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Pages 13 (3263 words)
McDonald's invariably brings to bear a diversity of experience and culture on the restaurant's customer base. 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.
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). These outcomes are predominantly uppermost throughout this analysis so that even in the absence of metrics that enable the researcher to measure them (outcomes), the analytical depth of the research effort would remain intact and sound. The theoretical and conceptual framework of this research effort would be basically determined by the relevance of the existing theoretical postulates 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.
Brand loyalty among consumers at fast food restaurants cannot be determined with reference to two dimensions such as behavioral and attitudinal. The behavioral dimension refers to repeat purchases and attitudinal perspective refers to customers' intention to repurchase and recommend the product to others. ...
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