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All Journal International Journal of Tourism and Hospitality in Asia Pasific
Volha, Rudkouskaya
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Humanities

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Investigating the Strategies Employed by McDonald's to Establish Sustainable Customer Relationships Ban, Teoh Kok; Lee, Jia Lin Jocelyne; Volha, Rudkouskaya; Zamri, Muhammad Syazwan Afifi Bin; Azian, Nadiah Hidayah Binti; Ng, Pei Long; Maulana, Zulkifli Ega Irvan; Via, Seviana; Vladimir, Gerasimenko; Kee, Daisy Mui Hung
International Journal of Tourism and Hospitality in Asia Pasific Vol 7, No 2 (2024): June 2024
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v7i2.3252

Abstract

McDonald's Corporation, established in 1940, is an American multinational fast-food chain. Over the years, McDonald's has successfully expanded their business operation worldwide. The customer plays a vital role in the success of a business. The strategies and abilities to retain a customer will determine the survival of a business. Hence, this paper aims to examine the strategies employed by McDonald's to establish sustainable customer relationships. To explore, primary and secondary data collection was conducted through several sources, and a digital questionnaire was produced to collect data and information from 150 respondents.. The hypothesis of this study is to examine whether the independent variables, such as food quality, service quality, atmosphere, price, and Brand and influence, influence the dependent variable, customer relationship. This paper will explore the contribution relationship between food quality, service quality, Atmosphere, Price, and Brand and their influence on McDonald's sustainable customer relationship and to better understand its correlations. Recommendations and implications were discussed
Investigating the Strategies Employed by Fast-Food Restaurant to Establish Sustainable Customer Relationships Teoh, Kok Ban; Lee, Jia Lin Jocelyne; Volha, Rudkouskaya; Zamri, Muhammad Syazwan Afifi Bin; Azian, Nadiah Hidayah Binti; Ng, Pei Long; Maulana, Zulkifli Ega Irvan; Via, Seviana; Vladimir, Gerasimenko; Kee, Daisy Mui Hung
International Journal of Tourism and Hospitality in Asia Pasific Vol 7, No 2 (2024): June 2024
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v7i2.3252

Abstract

McDonald’s Corporation, established in 1940, is an American multinational fast-food chain. Over the years, McDonald’s has successfully expanded their business operation worldwide. The customer plays a vital role in the success of a business. The strategies and abilities to retain a customer will determine the survival of a business. Hence, this study aims to investigate the strategies employed by McDonald's to foster long-term customer relationships by examining various factors, including food quality, service quality, atmosphere, price, brand, and customer relationships. To explore, primary and secondary data collection was conducted through several sources, and a digital questionnaire was produced to collect data and information from 150 respondents. The results found that only atmosphere and brand had a significant positive impact on customer relationships. The study found that atmosphere has the strongest influence, followed by brand. This suggests that while food quality, service quality, and price are important, creating a pleasant atmosphere and fostering a strong brand are even more critical for McDonald's to build lasting customer relationships.
Co-Authors Azian, Nadiah Hidayah Binti Ban, Teoh Kok Kee, Daisy Mui Hung Lee, Jia Lin Jocelyne Maulana, Zulkifli Ega Irvan Ng, Pei Long Teoh, Kok Ban Via, Seviana Vladimir, Gerasimenko Zamri, Muhammad Syazwan Afifi Bin