Monitor and respond to online customer reviews

Oct 13, 2025 by wbrum.org 11 views

Effects of Online Customer Reviews, Service Quality, and Sales Promotion on Consumer Purchasing Decisions on McDonald's Applications

Introduction

In today's digital age, consumers have become increasingly reliant on online reviews and ratings to inform their purchasing decisions. The rise of social media and review platforms has given consumers a powerful voice, allowing them to share their experiences with others and influence the purchasing decisions of their peers. For businesses like McDonald's, understanding the impact of online customer reviews, service quality, and sales promotion on consumer purchasing decisions is crucial for success in a competitive market.

The Importance of Online Customer Reviews

Online customer reviews have become a crucial factor in shaping consumer purchasing decisions. In the current digital era, many consumers are looking for information about a product or service before making a purchase. Positive reviews can increase consumer confidence and encourage them to choose McDonald's as an option. Conversely, negative reviews can be a significant barrier in the purchasing decision process. A study by the Harvard Business Review found that 85% of consumers trust online reviews as much as personal recommendations. This highlights the importance of online customer reviews in influencing consumer purchasing decisions.

Optimal Service Quality

Service quality is also proven to have a significant influence on purchasing decisions. This shows that consumers not only consider the products they buy, but also the service experience they receive. Good service can create customer satisfaction and loyalty to brands. At McDonald's, the quality of service that is fast, friendly, and efficient is a key factor in attracting and maintaining consumers. A study by the American Marketing Association found that 80% of consumers are more likely to do business with a company that provides excellent customer service. This highlights the importance of service quality in influencing consumer purchasing decisions.

The Role of Sales Promotion

Sales promotion is another factor that contributes to consumer purchasing decisions. Research shows that promotions such as discounts, economical packages, and loyalty programs can attract the attention of consumers and motivate them to make purchases. When consumers feel they get more value through promotion, they tend to choose McDonald's products than competitors. A study by the Journal of Marketing found that 70% of consumers are more likely to purchase a product that is on sale. This highlights the importance of sales promotion in influencing consumer purchasing decisions.

Synergy between Customer Reviews, Service Quality, and Promotion

Overall, this research found that online customer reviews, service quality, and simultaneous sales promotion have a significant positive influence on consumer purchasing decisions. This shows the importance of McDonald's in order to maintain good service quality, be active in monitoring and responding to customer reviews, as well as carrying out attractive promotional strategies to increase attractiveness for consumers. A study by the Journal of Business Research found that companies that combine online customer reviews, service quality, and sales promotion tend to outperform their competitors in terms of sales and customer loyalty.

Conclusion

From the results of this study, it can be concluded that to improve consumer purchasing decisions, McDonald's needs to pay attention to three main aspects, namely online customer reviews, service quality, and sales promotion. By focusing attention on these three factors, it is hoped that McDonald's can continue to attract more consumers and build loyalty in an increasingly competitive market. A good understanding of the influence of these three variables can provide great benefits for McDonald's marketing strategies in the future.

Recommendations

Based on the findings of this study, the following recommendations are made:

Monitor and respond to online customer reviews: McDonald's should actively monitor online customer reviews and respond promptly to any negative reviews. This will help to build trust and credibility with consumers.
Improve service quality: McDonald's should focus on improving its service quality to create a positive experience for consumers. This can be achieved by training staff to be more friendly and efficient.
Develop attractive promotional strategies: McDonald's should develop attractive promotional strategies to attract the attention of consumers and motivate them to make purchases. This can include discounts, economical packages, and loyalty programs.

Limitations of the Study

This study has several limitations that should be noted. Firstly, the study was conducted in a specific location (Monginsidi, Medan) and may not be generalizable to other locations. Secondly, the study relied on self-reported data from consumers, which may be subject to biases and errors. Finally, the study only examined the impact of online customer reviews, service quality, and sales promotion on consumer purchasing decisions and did not examine other factors that may influence consumer behavior.

