Service Marketing at Mc Donalds

SERVICE MARKETING

ON

McDONALD’S

FUN REPUBLIC

COIMBATORE

PRESENTED BY :-JAYTIKA SAHARANRAVI RAGHAVA

ABOUT THE COMPANY

• McDonald’s Corporation, known as McD, started it business from 1940.

• McD primarily sells hamburgers, cheese burgers, chicken products, and french fries.

• McD is the world's largest chain of fast-food restaurants with more than 31,000 local restaurants serving more than 58 million people in 118 countries each day.

• Low price, speed, service and cleanliness became the critical success factor of the business.

ABOUT THE COMPANY

• McDonald’s philosophy of QSCV (Quality, Service, Cleanliness and Value) is the guiding force behind it’s service to the customers in India.

TANGIBLES:-The ambience of the outlet was appealing. It was clean enough with properly aligned furniture.

The advertisement banners and hangings were very creative and communicative.

There were not enough counters for billing as it is hard to stay inside the Restaurant during weekends and at first floor air conditioner was not working properly.

SERVICE dimensions

SERVICE dimensions

Reliability:- The staffs despite of the big queues were processing the

order taking effectively.

They were well trained to render the services accurately.

During that period they were not accepting Credit and Debit Cards due to some technical issues and it was not working since last one week.

SERVICE dimensions

empathy:- The frontline staffs exhibit good manners & were very

friendly.

They were greeting prior to the order taking. They were quite patient in explaining the new offers to the unaware customer.

We were told by customers that they are satisfied with the empathy trait of the service.

Just during the peak hours the interpersonal interaction was less with the customers.

SERVICE dimensions

responsiveness:- The staffs were very prompt in order taking, complaint

handling, request handling & well informing the customers.

They provided a good experience to customers. But a problem arises when some of the training staff can’t speak other language except Tamil and also during the peak hours the staff’s efficiency reasonably decreases.

SERVICE dimensions

assurance:- They were providing assured quality food & were keeping up

the promises of services delivery i.e. quality food at affordable prices.

We interacted with customers and they were quite satisfied with the food quality of McDonalds.

Keeping aside the food quality we also want to put light upon service delivery assurance which we can certainly doubt upon as they were messing up with the order taking.

SERVICE GAP & RECOVERY

During the first visit at Mc Donald’s they were playing Tamil songs and we asked them to play either English or Hindi songs, they replied that they won’t be able play either of the songs. Recovery- But during second visit we found that they were playing one Tamil song followed by latest Hindi and English song.

We also noticed the order taking and delivery of orders of the customers in the outlet. Twice they messed up the order which they had to correct after the customers complaint. The Coke Float that we ordered was not chilled at all, so we complained regarding same. Recovery-The staff responded quickly by offering a new glass of Coke Float with proper ice cubes.

SUGGESTIONS

During weekends due to huge walk-ins ,staffs interaction with customers was less .They should work on this issue to maintain their service quality & customer satisfaction.

Our bill was mismatched and in place of Coke Float they have mentioned Iced Tea , when asked they told us that price of Coke Float is not updated in their system. So they must have to update their system to overcome bill mismatch issues.

SUGGESTIONS

Some of their staffs were not comfortable with other language except Tamil. So, Management must train them with the basic knowledge of English & Hindi.

CONCLUSION

McDonalds is providing its customers good quality food products. Though not wide but its product line is quite impressive. It includes meals for both Vegetarian and Non-Vegetarian and satisfies both sections of customers.

McDonalds is also providing its customers comfortable ambience.

Summarizing all points we conclude that McDonalds maintains its consistency in taste and quality with value for money.