BS3S92 Assignment 2 (Sample A): Research Proposal and Ethics Declaration (30%, 1,250 words)

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University of South Wales

Prifysgol De Cymru

BUSINESS RESEARCH (BS3S92):

Assignment 2:

RESEARCH PROPOSAL & ETHICS DECLARATION FORM

Student No: 09XXXXXX

Course: BA Business Management (Top Up)

Date: XXX

Word count: XXX words

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Student No: 09XXXXXX

RESEARCH PROJECT PROPOSAL

ABOUT THE PROJECT

Research title:

A Qualitative Exploration in Understanding Customer Satisfaction at McDonald's UK.

Research question:

How can McDonald's enhance customer satisfaction to improve key financial performance metrics such as revenue, profitability, and market share?

Project aim:

This research aims to gain an in-depth understanding of customers' experiences and perceptions of satisfaction at McDonald's UK, in order to identify opportunities for enhancing the customer experience.

Objectives:

1. 1. Explore customers' definitions, expectations, and evaluations of satisfaction in the McDonald's context.

2. 2. Identify the key drivers and barriers to customer satisfaction across different aspects of the McDonald's experience (e.g., food quality, service, ambiance).

3. 3. Understand employees' perspectives on delivering satisfactory customer experiences and the challenges they face.

Rationale for undertaking the project:

In an intensely competitive and dynamic fast-food industry, McDonald's faces ongoing pressures to maintain market leadership and drive customer satisfaction and loyalty (Chia et al., 2020). Although McDonald's has made substantial investments in improving the customer experience in recent years, the company continues to face challenges in consistently delivering the service quality needed to satisfy more demanding consumer expectations (Ee et al., 2024). Given the well-established links between customer satisfaction, brand reputation, and long-term business success, it is imperative for McDonald's to critically examine its current performance on these dimensions and identify tactics for strengthening its customer value proposition. (Rombach, et al, 2023).

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Student No: 09XXXXXX

ACADEMIC CONTEXT

Literature Review

Theme 1: Measuring and optimizing customer satisfaction in fast-food

Enhancing customer satisfaction is considered imperative for fast-food chains to stay competitive. However, debate remains about how best to conceptualize and measure this construct. Rana et al. (2017) emphasizes food quality, ambiance, and employee behavior as key influencers of customer satisfaction in quick-service restaurants. In contrast, Lin et al. (2022) highlights the role of perceived value, arguing that customers' perceptions of the cost-benefit proposition shape their overall satisfaction. Attempts to operationalize customer satisfaction have used various metrics, from ACSI and mystery shopper ratings to user-generated reviews and social media sentiment ( Morgeson III et al., 2023). However, Derqui et al. (2022) caution that many fast-food operators rely on overly simplified measures that fail to capture the depths of the customer experience. To optimize satisfaction, McDonald's must go beyond surface-level metrics to understand the multidimensional drivers of positive guest perceptions and experiences.

Theme 2: Understanding the Customer Experience in Fast-Food Restaurants

Customer satisfaction in fast-food is complexly linked to the overall customer experience. Studies have explored various facets shaping satisfaction, including food quality, service quality, physical environment, and perceived value as key drivers (Zhong, and Moon, 2020). Staff-customer interactions significantly influence guest emotions and evaluations, with employee attitudes and behaviors playing a vital role (Wang, and Lang, 2019). Restaurant atmospherics like lighting, music, and decor can positively or negatively impact affective states and dining satisfaction (Mathur, and Gupta, 2019). Factors such as crowding and noise levels, especially for customers seeking relaxation, can diminish satisfaction (Gozalo, et al, 2018.). Additionally, technological innovations like self-service kiosks and mobile ordering, offering convenience, customization, and control, can enhance satisfaction, although some customers may prefer interpersonal service.

Theme 3: Strategies for enhancing fast-food customer satisfaction and financial results

While customer satisfaction is important, fast-food companies often struggle to implement effective strategies for improving it in practice (Ganti, 2022). Kumolu-Johnson (2024) emphasizes the role of service quality initiatives, such as staff training and process optimization, in driving satisfaction in McDonald's restaurants—similarly, employee empowerment and a customer-centric culture as key success factors (Modise). Chen et al. (2021) suggests that deploying technologies like AI and self-service kiosks can enhance convenience and personalization. However, Daradkeh, et al., (2023). argue that fast-food brands must balance tech innovation with preserving meaningful human connections.

