Mcdonald Service Concept

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Integrating Self Service Kiosks in a Customer-service System Cornell Hospitality Report
Vol. 10, No. 6, April 2010

by Tsz-Wai Lui, Ph.D., and Gabriele Piccoli, Ph.D.

Advisory Board

Ra’anan Ben-Zur, Chief Executive Officer, French Quarter Holdings, Inc. Scott Berman, U.S. Advisory Leader, Hospitality and Leisure Consulting Group of PricewaterhouseCoopers Raymond Bickson, Managing Director and Chief Executive Officer, Taj Group of Hotels, Resorts, and Palaces Stephen C. Brandman, Co-Owner, Thompson Hotels, Inc. Raj Chandnani, Vice President, Director of Strategy, WATG Benjamin J. “Patrick” Denihan, Chief Executive Officer, Denihan Hospitality Group Joel M. Eisemann, Executive Vice President, Owner and Franchise Services, Marriott International, Inc. Kurt Ekert, Chief Operating Officer, GTA by Travelport Brian Ferguson, Vice President, Supply Strategy and Analysis, Expedia North America Chuck Floyd, Chief Operating Officer–North America, Hyatt Anthony Gentile, Vice President–Systems & Control, Schneider Electric/Square D Company Gregg Gilman, Partner, Co-Chair, Employment Practices, Davis & Gilbert LLP Susan Helstab, EVP Corporate Marketing, Four Seasons Hotels and Resorts Jeffrey A. Horwitz, Partner, Corporate Department, Co-Head, Lodging and Gaming, Proskauer Kevin Jacobs, Senior Vice President, Corporate Strategy and Treasurer, Hilton Worldwide Kenneth Kahn, President/Owner, LRP Publications Paul Kanavos, Founding Partner, Chairman, and CEO, FX Real Estate and Entertainment Kirk Kinsell, President of Europe, Middle East, and Africa, InterContinental Hotels Group Radhika Kulkarni, Ph.D., VP of Advanced Analytics R&D, SAS Institute Gerald Lawless, Executive Chairman, Jumeirah Group Mark V. Lomanno, President, Smith Travel Research Suzanne R. Mellen, Managing Director, HVS David Meltzer, Vice President, Sales, SynXis Corporation Eric Niccolls, Vice President/GSM, Wine Division, Southern Wine and Spirits of New York Shane O’Flaherty, President and CEO, Forbes Travel Guide Tom Parham, President and General Manager, Philips Hospitality Americas Chris Proulx, CEO, eCornell & Executive Education Carolyn D. Richmond, Partner and Co-Chair, Hospitality Practice, Fox Rothschild LLP Steve Russell, Chief People Officer, Senior VP, Human Resources, McDonald’s USA Michele Sarkisian, Senior Vice President, Maritz Janice L. Schnabel, Managing Director and Gaming Practice Leader, Marsh’s Hospitality and Gaming Practice Trip Schneck, President and Co-Founder, TIG Global LLC Adam Weissenberg, Vice Chairman, and U.S. Tourism, Hospitality & Leisure Leader, Deloitte & Touche USA LLP

The Robert A. and Jan M. Beck Center at Cornell University Back cover photo by permission of The Cornellian and Jeff Wang.

Cornell Hospitality Reports, Vol. 10, No. 6 (April 2010) © 2010 Cornell University Cornell Hospitality Report is produced for the benefit of the hospitality industry by The Center for Hospitality Research at Cornell University Rohit Verma, Executive Director Jennifer Macera, Associate Director Glenn Withiam, Director of Publications Center for Hospitality Research Cornell University School of Hotel Administration 489 Statler Hall Ithaca, NY 14853 Phone: 607-255-9780 Fax: 607-254-2292

Senior Partners Thank you to our generous Corporate Members Hilton Worldwide McDonald’s USA Philips Hospitality Southern Wine and Spirits of America STR Taj Hotels Resorts and Palaces TIG Global

Davis & Gilbert LLP Deloitte & Touche USA LLP Denihan Hospitality Group eCornell & Executive Education Expedia, Inc. Forbes Travel Guide Four Seasons Hotels and Resorts Fox Rothschild LLP French Quarter Holdings, Inc. FX Real Estate and Entertainment, Inc. HVS Hyatt InterContinental Hotels Group Jumeirah Group LRP Publications Marriott International, Inc. Marsh’s Hospitality Practice Maritz PricewaterhouseCoopers Proskauer Sabre Hospitality Solutions SAS Schneider Electric Thayer Lodging Group Thompson...
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