餐饮企业只有从满意的顾客那里才能获得更大的成功和利润。因此，100%的客户满意度是大多数知名组织的主要目标(Lusch & Vargo, 2014)。顾客满意的测量也可以被理解为顾客行为方法的测量过程。许多顶级食品企业利用这些测量工具来测量消费者在接受服务后的满意度。
Cordial as well as friendly service details
According to Bolman and Deal, the customers while receiving different hospitality services from the staffs want certain traits from the service persons. They want the staffs to be good and friendly. So, the policies of the companies should be formulated in a way that it eliminates the options of tiredness, tension, cold, stiffness and anger from the equation to manage the expectation level by goodwill and friendliness.
Starbucks, the main competitor of McDonalds follows the technique of improved and accurate service delivery system. The inanimate technology part of the café comes under the technique which the company continuously develops to performance service quality management. Among others, Burger King tries to educate its customers by the conducting some customer relationship programs and via proper use of marketing mixes especially the promotion techniques. On the other hand, Subway being the largest restaurant chain always monitors the performance of the company and its employees and keeps records integrated with the information systems by prioritising the capabilities, efforts, consistency and reducing the costs of the organisation. In case of Wendy’s, the managers are more included towards customer-friendly services as well as prompt services so that optimum level of customer satisfaction can be achieved which is based on the model of Morgan about increasing service quality improvement that fits the needs of the guests. So, McDonalds should mainly focus on the monitoring techniques and timely delivery of services related improvements so that the customers will feel a new experience that will be better than that of the competitors.
Measurement tools to measure customer satisfaction
A food and beverage business can obtain greater level of success as well as profits only from satisfied customers. Therefore, 100% customer satisfaction is the main aim of most of the prominent organisations (Lusch & Vargo, 2014). The measurement of customer satisfaction can also be perceived as a measuring process of the customer behavioural approaches. Many top food businesses utilize these measurement tools to measure the satisfaction level of the consumers after receiving the services.