International Brand Promotion Strategy

Ing. Taras Dziuba

Master's thesis

Abstract:

The present research aims to identify the gaps between the customers' expectations and perceptions according to service quality and service efficiency delivered at the restaurant chain of McDonald's and provide recommendations to existed incorporated international strategies in order to eliminate gaps and improve ranking position according to the ACSI. Then more deeply explore the brand, brand service, and branding strategies. The literature review of the related research articles on the subject focuses on the first part of the study. The online questionnaire was used to gather data based on the SERVQUAL model from 100 respondents. In the second part, empirical research about the quality of the services provided to the customers and their expectations and perceptions of McDonald's. The conclusion of the study is addressed in the last section of the work. The results indicate that four out of five dimensions were with negative gaps. However, McDonald's' perceptions were not so low compared to customer expectations of excellent fast-food restaurants. The overall average gap was calculated with -0.37, which emphasizes that McDonald's still has some issues and gaps in quality service and customer satisfaction. Thus, some recommendations were suggested to close the gaps, improve service quality, customer satisfaction, and ranking position at ACSI.

Abstract:

The present research aims to identify the gaps between the customers' expectations and perceptions according to service quality and service efficiency delivered at the restaurant chain of McDonald's and provide recommendations to existed incorporated international strategies in order to eliminate gaps and improve ranking position according to the ACSI. Then more deeply explore the brand, brand service, and branding strategies. The literature review of the related research articles on the subject focuses on the first part of the study. The online questionnaire was used to gather data based on the SERVQUAL model from 100 respondents. In the second part, empirical research about the quality of the services provided to the customers and their expectations and perceptions of McDonald's. The conclusion of the study is addressed in the last section of the work. The results indicate that four out of five dimensions were with negative gaps. However, McDonald's' perceptions were not so low compared to customer expectations of excellent fast-food restaurants. The overall average gap was calculated with -0.37, which emphasizes that McDonald's still has some issues and gaps in quality service and customer satisfaction. Thus, some recommendations were suggested to close the gaps, improve service quality, customer satisfaction, and ranking position at ACSI.

Keywords

McDonald's, brand, strategy, SERVQUAL model, fast-food, service quality, customer satisfaction

Language used: English

Date on which the thesis was submitted / produced: 17. 5. 2021

Thesis defence

• Date of defence: 25. 6. 2021
• Supervisor: Ing. Bc. Alena Šafrová Drášilová, Ph.D.
• Reader: Ing. Dušan Mladenović, Ph.D.

Masaryk University

Faculty of Economics and Administration

Master programme / field:
Business Management / Business Management