Public relations theory

M ostly in McDonald’s, visitors go once a week. T he main competitors are Burger King and Rostex KFC." McDonald’s" for the perfect service is necessary to implement certain development zones. E ach country has its own aspects, which are worth paying attention to and improving them. I n particular, in Russia it is the preparation of potatoes and sandwiches, as well as the cleanliness of the toilet room and the landing sites.

M ore close attention to these criteria will help avoid visitors' dissatisfaction in the future. P erhaps, it is necessary to often clean up or post on the walls of gratitude to visitors for observing the elementary rules of purity. The restaurants of the network also need to pay attention to the way the personnel behave with customers. F irst of all, employees should take more care of mothers with children, smile more often and do not lose eye contact with visitors. I n general, cordiality and good humor should become an integral part of the work.

I t is always possible to motivate employees offering big money to them, but it is better to hire friendly workers from the beginning and pay attention to the manifestation of their service orientation. T he main disadvantage of the restaurant was inattention when ordering, namely: the lack of seasonings, tubes, napkins.

I n European restaurants, the gaps in the service are still the same — the cleanliness of the toilet room and the inadequate assistance of the hostesses of the audience to visitors with children. Companies need to understand not only the process of generating estimates of the results of consumption, but also how they are formed by the client, who will give his voice to a competing firm. T his kind of information is a useful guide in the process of developing strategies for attracting customers. I f consumers of competitors are completely satisfied, then attempts to win back from the rivals part of the business is unlikely to succeed.

B ut the knowledge of unsatisfied buyers of rivals increases the probability of success of the attacking actions. Dissatisfied customers are more likely to consider the offers of other companies. I n mature markets, where the number of consumers is relatively small, the increase in profit largely depends on the ability to attract dissatisfied customers to competitors.

C ompanies that successfully solve the problem of customer satisfaction often find it useful to inform the market about their achievements through advertising. F irst, it allows them to consolidate the positive attitudes of current consumers. S econdly, they have the opportunity to form positive assessments. E stimates of the results of consumption affect not only the future of the consumer, but also other aspects of the behavior of the individual (for example, typical behavior such as the discussion of consumption experiences with other people).

M any people exchange opinions about goods and services almost every day. Obviously, the nature of the oral feedback directly depends on the success of the consumption experience. N egative experience not only reduces the chances of repeated treatment, but also encourages consumers to make unflattering judgments about the firm in conversations with other people. U nsatisfied consumers are at times so depressed by the negative experience of using services that they are ready to share it even with strangers. The main task of the enterprise is to create a system for assessing the degree of customer satisfaction, goods and services.

O bviously, an enterprise can not change what has not been measured. T o make a clear picture of the preferences of the main consumer groups, this stage should begin with extensive research, including diverse interviews and surveys. I t is necessary to have a detailed knowledge of the key benefits that determine the customer’s satisfaction with this market segment, the properties of those or other goods and services. I t is important that the range of these preferences is evaluated from the client’s point of view. ReferencesLukaszewski, J.

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