How customer satisfaction, service quality and convenience lead to customer loyalty

McDonald's is the prominent business in the fast food business. The change in the market trends and change in the customer needs and wants makes the company’s focus on meeting the customer expectation and come up with new marketing strategies in order to increase their market share, attract new customers and retain current customers. According to (Kotler,2010) customer satisfaction refers to the personal feeling of disappointment or pleasure that a customer has as a result of comparing products performance against the desired expectations. The main aim of marketing is to fulfil customers’ needs and wants. Companies should aim at satisfying customer needs and wants since satisfying customer needs and wants increases customers loyalty. Research Objectives The key objective of this study is to analyse how customer satisfaction, service quality and convenience can lead to customer loyalty, a case study of McDonald's.

Specific Objectives • To identify how the products and services offered by McDonald's meet the desired customer expectations and if the products satisfy the customer needs. • To identify the main reasons why customers choose McDonald's products rather than products from McDonald's competitors. • To identify how the company maintain the provision of high-quality products and the time taken to deliver services to the customers. Research Questions • How do the products and services offered by McDonald's meet the desired customer needs and wants • Why do you choose McDonald's products rather than the products to provide by other fast food companies • How often do you purchase products from McDonald's? What is the worth of foodstuffs offered by the company Methodology This section shows the process of collecting data and information used to complete the research process.

The target population for this study is three universities. The data will be collected through the use of questionnaires. A total of 150 questionnaires will be administered. Questionnaires can measure attitudes, opinions, preferences, intentions and behaviours of different subjects. Data Collection Data will be collected through the issue of self-administered questionnaires to students in each of the three universities. Time scale Activity Duration November December January February Coming up with research the topic 1 week Establishing the background of the study. 1 week Identify the problem statement 1 week Conduct a literature review 2weeks Data collection 1 week Data analysis 1 week Consultation 1 week Writing a report 1 week Project presentation and submission 1 day Key: status Complete Incomplete In progress Works Cited Kotler, P. and Levy, S. J.