Analyse af kundetilfredshedsundersøgelser via kummulative logit-modeller indeholdende data fra McDonald’s

Morten Schou Jørgensen

Studenteropgave: Kandidatafhandlinger


Throughout the last decade there has been an increased interest in the topic of customer satisfaction. Although it has been a well known word for most leaders in the service industry for several decades, it is first recently it has become a buzzword in corporations. The competition in all markets has increased, and it is no longer enough to have a good and solid product in the portfolio. In the service industry, and especially in the restaurant industry, the supply of a meal is high, and the quality of the food is no longer a competitive edge. Today, the consumers want something extra, whether it is an exceptional service or a nice place to enjoy the meal, the restaurant needs to perform well on these parameters. If not, the consumer will find a different place to buy the food next time. This report will analyze the customer satisfaction at McDonald’s in Denmark. The first part of the report will give a brief introduction into the restaurant market in Denmark, then it will look at the definition of customer satisfaction and finally look into a theory, which justifies the increased interest into the topic. The second part of the report will analyze a customer satisfaction survey, which has been made at McDonald’s in Denmark in autumn 2010. I have data available from 14 different restaurants, and these will make the background of the analysis. Are the satisfaction level the same at all restaurants, or are there any differences between them? Is it possible to explain these differences and would it be possible to develop a model that can explain the customer satisfaction? These are some of the questions that will be answered in this report.

UddannelserCand.merc.mat Erhvervsøkonomi og Matematik, (Kandidatuddannelse) Afsluttende afhandling
Antal sider102