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Blueprint of McDonalds

Discuss about the Service Recovery Report for McDonald.

McDonald is a world renewed fast food chain of the restaurant which is currently working in more that hundred and nineteen countries all across the world because of their amazing services and products. After looking at a different kind of information related to the history of McDonald, there is some interrelated information from suppliers to partners and their product offerings that can connect all the vital information like service at McDonald or other services (Chuang et al., 2012). The final part will deal with an analysis of different methods where services can be improvised and at the same time number of ways where innovation can help the services to become effective, and this will also include some recommendations.

The most iconic thing about the brand is its Golden Arches which is followed by a clown character known as Ronald McDonalds (Chuang et al., 2012). There will be a discussion of the front stage and back stage information as well where most of the research will be based on an interview with the employees and managers of the company. The organization is also well known throughout the world as it has invested a lot in brand building and this brand holds a very strong position in the market because of its unique taste of burgers and other food offerings.  It is one of the leading fast food businesses in the world and with innovation and sustainability in hand; it works as a prime aspect of the company all across the world (Mujtaba and Patel, 2011).

The service blueprint can be defined as a process which is specifically a method based on some operations or series of different kind of actions that are mainly based on so many steps like needs that take place in a series. The process helps in understanding the process that company uses to follow and different services that can be directed at various kind of customers (Mujtaba and Patel, 2011). The service also discusses the delivery of various actions which can be tangible or intangible. To develop a blueprint, one needs to be able to recognize all the important activities that also involve different service delivery and manufacturing, clarity in series and also the specification of the link between these activities. The blueprint also helps in understanding the relationship between external and internal and different kind of inputs that needs a particular service process. To develop a service blueprint, one must also clearly specify the conversation between the various customers and employees (Mujtaba and Patel, 2011).

Front Stage and Back Stage Functions

Following are the main elements of the blueprint:

  1. Definition of different standards for every front stage functions.
  2. Physical and another kind of proofs for front stage functions.
  3. Principle customer services.
  4. Line of communication
  5. Customer contacts at front stage activities.
  6. Visibility line
  7. Backstage action
  8. Support procedures that involve a different kind of service personnel (Mujtaba and Patel, 2011).
  9. Support procedures based on information technology.

Following is the service blue print of McDonalds: - 

blue print of McDonalds

The front stage can be defined as clients that are facing activities of the business like marketing, sales, and service or delivery of product. This can be considered as a part of operations that is experienced by clients. On the other hand, backstage functions make all the processes at support and administrative based that can be followed and at the same time undertaken to deliver the front stage process (Qin et al., 2010). Front stage process consists of one page based visual explanation of the way the organization offer services to the customer by taking good care of its needs. There is a part of marketing strategy; the process is proven in departments like sales and different tools for marketing that also tells the prospects. These prospects have a proven method of taking good care of customers and also understand that how a sales team creates consistent and at the same time some realistic expectations (Qin et al., 2010).

Backstage process: every business had some core processes which includes important things that are needed to be done on a consistent basis as well as every time the company offers a service. Like for example, there are numbers of organizations that have a process for people or an HR department, a sales process, marketing and advertising process and one or more operation procedures and other backstage processes like customer services or their retention process (Qin et al., 2010). When the team agrees on different core processes, it is important to document it at the high level and accordingly train the employees and also calculate or measure different compliance until they are understood and followed by everyone.  

Every kind of business understands that there is an order that thrives a different kind of needs and it can differentiate itself in the mind of the customer. Prices have also proved time and again that they are inadequate because there is always a limit to how a firm can cut off the margins (Qin et al., 2010). Product differentiation is also no longer important to attract the customer because technological advancement helps the product in becoming identical with few kind of difference on the tangible basis. It is commonly said that people do business with those whom they trust, and it is very common for some networking activities (Mathe, 2011). Building a business on trust, many successful companies like McDonald can construct the massive empire and also continue by following a certain set of values and principle that help them in building trust and loyalty. The success is also assured by selecting and engaging employees at various levels who also believe in those values and principles (Mathe, 2011).

Moments of Truth for this Service Organisation

The report will be based on primary research which will show that major amount of consumer in McDonald are satisfied with the food and services and some are even highly satisfied with the complete customer service at McDonalds. At the same time, some customers also mentioned that they are dissatisfied with the price at McDonald (Mathe, 2011). The main aim of the organization has always been developing and at the same time also implementing some policies and principles to satisfy the customers, and the business focuses on the present trends in fast food culture as well as demands and the expectations are based on the customers to raise the level of customer satisfaction. 

