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McDonalds ustomer Satisfaction Strategies - Research Paper Example

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The author of this paper "McDonalds Сustomer Satisfaction Strategies" highlights that McDonald’s invariably brings to bear a diversity of experience and culture on the restaurant’s customer base. McDonalds’s worldwide operations are characterized by ever-increasing uncertainty and competition…
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McDonalds ustomer Satisfaction Strategies
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Download file to see previous pages Thus the consumer buying behaviour is influenced by variations in a way that indisputably acts like the harbinger of all organizational outcomes (Fornell, & Johnson, 1996). These outcomes are predominantly uppermost throughout this analysis so that even in the absence of metrics that enable the researcher to measure them (outcomes), the analytical depth of the research effort would remain intact and sound. The theoretical and conceptual framework of this research effort would be basically determined by the relevance of the existing theoretical postulates and the conceptual frameworks of analysis and reference. Thus there will be an in-depth examination of the available literature on the subject to identify the correlations between among a set of more significant endogenous and exogenous variables involved in customer satisfaction and loyalty at McDonald’s.
Brand loyalty among consumers at fast food restaurants cannot be determined with reference to two dimensions such as behavioural and attitudinal. The behavioural dimension refers to repeat purchases and attitudinal perspective refers to customers’ intention to repurchase and recommend the product to others. These are good indicators of a loyal customer. Thus the corporate image of McDonald’s is determined by its ability to penetrate and hold niche market segments for a longer duration of time. As a result, the corporate image of the company receives a boost. McDonald’s has been experiencing a rise in its corporate image among consumers over the past few years (Gustafsson, 2005). Corporate image depends on the company’s advertising, public relationship, word-of-mouth communication and actual experience related strategies and initiatives. McDonald’s has been consumer-focused and is well known for its concern for customer satisfaction and service quality. Thus there is a considerable amount of positive impact on its marketing campaigns. ...Download file to see next pages Read More
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