This report analyzes customer requirements and McDonald's ability to meet them. It discusses the 5 dimensions of customer value, including quality, cost, time, customization, and respect for the environment. The report also emphasizes the importance of service quality in satisfying customer needs.
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McDonald's ability and customer requirements
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Table of Contents INTRODUCTION...........................................................................................................................1 PART 1 CUSTOMER VALUE.......................................................................................................1 5 Dimension Customer Value.....................................................................................................1 Conclusion...................................................................................................................................6 PART 2A (SERVICE QUALITY)..................................................................................................6 5 Dimensions of Service quality.................................................................................................6 Conclusion...................................................................................................................................9 PART 2B (GAPS IN SERVICE SERVQUAL)............................................................................10 Gaps in service SERVQUAL....................................................................................................10 Conclusion.................................................................................................................................12 CONCLUSION..............................................................................................................................13 REFERENCES..............................................................................................................................14 .......................................................................................................................................................15
INTRODUCTION In a competitive market place, analysing customers requirements is one of the crucial activity as it help company in maximizing their profitability level. Considering customers importance at every stage of marketing support company in ensuring greater satisfaction of customers and at the same time also increase long term goal within the market place. If customersaresatisfiedwithcompanyproductsthenorganizationeasilyimprovetheir performance and also established their competitive image (Yi and Gong, 2013). Current report is based on McDonald's, is American fast food company operate their business in over the world with the aim of generating larger profitability. It was established in 1940 by Richard and Maurice McDonald's in US. This company is the world's largest restaurant chain and serving around 69 million customers in approx 100 countries. It is known for its cheeseburgers, hamburgers, French fries and many more products. The main purpose of this company is to meet customers requirements by providing them quality products and services. This is possible by analysing their needs and wants. This will aid in improving the chances of attaining competitive edge at market from its competitors. Report is going to discussed about 5 dimension customers value, service quality that help in evaluating the actual requirements of customer towards the company and its services. PART 1 CUSTOMER VALUE 5 Dimension Customer Value Customer value is considered to the perception towards what type of products is effective or worth to a customers vs the possible alternatives. In this, worth is refer to customer feeling whether they are feel that they received benefits and services towards what was they paid for the same. Mainly, value of customers is directly based on three factors like quality, services and price. Thus, it is crucial for company to focus on customer value while providing them products. This may aid in generating larger profitability and also make them more satisfied. This will contributes in creating strong customers based thorough which firm easily attain competitive success. (McColl-Kennedy and et. al., 2012) In context of McDonald's, company always tries to ensure that customers are satisfied with company products. As product value is increase with its services and quality that support inincreasing benefits as well. This is the reason that McDonald's provide quality services to customer in order to make them satisfied. In addition of 1
this, there are 5 Dimension customers value which support in determining their requirements towards its products. These can be understood by below mentioned points: Quality-It is explained as standard of something that measured against the other things of same kind. This confirms the product or process that conforms to needs. The customers is only Mainly the customers focus on better quality of services and products which can give the proper satisfaction to them effectively. Effects of the quality are to be experienced through consumer. The perception of product quality comes from design specifications and attain manufacture standards. The quality can be related to goods and standard of the delivery. In context to food, quality is characterised that acceptable to customers (Heinonen, Strandvik and Voima, 2013). It consists factors like colour, size, consistency, flavour, texture etc. It is