat fierce competition, it is very essential to not only

exist but also to excel in the market. Today’s market is enormously more
complex. Henceforth, to survive in the market, the company not only needs to
maximize its profit but also needs to satisfy its customers and should try to
build upon from there.
The project is the analysis of the customer satisfaction in fast-food and service
quality level provided by the fast food joint Mc Donald’s. The survey was
conducted so as to analyze the service level provided by the McDonald’s and
the improvement that can be made upon it. The meaning of service and
service quality has been discussed elaborately. Market research study has been
conducted in order to know about the customers’ preferences and hospitality
that they want from the company. After this an analysis along with diagrams
and charts has been made to bring forward the overall picture of the market
research. Conclusions have been drawn keeping the detailed analysis of the
findings in mind.
 INTRODUCTION

McDonald's Corporation (McDonald's), incorporated on December 21, 1964,

operates and franchises McDonald's restaurants. The Company's restaurants
serve a locally relevant menu of food and drinks sold at various price points in
over 100 countries. The Company's segments include U.S., International Lead
Markets, High Growth Markets and Foundational Markets and Corporate.
McDonald's franchised restaurants are owned and operated under various
structures, including conventional franchise, developmental license or affiliate.

The U.S. segment focuses on offering a platform for authentic ingredients that
allows customers to customize their sandwiches. McDonald's High Growth
markets are focused on creating customer excitement through menu,
promotions and value, and implementing a digital strategy with specific mobile
solutions and actions. The Foundational markets and corporate segment is
engaged in operating restaurants and increasing convenience to customers,
including through drive-thru and delivery.

McDonald's menu includes hamburgers and cheeseburgers, Big Mac, Quarter

Pounder with Cheese, Filet-O-Fish, several chicken sandwiches, Chicken
McNuggets, wraps, French fries, salads, oatmeal, shakes, McFlurry desserts,
sundaes, soft serve cones, pies, soft drinks, coffee, McCafe beverages and
other beverages. In addition, the restaurants sell a range of other products
during limited-time promotions.
OBJECTIVES

 To find out the customer satisfaction of McDonald’s with reference to

service quality.
 To study on quality of food provided at McDonald’s.
 To find out the ways by which McDonald’s can improve upon its
customer satisfaction in fast-food service industry and bring more
satisfaction to customers and thus add value to its bottom-line.
 METHODOLOGY
The research process is carried out according to a designated series of steps,
which are required to be taken in a chronological order. Fundamental to the
success of any research project is sound research design. The exploratory study
is also used to increase the analyst familiarity with the problem under
investigation.

SAMPLE DESIGN:

Target population: Those who have regularly visited in the fast-food.

Sampling unit: Hyderabad market is treated as sampling unit.

Sample size: 100.

DATA COLLECTION:

Primary Data: Primary data has been collected through surveyed to the
consumer.

Secondary data: Secondary data has been collected from the company’s
information brochure and internet.
 LIMITATION OF STUDY
Certain limitations are inherent with this project work. 100% response rate
was not found from the respondents. Some extent of biasness was found
because of Brand loyalty while answering the questions. Lack of interest of the
respondent was one of the major problems. The Geographic extent of this
study was limited to the Delhi and NCR market only. The time duration of the
project acted as another impediment and so the size of the survey was limited
to 100 respondents only.
 COMPANY PROFILE

Is the world's leading food service retailer with more than 30,000 restaurants in
118 countries serving 46 million customers each day!

HISTORY AND BACKGROUND

In 1955, Ray Kroc, a 52-year old salesman of milkshake mixing machines,
became interested in a string of seven restaurants owned by Richard and
Maurice McDonald. These two founded the quick service restaurant industry
when they converted their barbecue drive in with car hops into the world’s
first McDonald’s limited menu, self service drive-in in 1958, in California. Kroc
liked their fast-food restaurant concept and bought the Chain for $2.7 million.
He opened his first McDonald’s in Illinois in April 1955 and founded the
company that evolved into McDonald’s corporation. He decided to expand the
chain by selling Franchises, and the number of restaurants grew rapidly.
McDonalds is the largest and the best known global food service retailer. Its
global market potential is enormous seeing the member of restaurants it has.
On any day McDonald’s serves less than one percent of the world’s population.
Its outstanding brand recognition. (It is one of the most recognized brand all
over the world), experienced management, high quality food, site
development, high quality food, site development expertise, advanced
operational systems and unique global infrastructure helps it to capitalize on
global opportunities.
McDonald’s Vision: is to dominate the global food service industry.

