Abstract
In McDonald’s, the coexistence of the customer’s impolite behavior and indifference toward his/her surroundings are evident. In this paper McDonald’s acts as a representative of non-places and this paper examines the unique properties of the impoliteness and indifference generated in McDonald’s.
This paper clarifies the following two points: First, the costumer’s feeling of trust has expanded from the area of trust of the service and system of the McDonald’s to trust toward other the customers in the McDonald’s. Second, there is a sense of detoxification that occurs between the costumers, which generates predictability in the costumers’ impolite behavior. After considering these points through both an interview investigation and through theoretical consideration, it is clear that predictability and a sense of trust are required to understand unique properties of the impoliteness and indifferent attitudes evident in the McDonald’s costumer.