The complete value system at McDonald also reflects the overall approach and different set of practices for customer satisfaction. Like for example, McDonalds has always believed in doing the right thing at the right time since its inception (Mathe, 2011). This is why; the company has been growing and at the same time implementing many kinds of policies and programs in place that permits the organization to utilize the size and overall scope to make a difference since the company has a firm belief that what is right for the business is good for the majority of people. The research also showed some light on information from an organisation that proved that customers are always first for the company (Tsai et al., 2013). This also shows that McDonalds has been actively involved in adopting the efficient and right kind of strategies that help them offer high-quality food and quick services in relatively hygienic and friendly environment. At the same time, the level of commitment shows the values for money for the number of customers. 

The moment of truth through various researchers also shows the flip side where as per many surveys like American Consumer Satisfaction Index, the company has the worst level of customer satisfaction. It is also noted that all kind of customers will not agree or relate to the vision of the business (Tsai et al., 2013). The research also shows that the company has been involved in improvement process from very long time, where the company has purposely issued a response against the research which says that at this organization, customer satisfaction is always a priority for the company and it continues to be of high importance for the company. The customer feedback from all walks of life is taken very seriously, and there are restaurant evaluations and through employee and customer feedback, the company is in a continuous process of evaluating different processes (Tsai et al., 2013). The internal research also shows that the company is committed to making progress in satisfying the customer at various levels for which the company has been involved in some surveys for customer satisfaction. Therefore, based on the approaches from customer satisfaction and some different practices at the organization it is quite clear that the company is one of the most relevant organization in carrying out the progress based on customer satisfaction in the fast food industry (Shahid et al., 2014).

Determinants of Satisfaction/Dissatisfaction

It is clear that company like McDonald is one of largest food chain services with more than thirty thousand restaurants in almost hundred and nineteen nations. The company can be identified as a growing trend in any quick service based food chain for timely and accurate customer service. The organization has been actively following the growth based on innovation and at the same time using a different kind of technologies with the aim of providing the quality products and services to the consumers (Shahid et al., 2014). The company has been involved in performing activities that increase the level of satisfaction among the customers. However, as per the data collected in some researchers like in American Consumer Satisfaction Index based on the company has achieved the last place in customer satisfaction category despite all the efforts in achieving one. According to the data the company was able to achieve highest customer satisfaction back in the year 1995 (Shahid et al., 2014).

ACSI also works as a social indicator for achieving customer evaluation of the overall quality of the product and services. The data is used by conducting an interview with around seventy thousand customers on the annual basis to measure the customer satisfaction level (Shahid et al., 2014). For the very long time, the company has been ranked at last position as per this research. At the same time, the organization which is serving millions of customer each day had achieved a rating of around fifty-nine back in the year 2000 (Shahid et al., 2014). The ranking every year is based on best of McDonalds and the last survey is carried by ACSI placed the company at last position in customer satisfaction as compared to another kind of fast food business all across the USA and other global nations (Rosenbaum and Wong, 2012).

Although, it is important to note that the food and services at this organization have been showing some level of improvements in reduced prices, or introduction of the new menu with facilities for customers at this store by making sure the cleanliness in the store (Rosenbaum and Wong, 2012).

Quality is one of most important yet common factor for achieving customer satisfaction that can be measured through dividing yet providing some standardization to the products and services in business. Like for example, quality of service can be very effective determinant for achieving customer satisfaction, and it is evaluated when a customer is compared with his or her opinion and overall expectation from the service. It is important to note that some researchers often use this measure to decide and at the same time measure customer satisfaction (Rosenbaum and Wong, 2012). A model called SERVQUAL is committed to calculating the service quality of the business, and it works like a scale with different items that should be used to understand and yet find out the expectation of service and changing the perception of the customer. Based on different results, this model helps in understanding the customer expectation which leads to customer satisfaction (Rosenbaum and Wong, 2012).  This model and its conclusions are based on measuring some important items like reliability, tangibles or responsiveness, empathy and much more which works like a parameter for testing the level of satisfaction of any customer, and it is measured and assessed for a particular business (Yuncu and Yuncu, 2015).

