Kundrelationer på menyn: – En fallstudie av McDonalds erbjudande och kunders beteende för skapandet av långsiktiga relationer.
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
The study aims to understand the underlying factor why McDonald's customers return despite
previous failure customer experiences. Why do customers come back to the company that
contributes to the former dissatisfaction? McDonald's attempt to maintain unceasing
purposeful emergence fail at the local level, where the customer contact occurs. McDonald's
offerings and customers' bounded rationality results in that customers are satisfied with an
"ok" experience, which adds to their low expectations of McDonalds. This makes clear that
McDonald's does not have to make an effort through constant adaptation at the local level to
achieve a "great" level of satisfaction. Because the customer is satisfied with an "ok"
experience, and not require more to return to McDonalds. If you can lower your customers'
expectations so much that they do not care about the previous failure customer experiences,
the company's competitive invincible, even without continuous adjustment.
Place, publisher, year, edition, pages
2014. , 33 p.
Emergence, Consumer choice, Customer relationships, bounded rationality
Social Sciences Engineering and Technology
IdentifiersURN: urn:nbn:se:mdh:diva-24770OAI: oai:DiVA.org:mdh-24770DiVA: diva2:706970
Subject / course