Global dominance means setting the performance standard for customer

satisfaction and increasing market share and profitability through successfully
implementing convenience value and exception strategies.

McDonalds franchises restaurants in many international markets, and

decisions relating to the selection of candidates are made local by the
management in the country where the restaurant is located.

MC DONALD’S INDIA

McDonald’s India is a locally owned company managed by Indians.

LOCAL SOURCING IS KEY FOR TRULY INDIAN PRODUCTS

Around the world, McDonald’s traditionally operates with local partners or

local management. In India too, McDonald’s purchases inputs from local
suppliers.
McDonald’s constructs its restaurants using local architects, contractors,
labour and - where possible - local materials. McDonald’s hires local personnel
for all positions within the restaurants and contributes a portion of its success
to communities in the form of municipal taxes and reinvestment. Nearly 98%
of the inputs are sourced from the domestic market.
McDonald’s sources food products from local companies. Mutton patties are
supplied by Al-Kabeer, Hyderabad, Andhra Pradesh; fresh lettuce comes from
Pune, Ooty, Maharashtra and Dehradun; cheese from Dynamic Dairies,
Baramati, Maharashtra; sesame seed buns and sauces from Cremica Industries
Phillaur, Punjab, and pickles from VST Natural Foods, Hyderabad, Andhra
Pradesh.

SETTING UP OF AN EXTENSIVE FOOD CHAIN

For three years before the opening of the first McDonald’s restaurant in India,
McDonald’s and its international supplier partners worked together with local
Indian companies to develop products that meet McDonald’s vigorous quality
standards. These standards also strictly adhere to Indian Government
regulation on food, health and hygiene. Part of this development involves the
transfer of state-of-the-art food processing technology which has enabled
Indian business to grow by improving their ability to compete in today’s
international markets.

For instance, Cremica Industries worked with another McDonald’s supplier

from Europe to develop technology and expertise which allowed Cremica to
expand its business from baking to also providing bread and batters to
McDonald’s India and other companies. Another benefit is expertise in the
areas of agriculture which allowed McDonald’s and its suppliers to work with
farmers in Ooty, Pune and Dehradun and other regions to cultivate high quality
lettuce. This includes sharing advanced agricultural technology and expertise
like utilization of drip irrigation systems which reduce overall water
consumption and agricultural management practices which result in greater
yields.

In some cases, these Indian suppliers had the technology - but no market for
the products they produced. For example, Dynamic Dairies -- through its
relationship with McDonald’s was introduced to a large customer of milk
casein and other milk derivatives. The two companies entered into a business
relationship resulting in an initial export order of approximately US $ 12 million
per year.

RESPECT FOR THE INDIAN CUSTOMERS AND CULTURE

McDonald’s worldwide is well known for the high degree of respect to the
local culture. McDonald’s has developed a menu especially for India with
vegetarian selections to suit Indian tastes and culture. Keeping in line with this
McDonald’s does not offer any beef or pork items in India. McDonald’s has also
re-engineered its operations to address the special requirements of a
vegetarian menu. Vegetable products are prepared separately, using dedicated
equipment and utensils. This separation of vegetarian and non-vegetarian
Food products are maintained throughout the various stages of procurement,
cooking and serving.

COMMUNITY PARTNERSHIP
McDonald’s believes in giving back to the communities it serves. Wherever
McDonald’s goes it becomes a part of the community it operates in and
contributes towards the development of the locality. For example, McDonald’s
has introduced the concept of ‘Litter Patrol’ - McDonalds’s employees go
around the immediate vicinity of the restaurant every day, packing up garbage
left behind not only by customers from McDonald’s restaurants but also by
other visitors to the area. The result is a cleaner neighborhood.
QUALITY, SERVICE, CLEANLINESS AND VALUE

The McDonald’s philosophy of QSC & V is the guiding force behind its service
to the customers. McDonald’s India serves only the highest quality products.
All McDonald’s suppliers adhere to Indian government regulations on food,
health and hygiene while continuously maintaining McDonald’s own
recognized standards. All McDonald’s products are prepared using the most
current, state-of-the-art cooking equipment to ensure quality and safety.
At McDonald’s the customer always comes first. McDonald’s India provides
fast and friendly service - the hallmark of McDonald’s which sets its restaurants
apart from others.
McDonald’s restaurants provide a clean, comfortable environment especially
suited for families. This is achieved through McDonald’s stringent cleaning
standards, carefully adhered to. McDonald’s menu is priced at a value that the
largest segment of Indian consumers can afford. McDonald’s does not sacrifice
quality for price - rather McDonald’s leverages economies of scale to minimize
costs while maximizing value to customers.

