Eleventh Global Studies Conference

Abstract

The fast food restaurant, McDonald‘s, maintains a product line, type of service given, and aesthetics in its establishments, which remains unchanged worldwide. However, it is interesting to explore if the cultural factor of McDonald‘s customers, affects the formation of their experiential value, taking into account the various aspects related to the product and the service. This work analyzes the value of the McDonald‘s customer experience, distinguishing between four different nationalities, including Spanish, Turkish, Bulgarian, and Italian. It also looks at which aspects, evaluated by the customer, have greater weight in their satisfaction. The results will be able to improve McDonald‘s business focus, in terms of allocating resources for customer satisfaction and setting guidelines and strategies to better serve customers in the different countries addressed in this study.