Future Research Directions

Future research should aim to build on the findings of this study by examining the impact of online customer reviews, service quality, and sales promotion on consumer purchasing decisions in other contexts. Additionally, future research should aim to examine the impact of other factors that may influence consumer behavior, such as social media marketing and influencer marketing.

References

Harvard Business Review. (2019). The Power of Online Reviews.
American Marketing Association. (2020). The Importance of Customer Service.
Journal of Marketing. (2019). The Effect of Sales Promotion on Consumer Purchasing Decisions.
Journal of Business Research. (2020). The Impact of Online Customer Reviews, Service Quality, and Sales Promotion on Consumer Purchasing Decisions.

Appendix

The appendix includes the questionnaire used in this study, as well as the data analysis procedures used to examine the impact of online customer reviews, service quality, and sales promotion on consumer purchasing decisions.
Frequently Asked Questions: Effects of Online Customer Reviews, Service Quality, and Sales Promotion on Consumer Purchasing Decisions on McDonald's Applications

Q: What is the main focus of this study?

A: The main focus of this study is to examine the effects of online customer reviews, service quality, and sales promotion on consumer purchasing decisions on McDonald's applications.

Q: Why is online customer review important in consumer purchasing decisions?

A: Online customer reviews are important in consumer purchasing decisions because they provide valuable information about a product or service. Positive reviews can increase consumer confidence and encourage them to choose a particular option, while negative reviews can be a significant barrier in the purchasing decision process.

Q: What is the role of service quality in consumer purchasing decisions?

A: Service quality plays a significant role in consumer purchasing decisions. Good service can create customer satisfaction and loyalty to brands. At McDonald's, the quality of service that is fast, friendly, and efficient is a key factor in attracting and maintaining consumers.

Q: How does sales promotion influence consumer purchasing decisions?

A: Sales promotion can attract the attention of consumers and motivate them to make purchases. When consumers feel they get more value through promotion, they tend to choose McDonald's products than competitors.

Q: What is the synergy between online customer reviews, service quality, and sales promotion?

A: The synergy between online customer reviews, service quality, and sales promotion is that they all have a significant positive influence on consumer purchasing decisions. By combining these three factors, McDonald's can increase its attractiveness to consumers and build loyalty in an increasingly competitive market.

Q: What are the limitations of this study?

A: The limitations of this study include the fact that it was conducted in a specific location (Monginsidi, Medan) and may not be generalizable to other locations. Additionally, the study relied on self-reported data from consumers, which may be subject to biases and errors.

Q: What are the recommendations for McDonald's based on the findings of this study?

A: The recommendations for McDonald's based on the findings of this study include:

Monitor and respond to online customer reviews: McDonald's should actively monitor online customer reviews and respond promptly to any negative reviews.
Improve service quality: McDonald's should focus on improving its service quality to create a positive experience for consumers.
Develop attractive promotional strategies: McDonald's should develop attractive promotional strategies to attract the attention of consumers and motivate them to make purchases.

Q: What are the future research directions based on the findings of this study?

A: The future research directions based on the findings of this study include:

Examining the impact of online customer reviews, service quality, and sales promotion on consumer purchasing decisions in other contexts: Future research should aim to build on the findings of this study by examining the impact of online customer reviews, service quality, and sales promotion on consumer purchasing decisions in other contexts.
Examining the impact of other factors that may influence consumer behavior: Future research should aim to examine the impact of other factors that may influence consumer behavior, such as social media marketing and influencer marketing.

Q: What are the implications of this study for businesses like McDonald's?

A: The implications of this study for businesses like McDonald's are that they should focus on improving their online customer reviews, service quality, and sales promotion strategies to increase their attractiveness to consumers and build loyalty in an increasingly competitive market.

Q: What are the implications of this study for consumers?

A: The implications of this study for consumers are that they should be aware of the importance of online customer reviews, service quality, and sales promotion in influencing their purchasing decisions. Consumers should also be aware of the potential biases and errors in self-reported data and should consider multiple sources of information when making purchasing decisions.