Title: Revisiting the global expansion strategy of fast-food brand: modelling of satisfaction antecedents in marketing management

Authors: Hiroko Oe; Max Weeks

Addresses: Bournemouth University, 89 Hodenhurst Road, Bournemouth, BH8 8EB, UK ' Brockenhurst College, Lyndhurst Road, Brockenhurst, Hampshire, SO42 7ZE, UK

Abstract: This study explores consumers' perceptions of the fast-food business strategies of McDonald's in a foreign market. Under the setting of Japan as a foreign market, a qualitative method is applied in the study, with 24 interviews with Japanese people based on the following key themes: local menu variations, local management and other employment opportunities, environmental friendliness, and corporate citizenship. It is found that Japanese consumers evaluate most the global brand value as an US icon in the Japanese market, rather than appreciating the effort in adapting to the local market. While it has typically been discussed that localisation is one of the key elements for business success, the outcome of this study suggests that research focusing on the antecedents realising customer satisfaction and loyal behaviour needs to have more attention, and that reconceptualising knowledge is important, especially since contradictory evidence appears as the global market expands.

Keywords: fast food; McDonald's; Japan; localisation; western brand; accessibility; environmental friendliness; re-conceptualisation; corporate citizenship.

DOI: 10.1504/IJSOM.2022.125005

International Journal of Services and Operations Management, 2022 Vol.42 No.4, pp.564 - 579

Received: 20 Oct 2020
Accepted: 10 Jan 2021

Published online: 22 Aug 2022 *

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