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School of Sport, Tourism and The Outdoors

Division of Tourism, Hospitality and Event Management

TL4027 Module Code
Managing Hospitality and Event Operations

Student Name: Yuting Han, Tianhe Li
Assignment Due Date: 08/01/2015
Year: 2014-2015
Module Tutor: Carley Sutton

Content

1. Introduction...............................................................3

2. Customer feedback system technique.....................3 2.1.Customer satisfaction survey...............................3 2.2.Mystery shopper..................................................4 2.3.Mystery shopper..................................................5

3.Conclusion.................................................................6

4.Reference...................................................................7

1.Introduction
Customer Feedback Systems (CFS) is an international effective practice that can helps an organization to collect customers views on customer experience and service quality. With this idea, Mcdonald’s utilize some customer feedback system approaches to assess and benchmark their service quality in order to provide guests better experience. As one of the largest fast food restaurant in the United States as well as aboard, there are more than 32,000 McDonald’s restaurants serving in 117 countries. In addition, more than 75% of McDonald’s restaurants worldwide are owned and operated by independent owners. The aim of this report is to improve guest experience and service quality, and busted gaps through three methods of McDonald’s customer feedback techniques : Customer satisfaction survey, mystery shopper, and comment cards.

2.Customer feedback system technique
2.1 Customer satisfaction survey
Understanding customers’ need and feel about product, brand or company will help organization to retain current customers and survive. Mcdonald’s knows customer satisfaction is essential to the growth of its business, and find out a convient and effective way to collect data. Reh, F.J(nd) showed that costomer satisfaction survey has been used for a long time and the results are predictable. Hurley and Hooman, (1998) emphasized that consumer surveys have become a widely used barometer of business performance over the past decade. It gather customer feedback on how satisfied users are with the service and products. Taken a step further, customer satisfaction survey can also be used to measure costomer loyalty.
Entering Mcdonal’s website, it is convenient to find the webpage to do on-line satisfaction survey. Costomer are required to fill in the information on the receipt. Within the information, The feedback system could collect the guests’ region and catch up with the trends to adjust and positon market accordingly.

An effective customer satisfaction survey program should focus on measuring customer perceptions of how well the service is provided by company, success factors and dimensions of the business. These usually include factors like service promptness, staff responsiveness, and understanding of the customer's problem. In Mcdonald’s survey page, some select question are asked: environment, quality of food , service attitude etc., what is more, the survey provide a little page for costomer to recommend in open-mind. Answerers are more enjoyable of on-line survey as Mcdonald’s offer them a validation code for discount of next purchase,.Yet, too many questions may result in inaccuarate data as answerers losing patience. What is more, Knutson, B.J, (2008) found averaging customers’ preferences cannot represent their real thoughts as some details cannot investigate in their own mind-side.

2.2Mystery shopper
Mystery shopper programmes are defined as a tool for evaluating and improving customer service. (Margaret Erstad,1998) A mystery shopper programme implementation is closely linked to human resource management and employee involvement. Mystery shoppers are typically hired by the organization to