Kundrelationer på menyn : – En fallstudie av McDonalds erbjudande och kunders beteende för skapandet av långsiktiga relationer.

Sammanfattning: The study aims to understand the underlying factor why McDonald's customers return despite previous failure customer experiences. Why do customers come back to the company that contributes to the former dissatisfaction? McDonald's attempt to maintain unceasing purposeful emergence fail at the local level, where the customer contact occurs. McDonald's offerings and customers' bounded rationality results in that customers are satisfied with an "ok" experience, which adds to their low expectations of McDonalds. This makes clear that McDonald's does not have to make an effort through constant adaptation at the local level to achieve a "great" level of satisfaction. Because the customer is satisfied with an "ok" experience, and not require more to return to McDonalds. If you can lower your customers' expectations so much that they do not care about the previous failure customer experiences, the company's competitive invincible, even without continuous adjustment.