MCDONALD´S STANDARDIZATION STRATEGY. IS IT VALUED IN THE SAME WAY IN ALL COUNTRIES? THE CASE OF YOUNG CUSTOMERS IN SPAIN, TURKEY, ITALY AND BULGARIA

Abstract

The fast food chain McDonald's maintains a product line, a given service and aesthetics in its establishments that remain unchanged worldwide. However, it is interesting to know if the cultural factor of McDonald's customers affects the formation of their value of experience. It has been distinguished between four different nationalities: Spanish, Turkish, Bulgarian and Italian. The results shed light on McDonald's business focus on resource allocation and strategies that provide better service to young customers in the different countries addressed in this study.

https://doi.org/10.3232/GCG.2018.V12.N3.02
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