The McDonald's experience : insights from the Maltese market

Abstract

Purpose: To provide an understanding of what constitutes a McDonald's customer experience. Additional insights are to be gained from management to get a better knowledge of what factors affect their customers' experience. The study intends to find the difference between what the customer expects from a given service and the company's perception of these expectations. Methodology: A qualitative research design was used consisting of 15 unstructured, in-depth interviews. The random sample consisted of 12 regular McDonald's customers and 3 top managers which included Gozo's store manager, St. Julian's store manager and the brand and marketing manager of McDonald's Malta. Data collected was then analyzed for common patterns. Findings: The characteristics that constitute a customer's experience are the quality of food, the day and time of the service, the employee's behavior and appearance, location, cleanliness and atmosphere of the restaurant together with variety and price to value given. Results also suggest the disparity of Gap 1 that was proposed by Parasuraman et al., (1985) and is caused by the lack of face-to-face customer interaction and also by the number of layers of managers inhibiting communication. Research Limitations: A small sample size of customers thus results cannot be assumed to be representative. Responses may have been modified by participant thus creating a bias result. Only one qualitative method was used for the study. Practical implications: Can be used by all McDonald's Malta and Gozo restaurants to improve on their Quality, Service, Cleanliness and Value (QSC&V) so to enhance the customer's positive experience. Value: Findings of the study are considered suitable and valuable as these reflect the reality as they offer quality support to all McDonald's restaurants in Malta and Gozo where results can be easily accessed for levels of improvement.