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C/M/1270. Dissertation. Customer relationship management in McDonalds and their franchisees

WORDS:
15300
DATE:
2009
PRICE:
159.99 GBP

The dissertation looks at the customer relationship management (CRM) at McDonald’s investigating the level of customer satisfaction with the service quality of McDonald’s franchisees as compared to McDonald’s Corporation as franchiser. Literature is reviewed on the theory of CRM, the emergence of the electronic CRM, the importance of CRM in modern businesses, etc. The study uses qualitative and quantitative methods of research based on secondary and primary data obtained from the questionnaire aimed to define the perception, attitude and experience of 100 respondents towards McDonald’s CRM. Statistical data analysis is conducted using software SPSS to assess the primary data collected through the questionnaire. Conclusions are made about the differences of customer relationship management in McDonald's and its franchisees, recommendations are suggested about the ways to improve their relationship with customers.

 

KEYWORDS: Dissertation, CRM, McDonalds, customer satisfaction, customer service,

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Received paper - it has helped point me in the right direction for my research. Martin