Factors Affecting the Customer Satisfaction - Myassignmenthelp.Com

Question: Discuss about the Factors Affecting Customer Satisfaction. Answer: Introduction: McDonalds first started its journey as a restaurant in the year of 1940 and was operated by Richard McDonald and Maurice McDonald in the state of San Bernardino, California, USA. They designated their business as a Hamburger Stand. The Golden Arches Logo was first used by them at the time of opening their new franchise in the year of 1953 during the opening of the Phoenix Arizona, USA. And in the year of 1955 a person named Ray Kroc, a businessman firstly joined McDonalds as a franchise agent but later on he continued in buying the chain of restaurant from McDonalds brothers (mcdonalds.com, 2018). McDonalds has its original headquarters in Oak Brook, Illinois, but along with that the organisation is also approved the plan of moving its global headquarters to Chigo by the year of 2018. McDonalds is considered to be worlds largest chain of restaurant which considering from the aspect of revenue and it serves around almost more than 69 million customers on a daily basis over 100 countries. There are around 36,900 outlets of McDonalds and is famous for its hamburgers or also termed as the cheeseburgers and along with this it is also famous for its French fries, items related to breakfast, soft drinks, milkshakes, wraps and also for its deserts. Along with the changes in the taste of the customers and the negative backlashes due to lack of healthiness in their food has made them include various healthy things to their menu like salads, fish, smoothies and fruits. The main source of revenue for the McDonald Corporation is the rent, royalties, the fees that are paid by the various franchisees along with the sales conducted in the various restaurants operated by the company (mcdonalds.com, 2018). This report mainly focuses on the online order and the delivery service by M cDonalds along with focusing on the design of the website of McDonald which contains the e-payment system and the e-marketing practices that are carried by this organisation. The report also focuses on the application of the e-CRM application that are being implemented by the company which is followed by the suggestions regarding the improvement of the e-CRM. Discussion: About the company: McDonald started its journey in the year of 1940 and was started by Richard McDonald and Maurice McDonald. In the year of 1398 the first McDonald opened in the North E street located at West 14th Street in San Bernardino, California was totally different from the McDonald that we see in Todays date (mcdonalds.com, 2018). Ray Kroc was the person who made the changes in the infrastructure of the organisation and modernized it. In the year of 1948 the McDonalds brother started the Speedee Service System which highlighted the principles of the modern fast-food restaurant which was put into practice by their predecessor White Castle almost two decades earlier. McDonald had its original mascot named Speedee which is a chef hat on the top of a hamburger. Later on this logo was replaces by Golden Arches which became the universal mascot for McDonald. And later the symbol of Ronald McDonald was introduced in the year of 1965 and the clown appeared in the advertising for the purpose of targeti ng the audience which consisted of the childrens (Schlosser, 2012). the company first applied for its US trademark on 4th May, 1961 which had the description as Drive-In Restaurant Service. Under the guidance of Ray Kroc on 13th September 1961 the trademark for McDonald was filed which is an overlapping double arched M. But before this filling as single arch was used for the architecture of the buildings. The present version of the logo that we see today was not used until 18th November 1968. Along with the expansion of McDonalds in the international market it become the symbol for the globalisation along with the symbol representing the spread of the American lifestyle (Counihan Van Esterik, 2012). The prominence of McDonald made it a frequent topic for debate amongst the public due to the consideration of the facts like the Obesity, corporate ethics and the responsibility of the consumers. Analysis and Design of website Analysis of website mainly consist of following points like user experience, targeted audience, Navigation and lastly products and presentation of various contents. User experience: The most important for the success of an organization is the design of the website. The UI of Macdonald is designed in such a way that it is easily understandable to customers who are using internet for the first time (Dowray et al., 2013). This website of Macdonald is designed in such a way that it easily provides navigation tools for this users. Targeted audience: This particular website is designed in such it looks pleasant to its targeted audience. It provides most of the product and services for its consumer who are located in different geographical areas. Navigation: It is considered to be an important factor for various ecommerce website and it has navigation which can be direction of navigation which has a sales funnel and provides a critical medium for the website (Bernhardt et al., 2013). Navigation is considered to be an important factor for conversion of website. Products and presentation of content: In web site design this tool is considered to be an important factor and this also works in a similar way for analyzing the various kinds of parameter associated with it (Breck et al., 2014). The website of Macdonald is deigned in such a way that it can easily attract retailers or various kinds of bloggers to represent their content in different ways and ultimately creating a stunning product for its consumers. Business Niche: Macdonald has its website designed in such a way that it can easily follow the various kinds of business Niche which are associated with it for its working. It is designed with the help of red color which can be used for attracting