McDonald's: impact of physical evidence and servicescapes on customer perceptions and employees' behaviour

Extract

[...] Hotel, restaurants, banks servicescapes are dedicated to the interaction between customers and employees. Their perceptions and behaviour on this environment are influenced by servicescapes, which act as an interactions facilitator, and leads to greater performance. To some extent, fast food restaurants also refer to the class of ‘self service', by the fact that websites, self service entertainment activities, and the minimized interaction between customers and employees, are massively used. Direct customer targeting and convenience determine attractiveness, customers' perceptions and therefore, customers' actions. [...]

[...] The management doesn't resort to abusive physical evidence: toys, huge amount of disposable packages Should McDonald's base its strategy on a more human, close-to-customers management, create the conditions to recover its lost popularity, by: - avoid children areas (noisy, dirty, dangerous, hypocrisy on childhood- friendly vocation) - fix to the product (ads in connection with the product). McDonald's doesn't create the conditions for people's enhancement, using the previous recipes (that they have considered, undoubtedly It has made the choice of ultra productivity, to the detriment of employees' working conditions and customers' satisfaction. [...]

[...] Every McDonald's franchisee has to abide by a worldwide servicescape scheme, and a 600 p. procedure handbook (that sets quality control, hygiene standards) which makes it possible for the top hierarchical entity to set up corporate guidelines. A consequence of this management on servicescape is that everything in McDonald's outlet is rational and standard seen from an organisational viewpoint. To some extent, it reminds the economic efficiency prone by Taylor's scientific work organisation and Fordism. Even if 74% of McDonald's outlets are owned by individuals, corporate decisions on servicescape and physical evidence have a major influence on employee's behaviour. [...]

[...] Marlboro Man was the first in that list Therefore there is a very negative connotation linked to the character of Ronald, which is avoided nowadays. McDonald's would rather resort to more beautiful and friendly characters, with fresh and non- interested personality. In that way, close relationship with entertainment studios, for which McDonald's has long been a promotional platform, especially Disney. Now, even entertainment studios dislike their partnership with this ailing ‘fat-seller', whose monopsony power is prejudicial and dangerous. While ‘Disney' is divorcing with McDonald's association, ‘Pixar' and ‘Dreamworks' only resort to very short partnership contracts and limited duties. [...]

[...] • MARR Merissa, GREY Steven, “Disney, McDonald's may end their marketing marriage”, The Wall Street Journal, June • MOORE Jimmy, « British CEO says pushing salads over burgers at McDonald's'alienating customers' », The common voice, October 18, 2006- 11-06 • PARKER, M./JARY, D. (1995) « The Mcuniversity: Organisation, Management and Academic Subjectivity » in ‘Organisation', Vol n° pp. 319-338. • SPURLOCK Morgan, “The truth about McDonald's and children”, The Independent, May • ZEITHAML A., BITNER Mary Jo, DWAYNE GREMLER D. “Services Marketing”, 4th Edition, Chapter 11. [...]