Improving customer satisfaction through personalization: the case of fast-food franchises

Odile Streed
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Odile Streed: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique

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Abstract: Improving customer satisfaction and customer loyalty is a serious challenge for fast-food restaurants. Traditionally quick-service restaurants have focused on productivity without paying much attention to personalization of goods and services. However, it is critical to understand what really matters to the customers and what can be done to keep them satisfied and loyal. The purpose of this paper is to assess the impact of customization of goods and services on customer satisfaction in fast-food franchising. Selecting fast-food franchises for the empirical research was a deliberate choice since business-format franchises are traditionally organized in a uniform manner where deviations from standards are typically discouraged. The key question is to understand whether a certain level of personalization is nevertheless expected by their customers and whether customization could positively impact customer satisfaction in spite of implementation challenges one could expect

Keywords: Customer satisfaction; fast-food; franchises; customization; service personalization (search for similar items in EconPapers)
Date: 2008-06
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Published in Annual International Society of Franchising Conference, Jun 2008, Saint-Malo, France. 23 p

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00359107

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