necessary for company to keep the quality of products better so that customers can be attracted and to be loyal for company. McDonald has established its three quality centres in Europe, Asia and North America assure that it is famous for Big Macs, French Fries and Chicken McNuggets and they taste great and also meet with rigorous standards. It has robust process of product governance in order to assure quality of favourite menu items around world. McDonald maintain high food standard and its main aim is to provide quality in all service areas. In context to food items, McDonald uses pure muscle cuts rom, chicken and deboned in a careful manner. They use pure beef cuts with no additives or preservations. On the other hand, McDonald use only vegetables that monitored continuously for high nutritions and freshness, keeping to high quality standards in all products of McDonald. There is only the fresh milk used and from safety standard local and regional suppliers. Other than this, McDonald used quality control system i.e. HACCP(Hazard Analysis & Critical Control Point). It is applied for keeping the food safety and standards at absolute highest.As comparison to its competitors like Burger King, McDonald states about quality and use the fresh items. McDonald assures the quality in its all stores. On the basis of this factor,9 out of 10 ratings will given to McDonald. Cost- It is value of money that used to develop something and is not available for using any more. This has to paid to get the something. The cost of product is cost that incurred to develop goods. These consists direct material, factory overhead, direct labour and consumable production supplies. This can be considered cost of labour that needed to deliver service to consumer. Cost is a main determinant in the customer value because if the cost of product is high according to quality an quantity then customers will not take any interest in purchasing and they 2
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can change the mindset. So, it is necessary for the company to keep its products and services at reasonable cost so that more number of customers can be attracted and also focus on purchasing the goods at large. The cost factor impact operators of all restaurant consisting McDonald. They buy food items like fish, dairy goods, beef, poultry and some of the other items from suppliers. Aside from taxes that mentioned already, stores have various costs due to corporately owned then the other franchises. Biggest cost differences are of nuggets as some of the locations provide really cheap while other sell at higher cost. On the other hand, McDonald pricing strategy includes cost building that combined with the psychological costing (Vega-Vazquez, Revilla- Camacho and Cossío-Silva, 2013). Under this, firm provides the meal and some other product bundle for discount. It provides its food items at reasonable cost so that every one can eat and enjoy. It is helpful for consumers to encourage customers to purchase products of firm on the basis of perceived affordability. In relation to this, restaurant understand that perception value of consumer is necessary determinant of cost charged. With the help of using low cost as marketing tool that promise consumers product of the compromised quality. The rivals can be respond in cost war that resulting profit margins minimized without enhancing sales volume. The main objective of McDonald costing is to enhance market share. In relation to this, arriving at costing decision is result of examining cost, demand and competitor pricing. On the basis of its cost and pricing strategy that is affordable for both, ratings will be 8.5 out of 10. Time-It is a system that includes everything that requires to plan and also make improvement in organisational skill. Time is concerned with It assist in finish work within specific period of time and also stay free. It is act of planning amount of the time spend on activities. In this, order cycle is main component of time dimension related to customer service. It is mainly the order time from seller perspective that looking at the customer service. Customer concerned with time dimensions as lead time. In this present time, consumers want the minimum delivery time of products and services. As McDonald does not provide the table services to consumers as they have to wait in a line (Hsiao, Chang and Tang, 2016). At some of the locations, McDonald is trying to out limited time period of 60 second guarantee on the weekday lunch orders. The Drive- thru consumers are handed timers after they paid for orders. If in case food is not ready in 60 seconds or less then customer will receive free lunch items on future visit in McDonald. On the other hand, it started McDelivery services and look to serving consumers to the great taste food in confront of offices and homes. This restaurant deliver orders within 3
