Included in this paper are two service incident descriptions with satisfying and dissatisfying scenarios and two service incident analyses. The point of views are taken from the customer experience and analyses were taken from respective theories and marketing concepts…
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There are many satisfying service incidents that I have experienced, but I would like to share this particular experience with McDonald’s. McDonald’s is one of the leading firms in the fast food chain industry around the globe today. Fast food chain restaurants are very popular in today’s fast-paced world where everybody seems to be looking for an instant in almost everything. This incident happened on August 27, 2011, at around 3 o’clock in the afternoon. Together with my family, we enjoyed not just good tasting foods from McDonald’s, but including their fast and reliable service. It took only around less than 5 minutes and we enjoyed eating our orders. We were looking for nearby restaurants at that time. Our hunger and thirst were remarkable by then, but they subsided right away after we were able to receive product and service offerings based on our expectation. The researchers thought it would be much better to try McDonald’s instead of other restaurants because we were trying to consider the time and our level of hunger for food. It happened that McDonald’s was one of the nearby restaurants we saw so we considered it our primary choice. The researcher was so satisfied because there were many customers in the queue at that time but the service crew attendants did a remarkable favor for everyone. They ensured that customers’ orders have been taken already while they were still in the queue waiting their time to be served.
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