a large mass of customers. From the above discussion it can be analyzed that the website of Macdonald need some improvisation in the domain of coding (Ehsan, 2012). The website is designed in such a way that it can easily work in both landscape and portrait mode which means that they are accessible from both mobile phone and computer systems. E-Marketing strategy: E-marketing strategy generally refers to various kinds of principle and techniques by making use of electronic media and specifically that is internet. E-marketing strategy can be defined as the mode of strategy which can be used for sub-set for attracting various customers. One of the ultimate reason for the adaptation of e-marketing for various enterprise and to make a loop which is used for creation of loop of dialog which can be used for one to many form of communication so that it can easily make use of interaction and dialogue for various kinds of content (Alamsyah Peranginangin, 2015). Mc Donalds. As per the franchise model of business strategy it has only 15% of the total number of restaurants which is owned by the organization and later part of the organization is owned by the franchise that is 85%. It has some of cleanliness value which is provided by the various for money which is offered by Macdonald to its customers round the globe. e-Payment service of McDonalds: There are several advantages of the e-payment system. McDonalds along with various limitations and challenges which are being experienced by McDonalds while the implementation of the electronic business system. The company is having an electronic business system that enables the customer to pay for their respective orders by the use of a cash-free key tag system and the idea is almost similar to that of the idea used by the mobile gas stations (Zarkada-Fraser Fraser, 2015). The electronic business system can also be referred to as the e-payment system and along with this the speed pass also acts as a transponder which is generally kept in the key chain of the customer. Whenever a customer is purchasing something the gadget or the speed pass simply sends the signal to the credit or the debit card which will help in including the purchase in the bill for the next month of the customer. The customers are able to aces the online ordering service by making use of the official website or by installing the application, along with any type email newsletters and subscription or any type of digital properties on which the terms have been posted or has been referred and once this is done the customer is entering the agreement of the McDonalds USA, LLC which is controlling or operating the online service from the headquarter at One McDonalds plaza based on Oak Brook Illinois 60523 (Mohapatra Singh, 2012). Once the customers accept the terms then they are able to understand all the privacy statement of McDonald that are incorporated into the agreement. Along with this the privacy statement also describes the way in which the information is collected along with the ways in which it is shared or used. A third party provider is used by McDonalds for the purpose of securing the information of the payment card which processes the payments to the restaurants. Whenever a customer registers the payment card then McDonald or the third party might perform a verification process so as to check if the details provided the customer is correct or not. The main criteria for payment by the customer is that is having all rights for using the card along with verifying that if the customer is of sufficient age or not (Mathur Patodiya, 2016). A customer is able to purchase only when all the procedures are verified. Analysis of e-CRM provided by Macdonald CRM stands for customer relationship management is considered to be an important tool which is used for understanding the needs of an organization. It mainly addresses the fact that how well can an organization make use of CRM model. CRM or customer relationship management can be defined as a tool which is used by various kinds of modern business. It is mainly used for improvisation of the relationship of an organization with various kinds of its clients (Afzal, 2013). It is mainly used for bring new kinds of potential customers which will help in improvisation of profit. It is mainly provided assistance or guidance by various kinds of programs based on CRM and other kinds of software relate to it. With the help of this technique various organization inclusive of Macdonald can easily start to find or analyze the relationship and its interaction with various kinds of habits (Henry, 2012). Macdonald is a good example of an organization which has efficiently managed to adopt or implemen t CRM effectively or better in the model of business. Macdonald is considered to be the largest producer of hamburger and fast food retailers in the world. Various kinds of experts calculated that nearly more than sixty million customers every day have around thirty thousand restaurants and claim to have franchise in more than hundred countries (Khan et al., 2016). Macdonald is considered to be an incredible brand which is successful and it has logo and certain number of slogans which are used for which are recognized all over the globe. For ensuring that it has proper number of customer relationship management in various restaurants and outlets across the world. McDonalds makes use of a method which is used for improvisation of capture of data, reporting on real time basis and resolution of issues on a fast basis. The working principle is considered to be a uniform which is used for utilization of a program which is known as Power Centre which is provided by an organization known as Astute Solution (Johnson La Ferle, 2012). This parti cular software gives a capture of data and database containing information which can be used for monitoring or analyzing the measure of customer relationship which generally works throughout the brand. Power Center software brings various kinds of data through the organization