Consumer Satisfaction of KFC

Literature review

The following report is prepared on the consumer satisfaction of KFC and how it is achieving it. The theoretical background of the company is provided in the aims, objectives, and tools for providing customer satisfaction are also discussed in the report. As it is a customer-oriented issue it needs to be done effectively so that the aim can be achieved. The paper will tell how hospitality management is important for any food industry as a customer is treated as king under such business(Deng2010)The following text in the paper will also give the user the idea about why customer satisfaction is the most important part for the KFC.

Hospitality Management

It is the study of the hospitality industry. This industry provides services in various departments as transportation services, food and beverage services. These services are provided to provide greater satisfaction to the customer who is residing in the hotel. These services are provided to the customer so that better services can be provided and to attract the customer toward the organization. The hospitality sector covers accommodation services, traveling services, pubs and bars, and other related services to tourists. There are many hotels worldwide that provide their services in event planning, and arrangement related to business conferences. The scope of this management is also increasing with the increase in the tourism sector as with the increase in the total tourism need for the hospitality also increases(Eid 2011)It is increased due to the demand in the market and also government supports this sector as it attracts more tourism which is good for the economy of the country.

Customer Satisfaction

Customer satisfaction is the term that measures the satisfaction level of the customer with the products and services provided by the company. It is a very important part of any company or any business to focus on the satisfaction of the customer. The services that are provided to the public must be according to the expectations and demands of the customer. Customer satisfaction provides a clear graph to the organization regarding their services and it also helps the organization to know the area where the organization is required to focus. It helps the organization to grow their business.

The importance of customer satisfaction to the business

Kentucky Fried Chicken has a main focus on providing satisfaction to their customer who are taking the services of KFC. It has the main motive to provide qualitative food to the customer so that their desire and wants can be satisfied.

Indicator of customer repurchase and loyalty

Customer satisfaction increases customer repurchase power(FornelRustand Dekimpe2010) When the organization is able to provide satisfaction to their customer then it builds the trust of the customer in the organization. It helps the organization to get more customers and if the existing customers are satisfied with the services then they repurchase the product from the same organization.

Reduction of customer churn

As per the Accenture global customer satisfaction report 2008, it is found that the price is not the matter to churn or move the customer from one organization. The customer moves from one to another because of the poor quality of the product and services. By the effective measurement of customer satisfaction, the organization can make decision on the places where they need to focus to increase the quality.

Increase customer lifetime toward the organization

When an organization is able to provide better services to their customer and the customer are satisfied with their services and product then it helps the organization to retain the customer for the long run.

Reduction of negative word

when the services of the company are as the need and demand of the customer then it helps the company to make the goodwill in the market. Goodwill helps to attract the customer to the organization. It also helps to reduce the negative words from the mouth. It is important for the organization which is dealing with the satisfaction of the customer to reduce the negative words from the customer and it can be achieved when better services are provided by the company to the customer. (Grissemannand Stokburger-Sauer2012)

To retain the customer

When the customers are satisfied with the organization then it retains the organization for a long period. It is important for the organisation to provide qualitative products to the customer so that their needs and wants can be satisfied. When the organization is able to fulfill the demand of the customer then it helps the organization to increase the number of customers. It also helps the company to get new customers.

How customer satisfaction can be achieved

Achieving customer satisfaction is the main aim of the food industry. They need to maintain their quality and standards so that the customer feels good and satisfied after receiving their services. KFC is famous for the type of chicken food items it provides and they challenge that they are best in this field. Therefore in order to maintain this relationship with the customer KFC needs to maintain its customers satisfied for it has to maintain the following factors in their organization:

1. Quality of the product- The first and the basic requirement for the food industrious to maintain the quality of the food items. It is their main product and the customer will judge the whole organization on the basis of the product he will receive. If the customer finds it not up to the mark then there are fewer chances that he will try it again as there are many options available for him to switch to.

2. Maintaining Hygiene- It is observed that the customers have now become very much aware of the importance of hygiene in the surroundings. Therefore KFC needs to maintain hygiene in the place where it is operating its functions. Not only in the surroundings but also hygiene needs to be maintained in the process of production of the food. These days many times it is observed that customers even demand from the food industries that they would like to visit the kitchens before taking their services. Therefore the quality should be maintained in the production process.

3. Effective price- Price is a very sensitive factor and the customer responds very quickly to the prices. Therefore there is a need to do the proper survey of the market prices so that the price of the product can be set accordingly. An effective price is one which is best suitable for both the customer and the supplier(Kassimand Asiah2010)If the consumer finds that the price is very high then he will not wish to buy that product as he can get the same product type at a less price from some other brand.

4. Customer Services- With the maintenance of the product quality it is also necessary for the food industry to work on their customer services like attending to the customer, assisting customers, solving their quarries, and responding to their complaints. The customer feels satisfied if he gets the attention and also if his quarries are solved on time otherwise it hurts the sentiments of the customer and he feels insulted by the company. Therefore the management should continuously work on its team to improve the customer service department.

Aim and objective of KFC

1. It has an objective and goal to provide greater satisfaction to its customers so that customers are attracted more toward the organization.
2. To build an organisation that is excellent in its services.
3. To deliver super quality products and services to their customer.
4. Always be the leader in the market among the other businesses that are providing the same services.
5. To generate excellent financial results and to increase their profit graph with time by adopting cost control techniques and effective management.
6. To establish the organisation as a leading chain that is serving good values by providing products of different quality and innovative ideas.
7. Innovative chicken-based products so that their products remain different from the others and more customers demand their products (Mosahab Mahamadand Ramayah2010).
8. To provide their dining services at a convenient location so that people can easily arrive at their destination.

Values of KFC

1. To respect all the individual who are associated with their business.
2. To be honest with their client, while dealing with them.
3. To maintain the personal and professional integrity.
4. To bring an innovative idea to their business so that they can easily eliminate the competitors from the market.
5. To have the dedication toward the growth of the organisation, to the profit and sales.
6. To build long-term relationships with their customer.

Philosophy of KFC

The CHAMPS program

It has the main focus to provide satisfaction to its customers by providing them effective services. It has the main objective to provide qualitative food and a good experience to the customer for the best values. (Munusamy Chelliah and Mun,2010)

CHAMPS has six letters that are important for the business to provide satisfaction to their customer. It is required for every restaurant to deliver CHAMPS to their customer.

These are as follows-

• Cleanliness
• Hospitality
• Accuracy
• Maintenance of facility
• Product Quality
• Speed of Service

It is required for their business to provide cleanliness when the customer visits their restaurant so that a hygienic environment at the restaurant can be provided to the customer. Hospitality covers many services, it not only means food and beverage service. It is required to provide many services so that people get attracted to KFC. The facility that is provided by the restaurant must be as that can satisfy the customer (Oliver, 2014). It is important to maintain such services at the restaurant for the long run, it helps to build the goodwill of the organisation in the market. The product that is fried chicken must be qualitative and it is as per the health standard so that customers can not face issues after having such a product (Siddiq,2011). