Customer experience in international fast food restaurants

• Autorzy: Vanharanta H. , Kantola J. , Einolander J. , Seikola S.

Identyfikatory

DOI

10.21008/j.0239-9415.2017.075.22

Warianty tytułu

PL

Doświadczenia klientów w międzynarodowych restauracjach fast food

• Języki publikacji: EN

Abstrakty

EN

Starbucks^TM Coffee Company has more than 25,000 retail stores in 75 countries and is the premier roaster and retailer of specialty coffee in the world. Starbucks’ mission is „to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time” and its slogan has been to bring their customers exceptional experiences. McDonald's^TM, in turn, is one of the world's largest fast-food restaurant chains, serving approximately 69 million customers daily in over 120 countries across approximately 36,900 outlets. McDonald’s doesn’t mention any real mission in their company profile, but the strong slogan “I am loving it” describes well the company’s mission as well as the customer experience they hope to give their customers. The new trend in large international companies is that it is no longer customer satisfaction that is important, but customer experience, which along with products or services carries a lot of weight in customers’ final decision making. The purpose of this research was to examine the formation of and to measure customers’ conscious experience of products and services in the business to consumer environment with two student groups in Poznan, Poland. The research was carried out in a Starbucks coffee shop as well as in a McDonald’s fast food restaurant in Poznan, Poland with a fuzzy logic based customer experience application. The research clearly shows the possibilities to monitor, develop and improve the degree of conscious as well as unconscious areas of customer experience. Furthermore, the test results were used to verify and validate the usability and structure of the ontology and the used application. The application operated well, and the test groups were satisfied with both the operation of the application as well as the collective results, which are presented in this article. Finally, some possible future actions related to the customers’ conscious and unconscious experiences are suggested.

PL

Starbucks^TM Coffee Company ma ponad 25 000 sklepów detalicznych w 75 krajach i jest wiodącym dystrybutorem kawy specjalnej na świecie. Misją Starbucks jest "inspirowanie i pielęgnowanie ludzkiego ducha - jednej osoby, jednego kubka i jednego sąsiedztwa naraz", a jego hasłem jest dostarczanie swoim klientom wyjątkowych doświadczeń. Z kolei McDonald's jest jedną z największych sieci restauracji fast food na świecie, obsługującą około 69 milionów klientów dziennie w ponad 120 krajach w około 36 900 placówkach. McDonald's nie wspomina o żadnej prawdziwej misji w profilu swojej firmy, ale silny slogan "Kocham to" dobrze opisuje także misję firmy, a także wrażenia klienta, które zamierza dać swoim klientom. Nowym trendem w dużych międzynarodowych firmach jest silna marka i szczególny sposób obsługi klienta. Ważna jest nie tylko satysfakcja klienta, ale także wrażenia klienta, wraz z produktami lub usługami, które mają duży wpływ na ostateczną decyzję i zaangażowanie klientów. Celem badań była ocena tworzenia i pomiaru świadomego doświadczenia klientów w biznesie do środowiska konsumenckiego. Badanie zostało przeprowadzone w kawiarni StarbucksTM oraz w restauracji fast food McDonald's^TM w Poznaniu z aplikacją obsługi klienta opartą na logice rozmytej. Badanie wyraźnie pokazuje możliwości monitorowania, rozwijania i poprawy poziomu świadomych i nieświadomych obszarów doświadczeń klientów. Aplikacja została przetestowana w dwóch grupach studenckich w Poznaniu. Ponadto wyniki testów i informacje zwrotne zebrane od grup testowych zostały wykorzystane do zweryfikowania i potwierdzenia przydatności i struktury użytej ontologii i aplikacji. Aplikacja działała dobrze, a grupy testowe były zadowolone zarówno z działania aplikacji, jak i zbiorczych wyników, które przedstawiono w tym artykule. Na koniec sugerowane są niektóre możliwe przyszłe działania dotyczące świadomych i nieświadomych doświadczeń klientów.

Słowa kluczowe

EN

customer experience; fuzzy logic; leadership; management; ontology

PL

aplikacja; klient; wsparcie decyzyjne; doświadczenie; logika rozmyta; przywództwo; zarządzanie; ontologia; satysfakcja

• Wydawca: Wydawnictwo Politechniki Poznańskiej
• Czasopismo: Zeszyty Naukowe Politechniki Poznańskiej. Organizacja i Zarządzanie
• Rocznik: 2017
• Tom: Nr 75
• Strony: 279--299
• Opis fizyczny: Bibliogr. 38 poz., rys., tab.

Twórcy

autor

Vanharanta H.

• Department of Management and Information Systems, Faculty of Engineering Management, Poznan University of Technology, Poznan, Poland
• Department of Production, University of Vaasa, Vaasa. Finland

autor

Kantola J.

• Department of Management and Information Systems, Faculty of Engineering Management, Poznan University of Technology, Poznan, Poland
• Department of Production, University of Vaasa, Vaasa. Finland

autor

Einolander J.

• Department of Production, University of Vaasa, Vaasa. Finland

autor

Seikola S.

• Research Team Member of Evolute LLC, USA

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Uwagi

Opracowanie rekordu w ramach umowy 509/P-DUN/2018 ze środków MNiSW przeznaczonych na działalność upowszechniającą naukę (2018).