A Comparative Study of Service Recovery and Customer Retention Strategies: McDonald’s vs Burger King

ABSTRACT Effective customer retention and service recovery tactics are crucial factors in determining brand success in the fiercely competitive fast-food sector of today. This study looks at and contrasts Burger King's and McDonald's customer retention and service recovery techniques. Due to their global operations and fierce competition in comparable market niches, the comparison is pertinent and significant. For the study, a descriptive and quantitative research design was chosen. 50 respondents provided primary data using a standardized questionnaire that was disseminated using Google Forms. Customer happiness, brand loyalty, complaint management efficacy, repeat purchase behavior, and opinion of service quality were all evaluated by the questionnaire. The data was analyzed using graphical depiction, mean score interpretation, and percentage analysis. The results show that Burger King performs competitively in terms of product satisfaction and promotional engagement, but McDonald's exhibits somewhat more organized service recovery procedures and greater levels of customer retention. Overall, both brands' customer retention is greatly impacted by efficient service recovery, with compensation, quickness, and transparency being key factors. Keywords: Customer satisfaction, brand loyalty, fast food industry, customer retention, service recovery, and complaint handling