Abstract
Through our course "Service Marketing and Management" at NHH, we got the idea of doing our own study to figure out the major differences of McDonald and Burger King in Bergen by examaning customers' different perceptions, expectations, satisfactions and loyalty towards them. We tried to answer the question if customers receive the same service quality they expect and if they see a different aspect of McDonald and BurgerKing that makes them choose one or the other. Assuming that people are satisfied with the food quality, we went deeply in our study to figure out what else makes these fast-food companies so successful. Our objective was to find the main criteria that customers consider the most.
This study was conducted consequently to the Service Marketing and Management course. Our group story has been quite under staffed since we were four members at the beginning (theoratically all other groups were composed of five members). Then a member, who had agreed to work with us to study the topic of this report left us and , another member did not share the same enthusiasm for this topic and eventually came out with his own report. Finally we, only two, had to study and file the report
Since we landed in Bergen city as exchange students, we catered an idea to conduct a study comparing the two leaders of fast food industry, Burger King and McDonald. We have noticed many similarities among the two and there were many differences too. Then we decided to understand the main differences in terms of service that customer gets while choosing McDonald or BurgerKing ? Is it only a question of taste ? Is there any othercriteria like, loyalty for this choice ? Or a normal customer just do not care and go to the closer fast-food restaurant ? Is there any difference in the customer expectations between the two restaurants ?
Our main goal was to understand the key criteria for a customer to decide to select BurgerKing or McDonald.
