Mcdonald's Singapore Case Study

12675 Words 51 Pages
Register to read the introduction… The service provided in McDonald’s Singapore is reliable. They are accurately delivered, and they are dependable. The service and service providers are responsiveness. The service providers in McDonald’s Singapore all have the willingness to assist customers whenever they need help, and they provide timely service. Assurance is the third servqual dimension. Assurance combines a number of things to ensure assurance is achieved. Competence is one where the employees at McDonald’s Singapore posses the right skills and knowledge for the job. Another aspect of assurance is courtesy. Courtesy entails front line employees being polite, respectful and friendly to the customers. Another aspect is credibility which ensures assurance is met. Credibility entails employees being honest and trustworthy. Security is another aspect where it ensures employees are free from danger and any risk. The final servqual dimension is empathy. Front line employees are expected to be empathetic to customers by being approachable and easy to contact, they should communicate with customers and inform them in languages they understand and understand the customer by knowing their needs (Hoffman and Bateson …show more content…
According to the annual report, in 2011 was another strong year for McDonald’s, in which the company managed to have 5.6% sales increment for the ninth consecutive years. 11.6.2 McDonald’s Current Customer Satisfaction
First of all, the market and its components are ever changing. The most influencing factors of market changes are globalization elements, changes in the global economy, changes in the social structure and technology advances. Customers now have more options to choose from than ever before. While this is more of an advantage for customers, it is vice versa for businesses. Retaining customers requires less marketing resources than recruiting new ones, and thus are more preferable as it is more economically desirable.
Successful relationship marketing requires relationship commitment and trust. Customer commitment can be defined as a consumer's conviction to maintain, rather to eliminate, an economic relationship that might produce functional and emotional benefits. Commitment is now regarded as a key variable in marketing relationships (Fullerton

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