MCDONALD’S INDIA-SUPPLY CHAIN

A taste of freshness from all over India Did you know that every year, Rs.
50,000 Crore worth of food produce is wasted in India? This is mainly because
of the lack of proper infrastructure for storage and transportation under
controlled conditions. McDonald's is committed to providing quality products
while supporting other Indian businesses. And so, McDonald's spent a few
years setting up a unique Cold Chain. The cold chain is necessary to maintain
the integrity of food products and retain their freshness and nutritional value.
It refers to the procurement, warehousing, transportation and retailing of food
products under controlled temperatures. Setting up the cold chain has
involved the transfer of state-of-the-art food processing technology by
McDonald’s and its international suppliers to pioneering Indian entrepreneurs,
who have now become an integral part of the cold chain.
 LITERATURE REVIEW

McDonald’s, the long-time leader in the fast-food wars, faced a crossroads in

the early 1990s. Domestically, sales and revenues were flattening as
competitors encroached on its domain. In addition to its traditional rivals—
Burger King, Wendy’s, and Taco Bell—the firm encountered new challenges.
Sonic and Rally’s competed using a back-to basics approach of quickly serving
up burgers, just burgers, for time-pressed consumers. On the higher end, Olive
Garden and Chili’s had become potent competitors in the quick service field,
taking dollars away from McDonald’s, which was firmly entrenched in the fast-
food arena and hadn’t done anything with its dinner menus to accommodate
families looking for a more upscale dining experience. While these competitive
wars were being fought, McDonald’s was gathering flak from
environmentalists who decried all the litter and solid waste its restaurants
generated each day. To counter some of the criticism, McDonald’s partnered
with the Environmental Defense Fund (EDF) to explore new ways to make its
operations friendlier to the environment.
Facts
McDonald’s roots go back to the early 1940s when two brothers opened a
burger restaurant that relied on standardized preparation to maintain
quality—the Speedee Service System. So impressed was Ray Kroc with the
brothers’ approach that he became their national franchise agent, relying on
the company’s proven operating system to maintain quality and consistency.
Over the next few decades, McDonald’s used controlled experimentation to
maintain the McDonald’s experience, all the while expanding the menu to
appeal to a broader range of consumers. For example, in June 1976,
McDonald’s introduced a breakfast menu as a way to more fully utilize the
physical plant. In 1980, the company rolled out Chicken McNuggets. Despite
these innovations, McDonald’s tremendous growth could only continue for so
long. Its average annual return on equity was 25.2% between 1965 and 1991.
But the company found its sales per unit slowing between 1990 and 1991. In
addition, McDonald’s share of the quick service market fell from 18.7% in 1985
to 16.6% in 1991. Plus growth in the quick service market was projected to
only keep pace with inflation in the 1990s. McDonald’s faced heightening
competition on several fronts. First, its traditional rivals—Burger King,
Wendy’s, and Taco Bell—were eating into its margins through promotions and
value pricing strategies. Taking a leaf from McDonald’s own playbook, Sonic
and Rally’s were using a very limited menu approach to attract time strapped
consumers. Finally, Chili’s and Olive Garden were appealing to diners looking
for something a little more enticing that the familiar Golden Arches for their
families.

In the late 1980s, McDonald’s began recognizing the importance of

maintaining an ecologically correct posture with the public, which was
becoming more concerned about the environment. For example, in 1989, 53%
of respondents in one survey revealed that they had not bought a product
because they didn’t know what effect the packaging would have on the
environment. Closer to home, a 1990 study showed that each McDonald’s
generated 238 pounds of on-premise solid waste per day. It’s no surprise, then,
that McDonald’s sought a way to reduce its solid waste while providing a more
environmentally acceptable face to the public. Beginning in 1989, it partnered
with the Environmental Defense Fund, a leading organization devoted to
protecting the environment, to seek ways to ease the company’s
environmental burden on the landscape. Together, EDF and McDonald’s
considered its impact on a wide range of stakeholders—customers, suppliers,
franchisees, and the environment. The company gave its franchisees much
autonomy in finding ways to eliminate environmental blight. The company’s
hope was that from these divergent approaches, it stood a greater chance of
finding solutions with broad applicability than if it had tried to pursue a one-
size-fits-all approach from the outset. Some of the environmentally inspired
solutions that came out of the collaboration with EDF were the: Introduction of
brown paper bags with a considerable percentage of recycled content.
Solicitation of suppliers to produce corrugated boxes with more recycled
content, which had the twin effect of reducing solid waste and building a
market for recycled products. Abandonment of polystyrene clamshell
containers to hold sandwiches in favour of new paper-based wraps that
combined tissue, polyethylene, and paper to keep food warm and prevent
leakage.

