“The Impact of service quality on customer satisfaction in McDonald's Doha/Qatar”

by

Acknowledgement

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

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Abstract

These researchers discovered that convenience is probable to be affiliated with comprehensive food processing, as in the demonstration of constructed snack foods; such snacks are seen as befitting but unhealthy, while unprocessed “fruit as a snack” are seen as healthy but inconvenient. Fast food repasts founded on burgers and deep-fried chicken (e.g. MacDonald's, KFC) furthermore are inclined to be seen as befitting but unhealthy. There has been a maintained boost in the demand for convenience foods and snacks over several years (Traill, 1994; Keynote, 2003). Moreover, a larger capacity of fast food is spent in the Doha/Qatar than in any other homeland in Europe (Schlosser, 2001).

Recently, the idea that processed convenience foods are assisting to a fatness outbreak has directed to litigation proceedings contrary to McDonald's. At the identical time, several fast-food companies and food manufacturers have reconsidered the fat and sugar contents of their product varieties, and reassessed the dimensions of the portions they offer. New “healthy options” (e.g. pasta salad, crop sacks, corn-on-the-cob) can now be bought from fast-food outlets beside customary burger and chicken meals. Another latest innovative strategy by McDonald's and KFC endows dietary data for each serving of food to be accessed by nutritional calculator devices on each company's world broad web location (see www.kfc.com and www.mcdonalds.co.Doha/Qatar).

Table of Contents

CHAPTER 1: INTRODUCTION7

1.1 Aim7

1.2 Outline of this section7

1.3 Background to the study7

The Repositioning of McDonald's7

Problem Definition8

Problem Statement9

Research Questions9

1.4 Research inquiries10

1.5 Justification for the study10

1.6 Limitations10

CHAPTER 2: LITERATURE REVIEW12

2.1 Introduction of the section12

2.1.1 The gap-model12

2.2 Branding15

2.2.1 The notion of the emblem16

2.3 The notion of positioning and repositioning17

2.3.1. Characteristics of repositioning18

2.4. The advantage of service value19

2.4.1.2 Responsive and proactive service value20

2.4.1.3 Service value and strategic orientation21

2.4.1.4 The obstacles to service value22

2.4.1.5 How to enhance service value23

2.4.2 Brand-supportive superior reasoning24

2.4.2.1 The advantages of emblem orientation25

2.4.2.2 The drivers of emblem orientation26

2.4.2.3 The emblem orientation form27

2.4.3 Generative discovering28

2.4.3.1 Generative discovering versus adaptive discovering29

2.4.3.2 Appreciative discovering competencies31

2.4.3.3 How to accomplish generative discovering32

2.5 How to evolve emblem updating natural forces34

2.6 Conclusion of the section35

CHAPTER 3: METHODOLOGY37

3.1 Introduction37

3. 2 kind of study procedures37

3.3 Rationale for alternative of study procedure37

3.4 Research conceive and Data analysis38

3.5 Ethical matters39

3.6 Limitations of study method39

3.7 summaries40

CHAPTER 4: RESULTS AND DISCUSSION41

CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS55

REFERENCES58

APPENDIX64

Chapter 1: Introduction

 

1.1 Aim The aim of this research is to analyze if Valarie, et al., (1990) gap model. Furthermore, this research will analyze McDonald's repositioning founded on the three components (service quality, brand-supportive dominant logic and customer satisfaction) from Valarie, et al., (1990) brand updating ...