Research Chapter 3

In: Business and Management

Submitted By mohdshahril
Words 3714
Pages 15
INTRODUCTION

In our life, people love to have instant food. This is due to the lack of time that they have and with this fast food they do not have to take their time to cook. Other than that it is also saved their cost. In our research we are doing a study about what are the effects of the McDonald’s image towards customer loyalty. As we all know, McDonald’s is a well established company. It is one of the famous fast food companies throughout all the country in the world. The first McDonald’s restaurant in Malaysia opened its doors at Jalan Bukit Bintang on 29 April 1982. As of December 2009, McDonald’s Malaysia has 194 restaurants nationwide, serving 10million customers a month and expanding at a rate of 15-20 new restaurants annually. McDonald’s Malaysia and our franchisees employ more than 8000 locals with 150 support staff at its headquarters. McDonald’s Malaysia operates under the Asia Pacific, Middle East and Africa (APMEA) group of McDonald’s Corporation. McDonald’s Malaysia is fully own by McDonald’s Corporation and the restaurants throughout Malaysia are either operated by Golden Arches restaurant Sdn. Bhd. (GARSB) or franchisees.

BROAD PROBLEM AREA

Our broad problem area is focused on observing and focusing on the situation that occurs in McDonald’s. We had observe that the problem, currently exist in the management and service itself. For example, the way the manager admonish their employee in inappropriate ways in front the customer will affect the workers emotion that will lead to a bad service. In diagnosing the McDonald's organization, the first issue we will examine is their company goals. McDonald's has a goal of one hundred percent total customer satisfaction. However, they do realize that this goal is not always attainable. Therefore, if for any reason they do not meet that goal, they will do whatever it takes to correct their mistake.…...

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