By Vignali, 2001:
McDonald’s established positive aspects had been dual folded. Firstly, its
supplier connections were significant. McDonald’s acted in a flagship
competence for a good networking with providers of intermediary
productivity. Secondly, McDonald had accumulated positive consistency in its
supply and distribution process, which was significant to customer loyalty in its
fast food chain business.

Despite of its affective environmental reputation, McDonald’s takes the

environmental challenge as an opportunity to build up a competitive
environmental position. The main objective of McDonald’s is developing a
dynamic position which would make environmental act as a continuing
concern in the industry covering all the activities of the company. The
appealing characteristic of McDonald is that it desired to change its usual
networks with the market by forming environmental apprehension into the
whole significance chain but was expected that it would be only able to make it
through a new networks with normal societal environment which did not even
want to be economically compensated for its sustainability to such strategies.
McDonald’s observed the usage of the non-market fundamentals as a device in
improving the image and quality of its distribution system. For instance,
McDonalds enormously increased the recycled parts of its boxes supplied by
the suppliers and developed a market for the recycled items collected by its
own outlets. Its objective was eventually for creating a first delivery service
benefit in comparison with rivals as a result of a advantaged network with non-
market drives. More particularly, McDonald’s innovative dynamic ability in
dealing with environmental concern had a threefold base encouraged by
Environmental Defense Fund where environmental problems had to be
observed as significant in all of McDonald’s supply chain performance. All
solutions to apparent difficulties had to be increasing and opposing to other
methods; environmental accomplishment had to turn into an ongoing concern
on an average with more conformist business perform. With regard to
McDonalds international competitive strategy, the environmental managing
aspect was U.S. motivated but the vital objective was to enhance this localized
potential so that it can become worldwide functional. Hence, the difference
between a localized ability of a company when compared to an internationally
flexible one is considerable, because only the latter can be diffused throughout
boundaries. The joint expansion of mutually localised and internationally
flexible abilities certainly signifies one of the main challenges being faced by
MNCs like McDonalds. (Winter, 2003).
McDonald’s competitive advantage is basically based on utilizing resources in
the best possible way. Competitive advantage can be attained through various
strategies such as innovative ideas, whole value chain process, persistent
development, frequent investments (Baker, 2000). But Piccoli and Ives (2000)
imply that chief competitive advantage can be developed by allocation and
cost formation of their product and services. Brandenburg and Stuart (1996),
agreed to Piccoli and Ives’s theory on competitive advantage but they focused
more on creating the brand value. Mata et al., (1995) further elaborated that
maintaining competitive advantage is more important than its creation. Kaplan
(2000) also added this point by implying that organisations must show up with
a diverse product from rest of its opponents this will be supportive for
McDonalds in gaining benefit in opposition and also maintain it for longer
period.
Porter further pointed that a company must have an expertise in a particular
field and not more than one. To expertise in a single field McDonalds has to
surrender focusing on other parts of the business and generate more by
concentrating on a single part.

Porter also suggests two behaviours such as cost control and differentiation.

McDonald can use any one of such methods in attaining competitive advantage
over their rivals. Along with it the companies has to update itself with current
situation of the market and rival businesses in order to maintain its competitive
position into the market (Porter, 1985).

Baker (2000), also states that the competitive advantage is concerned with
vision of the organisation and the kind of management it involved in. He also
thinks that vision is vital for keeping updated about the variations and makes
changes if required and leadership skills for motivating the companies to fulfil
and attain the targeted goals of the organisation.