Then there is expectance disconfirmation model which is developed by Oliver in the year 1981, about measuring customer satisfaction. This theory shows that the customer forms their satisfaction through some target products or services which work like a direct or subjective comparison between the expectations and perception (Yuncu and Yuncu, 2015). Customers can directly ask to give their perception or at the same time evaluate the comparisons by using a scale based on worse than or better than the parameter. This model also asserts that level of customer satisfaction is the direct activity for many subjective disconfirmations. Any customers have noted it the level of expectation has always been about the product can be related to some important factors that also influences customer satisfaction. So when the expectancy disconfirmation model is used to test the level of customer satisfaction at any organization, and it also includes fast food business like McDonalds (Yuncu and Yuncu, 2015).  

There is another model called Means-end model which is developed in respect to deciding the perceived value of a consumer that influences the customer satisfaction. According to this model, it is clear that any perceived value is a direct antecedent of a different kind of purchase decision and a direct impact on perceived quality of service that can affect the level of customer satisfaction (Yuncu and Yuncu, 2015). Model is based on observed values which directly impact the purchase decisions and also makes the direct consequences of perceived quality of service that also affect the level of customer satisfaction.   The overall role of customer's expected value is an understanding of consumer behavior which in itself is remarkable, and this is why it can be treated that means-end model of perceived value is crucial and an important tool and technique to understand customer satisfaction (Bolton and Mattila, 2015).

Service recovery plan refers to that action of a service organization which is an answer to different service failure. The main aim is to maintain the relationship of business with the customer (Bolton and Mattila, 2015). The argument is based on the thought process that customer satisfaction makes sure that the company achieves customer loyalty, positive word of mouth and repeat sales. An effective plan for service recovery always leads to activities that enhance the perception of quality of products and services that are already bought to increase the understanding of the organization, and there is a favorable image in term of perceived level of value and quality (Bolton and Mattila, 2015).

McDonald has been involved in understanding and also using a number of surveys based on customer satisfaction to understand the perception of customers as well as a present experience of them at any chain of the company (Ryan et al., 2011). The manager of a restaurant has mentioned that the responses from customers have been directly impacting the image of a restaurant and it is also based on customer feedback that business has been committed to developing and also implement different actions that increase the level of customer satisfaction for the very next time. The company has tried a number of things to understand the inner voice of the company. The main aim of the chief strategist at times is to understand the discovery which is much closer to any philosopher than any traditional strategist (Seo and Jang, 2013). The tool is far lesser than the data or spreadsheets which will be more about the discovery and important introspection about the study. If the company succeeds, there are chances that whatever it was that bring the company closer to the audience, in past and then it must adjust in a more relevant way in today's marketplace and it is important to note that the connectivity should not be lost (Seo and Jang, 2013).

As per the customer feedback, the company has been involved in launching different type of strategies like growth and development. McDonalds will have to align the complete organization around the simple idea that growth is important and it should a continuous process. According to that all the human and financial efforts should be directed at also improving along with increasing the activities (Rao, 2011). The turnaround is very vital for McDonald, and it certainly was and can be a remarkable on.  There is no doubt that McDonald is an important organization and success of the company is important specifically for so many people who are dependent on it for income and who learn some important skills for life. On the other hand, McDonald follows a decentralized structure in the company as the whole organization is the system of companies where there are small entrepreneurs as well who have invested their saving in the company (Mottram, 2011).

The company will have to understand that the process of growth is important than the level of growth. Growth at any cost can hamper the quality and quality is far important than quantity. Therefore, the formula of growth at any cost doesn't work in long run.

The business model must be changed from time to time, and there must be a belief in continuous development. It is important to understand that business and the customers both will commit and come together to make the business work. In McDonalds, constant change in belief will help them to stay committed to the core value system of the company as well as with the business (Mottram, 2011). 

When a company needs something large, it is important to understand that the company is leading a system not an individual or a company. This can be a critical insight if one wants a successful change in something huge. This can be a frustrating process and time taking as well. It also needs to understand and learn to keep patience and the high tolerance for and from everyone (Ellahamy et al., 2015).

Conclusion

It is important to understand, managing and developing a business can be a tedious job. Research shows that the customer satisfaction is becoming an important concern for the business specifically in fast food setup. During recent market competition and increased level of demand and expectation, a customer or business has to develop and at the same time also implement different kind of policies and practices that can satisfy the customer expectations (Ellahamy et al., 2015).

Reference

Chuang, S.C., Cheng, Y.H., Chang, C.J. and Yang, S.W., 2012. The effect of service failure types and service recovery on customer satisfaction: a mental accounting perspective. The Service Industries Journal, 32(2), pp.257-271.

Mujtaba, B.G. and Patel, B., 2011. McDonalds Success Strategy And Global Expansion Through Customer And Brand Loyalty. Journal of Business Case Studies (JBCS), 3(3), pp.55-66.

