The report is a detailed discussion through which an organization like Mc Donald's can achieve success and beat other companies to stay at the Apex in this competitive world of marketing, the article is divided into sub-topics starting from the introduction where the organization was presented, then the parameters were discussed, with the help of these parameters the organization of McDonald's was measured. The first is service quality, where it is defined first, then it is discussed in detail and then the second topic is customer relationship marketing through which McDonald's keeps track of its customers and then the managers are discussed in detail and the last parameter are the service communications through which the organization transmits information to customers. Then the recommendation is given and finally the report concludes with a conclusion. This report explains the reasons why McDonald's is at the top of the fast food chain. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get Original Essay McDonald's was born in this world of marketing in the 1940s, it was opened by Maurice McDonald and Richard McDonald in California almost 77 years ago, McDonald's became corporate in the year 1955. Mc Donalds has around 37000 outlets by 2016. They mainly sell burgers, fries and soft drinks. The report focuses on the four service management excellences that McDonald's must overcome before an outlet can associate with the brand. Service Quality Gronroos (2010) states that everyone has an expectation every time they visit an organization for the service they will receive. Service quality is a tool for measuring the quality of service provided by an organization by comparing customer or guest assumptions. Service quality is a measure between guests' expectations and the service they receive from the organization. The author states that there are five approaches to defining service quality. The first is the transcendent approach, the product-based approach, the user-based approach, the production-based approach and finally the value-based approach. Lovelock et al (2010) state that the Transcendental approach generally addresses a metaphysical aspect of quality. It cannot be defined correctly but can only be achieved through experience, in other words the transcendent approach to service quality depends on people's experience. The author states that the product-based approach states that service quality can be measured based on the characteristics of the product sold by an organization. The user-based approach deals with the suitability of the product for use. The production-based approach defines quality as the degree to which a set of quality characteristics meets requirements. Value-based service quality is creating a sustainable service based on usage by the customer and the people receiving that service. Service quality is always important to service excellence. According to Porter ME (1985) the most important factor that will help the organization stay ahead of the competition is product differentiation and cost leadership. The author observed that in recent years the quality has increased and improved a lot in this world of competition. According to Easton, GS & Jarell, SL (1998) service quality also helps to increase corporate performance rituals to expand in the market and also offers an advantage in this competition. According to the market share and profitability acts as a bridge between quality andadvantage. So quality is the backbone of a well-known organization. Managing Quality Gronroos (2010) talks about quality problems that cannot be solved in a short period of time, but the customer who has concerns regarding the quality of the product manufactured by the organization should be solved as soon as possible, otherwise customers will be made in time they will be dissatisfied with the organization and your organization would lose valuable customers. The author further states that the service quality gap model is an important model through which an organization can understand customer comfort from the service it provides to all the products it sells. According to the author, there are 5 major service quality gaps that the organization must address to stay ahead in this competitive market. The first gap is the gap between the management of this perception by the service providers expected by the customer, the gap number two is the management of the organization's perception and the transformation of this perception into service quality, the gap number 3 the perception transition in service quality and service delivery, the fourth gap is between service delivery and external communication, while the last gap, the fifth, is about perceived service and expected service. The author also provided some ways to bridge the gap. Quality Assurance: means the control of service standards during the service delivery process so that the standard of service or product is maintained by the organization while interacting with customers. The best way to ensure this is to get approval from a company reputed as such. (Wright 2001) Total quality management – ​​commonly known as TQM. To see if the process existing right now in the organization is under control, statistical process control is the best way to learn it. This system provides feedback on the service in real time, in that moment. Inspection and control according to Payne and Frow (2001) Inspection and rectification are the best way to improve the quality of service. Services are provided by humans, so error is inevitable, but reacting to that error is what makes the service better in terms of quality, and improving it will help the organization provide customers with better service. Petrakas, (2015) states that McDonald's is a point of reference when it comes to service in fast food chains, this is because they have applied the procedures that have been mentioned or discussed above in one way or another in the various outlets spread across the world world. They have connected systems through which they monitor the operations of each individual outlet and maintain a uniformity in their service across the globe with minor adjustments to local regions. A great example is Mc Donald's India which offers a vegetarian burger which they had to adapt to their menu as most people in India are vegetarian. The menu may change slightly, but Mc Donald's service delivery process is the same all over the world. Customer Relationship Marketing Zeithaml et al (2008) state that relationship marketing is the way of doing business by maintaining excellent contact between the existing customers of the organization and the new customers who join the organization in recent times. This provides customers with a feeling of belonging to the organization. Zeithaml et al (2008) state that the organization's income through customers, therefore, bringing customer I into the store is a very difficult task for the organization. The most difficult task of an organization is to gain customer's trust, so once the customer is loyal to a particular brand, the brand should be loyal tohim and provide them with benefits so that they remain loyal to the organization's brands. According to Kandampully (2006) customer loyalty can be increased with the help of CRM by maintaining a good relationship between the guest and the organization. Woodruffe (1997) states that any organization is considered successful when a brand becomes an everyday object, which means the product is known as its brand. A great example is the Xerox brand, a brand that makes copiers that became so popular that people talked about the word copier and started a word using Xerox. To get to this type of position the organization must be attentive to the customer and always take care of their needs. The organization should be able to provide customers with solutions to any problem they face. There is always the question of why an organization should retain its customers. Parasuram et Al (1985) state that customer loyalty is very important as it helps an organization to get a steady stream of revenue. In today's market feedback is very important for any organization when the old customers of an organization who are loyal to their brand can get more and more positive feedback which helps the new customer to trust the organization. Since the customers are old and loyal to the company, the company can experiment and launch products in the market. The author also states that retaining old customers is much cheaper than acquiring new ones as it means more and more investments in the market. According to Love Locket Al (2010), a great way of customer relationship marketing is customer loyalty program where an organization shows their share of loyalty to customers who are loyal to them. There are 4 reasons why customer loyalty should be promoted 1 psychological reason 2 economic reason 3 technical or functional reason four contractual reasons. Psychological customers, my loyalty as a developer towards an organization is only due to a single person who works in that company and who has been able to earn the trust of that customer, for example the family doctor or a consultant banking. This totally depends on the psychology of the guest or customer. Cost-effective In business markets, customer loyalty is cost-effective and helps a brand grow in this competitive market. If an organization were to grow to acquire new customers every day, it would have to invest more time and money to earn their trust. Technical/Functional Nowadays people are becoming more and more advanced, so an organization must adopt this change and embrace it so that it can reach people through this method. Contractual The customer is bound to be loyal to a company by legal documents for a certain period of time, this is done so that the customer gets used to the organization and later sticks to the organization. Customer Feedback Shanker (2010) explains that the customer is the best employee to improve any organization from its current state. Customer feedback can be taken in many forms, such as written feedback, direct feedback, etc. Customers help highlight the mistakes made by an organization and help improve them to serve them better. Singh and Tariyal, (2015) stated that McDonald's is very good at relationship marketing, has one of the best customer retention methods, has a children's menu with toys and games to enjoy, has happy hours where customers can eat their favorite burgers at a lower price, have home delivery systems and also have food pick-up and a drive-thru service, interact with guests and collect the.