McDonald's Customer Satisfaction Research

With the rapid development of China's social economy,the fast food industry is also coruscating new vitality and playing a vital role in the national economy.As a representative of western fast food chain,McDonald's entered the Chinese mainland market in 1990.As of November 2018,there are more than 2900 McDonald's restaurants in the Chinese mainland with more than 150,000 employees,occupying a huge market share in the fast food industry and winning the favor and recognition of customers.However,with the increasingly mature e-commerce model,the influence of the homogenization of western fast food and the impact of the rapid development of Chinese chain enterprises,McDonald's is facing great threats and challenges from all aspects.In the face of fierce market competition,high elimination rate and high operating costs,improving customer satisfaction has become the preferred strategy for enterprises to enhance competitiveness and maintain healthy and sustainable development,which is imperative.Therefore,enriching and deepening the research on McDonald's in China has certain practical pertinence and theoretical value,which is conducive to the improvement of McDonald's economic benefits and provides reference and ideas for the development of other western fast food enterprises.This paper first introduces the background and significance of the research,and determines the research method and technical route.Secondly,the paper analyzes the concepts of customer satisfaction and representative satisfaction evaluation model,both at home and abroad in Europe customer satisfaction index model(ECSI)based on the basis of,combined with the characteristics of McDonald's,the McDonald's customer satisfaction index selection and model hypothesis,and connecting with the interview results,the design,optimization of the tianjin urban McDonald's customer satisfaction questionnaire,adopt the method of combining field and network for data collection,using SPSS 22.0 software descriptive analysis of statistical data,the validity of the reliability analysis,correlation analysis and linear regression analysis,in order to test hypotheses and models.Finally,the hypothesis was revised based on the final analysis results,and the four-sided countermeasures were proposed to improve customer satisfaction of McDonald's.Mainly covers: face up to customers' "spiritual" needs,improve customers' dining experience;Pay attention to quality management,create product characteristics;Strengthen health management,improve the level of cleanliness;Establish a service recovery mechanism.