The Servicescape of McDonald´s in China

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The servicescape of McDonald's in china Introduction The servicecapes of McDonald’s in china w ill be analyzed in this study critically. Although McDonald’s takes the local condition in planning the service environment, there are still some problems existing in its servicecape design, such as the use of music, the insufficiency of the spatial layout design and the decoration inside. However, for the sake of better satisfying the customers, the improvement of servicecape design become an important task of McDonald’s to maintain its development in China. Background McDonald's Corporation, an American company, is the world's leading food service retailer, with more than 30,000 franchise restaurants in more than 100 countries (McDonald cooperation, 2010).McDonald’s entered the China market in October 1990 and it becomes a popular restaurant which owns 960 restaurants and over 60,000 employees in China at the present day (Liu, 2008). According to the service gap model (Zeithaml, 2009), the problems existing in the servicescape which is the physical environment where the service is delivered (Bitner, 1992) will lead to provider gap 2 (the service design and standards gap) in the gaps model of service quality (see appendix one). In China, although McDonald’s’ acts locally in building the restaurant’s service environment to some extent, there are still some issues existing in its servicecape design. However, have studied customers’ discussions about the service environment in McDonald’s’, the issues existing in its servicescape include the shortage of the ambient condition (such as the inadequate use of music), the insufficiency of the spatial layout design (such as the lake of Self-help sauce pavilion), and the use of symbols and... ... middle of paper ... ...sychology & Marketing. Vol. 17(7):587–605[online].[Accessed 27 March 2011]. Available from: Mooij,M de.2004.Consumer Behavior and Culture: Consequences for Global Marketing and Advertising. Sage, Thousand Oaks, CA. Parasuranman, A. Z. and Berry, L.L. 1991. 'Refinement and reassessment of the SERVQUAL scale'. Journal of Retailing.67 (4), 420-450. Russell, J.A. 1980. ‘A circumplex model of affect’. Journal of Personality and Social Psychology.39, 1161-1178. Schimitt,B. 2003. Customer Experience management, John Wiley and Sons: Hoboken, New Jersey Sherry, J.1998. Servicescapes:the Concept of Place in Contemporary Markets. NCT business books: Chicago, Illinois. Zeithaml,V.A.2009.Services marketing : integrating customer focus across the firm. Boston, London : McGraw-Hill/Irwin.

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