McDonalds marketing Case Study Example | Topics and Well Written Essays - 2500 words

McDonalds marketing - Case Study Example McDonalds's worldwide operations are characterized by ever increasing uncertainty and competition. Against this backdrop it's essential to consider the extent to which the product and service quality has an impact on customers at its restaurants. As much as fast food restaurants are highly influenced by competitor behavior as an exogenous variable, the staff also affects the consumers' perception and behavior as an endogenous variable. This paradigm of behavior is essentially associated with the ever rising fast food restaurant competition in townships across the globe and above all customer satisfaction strategies and initiatives have shaped McDonald's global operations.Thus the consumer buying behavior is influenced by various in a way that indisputably acts like the harbinger of all organizational outcomes (Fornell, & Johnson, 1996). The theoretical and conceptual framework of this research effort would be basically determined by the relevance of the existing theoretical postulate s 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.The behavioral 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 corporate image of McDonald's is determined by its ability to penetrate and hold niche market segments for longer duration of time. As a result the corporate image of the company receives a boost. McDonald's has been expereining 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 initiat ives. 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. Repeat purchases are made by customers under extreme circumstances in the fast food industry because potential customers are attracted by price discounts and unique benefits. As much as the price of the product matters product benefits also matters. Enhanced product specifications and performance act as a compulsion on potential repeat purchasers who weigh both price and quality on one hand and product innovation on the other (DiJulius, 2003). McDonald's has succeeded here. 1.1. Hypothesis or thesis statement The thesis statement of this paper rests on the testing of the primacy and the immediacy of a core group of theoretical and conceptual perspectives appertaining to the impact of product and service quality dimensions on the customer satisfaction at McDonald's against the backdrop of the former's cultural diversity and the latter's constant exposure to competition related issues along with the defined or undefined organizational outcomes (Hayes, 2008). Both a priori and a posteriori elements of customer satisfaction are inherently included in the analysis to capture the convergence/divergence framework of reference within McDonald's employee relations and work culture.