maximum 40 minutes. It takes more time to deliver the fast food items to customers. In context to this, McDonald committed to delivery core commitments of service, value, cleanliness and quality while exceeding the expectations of consumers. To reduce or manage the service time, McDonald added tools and technology to provide the managers ability for identify where they can reduce its service time. They can decompose different components of drive- thru visit for consumers in constituent seconds. Under this, acquisition has been provided to technology access to organisation that is able to reconfigure menu boards in drive- thru on the basis of some factors like day, ordering items and outside weather. This can speed the orders through suggesting the simpler items. As McDonald takes more time of delivery its goods or food items so 6 out of 10 ratings will be given to it. Customization-It is an action of changing something on the basis of requirements. This is process of creation of bespoke design. In this, mass customisation is concept that provides at minimum cost, goods are tailored to needs to specific consumers. This has more necessary as the markets are fragmented and consumers are fastidious. In context to this, many goods can be similar and customization is only thing that assists in stand apart. People wants the goods that try to be connect with them on each level. Taste of customer changes and form respond to changes through providing the healthy food items. Customization of menu remains critical business strategy in order to competing fast food sector. Enhanced the mass customization is endemic to modern culture. To move perceived unhealthiness of main offerings of menu, McDonald services smoothies,salads,fruitsandfishitems(Tynan,McKechnieandHartley,2014).The customization help in making the goods and services on the needs and wants of people. It helps in develop the positive impact on mindset of people effectively. In McDonald much- hyped “Create Taste” menu that permit diners yo customize the burger orders. Customization platform of McDonald is create taste. This idea helps in provide the better experience to consumers. In burger, company gives many bun options, unique toppings and speciality sauces to customers. The consumers can Customize size of burger and type of drinks and sides. On the other hand, in area of the menu, personalisation and customization are initial efforts to focus on providing best experience of burger to customers. Warm deli sandwiches and customised hamburgers have paved way for customised the hot dog. The quick serves are quick to be observe that customers are willing to be pay for variety and quality. The McDonald can customise from kind of the fresh bread to choice of meats and cheeses, extra spreads and ingredients. The request of customers for 4
sweet or heat that enable customization process. In relation to this dimensions, 6.5 out of 10 will be given. Respect for environment-It is appreciate cultural the landscape structure. To protect communities, it is necessary not to harm environment. Respecting the environment assures that the communities have necessary resources in order to meet with wants and needs. McDonald know its responsibilities to protect as well as preserve environment for the future generations. Its all activities ate centred around minimizing impact on environment. The main goal of this restaurant us to reduce energy and water consumption to maximise the recycling rates in local communities to have positive impact on environment. The main initiatives launched through this company is Planet Champaign programmes. It chosen single individual from each restaurant that has been trained in some a manner to minimize impact on restaurant environment. McDonald operate as part of local community and also take the pride in appearance of local environment. Its restaurants are includes in littler patrols, close links of stores and litter bins on all the sites with the Tidy Towns committees and local community groups. As the McDonald make efforts in minimizing carbon emission and deforestation impact. In order to make improvement in carbon footprint, McDonald's make improvement in carbon efficiency with the help of using energy efficiency equipments as well as low energy lights in restaurants. This restaurant redesigning the packaging with the help of recycling programs (Martelo Landroguez, Barroso Castro and Cepeda-Carrión, 2013). It is working with Environmental Defence Fund that aids McDonald search the ways to recycling and refuse packaging. In order to this, minimizing wastage is a better solution to remove negative impact from environment. There is a need to sorted wastages, processes and gathered as it consumers energy. Recycling may be helpful in ease wastage of pollution but the mass consumption related to unnecessary packaging is main issue to the packaging waste. The main focus on this restaurant is to minimizing amount of wastage and make environment better. On the other hand, McDonald restaurant is using bin it logo for promoting the clean society so that rubbish packaging should not be thrown though roadside. This is promoting going green for save energy as well as minimizing wastage for saving environment and also showing responsibility towards community. Ratings that will provide to this restaurant 9 of 10 because it conduct many activities for environment. 5
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Conclusion It has been concluded from above mention report that customer value includes sum total of the benefits that vendor promises a consumer will receive in return for associated payment of consumers. It has been stated that consumer value is satisfaction that customers feel after making purchase for services or products. Different dimensions related to customer value like quality, cost, time, customization and respect for environment has been discussed in detailed manner. These all the dimensions are related to the organisation and ratings has been also given on the basis of analysis each dimensions that can provide better value to customers. PART 2A (SERVICE QUALITY) In service industry, service quality play a significant role as it focus on meeting customers needs and wants. It also evaluate that how well the services was delivered to meets their expectations. Thus, company is responsible for determining what is that constituted quality to those whom it serves. This can be effective for delivering and maintaining service quality. In this regards, delivering quality is one of the major issue that faced by company so that it is crucial for company to analyse customers requirements in order to attain their higher satisfaction (DFearne, Garcia Martinez and Dent, 2012). It puts positive impact on establishing competitive brand image and at the same time also invite more and more people towards its offerings. In context of this, there are 5 service quality dimension that help in ensuring about quality services that provide by McDonald's to its customers in order to increase their satisfaction level. 