ABSTRACT
This chapter analyses McDonald’s customer satisfaction by examining the role played by national culture; and assesses how customers perceive McDonald’s Integrated Marketing Communication. The customer interaction with other customers has been highlighted as a factor affecting the client’s behaviour through the appearance, attitude and perception of other clients. Customer satisfaction supposes the overcoming of expectations before the consumption of products or services. Since the product or service is consumed or delivered, consumers evaluate their consumption perceptions in line with their expectations. The growing internationalization of Coca-Cola has furthered the success of its activities, since it has adapted to the cultural specifications and consumption habits of each country or region. The Coca-Cola Company is one of the most consolidated companies in the world and is well positioned in the worldwide market thanks to the integration of all the people who develop it, especially through communication.
