Srovnání služeb na trhu s rychlým občerstvením

Abstract

The topic of the bachelor thesis is focused on the comparison of services on the fast food market, as the market is constantly enriched by new fast food chains, which later become competitors of already established companies. With the emerging competition, the level of provided services should be maintained to an acceptable standard, in the best case it should be regularly updated to a higher level based on customers‘ needs. The main goal is to analyze the level of services according to defined criteria and then compare them not only between the individual branches of one fast food, but also between two surveyed companies. The research was carried out using a qualitative method called mystery shopping with its three other forms of fictitious activities at the branches of McDonald’s and KFC in Ostrava. The results show that McDonald’s provides better customer service than KFC in all selected categories, there were not too many differences between individual branches. In conclusion, it can be stated that the aim of the thesis was fulfilled because the current level of services in fast food restaurants was determined and the research resulted in the best and worst branch providing services in the fast food sector. Based on the obtained results, suggestions and recommendations were made to help the chains to maintain, or even improve the level of provided services.