Burger Kingcustomer centrality Essay Example | Topics and Well Written Essays - 2500 words

Burger Kingcustomer centrality - Essay Example Beginning in 1974 they began offering consumers the empowerment to have burgers made to you're own specifications. Burger King opened their first drive-thru window in the US in 1975, and is currently offering healthier menu items for the calorie and cholesterol conscious consumers. Burger King has always placed an emphasis on customer choice and satisfaction. Customer satisfaction can be gauged by employing and combining the results of the customer value models described in the article, 'Customer Value: a Review of Recent Literature and an Integrative Configuration'. (Khalifa 2004: 655-662) By combining the outcomes of the value exchange model, value buildup model, and value dynamics model, Burger King receives high marks in providing customer value. Burger King strives to make the consumers' experience with them as positive as possible. By offering a quality product at a competitive price in a timely, convenient, and friendly manner, Burger King has managed to grow and become one of the worlds' largest fast-food franchise businesses. Convenient locations, ease of service and consistency of quality in their products, in addition to the empowerment provided to all customers purchasing their products, allows for greater customer benefits in relation to sacrifices made in the procurement of these services. This means Burger King scores well based upon the criteria used in rating customer value using the value exchange model. (p. 655) The value build model correlates four aspects of the relationship between customer and supplier: How the customer is treated and their level of satisfaction with that treatment, longevity of the interaction, thoroughness and thoughtfulness between the customer and the supplier, and the consumers' placing an emotional value on their interaction. (p. 656) Consumers of Burger King's services are encouraged to interact with suppliers, or how else would they have their meal made to suit their preferences This is further reflected in Burger King's employee training which places a major emphasis on friendly, courteous customer service tailored to the needs of the consumer. (Careers, 2005, ) By these standards the company receives high marks. The value dynamics model places focus on product/service and delivery, and meeting the needs of the consumer as a person. (Khalifa 2004: 658) It has already been stated that Burger King strives to provide a quality product, which is competitively priced, and easy to receive. Over the years the corporation has expanded their menu options to meet the needs and desires of health-conscious consumers, which has expanded their client base, the core of which is made up of consumers aged 18 to 35, who eat burgers and fries, (BK (UK) 2005: PDF: 3) and allowed for the meeting of individual needs in a more thorough manner. They have managed to accomplish this without sacrificing ease and/or speed of delivery. By making these options available to all customers they have enhanced the individualization of customer interaction. Again, Burger King receives exemplary marks in customer value. By combining these various models, all of the factors and results, and Burger King's own policies