The phrase implies that it is much easy to lose customers than it is to gain them. The leadership of McDonald has been attributed to the quality of service they offer; however, no optimal level of service delivery that can be said to be the best, however, it should be continually be improved Metters, Kathryn, Madeleine and Steve, The diagram below shows how different elements of service delivery lead to improved customer service:. From the above diagram, it can be seen that service quality is an element of a number of elements that need to be implemented in an organization.
McDonald and its franchisee should ensure that it ha s a flow chart of events that can be followed with the aim of having and end of satisfied customers. To remain competitive in this market, a company need to ensure it satisfy its customer. Sandwiches are fast foods present in most fast food joints but the choice of one is dependent on the customer. It has been in the business for over 70years thus the company has a pool of human resource that need to have well mastered the trade; at the same time, the company needs to have a service improvement charter for its continued success McDonald Official Website, In the hospitality industry, there is high contact of service providers and the customers, the high interaction need to be strategically managed if it will be maintained.
The experience that a customer gets now of service encounter has a wide influence on the attitude, perception and the feeling that he delivers from the institution. Though McDonald is a fast food restaurant, the internal customer has a large encounter with the external customer either directly or indirectly. Service quality and the experience that customers get form the company should be looked into and improved accordingly Cook, The utility that certain individual customers get from certain commodity is the quality of the commodity as long as the customer is concerned.
When concerned on the quality of a service, there are two most important deviations: technical quality and functional quality.
Technical quality deals with what is delivered while functional quality is all about how it has been delivered. Technical quality is tangible while functional technical is not. McDonald management has the role of ensuring that the group of restaurants meets both technical and non-technical quality provisions Kotler, Bowen and Makens, Moment of service is the moment that a customer and the service he is receiving interact; it ranges from the general perception that a customer gets with the mention of a certain products or a certain business.
McDonald has a strong brand name that offers the customer an appealing feeling; the name has to be protected by offering quality services and provision of goods that meets the demand of a customer.
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When a customer is within the premises of the business, the service offered, both tangible and technical should be of a high class that improves the general feeling derived by the customer. This is the way that the organization can strengthen its brand name Kandampully, ,. When developing a certain effective service operational strategy, McDonald need to undertake an elaborate internal and external audit analysis, the analysis will offer the company with the right approach to improve its services. Three questions needs to be answered genuinely:.
With clear answers to the above questions, then the management will be able to develop an effective service delivery system Blomme, Rheede and Tromp, The following are the areas that need to be addressed in the system:. To reach the target customers effectively, the management should ensure that it is located in areas that target customers can get delivery in the required time and space. McDonald being a fast food needs to be located in areas with high population, and t accessible.
For example, in busy streets, airport sites and bus terminals. When offering a franchise, the company should ensure that the franchisee company has a strategic location that can tap the target market effectively. In the cases, that the restaurant has low flow of customer, the chances that quality and fresh foods are not offered is high. When a restaurant is established, the managers should devise cost leadership, differentiation, and focus the products to the needs of the customer Hartline, Wooldridge, and Jones, ,.
With the restaurants established, then managers should ensure they have a system of how service will be offered, service means that the those people offering the front service, waiters, cashiers, supervisors and manager, and those people offering the tangible products should be sensitive to the needs of a customer. Consumer preference theory states that for a customer to buy a certain product, the product must be outstanding among the options that the market offers; McDonald products can be said to be services, the services thus need to be outstanding and quality.
To be outstanding, there must be continuous products innovation and an innovation that ensures that products can be differentiated. Creativity and product innovation comes handy in creating product differentiation. McDonald is known for its international recognized sandwiches. Our Money Back Guarantee gives you the right to request and receive a refund at any stage of your order if anything goes wrong.
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Delivering High Quality Services Marketing Essay
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The Importance of Service Quality and the Evaluation of Meeting Customer Expectations.
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