Qin, H., Prybutok, V.R. and Zhao, Q., 2010. Perceived service quality in fast-food restaurants: empirical evidence from China. International Journal of Quality & Reliability Management, 27(4), pp.424-437.

Mathe, K., 2011. The Effects of Franchisee Gender on Consumer Perceptions of Performance and in Quick Service Restaurants.

PROFILES, C., 2016. McDonald’s Corp.

Tsai, Y.S., Wu, H.L. and Chiu, C.H., 2013. Gourmet Master (85 C)-Branding in China. Management Review, 32, pp.207-214.

Shahid, M., Shafiq, H., Khan, A., Bari, R., Shahzad, N., Ch, I.S. and Parveen, S., 2014. Financial Exposure of McDonald's Corp. Success as a Market Leader. International Journal of Accounting and Financial Reporting,4(1), p.338.

Ackerman, M.S. and McDonald, D.W., 1996, November. Answer Garden 2: merging organizational memory with collaborative help. In Proceedings of the 1996 ACM conference on Computer supported cooperative work (pp. 97-105). ACM.

Rosenbaum, M.S. and Wong, I.A., 2012. The effect of instant messaging services on society's mental health. Journal of Services Marketing, 26(2), pp.124-136.

Yuncu, D. and Yuncu, H.R., 2015, May. E-Complaints in Fast Food Sectors in Turkey: Social Network Analysis on a Website as Virtual Complaint Environment. In INTERNATIONAL INTERDISCIPLINARY BUSINESS-ECONOMICS ADVANCEMENT CONFERENCE (p. 60).

Bolton, L.E. and Mattila, A.S., 2015. How does corporate social responsibility affect consumer response to service failure in buyer–seller relationships?. Journal of Retailing, 91(1), pp.140-153.

Mathe, K., 2011. The Effects of Franchisee Gender on Consumer Perceptions of Performance and in Quick Service Restaurants.

Ryan, C., Ghazali, H. and Mohsin, A., 2011. Determinants of intention to leave a non-managerial job in the fast-food industry of West Malaysia.International Journal of Contemporary Hospitality Management, 23(3), pp.344-360.

Mujtaba, B.G. and Patel, B., 2011. McDonalds Success Strategy And Global Expansion Through Customer And Brand Loyalty. Journal of Business Case Studies (JBCS), 3(3), pp.55-66.

Seo, S. and Jang, S.S., 2013. The roles of brand equity and branding strategy: a study of restaurant food crises. International Journal of Hospitality Management, 34, pp.192-201.

Rao, K.R.M., 2011. Services marketing. Pearson Education India.

Mottram, A., 2011. “Like a trip to McDonalds”: a grounded theory study of patient experiences of day surgery. International journal of nursing studies,48(2), pp.165-174.

Ellahamy, M.A., Morsy, M.A., Saad, H.E. and Qoura, O., 2015. Does Corporate Social Responsibility Affect Attitudinal Loyalty? Evidence from Fast Food Chains in Cairo. Journal of Faculty of Tourism and Hotels, Fayoum University, 9(2/2).

Ackerman, M.S. and McDonald, D.W., 1996, November. Answer Garden 2: merging organizational memory with collaborative help. In Proceedings of the 1996 ACM conference on Computer supported cooperative work (pp. 97-105). ACM.

Ryan, C., Ghazali, H. and Mohsin, A., 2011. Determinants of intention to leave a non-managerial job in the fast-food industry of West Malaysia.International Journal of Contemporary Hospitality Management, 23(3), pp.344-360.

Shekelle, P.G., Pronovost, P.J., Wachter, R.M., McDonald, K.M., Schoelles, K., Dy, S.M., Shojania, K., Reston, J.T., Adams, A.S., Angood, P.B. and Bates, D.W., 2013. The top patient safety strategies that can be encouraged for adoption now. Annals of Internal Medicine, 158(5_Part_2), pp.365-368.

Lemos, M.C., Kirchhoff, C.J., Kalafatis, S.E., Scavia, D. and Rood, R.B., 2014. Moving climate information off the shelf: boundary chains and the role of RISAs as adaptive organizations. Weather, Climate, and Society, 6(2), pp.273-285.

Tsai, Y.S., Wu, H.L. and Chiu, C.H., 2013. Gourmet Master (85 C)-Branding in China. Management Review, 32, pp.207-214.

Rao, K.R.M., 2011. Services marketing. Pearson Education India.

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