McDonalds pain- accidents frequently perceived brand quality destruction of.doc

 PAGE \* MERGEFORMAT 15 McDonald’s pain: accidents frequently perceived brand quality destruction of We know that a brand’s success was not solely rely on products and services, a single performance of these factors, but also reflected in the customers for its product quality, service quality, reputation effects, media coverage, the Government’s evaluation, social assessment of all relevant stake-holders and other elements combined, was a comprehensive evaluation of the effect of this we call ‘market perceived quality’. McDonald’s is the share of embarrassments in recent years can be described as constant, whether it is in other countries or in China. Have performed a variety of man-made or accidents, which is incompatible with the status of McDonald’s, but also more or less reflects the current management on the McDonald’s all the mistakes and abuses. These troubles Zhi Ji McDonald’s McDonald’s brand has always been the cornerstone of the ‘Q, S, C, V’ (Q on behalf of quality, S on behalf of service, C on behalf of clean, V on behalf of values) as its business philosophy, serious impact on the McDonald’s brands ‘market perceived quality’. McDonald’s, people could not help but begin to doubt whether it is so reassuring, or it ‘is full of joy’? ! Explosion Cry At 18:30 on December 15, 2001 Xu, Xi’an Kaiyuan Center Mall McDonald’s suddenly blew up. The store customer who was dining injured by a strong explosion, one man was killed and 27 customers were injured, mostly explosive facial wounds, two of them seriously injured. At 23:00 on the 15th, another man seriously injured after she died. It is in emergencies, said Mr HAU with minor injuries when they were standing in a hall, three middle, 8-year-old daughter, looking at windows of the toy, a loud crash, the child the right cheekbone by unknown objects, the Ministry of deep-fried injury, Mr HAU bleeding at the right side of the face, while his wife’s right ear was listening to loud noise was played so loud