Research methods for tourism and hospitality
The hospitality industry is highly service-oriented with a low degree of tangibility. Almost all of the operations concerning a hotel or restaurant involve human interaction in the form of employee customer communication and interaction. Moreover the customer has to use the services and products provided by the hotel or restaurant at the place and cannot be taken home. Due to the lack of a tangible product which is offered by the hotel or restaurant, the analyses of satisfaction of the customer needs to be based on the service provided by the hotel or restaurant. The quality of service is associated with the feeling developed in the minds of the customer based on the product of the service and whether the expectations of the customer have been met. Moreover the hotels and restaurant highly value repeat customers which can only be developed based on customer satisfaction. McDonald's is a fast food restaurant chain which operates a low cost model, with the unique selling proposition of offering quality and cost effective food to the customers who does not care for service from the employees. But even for McDonald's, customer satisfaction is not only a consequence of the quality of the food provided but also of the minimum level of service expectations. McDonald's also has to maintain some form of interaction and service to the customers so that they come back. It is necessary to evaluate the customer satisfaction (based on the service provided by the employees) and not the product.