5 Dimensions of Service quality Tangibility: This dimension of service quality is refers to the company aesthetics. Mainly,itisrelatedwithappearanceofphysicalfacilities,equipment,personneland communication material. All these are crucial for McDonald's to maintain while providing services to its customers. As it help in improving their experience and make them satisfied with company products and services (Theodorakis and et. al., 2013). Along with this, all the tangible aspects may aid in maintaining service quality of McDonald's through which they can easily invite larger number of customers towards its offerings and satisfy their requirements as well. In context of physical facilities, it plays a critical role in McDonald's as it help them to attract wide rage of people towards the brand because it includes interior design, ambiance and many more. Thus, McDonald's needs to develop or make their store more attractive and eye-catching so that 6
customers can easily influenced and encouraged to consume its services. This may aid in improving customer base and profitability level as well.Along with this, equipment is related with new technologies and ways to offer quality services to customers that help in providing positive and satisfied experience. One of the main advantage of this dimension render to McDonald's is that it help them to make customers loyal. For attaining the same, McDonald's make their employees to treat its guest with humble nature, well uniforms, equipment and also ensure that working areas like closets, services office and many more look good. Reliability: It is related with organizational ability to perform the services accurately. By this dimension company can easily achieve customers trust and loyalty towards the brand. In context of McDonald's, they are responsible for fulfilling all the promises that they do with customers so that they can provide positive experience and make them loyal. This can be beneficial for company in generating larger profitability from its competitors. Along with this, McDonald's is also make sure that the served food are same with its advertisement that given by company to its customer for influencing. It may aid in making customers happy and satisfied with its services. Furthermore, company should make sure that employees have record the right menu from customers in order to fulfilling their actual requirements (Theodorakis, Kaplanidou and Karabaxoglou, 2015). For providing better service quality to their guest, McDonald's needs to increase speed of preparing food so that they provide quick services to their customers. It help in saving customers time and they get fast delivery of their food items. This is the reason that company easily build positive relation with their customers and also encourage them to visit restaurant again and again. If firm serve their products accurately and dependably then company can easily improve their customers base and profitability as well. Responsiveness: It is based on the ability of business organisation to response their customers needs and also emphasis on a willingness to respond promptly. In this, McDonald's is responsible for treating customers well that support in developing as well as creating positive relationship. This will contributes in making service quality more effective through which customers get satisfied with its services. In this regards, McDonald's needs to tell the customers towards the time what they actually required to offer products. It may aid in making them humble with employees and also improve their positive experience (Wu, 2013). For improving their service quality, it is important for company to increase the speed of delivering services in which they reduce the time that consume in preparing the food. By this, customer doesn't wait for their 7
food items. On the other hand, management of McDonald's is also train their staff members and employees to make them able to effectively handle customers. With the assistance of this, company can improve the chances of achieving satisfaction of guest and at the same time also establisheditscompetitiveimageaswell.Incontextofresponsiveness,McDonald'sis responsible for giving their best so that they can easily enhance customer expectations and make them satisfied with its offerings. This is the reason that company may improve their customers base and also capture larger market share from its competitors present in market place. Assurance: This dimension of service quality is refers to the knowledge and courtesy of workers and their ability to treat customers. Along with this, it is also responsible to convey trust and confidence with customers that support in maintaining or keeping better service quality. In this, employees of McDonald's is responsible for communicate with