Fast Food chains in United Kingdom is evaluated more than £ 6 billion with
major targeted segment of younger audiences. The standard of living of the
United Kingdom is enabling growth in the fast food chain business. According
to younger audience fast food chains are more suitable choice for meals because
of its price, quality and service value (Keynote, 2003). According to Schlosser
2001, the expenditure on fast food products is much higher in United Kingdom
as compared to other countries over the Europe. Veseth (2005), further states
that the major reason of progressive performance of McDonalds is based on its
brand value that it created and maintained in its entire period of product and
service performance.
 DATA ANALYSIS

Gender
Prefer not to Grand
Female Male say Total
Count of
Gender 31 68 1 100

From the above data, it can be said that more responses were collected from
male than the females. There is significant difference in the percentage of male
responses being 68% and female responses being 31% only.
Age (in completed years)
Count of Age (in
Row Labels completed years)
16 1
17 3
18 9
19 10
20 25
21 20
22 9
23 1
24 2
25 1
26 3
27 1
28 2
29 1
31 1
32 2
33 1
34 3
35 2
36 1
39 1
50 1
Grand Total 100

From the above chart it can be interpreted that the age group between 19-21
years are the ages who responded more actively than others.
Food preference
Food preference Count of Food Preference
Non-Vegetarian 54
Vegetarian 46
Grand Total 100

From all the 100 responder’s data, it can be concluded that Non-Vegetarian food
has more preference than the vegetarian food.
Education:
Count of
Education Education
Graduate 60
Non-
Graduate 30
Post-
Graduate 10
Grand Total 100

From the above pie chart, it can be said that most of the responders were
graduates with 60% being the highest, non-graduates with 30%and post-
graduates with 10%.
Frequency of consumption of McDonald's products

Frequency Count of Frequency of consumption of McDonald's products

Daily 3
More than 3 times a week 11
Occasionally 66
once a week 20
Grand Total 100

From the data, we can say that 66% of the respondents prefer to have food at
McDonalds occasionally and very few have regularly.
McDonald's services are always consistently of high quality

scale Count
agree 43
disagree 1
neither agree nor disagree 17
strongly agree 37
strongly disagree 2
Grand Total 100
McDonald's delivery speed never varies negatively
Scale Count
agree 49
disagree 2
neither agree nor disagree 19
strongly agree 29
stronly disagree 1
Grand Total 100

From the above data, it can be clearly stated that 49% of the respondents agree
that taste never varies and 29% strongly agree that the taste never varies.
Although 22% say that the taste varies.
McDonald's delivery speed never varies negatively

scale Count
agree 35
disagree 6
neither agree nor disagree 42
strongly agree 16
strongly disagree 1
Grand Total 100

From the above chart, it can be said most of the people are neutral in deciding
the fact that the delivery speed never varies negatively and 51% agree that the
delivery speed is consistent and always on time.
McDonald's employees display the same helpful behavior

scale Count
agree 44
disagree 4
neither agree nor disagree 21
strongly agree 30
strongly disagree 1
Grand Total 100

From the above we can say that McDonald’s employees have a friendly and
helpful behaviour towards their customers with percentage being 74%.
McDonald's always maintain hygienic condition

scale Count
agree 34
disagree 5
neither agree nor disagree 25
strongly agree 34
strongly disagree 2
Grand Total 100

From the above chart, it can be said that McDonald’s have a hygienic
surroundings and 68% people agree to that while 25% are neutral .
McDonald's menu always delight us

scale Count
agree 34
disagree 6
neither agree nor disagree 23
strongly agree 34
strongly disagree 3
Grand Total 100

Among the 100 respondents, 68% agree that they get delighted by the menu
while 23% are neutral. While 6% disagree and 3% strongly disagree that they
get delighted with the menu of McDonalds.
McDonald's services always exceeds its own service
standards

scale Count
agree 37
disagree 4
neither agree nor disagree 29
strongly agree 28
strongly disagree 2
Grand Total 100

From the above data, it can interpreted that 28% of the respondents strongly
agree that McDonald’s always exceed its own service standards, 37% agree
while 29% are neutral.
I never felt unhappy with McDonald's service

Row Labels Count

agree 33
disagree 8
neither agree nor disagree 26
strongly agree 27
strongly disagree 6
Grand Total 100

From the above data, 33% of the respondents agree, 27% strongly agree and
26% are neutral that they never felt unhappy with McDonalds. While 8%
disagree and 6% strongly disagree that they never felt unhappy with
McDonalds.
I am satisfied with McDonald's for its services

scale Count
agree 40
disagree 1
neither agree nor disagree 23
strongly agree 33
strongly disagree 3
Grand Total 100

