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NO.1Dennis Livy Linda Shine Emily Daniel
Global FeatureMcDonald’s Adapt Servicescapes to Fit the Culture
1 、 Intro
2 、 McDonald’s fit the culture
3 、 What is Servicescape
4 、 Roles of Servicescape
OUTLINE
5 、 Servicescape Model
1 McDonald's Corporationintro 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.
1 McDonald's Corporationintro
Fit Paris, FranceBologna, ItalySalen, SwedenSydney, Darling HarbourMcCafes in EuropeTokyo, JapanBeijing, China
2 McDonald‘ fit the culture
ParisFrance
- Leather-bound- Heavy wood furniture- Look of a library with book
Bologna
Italy
- City of Arches- Old world techniques
SalenSweden
McSki
- Ski-thru- Wood panel- Natural Stone
Darling HarbourSydney
- Like the Sydney opera house- - Old world techniques
in EuropeMcCafe
- Quick meal- Cup of coffee
PerceivedServicescape
EmployeeResponses
CustomerResponses
Ambient Conditions
•Nervous•Crowd
Space/Function
•Narrow•Simple•limit seats•Small counter
Sign, Symbols, and Artifacts
•The McDonald’s arches
Cognitive•SpeedEmotional•agilePhysiological
Individual Behaviors•Efficient service
Social Interactions
Individual Behaviors•Stay shortly•Return•Spend money
Cognitive
Emotional•Feel Efficient service
Physiological
Bitner- Bitner- Servicescapes modelServicescapes model
GinzaTokyo
- Convenience and speed- Frontage space- Limit seat- Primarily stool
JapanJapan
•Narrow•Simple• limit seats•Small counter•Speed
•Feel Efficient service•Convenience
•Stay longer•Return•Spend money
BeijingChina
- Lingering for long of time- Emphasizing family values- Celebration, reading relaxing, chatting, enjoying music- Romatic
ChinaChina
•Wide•Light music•A lots of seats•Comfortable chair
•Relaxing•Enjoying
•Stay longer•Spend more money
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.
3 Physical Evidence
Physical facility = Servicescape
McDonald's of Physical Evidence from
the Customer’s Point of ViewPhysical Evidence
Service Servicescape Other Tangibles
Restaurant Building exteriorParking lotWaiting areaEntranceRestroomSeatingPlay fieldCounter
UniformsWebsiteMenuMealToy(for kids)
2 McDonald's ServicespaceWhat
Why
Why Servicescape is
important for a retailer?
Especially for a Restaurant?
ROLES PackageFacilitatorSocializerDifferentiator
4 of the Servicescape
PackageROLES
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.
FacilitatorROLES
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.
SocializerROLES
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?
DifferentiatorROLES
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.
THANK YOU
For your attention