McDonald's ability and customer requirements

McDonald's ability and
customer requirements

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
customers are satisfied with company products then organization easily improve their
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 in increasing benefits as well. This is the reason that
McDonald's provide quality services to customer in order to make them satisfied. In addition of
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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
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