From the data, 40% of the people agree, 33% strongly agree and 23% are
neutral with the satisfaction level with McDonalds. While 3% strongly disagree
that they are satisfied.
I am satisfied with my decision to be a McDonald's
customer
Row Labels Count
agree 38
disagree 4
neither agree nor disagree 22
strongly agree 31
strongly disagree 5
Grand Total 100

Above data tells that 38% of the respondents agree that they are satisfied with
their decision to be a McDonald’s customer whereas 31% strongly agree and
22% are neutral to the decision. While 5% strongly disagree and 4% disagree on
their decision of being a McDonald’s customer.
Being a McDonald's customer is a pleasant experience

Row Labels Count

agree 42
disagree 3
neither agree nor disagree 24
strongly agree 29
strongly disagree 2
Grand Total 100

From the above data it can be said that 42% of the people agree that being a
McDonald’s customer is a pleasant experience whereas 29% strongly agree
while 24% are neutral to the decision. 2% of the people strongly disagree and
3% disagree that is it a pleasant experience.
McDonald's will be my first choice when I want to visit a
restaurant
Row Labels Count
agree 27
disagree 13
neither agree nor disagree 29
strongly agree 18
strongly disagree 13
Grand Total 100

From the above data, it can be concluded that 18% of the respondents strongly
agree, 27% agree that McDonalds will be their first choice while 29% are
neutral. Whereas 13% disagree and 13% strongly agree that McDonalds will be
their first choice.
I will not buy from any other restaurant even if substitutes
are near to me

scale Count

agree 27

disagree 12
neither agree nor
disagree 34

strongly agree 16

strongly disagree 11

Grand Total 100

From the above data, 16% of the respondents strongly agree, 27% agree that
they would not buy from other restaurants even if near me while 34% are
neutral. Whereas 11% strongly disagree and 12% disagree that they would not
buy from other substitutes.
I would classify myself as a loyal customer of McDonalds

scale Count

agree 34

disagree 8

neither agree nor disagree 28

strongly agree 25

strongly disagree 5

Grand Total 100

From the above chart, we can say that 59% of the respondents agree on being a
loyal customer of McDonalds. While 5% strongly disagree and 8% disagree on
being a loyal customer.
If asked, I will say good things about McDonalds

scale Count
agree 42
disagree 1
neither agree nor disagree 28
strongly agree 25
strongly disagree 4
Grand Total 100

From the above data, it can be said that 42% of the respondents agree on saying
good things about McDonalds, 25% strongly agree and 28% are neutral. While
4% strongly disagree on saying good things about McDonalds.
I recommend McDonald's to my friends
scale Count
agree 41
disagree 5
neither agree nor disagree 23
strongly agree 26
strongly disagree 5
Grand Total 100

From the above data we can say 41% of the people agree on recommending
McDonald’s to their friends while 26% strongly agree and 23% are neutral on
recommending McDonalds while 5% disagree and 5% strongly disagree.
 QUESTIONNAIRE

A STUDY ON CONSISTENT INFERRED SERVICE

QUALITY OF MCDONALD'S
Dear All,

Requesting you to fill the survey related to a study on "Consistent Inferred

Service Quality of McDonald's. Your response shall be of immense help.
Please read the instructions carefully before you enter your responses.

Please select the option to indicate how much do you agree with each statement.
Rate your response on a scale as given below
1 (Strongly Disagree)
2 (Disagree)
3 (Neither Agree nor Disagree)
4 (Agree)
5 (Strongly Agree)

Personal Information:

Email address:_________________________

Name:________________________________

Gender
o Female
o Male
o Prefer not to say

Age (in completed years):________________

Food preference:
o Vegetarian
o Non-vegetarian

Education:
o Non- graduate
o Graduate
o Post graduate

Frequency of consumption of McDonald’s products:

o Daily
 o More than 3 time a week
o Once a week
o Occasionally

McDonald’s services are always consistently of high quality?

McDonald’s taste never varies

McDonald’s delivery speed never varies negatively

McDonald’s employees display the same helpful behaviour

McDonald’s always maintain hygienic condition

McDonald’s menu always delight us

McDonald’s services always exceeds its own service standards

I never felt unhappy with McDonald’s services

I am satisfied with my decision to be a McDonald’s customer

Being a McDonald’s customer is a pleasant experience

McDonald’s will be my first choice when I want to visit a restaurant

I will not buy from any other restaurant even if the substitutes are near to me
I would classify myself as a loyal customer of McDonald’s

If asked, I will say good things about McDonald’s

I recommend McDonald’s to my friends

Opinions/suggestions:

____________________________________________________