Additional sources of secondary data:

• McDonald's annual reports and financial statements

• Industry reports on fastfood sector (eg. from Mintel, Euromonitor)

• Guest experience tracking data (e.g., customer satisfaction scores, mystery shopper ratings, NPS)

• Social media and review site data on McDonald's customer sentiment

• McDonald's investor presentations and strategy documents

Research Gap and Contribution

While there is a rich literature on customer satisfaction and financial performance in the fast-food sector, there remains a need for more actionable insights on how market leaders like McDonald's can enhance the customer experience and satisfaction levels in practice (Trebicka et al. 2023). Much of the existing research relies on high-level metrics and fails to unpack the specific dimensions of the customer experience that matter most (Ferdous and Mim, 2021). Moreover, few studies have examined the issue from multiple stakeholder perspectives, combining the views of customers, employees, and management (Pea-Assounga et al., 2024). By combining in-depth primary research on McDonald's customer experience with rigorous qualitative data analysis, this study aims to provide a complete and deeper picture of the drivers and barriers to customer satisfaction. In doing so, it will arm McDonald's leadership with insights for elevating its service proposition and customer experience, serving as a model for industry peers.

Research Design

Methodology and Methods Chosen

This study will be guided by the research onion framework proposed by Saunders et al. (2019) to ensure a systematic and comprehensive approach (Melnikovas, 2018). The research strategy will be a case study focusing on McDonald's UK operations. Data collection methods will include semi-structured interviews with McDonald's managers and employees, focus groups with customers, analysis of secondary qualitative data sources such as company reports and customer review data.

Research Philosophy

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Student No: 09XXXXXX

The research philosophy supporting this study is pragmatism. This perspective recognizes the value of integrating different methodologies and data sources to develop practical solutions to real-world problems (Kaushik and Walsh, 2019). Pragmatism is well-suited to the current research aim of generating actionable recommendations for enhancing customer satisfaction and financial performance at McDonald's.

Research Strategy

A case study strategy will be utilized, focusing on McDonald's UK as the unit of analysis. Case studies enable in-depth investigation of contemporary phenomena within their real-world context (Warren and Bell, 2022). Examining customer satisfaction and financial performance within the specific setting of McDonald's UK will allow for a detailed understanding of the challenges faced and potential solutions.

Research Methods

Semi-structured interviews will be conducted with a sample of McDonald's restaurant managers (n=20) to gain insights into their perceptions of customer satisfaction, operational practices, and barriers to improvement (Adams, 2015). Interviews will be audio-recorded, transcribed verbatim, and analyzed thematically (McMullin, 2023). Focus groups will be held with McDonald's customers (n=10 groups of 6-8 participants) to explore their experiences, satisfaction levels, and desired improvements. Focus groups encourage participant interaction, yielding richer data (Krueger and Casey, 2015). Sessions will be video-recorded, transcribed, and analyzed using thematic analysis. Secondary data, including McDonald's customer satisfaction scores, online reviews and social media sentiment, will be analyzed to triangulate findings from primary research (Ee et al. 2024

Sampling Methods

Purposive sampling will be employed to recruit participants for interviews and focus groups. This non-probability sampling technique involves selecting participants based on specific criteria relevant to the research objectives (Etikan et al., 2016). For manager interviews, participants will be selected to represent a range of restaurant formats, locations, and performance levels. Customer focus groups will aim to include a mix of demographic profiles, usage frequencies, and satisfaction levels. Sample sizes were determined based on guidelines for reaching data saturation.

Ethical Issues

As this research involves human participants through interviews and focus groups, it is crucial to address potential ethical concerns to ensure the well-being and privacy of the participants (Taquette and Borges 2022). The following ethical considerations should be addressed (Newman et al, 2021):

1. Voluntary and Informed Consent: Participants must be fully informed about the purpose, procedures, potential risks and benefits of the research. Their consent to participate should be obtained voluntarily, without any coercion or undue influence. They should have the freedom to withdraw from the study at any point without consequences.

2. Respect for Privacy and Confidentiality: Appropriate measures must be taken to protect the privacy and maintain the confidentiality of participants' personal information and responses. This may include anonymizing data, secure storage of records, and restricted access to data.

3. Respect for Cultural and Social Norms: The research should be conducted with sensitivity and respect for the cultural, social, and religious norms and values of the participants, particularly when dealing with diverse customer groups.

4. Transparency and Honesty: Researchers should be transparent about the objectives, methods, and potential implications of the study. Any conflicts of interest or potential biases should be disclosed to participants.

By adhering to these ethical principles and considerations, this study aims to generate rigorous and trustworthy findings that can guide McDonald's in enhancing customer satisfaction and financial performance.

