Creation of an on-line survey about Mc Donalds services; after collecting 113 surveys, an analysis of output (SPSS) was conducted in order to understand how critical variables (price, demographics, perceived quality of food, services, brand image) affect overall customer satisfaction Team Members: Chiara Cilardo, Cristina Munoz Garcia; Azzurra Maria Barausse; Valeria Di Persio D'Agostino

2. INDE
X

4. RANK
BRAND
BRAND
VALUE
($bil)
BRAND
REVENUE
($bill)
COMPANY
ADVERTISING
($mil)
1
Apple
104.3
156.5
1.100
2
Microso9
56.7
77.8
2.600
3
Coca-­‐Cola
54.9
23.5
3.342
4
IBM
50.7
104.5
1.339
5
Google
47.3
43.5
772
6
Mc
Donald’s
39.4
88.3
788
7
General
Electric
34.2
132.1
-­‐
8
Intel
30.9
53.3
2.000
9
Samsung
29.5
181.0
4.398
10
Luis
VuiKon
28.4
9.4
4.211
SOURCE:
FORBES

6. LIMITED
SERVICE
RESTAURANTS
2013
PREVIOUS
YEAR
%
CHANGE
FIRST
YEAR
%
CHANGE
SUBWAY
83
1.2
1.2
PAPA
JOHN’S
82
-­‐1.2
7.9
LITTLE
CAESAR
82
0.0
12.3
DOMINO’S
PIZZA
81
5.2
13.9
KFC
81
8.0
20.9
STARBUCKS
80
5.3
20.9
PIZZA
HUT
80
2.6
15.9
DUNKIN’
DONUTS
80
1.3
1.3
WENDY’S
79
1.3
9.7
BURGUER
KING
76
1.3
15.2
TACO
BELL
74
-­‐3.9
12.1
MC
DONALD’S
73
0.0
15.9
SOURCE:
AMERICAN
CUSTOMER
SATISFACTION
INDEX

7. 0
10
20
30
40
50
60
70
80
90
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2005
2006
2007
2008
2009
2010
2011
2012
2013
SOURCE:
AMERICAN
CUSTOMER
SATISFACTION
INDEX
AVERAGE
MC
DONALD’S

11. LOW
COST
LESS
TIME
CONVENIENT
FOR
RESPONDENTS
DESIGN
FLEXIBILITY
LIMITED
SAMPLE
RESPONDENT
AVAILABILITY
COOPERATION
PROBLEMS
NO
INTERVIEWER

12. SIMPLE
FAST
CHEAP
NOT
RANDOM
NO
GENERALIZATION
NOT
INFERENCE

14. ?
?
?

31. HAVE
YOU
EVER
FILLED
OUT
THIS
SURVEY
BEFORE?
YES
NO
?