Abstract
McDonald's is the leading foodservice retailer globally with over30,000 local restaurants serving 52 million people in more than 100 countries daily. More than 70% of McDonald's restaurants worldwide are owned and operated by independent local men and women. The Burger King operates over 11,100 restaurants in more than 65 countries including U.S. territories. Nearly 90 percent of Burger King restaurants are owned and operated by independent franchisees, many of which are family owned and that have been in business for decades.
The brands "McDonald's" and "Burger King" are two of the world's most well-known and valuable brands and holds a leading share in the quick service restaurant segment of the informal eating-out market in virtually every country. While measuring customer satisfaction, we have to gather critical feedback about questions similar to the following:
•How satisfied are people with the purchase they made?
•How satisfied are people with the service they received?
•How likely are people to buy from the company again?
•How likely are people to recommend the company to others?