LIST OF REFERENCE (Does NOT count towards the assessment’s overall word count):

Adams, W.C., 2015. Conducting semi-structured interviews. Handbook of practical program evaluation, pp.492-505.

Chen, T., Guo, W., Gao, X. and Liang, Z., 2021. AI-based self-service technology in public service delivery: User experience and influencing factors. Government Information Quarterly, 38(4), p.101520.

Chia, X.R., Kee, D.M.H., Khor, S.T., Chin, K.Y., Lok, T.X., Almutairi, H.A., Quttainah, M.A., Balakrishnan, H. and Kulkarni, S., 2020. Contributing factors to organizational success: A case study of McDonald’s. International Journal of Tourism and Hospitality in Asia Pacific (IJTHAP), 3(2), pp.38-47.

Daradkeh, F.M., Hassan, T.H., Palei, T., Helal, M.Y., Mabrouk, S., Saleh, M.I., Salem, A.E. and Elshawarbi, N.N., 2023. Enhancing digital presence for maximizing customer value in fast-food restaurants. Sustainability, 15(7), p.5690.

Derqui, B., Fayos, T. and Occhiocupo, N., 2022. The virtuous cycle of trust. Unveiling clues to successful innovation in the Fast Moving Consumer Goods industry. European Journal of Innovation Management, 25(6), pp.1036-1056.

Ee, C.G., Ibrahim, H., Gulati, C., Chok, C., Shanshan, D., Kushwah, D., Choudhary, D., Jain, A., Maron, A.R., Kee, D.M.H. and Musyaffa, S., 2024. Analysis of the Factors Affecting Customer Preference Towards McDonald’s. International Journal of Tourism and Hospitality in Asia Pasific (IJTHAP), 7(1), pp.129-142.

Etikan, I., Musa, S.A. and Alkassim, R.S., 2016. Comparison of convenience sampling and purposive sampling. American journal of theoretical and applied statistics, 5(1), pp.1-4.

Ferdous, M.A. and Mim, S., 2021. Factors Influencing Customers Satisfaction in Hospitality Industry: Fine Dining Restaurants.

Ganti, A. (2022) How McDonald’s Makes Money: Monetizing the Demand for Fast Food. Available at: https://www.investopedia.com/articles/markets/032015/how-mcdonalds-makes-its-money-mcd.asp.

Gozalo, G.R., Morillas, J.M.B., González, D.M. and Moraga, P.A., 2018. Relationships among satisfaction, noise perception, and use of urban green spaces. Science of the total environment, 624, pp.438-450.

Kaushik, V. and Walsh, C.A., 2019. Pragmatism as a research paradigm and its implications for social work research. Social sciences, 8(9), p.255.

Krueger, R.A. and Casey, M.A., 2015. Focus group interviewing. Handbook of practical program evaluation, pp.506-534.

Kumolu-Johnson, B., 2024. Improving Service Quality in the Fast-Food Service Industry. Journal of Service Science and Management, 17(1), pp.55-74.

Lin, T.T., Yeh, Y.Q. and Hsu, S.Y., 2022. Analysis of the Effects of Perceived Value, Price Sensitivity, Word-of-Mouth, and Customer Satisfaction on Repurchase Intentions of Safety Shoes under the Consideration of Sustainability. Sustainability, 14(24), p.16546.

Mathur, T. and Gupta, A., 2019. Impact of ‘Dining atmospherics’ and ‘Perceived food-quality’ on customer repatronage intention in fast-casual restaurants. Tourism and hospitality management, 25(1), pp.95-119.

McMullin, C., 2023. Transcription and qualitative methods: Implications for third sector research. VOLUNTAS: International Journal of voluntary and nonprofit organizations, 34(1), pp.140-153.

Melnikovas, A., 2018. Towards an Explicit Research Methodology: Adapting Research Onion Model for Futures Studies. Journal of futures Studies, 23(2).

Modise, J.M., The Impacts of Employee Workplace Empowerment, Effective Commitment and Performance: An Organizational Systematic Review.

Morgeson III, F.V., Hult, G.T.M., Sharma, U. and Fornell, C., 2023. The American customer satisfaction index (ACSI): A sample dataset and description. Data in Brief, 48, p.109123.

Newman, P.A., Guta, A. and Black, T., 2021. Ethical considerations for qualitative research methods during the COVID-19 pandemic and other emergency situations: Navigating the virtual field. International Journal of Qualitative Methods, 20, p.16094069211047823.

