*Assistant Professor, Shree J.D.G. Commerce & Shree S.A.S. Collage of Management, Varachha, Surat, Gujarat
**I/C Principal, Vidyabharati Trust Collage of BBA and BCA, Umrakh, Bardoli, Surat, Gujarat
Online published on 11 November, 2013.
The aim of this study is to measure the customer satisfaction of Mc Donald's and to identify the shortfall areas for improving the services if any.
To collect the information non-probability sampling method is used. 100 consumers in Adajan rigion, Surat were contacted with face-to-face personal interview method through questionnaire.
The study represents the result of a survey among the consumers in the Adajan region, Surat. Study proved that the consumers are more than agree with the products and services offered by Mc Donald's. Also there are some parameters in which their services are below the satisfaction level. Focusing on these parameters they can improve services and increasing customer satisfaction.
The results of this study provides very important information in formulating competitive marketing strategies. It shows the critical points where the Mc Donald's should be compete more effectively to improve satisfaction and loyalty than other competitors in fast food industry.
Customer satisfaction, Mc Donald's, Fast food industry
