ENHANCEMENT OF CUSTOMER EXPERIENCE TOWARDS QUALITY SERVICE IN MCDONALD, QUEZON AVENUE QUEZON CITY LIGAYA

Abstract

In the highly competitive food service industry, customer experience is a key determinant of sustained success. As a global leader in the fast-food sector, McDonald's has built a strong reputation for consistent service and customer satisfaction. The McDonald's branch located along Quezon Avenue in Quezon City Ligaya serves a large and diverse customer base daily, making service quality a top priority. Given the increasing demands of customers and the need to remain competitive, this study aims to evaluate and enhance customer experience at this location by identifying service delivery gaps and recommending improvements. This study employs a descriptive research design to assess the customer experience and service quality at McDonald's Quezon Avenue Ligaya. The method is appropriate for systematically collecting and analyzing data related to customer perceptions, challenges encountered, and their overall satisfaction with dine-in, take-out, and delivery services. A structured survey was used to gather customer feedback on various service dimensions. Findings indicate that customers value fast service, especially during peak hours, with service speed emerging as the most urgent area for improvement (mean score = 3.24). Other key areas identified include enhancing the cleanliness of the dine-in area, improving packaging for take-out orders, and ensuring reliable delivery services. While lower-ranked suggestions such as more comprehensive staff training and competitive pricing may require longer-term strategies, they also represent important areas for service enhancement. The study concludes that addressing operational inefficiencies during peak times, improving cleanliness, and enhancing delivery reliability are essential to improving customer satisfaction at McDonald’s Quezon Avenue Ligaya. Actionable recommendations include implementing faster service systems, reinforcing quality control, and investing in staff development. These improvements aim to optimize customer engagement, reinforce brand loyalty, and ensure the continued success of the branch in a demanding service environment.