which is inclusive of both the positive negative aspect of the review. It provides an accessibility by various kinds of regions or individual restaurants which provides Macdonald a quick area to check or analyze the various kinds of issue related to relationship with customers and overcoming some kinds of serious issues for the organization before they become a serious problem for the organization (Bhalerao, 2015). With the help of this system information is transmitted through the organization on a quickly basis which provides quick results. There are large of reason due to which the Astute Solution can be taken or chosen by the providers of CRM service for McDonald. At first McDonald began to look for a kind of service provider which has some concentrate goals. Macdonald wished to provide extension for capacity of data which is captured by various kinds of customer (Ton Thi Nhat, 2012). It has certain number of software which can provide corporate service and individual franchise for this organization that is McDonald. The ultimate goal for software is to provide real time access for the information of customers. They also focused on the fact they can easily implement existing database in a better kinds of CRM tool without making this software that is Astute Solution more manageable (Durkin, 2013). Apart from this they also focused on the fact that the softwares are flexible and functional which provides support for various kinds of requirements or needs which are involved in the business. For establishing itself in the industry of ecommerce various kinds of organization inclusive of Macdonald so that it can make the organization to be more centric about the various kinds of its customers. Adding customers at the heart of the business adds the consumer of high value if the various kinds of consumer need it (Constantinides, 2014). So delivering more value of customer can be considered to be an effective if the various kinds of organization wants to keep themselves in top of the list. The e-CRM kind of strategy works in a better way alongside of CRM. The ultimate goal of E-CRM model is to make use of improvised customer services and retention of various kinds of valuable customer which can help the capabilities for the organization like Macdonald (Tiwari, 2012). The use of E- CRM model is make an understanding regarding the various kinds of digital proximities. Customer need to have an assurance about the list of factors which are needed. With every passing year selling on internet has become and various kinds of efforts are made by Macdonald. If E-CRM is used in proper or right way, then it can easily provide rich and accurate kind of data for the consumers (Meyer, 2015). The overall interaction with various kinds of customers can be useful for creating better value of trust with the various kinds of customers. Privacy policies can easily help the various kinds to data which is needed for the success of E-CRM. McDonalds Australia provides a customer service for providing help and support to the customers during hours of working so that it can easily provide various hours of business by making use of McDonalds customer service phone number. Macdonald Australia provides toll free number, option of payment and various option for delivery (Peterson, 2016). If someone wants more information about the various kinds of issue about the various range of services which is being provided by Macdonald Australia, then it is easily available at the 24 hours number of Macdonald Australia. There is list of services which are being provided by the department of customer care by Macdonald Australia. Macdonald Australia has a customer care service with large number of helpline numbers, corporate headquarters, customer support and email identity which is generally provided in the web page of links, social profiles which contain certain number of review and ratings (Ma et al. 2015). The list of toll free numbe r which is provided by Macdonald Australia has a rate which is charged like normal calling rates. Various kinds of customer number are generally provided during the various kinds of working hours. Improvements in the e-CRM: Every organisation should think of making their business focus on becoming customer centric. Any organisation which puts their customer at the heart of their business will make them highly differentiable in the highly competitive market. This makes them deliver more value to their customer which will help them in keeping up in the competitive market. For the purpose of improving CRM service McDonalds might use the Astute Solutions (Yoon Steege, 2013). At the initial stage McDonalds was looking for a service provider which will have a concrete setoff goals. They are also having the wish of extending their capacity for the captured data of the customers. They also wish for a software that will be providing the corporate service and the individual franchises which will be having access to the customers information on a real time basis. This solution will also be helping them in integrating the existing database into a form which will be much more effective tool CRM. Along with this the software will also not get bloated and can also be managed very easily (Charlesworth, Hawkins Marshall, 2014). This software is much more flexible and functional as well which will help McDonald meet its requirements. This software will also be helping them in the business according to the evolving needs. Another solution for the improvement of the CRM for McDonalds is by adaptation of the Second CRM which be helping them in the assistance of the Customer Satisfaction department (Libana-Cabanillas, Ramos de Luna, Montoro-Ros, 2015). The main sources for the collection of the resources are the Facebook, e-mails, website and feedback forms. Easy storing of the feedbacks from the customers are possible by the team into one the systems that is consolidated. This will be initially helping in providing an access to various customers information in an easy