Research of Relationship between Product Design Strategy and Customer Loyalty－A Case study of MacDonald’s Happy Meal Toy

• Main Authors: Lee Hsiao Chiu, 李曉秋
• Other Authors: You, J.S.
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/03225021379223732502

碩士 === 國立臺北教育大學 === 玩具與遊戲設計研究所 === 95 === McDonald began to promote the meal of Happy Meal with toys for children since 1979, creating a new marketing style of western fast food selling with toys. Happy Meal not only establishes a new characteristic of brand to catch children’s heart to buy the meal but also affects the consumer behavior of parents. Therefore, it is evident that good product design strategy can stimulate the desire of customer and further increase the brand loyalty. This thesis studies the influence of product design strategy on the customer loyalty based on the McDonald Happy Meal product design. First, this study reviews the literature to collect the factors related to design strategy; then, interviews with McDonald employees and the customers who buy Happy Meal separately to learn the market strategy and the requirement of different customer groups. Finally, statistics software is used to perform the data analysis for the evaluation of relationship between product design factors and the royalty of different customer groups. The study results are concluded as below: 1. McDonald toy design strategies have significant effect on the customer loyalty. 2. Different customer groups have different considerations on toy design strategy factors. 3. Different customer groups have different royalty for product based on the design strategy factors. This study finally presents some suggestions about product design strategy for academic and industrial design reference.