On the contrary, Schlesinger & Heskett (1991) had provided a more advanced view of the McDonaldization and physical setting. He stated that along with satisfying the needs of the customers, the dominance over the other competitors also holds importance. Regarding this,, he had recommended that Stimulus-Organism-Response model plays a significant role in the three basic organizational aspects such as pleasure, arousal as well as the dominance. The gap in the arguments between the two authors has been covered by the argument provided by (Slack et al., 2007). He presented that beyond these concepts, one of the advanced concepts of McDonaldization and physical setting routine can be maintained in peak periods to serve the customers faster. In the context of service management, Warhurst & Nickson (2007) argued that certain gaps during the process of implementing McDonaldization in practice like the operation failure in serving customers, the failure of delivering proper quality products could be reduced after setting positive communication networks. What’s more, the investigation needs to be made to see the effectiveness of the practical implementation of McDonaldization and physical setting. The investigation can be done through questionnaire surveys, focussed groups, complaint analysis etc. In a word, it had been argued by Warhurst & Nickson (2007) that McDonaldization and physical setting holds prior importance. The quality decisions can be undertaken through them and hence the product improvement can be generated.
It can be inferred from the above study that McDonaldization is the inevitable future of the globalized world in terms of good and quality management. The systematic uniformity and quality management invested throughout a management body of the major sectors are responsible for measuring the level of customer satisfaction and service quality. It not only helps in intensifying the market expense but also intensifies the customer base of the company. It can be further added that McDonaldization is the changing face of the global business landscape and has been largely and successfully adopted by the major business organisations to render homogeneity in terms of service and quality management.
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