customer politely and nicely in order to build trust in customers. This can be beneficial for company in improving the customers base their expectation towards the company and its services. Along with this, the cashier worker needs to tell the customers to check the amount in order to make sure that cashier has give the right amount. It may aid in making customers trust and loyalty towards the company and its services that may encourage them to consume McDonald's products again and again (Mok, Sparks and Kadampully, 2013). With the assistance of this, McDonald's can improve their brand image by which large number of people get easily attracted and influenced. Apart from this, company is also responsible for giving knowledge to employees about the menu and facilities that provided by McDonald's to its customers. If they has proper knowledge then they easily provide service quality products as per customers requirements. This may support in establishing the competitive image of company at market place. Empathy: This dimension is based on employees ability to provide attention and concern to customers in order to make them loyal and satisfied. It may support in inviting more and more guest towards the company and its offerings as well. For satisfying customers, it is crucial for employees to give more attention to the customers so that they can feel their importance within the company and improve their positive experience. Furthermore, company also communicate with customers in order to understand their actual requirements and request towards the McDonald's products and services. This will contributes in developing customers base more strong and competitive that assist in capturing people attention. In this regards, if organisation understand customers requirements and their demand then they easily satisfy them and also retain 8
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for longer period of time. For attaining the same, firm take feedback from customers after consuming products to analysis their views about McDonald's products. In case company required some change then they do the same while offering their services. Furthermore, McDonald's needs to train workers to willing to help the customers and resolve their quires about company products and services. It may assist in developing positive relation with customers and make them loyal towards the company which may aid in establishing its competitive image a wider market place (Wu and Ko, 2013). Conclusion As per discussed dimension of service quality it can be evaluated that, it is important for McDonald's to maintain service quality as it help in improving the customers demand towards the same. This can be beneficial for company in generating larger profitability level at market place and at the same time also create competitive image. In this regards, company always focus on customers needs and demand while giving them products. In which they also ensure that company fulfil their promises with their guest and also make them trustable toward the its offerings. With the assistance of this, McDonald's invite more and more customers over its services and also develop strong customers base. Furthermore, company also responsible for including all the dimension of service quality while producing their food items in order to serve qualityproductstoitscustomersaspercustomersrequirementsandattaintheirhigher satisfaction. This will directly contributes in establishing its competitive and famous brand image that encourage or influence large number of customers. 9
PART 2B (GAPS IN SERVICE SERVQUAL) The Gap Model of Service Quality is a framework that is used by organisations across the globe with a view to identify, examine and manage the gaps found prevailing within the confines of a corporation in relation to quality of services provided. This model provides assistance to the company in gaining extensive comprehensibility of customer contentment. In this regard, it is seen that this framework illustrates 5 major types of satisfaction gaps that are necessary for an organisation to address while intending to fulfil the needs as well as expectations of clientele. The model portrays customer satisfaction to be essentially a function of perception. This implies that in an instance whereby the client perceives the quality to be fulfilling their expectation, they will gain satisfaction (Raju, Singh and Tariyal, 2015). In case of the contrary case, they will derive dissatisfaction. Such dissatisfaction is a result of any of the 5 customer gaps which are outlined within The Gap Model of Service Quality. Gaps in service SERVQUAL The Knowledge Gap: The gap between Consumer Expectation and Management Perception This is regarded to be the difference underlying between the expectations of customers associated with facilities rendered and the actual provision of services by the organisation. Hereby, it is analysed that managers do not have knowledge of or incorrectly interpret the expectations of people linked with organisational offerings. In case such gap prevails, this reflects that corporations are trying to fulfil wrong or non existent needs of clientele. In a world where businesses have largely become customer centred, it is of immense significance that comprehensibility is gained regarding the requirement of customers in relation to service entailment (Widjoyo, 2013). In order to fulfil the gap existing between the perceptions of administration of firm regarding service delivery and expectations of clientele related to same, company should execute extensive researching of market. In relation to McDonald's, it can be examined that this gap may exist as the customers are concerned about their health and thus need healthy food and beverage offerings which can be consumed on a frequent basis. The company can close this gap by conducting market research and customer surveys along with provision of healthy food offerings. The Policy Gap: The Gap between Management Perception and Service Quality Specification 10