way. Two of the major feature of this CRM system are listed below: When an e-mail is sent by a customer to McDonalds then what the CRM will be doing is create a case in the module for Service Request. For the purpose taking further actions the complaints, compliments and the enquiries will be stored in the module for Service Requests. Once the e-mail is sent to McDonalds by the Customer then it is successfully logged in as a case. After this the supervisor reviews each and every details of the case which will then be converted into an issue by making use of the Calendar module. The assigning of this issues is done based upon the Main Category, Sub-Category and Zone. After this the case will be assigned to certain team for further processing. This process will greatly help the teams or the departments to respond according the feedback of the customers in an organised and timely manner. This feature has tremendously helped the department to respond to their customers feedbacks in a more organize and timely manners. Another thing for better CRM is by creating a personal and innovative dining experience for the customers (Dorasamy, 2012). For this purpose, there is a need of gaining data from the promotion and search for the things that the customers like. After finding the data there is a need of analysing the data so as to predict the foods that the customers want to eat. Due to the fact that internet is one of the essential feature, it can be used by McDonalds to integrate online channels which be showing the existing business processes and many more things of the company. McDonald should also look into the matter that they are not looking into the web a single channel along with not getting isolated from other channels. McDonalds has a number of restaurants running across the whole world and for the purpose of maintaining a consistent customer relation throughout McDonalds needs to adopt a method that will be providing improved capturing of the data, reporting on a real time basis, and resolution of issues quickly. This uniformity can be utilized by the program called PowerCentre which will be supplied by Astute Solutions. This software will help in the capturing of the data and the information database. This is mainly used for the purpose of monitoring along with measuring the relationship with the customer. The main function of this software Power Centre includes the bringing out of the whole data which includes both positive as well as negative reviews. By the process of accessing the restaurants by regions or individual restaurants will help McDonald in spotting the potential relation with the customers along with resolving the issues which can take a serious form in the future. Conclusion: McDonalds is one of the largest fast food company of the world. It has its branches in almost every part of the world. They have an objective of serving their customers at an optimal level. They are able to maintain their level of success by keeping in mind the welfare of their customers. The employees of McDonalds are encouraged more and more to provide a good service along with providing various scholarships which helps in encouraging education as well. McDonald is also considered as the king of fast food. The report helps in concluding that the organisation has tried a lot in proving itself in the market of competition. There are various CRM strategies that has been adopted by McDonalds for the purpose of better relationship with the customers. By adaptation of various proper CRM strategies, the customers will be served in much better way. The report also helps in understanding the various e-CRM strategies needed by McDonalds for the purpose of improving the activities of the orga nisation. The report also helps in understanding the e-marketing strategy of the organisation along with the e-payment service that is being used by McDonalds right now. There are various things which are included in the e-payment system as well as in the e-marketing strategy of the company. McDonalds has faced various challenges during the implementation of the e-payment system. The main key factor that lies behind the success of the organisation is proper maintenance of the core strengths along with an unwavering focus on the quality and the consistency. This should also be maintained during experimenting for new options. The effort of the companys environment is important but along with this it should also not overshadow the initiatives of the market. After placement of the various marketing strategies various responsibilities are distributed amongst various individuals for the purpose of implementation of the plans for the new recommended system. When these systems will be put i nto action various feedbacks are collected from the market. This will finally help in estimating the success rate in a short term target. It is also to be looked into that the things are done under tight control regarding the marketing budget which is finite. McDonalds has been very much successful in performing its operation within the food service industry by making use of the efficient strategies and quality standards. This initially helps in providing McDonalds a competitive advantage. According to the records provided by the international market growth, it has been seen that McDonalds is already in a stage where they are capable of gaining an entry in an efficient way. This has taken place even in the most challenging markets like Britain. McDonalds is having a strong sense of quality service along with satisfaction of the customers. Products need to be modified is such a way that they are best suited for the taste of the customers along with keeping in view the preferences of the customers. There is a need of implementing affordable prices along with the implementation of an effective promotions and offers. References: Afzal, A. (2013). Factors affecting customer satisfaction in fast food sector. Alamsyah, A., Peranginangin, Y. 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