The report is a detailed discussion through which an organization like Mc Donald's can succeed and beat other companies to stay on top in this competitive world of marketing. The article is divided into subtopics starting with the introduction where the organization was presented, Then the parameters were discussed and using these parameters the McDonald's organization was evaluated. The first is service quality where it is defined first then there is a detailed discussion and the second topic is customer relationship marketing through which McDonald's keeps track of its customers and then the people who manage them have been discussed in detail and the The last parameter concerns the service communications through which the organization transmits information to customers. Then the recommendation is given and finally the report ends with a conclusion. This report gives the reasons why McDonald's is at the top of the fast food chain. Say no to plagiarism. Get Custom Essay on “Why Violent Video Games Should Not Be Banned”?Get Original Essay McDonald's came into existence in this world of marketing in the 1940s. It was opened by Maurice McDonald and Richard McDonald in California almost 77 years ago, McDonald's became a corporation in 1955. Mc Donalds had around 37,000 outlets as of 2016. They mainly sell hamburgers, fries and soft drinks. The report focuses on the four service management excellences that McDonald's must go through before an outlet can associate with the brand. Service Quality Gronroos (2010) states that every time they visit an organization, everyone has expectations about the service they will get. Service quality is a tool to measure the effectiveness of an organization's service delivery by comparing the presumption of the customer or guest. Service quality is a measure between customer expectations and the service they receive from the organization. The author says that there are five approaches to defining service quality. The first is the transcendent approach, the product-based approach, the user-based approach, the manufacturing-based approach and finally the value-based approach. Lovelock et al (2010) say that the Trandescent approach generally deals with a metaphysical aspect of quality. This cannot be defined correctly but can only be achieved through experience. In other words, a transcendent approach to service quality depends on people's experience. The author says that the product-based approach says that service quality can be measured by the characteristics of the product sold by an organization. The user-based approach ensures the suitability of the product for use. The manufacturing-based approach defines quality as the degree to which a set of quality characteristics meets the requirement. Value-based service quality creates a sustainable service based on usage by the customer and the people receiving that service. Service quality is always important to service excellence. According to Porter ME (1985), the most important factor that will help the organization stay ahead in the competition is product differentiation and cost leadership. The author observed that in recent years, the quality has increased and improved a lot in this competitive world. According to Easton, GS & Jarell, SL (1998), service quality also helps to increase the performance rituals of companies to grow in the market and also gives an advantage in this competition. According to market share andprofitability, it constitutes a bridge between quality and benefits. So quality is the backbone of a well-known organization. Quality Management Gronroos (2010) talks about quality problems which cannot be solved in a short time, but are concerned about the quality of the product produced by the organization, then the same should be solved as soon as possible, if not done on time, customers will be dissatisfied with the organization and your organization will lose a valuable customer. The author also says that the service quality gap model is an important model through which an organization can understand customer comfort through the service it provides for all the products it sells. According to the author, the organization must manage five major gaps in service quality to stay ahead in this competitive market. The first gap is the gap between the management of this perception by the service providers expected by the customer, gap number two is the management of the organization's perception and the transformation of this perception into quality of service, the transition number 3 from perception to quality of service and service delivery, the The fourth gap is between service delivery and external communication, and the last gap, the fifth, concerns the perceived service and the expected service. The author also suggested some ways to bridge the gap. Quality Assurance – means checking the service standards during the service delivery process so that the service or product standard is maintained by the organization while interacting with customers. The best way to ensure this is to get approval from a reputable company. (Wright 2001) Total Quality Management – ​​very commonly known as TQM. To see if the process that currently exists in the organization is under control, statistical process control is the best way to learn it. This system provides feedback on the service live, on site. Inspection and control – according to Payne and Frow (2001) Inspection and rectification is the best way to improve service quality. Services are provided by humans, so error is inevitable, but reacting to that error is what improves the quality of service and improving it will help the organization provide better service to customers. Petrakas (2015) states that McDonald's is a reference in service in fast food chains because they have applied in one way or another the procedures mentioned or discussed above in the different outlets distributed across across the world. world. They have connected systems through which they monitor the operations of each outlet and maintain uniformity in their service across the world with minor adaptations to local regions. A very good example is Mc Donald's India which offers a vegetarian burger which they had to adapt to their menu because most Indians are vegetarians. The menu may change a little, but the service delivery process of Mc Donald's is the same all over the world. Relationship Marketing Zeithaml et al (2008) states that relationship marketing is the way of doing business by maintaining a very good contact between the existing customers of the organization and the new customers who are joining the organization in recent times. This gives customers a sense of belonging to the organization. Zeithaml et al (2008) states that the organization's revenue comes from customers and therefore bringing customer I into the store is a very difficult task for the organization. The most difficult task of an organization is to gain the trust of the customer. Therefore, once the customer is loyal to a particular brand, the brand must be loyal to them and offer thembenefits so that it remains true to the organization's brands. According to Kandampully (2006), customer retention can be increased through CRM by having a good relationship between the customer and the organization. Woodruffe (1997) states that any organization is considered successful when a brand becomes an everyday object, meaning the product is known by the brand name. A very good example is the brand Xerox which is a brand manufacturing photocopiers, it became so popular that people talk about the word photocopy and started using Xerox. To achieve this type of position, the organization must be attentive to the customer and always respond to their needs. The organization must be able to provide customers with solutions to any problem they face. We always wonder why an organization should retain its customers. Parasuram et al (1985) state that customer retention is very important because it helps an organization achieve a steady flow of revenue. In today's market, feedback is very important for any organization because old customers of an organization who are loyal to their brand can get more and more positive feedback, which helps new customers to trust the company. organization. As the customers are old and loyal to the company, the company can experiment and launch products in the market. The author also says that retaining old customers is much cheaper than gaining new ones because it means more and more investment in the market. According to Love Locket Al (2010), a very good way of customer relationship marketing is the customer loyalty program in which an organization shows its share of loyalty to customers who are loyal to it. There are 4 reasons why we must encourage customer loyalty: 1 psychological reason, 2 economic reason, 3 technical or functional reason, 4 contractual reasons. Psychological Customers My developer is loyal to an organization simply because of a single person who works in this company and who managed to gain the trust of this customer, a very good example, the family doctor or a bank advisor. It totally depends on the psychology of the client or client. Cost-Effective In professional markets, customer loyalty is cost-effective and helps a brand grow in this competitive market. If an organization is to grow to attract new customers every day, it will need to invest more money and time to earn their trust. Technical/Functional Nowadays people are becoming more advanced day by day that is why an organization needs to embrace this change and accept it so that it can reach people through this method. Contractual The client is required to be loyal to a company by legal documents for a certain period of time, this is so that the client gets used to the organization and joins it later. Customer Feedback Shanker (2010) explains that the customer is the best employee to improve any organization from its current state. Customer feedback can take many forms, such as written feedback, direct feedback, etc. Customers help point out mistakes an organization makes and help improve them to serve them better. Singh and Tariyal (2015) stated that McDonald's is very good at relationship marketing. They have one of the best customer retention methods. They have a children's menu with toys and games, they have happy hours where customers can enjoy their favorite burgers at a lower cost. prices, they have home delivery systems and also have food pickup and service facilities at the.