INTRODUCTION
1.1 Background
KFC
According to the information, “Kentucky Fried Chicken (KFC) is a chain of fast food restaurant based in Louisville, Kentucky, United States that selling Kentucky Fried Chicken around the world.” It had been rated at number 60 as the world most famous brand by BusinessWeek. For KFC, fried chickens was the food they primary focus to sells. “Their basic products included chicken pieces, salads, sandwiches, desserts and some roasted and grilled chicken cuisines too.” Besides that, the beef and pork based products also offered by KFC outside the USA. The first idea of KFC’s fried chicken actually is in 1930 but it was only founded in 1952 by Colonel Harland Sanders, who was born on September 9, 1980 in Indiana,
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They are all students from School of Business Studies (Banking and Finance), Tar College KL Main Campus.
1.4.2 Data Collection
a) Survey
30 sets of questionnaires were distributed as a source of primary data at Tar College KL Main Campus. These questionnaires consisted of 8 questions which focused on the customer satisfaction with the customer service that is provided by KFC versus McDonald’s, the reasons why students from Tar College prefer McDonald’s than KFC and what aspects of customer service that provided by KFC and McDonald’s affect their business. A clean copy of the questionnaire can be found in Appendix A.
b) Internet Search
The source of secondary data is the information obtained from the internet research. Information was gathered on the customer service that is provided by KFC and McDonald’s from the Internet. Various websites of KFC and McDonald’s were browsed through for this research.
1.5 Scope
This report investigates the customer service that provided by KFC and McDonald’s only. Other fast food restaurants are not included in this report. It focuses on the customer satisfaction with the customer service that was provided by KFC versus McDonald’s, the reasons why students from Tar College preferred McDonald’s than KFC and what aspects of customer service that provided by KFC and McDonald’s affect their business. The survey questions were distributed on 28 May 2012 at Tar College and collected
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A fast food restaurant chain that expert in fried chicken and is headquartered in Louisville, Kentucky, United States name Kentucky Fried Chicken (KFC). It is the world most across the board chicken restaurant chain which offers administrations to more than 12 million customers in 120 countries everywhere throughout the world. The organization is a subsidiary of Yum! Brands. KFC was presented by Colonel Harland Sanders in the early 1930’s. Colonel Sanders run a restaurant at the place where he grew up, Kentucky. He achieved celebrity status in 1952, when he chose to establishment his celebrated Kentucky Fried Chicken recipe mixes, and the primary "Kentucky Fried Chicken" establishment opened in Salt Lake City, Utah in 1952. Marking himself "Colonel Sanders", the author turned into a noticeable figure of American social
Data was analyzed by quantifying respondents’ responses of their levels of agreement with the statements that were used to evaluate students’ expectations of service quality at university hostels and perceptions of service quality at dining rooms. The levels of service quality expectations and perceptions were quantified by calculating the average scores on each statement. Scores obtained from calculating the averages for expectations were subtracted from the scores obtained from customers’ perceptions on each statement.
Kentucky Fried Chicken (KFC) is a popular fast food chicken restaurant chain around the world. (Bell, Shelman, 2011) It is one of the subsidiary of Yum Brand. This company also operates the Pizza Hut and Taco Bell. (Yum! Brands, Inc, 2016) KFC was founded by Harland Sanders in 1952. (Bell, Shelman, 2011) Sanders was successful in creating the brand, even the logo of KFC brand is the portrait of him. He became a notable figure in American history thanks to his great contribution on creating KFC brand. Nowadays, KFC becomes more and more popular, the sales ranking of KFC was the 11th among the worldwide restaurant brands. (The QSR 50, 2015) The sales of KFC in 2014 was 4200 million dollars. (Details in Appendix 1) It means KFC has a large quantities of consumption needs. Actually, KFC has 14,577 restaurants around the world and 70% of them are located outside America (Yum Brand Annual Report, 2015). The restaurant profit was increased year by year from 2013 to 2015. (Details in Appendix 2) Therefore, it is potential to enlarge the customer base by analyzing consumer behaviors.
KFC is the fast food franchise of my choice, it is well known for its “Finger Licken Good” chicken food products that attract a wide target market across South Africa and many other countries. Its well-known brand is marketed well through television, radio, billboard advertisements and many more, but what actually attracts the customers is the original taste and variation of chicken pieces served at all these KFC franchises. Not only, is KFC tending to the needs of the stakeholders, but it has also been paying close attention to corporate social responsibility in the community, through its “Add Hope” campaign. Thus making it a worthy franchise to support, however there are many struggles