Service Quality and Branding Strategies at McDonalds

Abstract

This report looks at the service quality and service efficiency delivered at the restaurant chain of McDonald’s. McDonald’s was first opened in USA over 50 years ago and the first McDonald’s in UK was opened at Woolwich in 1974 (Crosby, 1979). Today, McDonald has opened over 1000 branches in UK. This report looks at the existing service structure at McDonalds and provides certain recommendations in the field of SERVQUAL and brand strategy that the company might incorporate to improve their service efficiency. This report takes into account the service characteristics such as intangibility, heterogeneity that are relevant to the fast-food chain restaurants such as McDonald’s. Further, this report also studies the service blueprint and servicescape that has been adopted at various outlets of the company.

From the findings of this report it can be suggested that there is scope for improvement of McDonald’s stores in their design layout for faster delivery of food and better service delivery to consumers. Branding strategies of the company such as co-branding and individual branding can be adopted to improve the perception of the service quality amongst consumers. This report proves that SERVQUAL can be utilized to understand the gaps creates in service delivery and consumer perception (Carman, 1990). This report helps in understanding how McDonald’s can improve their service qualities to improve customer perception (Bolton and Drew, 1991).

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