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NO.1. Dennis Livy Linda Shine Emily Daniel. Global Feature. McDonald’s Adapt Servicescapes to Fit the Culture. 1 、 Intro. OUTLINE. 2 、 McDonald’s fit the culture. 3 、 What is Servicescape. 4 、 Roles of Servicescape. 5 、 Servicescape Model. intro. intro. 1 McDonald's Corporation.

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NO.1

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  1. NO.1 Dennis Livy Linda Shine Emily Daniel

  2. Global Feature McDonald’s Adapt Servicescapes to Fit the Culture

  3. 1、Intro OUTLINE 2、McDonald’s fit the culture 3、What is Servicescape 4、Roles of Servicescape 5、Servicescape Model

  4. intro intro 1McDonald's Corporation 1McDonald's Corporation The McDonald's Corporation is the world's largest chain of hamburger fast food restaurants, serving around 68 million customers daily in 119 countries. Untill now, McDonald's Corporation has 32,000 brunch.

  5. Fit Paris, France Bologna, Italy Salen, Sweden Sydney, Darling Harbour McCafes in Europe Tokyo, Japan Beijing, China 2 McDonald‘ fit the culture

  6. France Paris • Leather-bound • Heavy wood furniture • Look of a library with book

  7. Italy Bologna • City of Arches • Old world techniques

  8. McSki Sweden Salen • Ski-thru • Wood panel • Natural Stone

  9. Sydney Darling Harbour • Like the Sydneyopera house • - Old world techniques

  10. McCafe in Europe • Quick meal • Cup of coffee

  11. Cognitive • Speed • Emotional • agile • Physiological • Individual Behaviors • Efficient service • Ambient Conditions • Nervous • Crowd • Space/Function • Narrow • Simple • limit seats • Small counter • Sign, Symbols, and Artifacts • The McDonald’s arches Employee Responses Perceived Servicescape Social Interactions Customer Responses • Individual Behaviors • Stay shortly • Return • Spend money Bitner- Servicescapes model • Cognitive • Emotional • Feel Efficient service • Physiological

  12. Tokyo Ginza • Convenience and speed • Frontage space • Limit seat • Primarily stool

  13. Japan • Narrow • Simple • limit seats • Small counter • Speed • Stay longer • Return • Spend money • Feel Efficient • service • Convenience

  14. China Beijing • Lingering for long of time • Emphasizing family values • Celebration, reading relaxing, chatting, enjoying music • Romatic

  15. China • Wide • Light music • A lots of seats • Comfortable chair • Stay longer • Spend more money • Relaxing • Enjoying

  16. What The environment in which the service is delivered and where the firm and the customer interact, and any tangible commodities that facilitate performance or communication of the service. 3Physical Evidence Physical facility = Servicescape

  17. What 2McDonald's Servicespace McDonald's of Physical Evidence fromthe Customer’s Point of View

  18. Why Why Servicescape is important for a retailer? Especially for a Restaurant?

  19. ROLES Package Facilitator Socializer Differentiator 4of the Servicescape

  20. Package • McDonald’s use the as its logo, color with golden yellow, it’s like two open golden double arches, just symbolize joying and delicious, and McDonald’s Q,S,C and V, hope its can let customer sucked into the door. • “Ronald McDonald”, symbolizing harmony and friendly, like McDonald’s will be always everyone’s friends, part of the community. ROLES Package

  21. Facilitator • Well designed outlets with appropriate with signs, appropriate ventilation and proper seating arena. • When you into the door have to line up, it will speed up the consumer purchase. • Extra Value Meal to avoid wasting time of ordering. • Trash in the corner, make its easy to see, and make consumer put garbage out. • Except the door near counter, will design the door near dining area, make sure line is flow. ROLES Facilitator

  22. Socializer • In the Japan, design the chair uncomfortable, so that people want to leave after meal. • In the Beijing, All designs are built around casual, relaxed, warm and flexible principles of conduct, because McDonald’s realize that fast food is more important is a place for leisure and relaxation. • Question: What do you think the McDonald’s in Europe how to be the socializer? ROLES Socializer

  23. Differentiator • McDonald's make its market position is clean, fast, quality, service, value. • In the Europe(France), to solve the non- meal time table idle problem, McDonald's set a McDonald's coffee in France (McCafé) - through separate counters to provide customers with high-level coffee and pastries. To separate from other restaurant. ROLES Differentiator

  24. THANK YOU For your attention

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