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

LA ESTRATEGIA DE ESTANDARIZACIÓN DE MCDONALD´S. ¿ES VALORADA DEL MISMO MODO EN TODOS LOS PAÍSES? EL CASO DE LOS JÓVENES EN ESPAÑA, TURQUÍA, ITALIA Y BULGARIA

María Eugenia Rodríguez-López, Juan Miguel Alcántara-Pilar, Asma Ahmed-Laroussi

Resumen

La cadena de restauración fast food McDonald’s mantiene una línea de productos, un tipo de servicio dado y una estética en sus establecimientos que permanece invariable a nivel mundial. Sin embargo, resulta interesante conocer si el factor cultural de los clientes de McDonald’s, afecta a la formación de su valor de la experiencia. Se ha distinguido entre cuatro nacionalidades diferentes: española, turca, búlgara e italiana. Los resultados arrojan luz al enfoque empresarial de McDonald’s, en cuanto a asignación de recursos y estrategias que brindan mejor servicio a los clientes jóvenes de los diferentes países abordados en este estudio. 

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