This is considered as the difference underlying between management's comprehensibility of needs of clientele and the translation of such comprehension to policies as well as standards of service delivery. Certain organisation find difficulty in translation of consumer expectations to delivery of specified service quality. This tends to comprise of ineffective service designing, non achievement to keep and constantly upgrade organisation providence of effective client services or basically the absence of standardisation. This gap witnesses clientele to be seeking an identical offering with better services somewhere else (Razaka, Iliasb and Razakc, 2016). Within regards to McDonald's, this gap may exist as a result of absence of commitment on the part of management team together with ill-defined service design. The key to address this gap for McDonald's can be task standardisation whereby all the tasks and rules would be standardized. The Delivery Gap: The Gap between Service Quality Specification and Service Delivery This gap illustrates the weakness underlying within the performance of staff members. Corporations having a Delivery Gap might stipulate the services needed for assisting consumers, however they have failed at giving required training to employees, putting effective procedures into action. As a consequence of this, staff is acknowledged to be ineffective in management of needs of clients. In relation to McDonald's, this gap may exist in case the staff is not helpful and there is excessive labour turnover in the company. To address this gap, management of this fast food company can offer incentives, bonuses or hike in salary. This would make the employees work for the organisation for a long period of time (Yunus and et. al., 2013). The Communication Gap: The Gap between Service Delivery and External Communications The promises made by organisations at the time of marketing communication tend to give rise to client expectations. In this regard, whereby the entity is not able to keep the promises at the time of service delivery, communication gap is created. This tends to cause disappointment within the customers. In relation to McDonald's, this gap may exist if consumers feel that Happy Meals are expensive and not worth the value it charges from people. To deal with this, entity can gain knowledge of the latest market trends and apply the same within the premises (Guo, CKumar, Sujit and Charles, 2018). The Customer Gap: The gap between Customer Expectations and Customer Perceptions 11
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This is regarded to be the difference underlying between the expectations and perceptions of customers. This tends to result in dissatisfaction as well as disappointment within the customers. In addition to this, customer gap may even cause the clients to bad mouth within public about the organisation. WithrespecttoMcDonald's,ithasbeenidentifiedthattherespectivefastfood organisation is doing exceptionally well within the confines of Asian nations but not within the periphery of other countries such as United States and United Kingdom. Conclusion On the basis of above report, it is acknowledged that customer value and quality of service are regarded to be 2 crucial aspects for an organisation. In this regard, it is analysed that there are 5 dimensions of customer value which are important to be recognised by a firm. Apart from this, it is identified that service quality has 5 dimensions, the careful application of which is key to facilitation of effective business practices. Besides this, it has been determined on the basis of TheGap Model of Service Quality that there are generally 5 types of gaps that should be ascertained, examined and managed by a company in an effective manner. This is important as it provides assistance to the corporation in maintenance of high quality within the premises of organisation. Furthermore, it is assessed that by providing high quality offerings to customers at market place, an enterprise aims to gain satisfaction from people.Knowledge Gap, Policy Gap, Delivery Gap, Communication Gap and Customer Gap has been discussed in detailed way. 12
CONCLUSION It has been concluded from given report that customer value is one of the necessary aspect and related to satisfying the needs and wants of consumers in an effective manner. In this report, different dimensions concerned with the customer value has been discussed along with the ratings. The ratings has been given as per the effectiveness of dimensions in significant manner. Service quality is comparison of the expectations of service with the perceived performance level. It is necessary that quality of service needs to be better for attracting the lathe number of consumers and also gaining the competitive benefits effectively. The different of servicequalityhasbeenstudiedlikeTangibility,Reliability,Responsiveness,Assurance, Empathy. These all dimensions plays necessary role in service quality. The gaps in service quality SERVQUAL has been studied with through using different gaps in services. 13
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