单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,Unit 13 Quality of Service at McDonald,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,Unit Thirteen,Quality of Service at McDonalds,Introduction,McDonald is regarded as globalized fast food group with special management.It was established in 1955 in the United States.Now there are over 20,000 restaurants in more than 100 countries and regions.,Text,Exercises,Related Technical Terms,Grammar,1,McDonalds,wins not only on fine food but also on good service.The connotations of its quality service are the comfort and pleasure rendered by the premises and the good performance provided by the new people.,2,While catering environment is often ignored or little attended by many restaurants,McDonalds management takes pains to study how its outlets can offer,to the largest extent,comfort and pleasure.The study goes into such details as the height and size of counters,tables,and seats,the color of walls,the decorations on walls and layout of the premises,all of which,are of greatest benefit to customers,.After the study,the management selects the,Text,best choices of all these items as standards and requires all franchisees to comply with them,otherwise it refuses to render franchisee.To cater to the children customers under five,it demands that each restaurant specially construct a“Happy World,in which there are toys,slides,small-entrance castles all day,together with all above facilities to create the same warm and pleasant atmosphere in every store.A considerable number of customers admit that they go to McDonalds either to absorb the atmosphere which effectively brings good mood and appetite or satisfy childrens requests for eating and playing in it or both.,Text,3 In addition to the pleasant environment,McDonalds promises that every meal will be served quickly,courteously,and with smiles and greetings.No one would have failed to notice the busy crew in McDonalds.Some are working with Zeal along the assembly-lines from one end to the other;others are repeatedly greeting customers in smiles,taking the orders,running from one side to the other to fetch everything as ordered,thanking the customers and asking for repeated business;still others are cleaning tables,clearing trash and mopping the floor non-stop.“Our work is simple and repetitive;we usually feel bored,said the workers,“however,no matter how boring our work is,we have to always have smiles on our faces;on matter how tired we are,none of us is slack.,Text,4,Obviously,it is the crew who make the speediest service possible,who exert the impression on customers,and who build up the best perceptional image of McDonalds.Paradoxically,hardworking and important as they are,they are paid the minimum wages.Benefits such as health insurance,paid holidays and paid sick days are entirely out of the question for the crew at most franchisees.McDonalds has the reason to justify its payment policy because most of the crew are part-time workers and employee turnover rates are extremely high.The lack of employment benefits is related to the part-time employment.In this case,why the low-waged crew people work so hard can be a question of immense interest.,Text,5 Naturally,managers play a major role in keeping them working hard.At the stores,on one hand,the computerized cash registers make it possible for managers to closely monitor the crews work.The figure tells clearly who has brought in the most amount of money during a given time period and who is doing the best job of persuading customers to buy a particular item.On the other hand,managers are always present behind the counter or walking around in the premises.During busy periods several managers will be there,working side by side with the crew as well as giving instructions.Any slackingoff of a worker,especially the cleaners are thus easily to be spotted.Managers make constant efforts,in light of their famous slogan which says,“If there is time to clean,there is time to clean.,Text,6 The presence of customers on the scene is another major factor.McDonalds Corporation intentionally arranges the workplace in such a way as exposed to the waiting customers as the crew go about their work,and customers are also visible to workers.When long lines of people are waiting to be served,the workers have to work as quickly as possible.The anxious looks exert a great deal of pressure to keep the workers busy.One worker confessed,“I am especially afraid to be embarrassed by impatient and difficult customers.In fact,even if customers do not make any complaint,I will work hard under the intangible pressure from them.,Text,7,However,these sorts of pressure are not the only reason why the crew work hard and enthusiastically.Managers also try to motivate them to exercise initiative positive means.The managers constant presence means that good work will not go unnoticed.Managers compliment is the best recognition for workers.There are also various incentive measures to ensure the crew that it is in t