Pea-Assounga, J.B.B., Yao, H., Bahizire, G.M., Bambi, P.D.R. and Ngapey, J.D.N., 2024. Effect of financial innovation

and stakeholders' satisfaction on investment decisions: Does internet security matter?. Heliyon.

Rana, M.W., Lodhi, R.N., Butt, G.R. and Dar, W.U., 2017. How determinants of customer satisfaction are affecting the brand image and behavioral intention in fast food industry of Pakistan. Journal of Tourism & Hospitality, 6(6), pp.1-6.

Rombach, M., Kartikasari, A., Dean, D.L., Suhartanto, D. and Chen, B.T., 2023. Determinants of customer loyalty to online food service delivery: evidence from Indonesia, Taiwan, and New Zealand. Journal of Hospitality Marketing & Management, 32(6), pp.818-842.

Rumagit, M.C., Song, N.H., Farzana, A., Kee, D.M.H., Annaletchumi, A., Zuraya, A., Sofea, A. and Nathania, N., 2022. A Study on Factors Affecting Customer Satisfaction at McDonald's Restaurants. International journal of Tourism and hospitality in Asia Pasific (IJTHAP), 5(1), pp.13-20.

Taquette, S.R. and Borges da Matta Souza, L.M., 2022. Ethical dilemmas in qualitative research: A critical literature review. International Journal of Qualitative Methods, 21, p.16094069221078731.

Trebicka, B., Tartaraj, A. and Harizi, A., 2023. Analyzing the relationship between pricing strategy and customer retention in hotels: A study in Albania. F1000Research, 12.

Wang, Y.C. and Lang, C., 2019. Service employee dress: Effects on employee-customer interactions and customer-brand relationship at full-service restaurants. Journal of Retailing and Consumer Services, 50, pp.1-9.

Warren, V. and Bell, R., 2022. The role of context in qualitative case study research: understanding service innovation. SAGE Research Methods.

Zhong, Y. and Moon, H.C., 2020. What drives customer satisfaction, loyalty, and happiness in fast-food restaurants in China? Perceived price, service quality, food quality, physical environment quality, and the moderating role of gender. Foods, 9(4), p.460.

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Student No: 09XXXXXX

PROJECT ‘MILESTONES’ (Project Time Plan) in Management Project BS3S93 Module

Highlight approximate dates for the key ‘milestones’ of your Research Project in Management Project module next term eg. What are the key activities you will do between your research proposal and oral presentation for your final research project ?

Management Project Module (Jan-Apr 20XX)

Jan Feb Mar Apr

KEY ACTIVITIES

1. Have regular meetings with

Project Supervisor to discuss

research proposal and project

2. Improve research proposal

according to previous feedback

3. Agree research topic

4. Improve research question,

aim and objectives

5. Carry out further literature

review according to confirmed

research topic

6. Improve research approach,

strategy and data collection

methods

7. Improve sampling method and

sample size

8. Improve research design and

methods

9. Collect primary research data

10. Analyse primary research

data

11. Write up research results

12. Submit final research report

including research findings (4000

words)

13. Research Project

Presentation (face to face oral

presentation, 10 minutes)

Student No: 09XXXXXX

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Project Proposal

SUPPLEMENTARY ETHICS DECLARATION

(To be completed at the time of submission of final proposal to Module Leader/Tutor)

Ethical considerations. Explain what implications your primary research may have regarding ethical issues. This section is designed to ensure that ethical issues in your proposed research have been fully considered. The following questions are based on University guidelines and should be answered in full by ticking either Yes, No, or not applicable (N/A).

Question Yes No N/A

1. Does the aim and method of your research respect the independence of your participants?

2. Are measures in place to ensure confidentiality for participants?

3. Are participants clearly asked to give consent to take part in the research?

4. Can participants withdraw at any time if they chose?

If you ticked NO to any of the above questions, you should indicate below how you intend to address these ethical concerns.

Question Yes No N/A

5. Do the objectives of your research lead participants to break confidentiality or otherwise engage in deceit?

6. Will your respondents be in a position where they might feel coerced into taking part in the research?

7. Will the data be used in ways not fully explained to the participants or respondents?

8. Is your research at all likely to cause physical or psychological harm or stress to participants?

9. Is the impartiality of the research at risk of being compromised by dependence upon the support of a particular sponsor or organization?

If you tick YES to any of the above questions, you should indicate below how you intend to address these ethical concerns.

I confirm that I have read and understood the Guidelines on Ethics published on the Module Blackboard site and agree to abide by its principles.

Name (please print clearly) Student No. Signature Date

XXX 09XXXXXX XXX XXX

Student No: 09XXXXXX

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