Change search
ReferencesLink to record
Permanent link

Direct link
Kundrelationer på menyn: – En fallstudie av McDonalds erbjudande och kunders beteende för skapandet av långsiktiga relationer.
Mälardalen University, School of Innovation, Design and Engineering.
Mälardalen University, School of Innovation, Design and Engineering.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

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.
Keyword [en]
Emergence, Consumer choice, Customer relationships, bounded rationality
National Category
Social Sciences Engineering and Technology
URN: urn:nbn:se:mdh:diva-24770OAI: diva2:706970
Subject / course
Innovation Technology
Available from: 2014-03-24 Created: 2014-03-24 Last updated: 2014-03-24Bibliographically approved

Open Access in DiVA

Kundrelationer på menyn(4596 kB)101 downloads
File information
File name FULLTEXT01.pdfFile size 4596 kBChecksum SHA-512
Type fulltextMimetype application/pdf

By organisation
School of Innovation, Design and Engineering
Social SciencesEngineering and Technology

Search outside of DiVA

GoogleGoogle Scholar
Total: 101 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 159 hits
ReferencesLink to record
Permanent link

Direct link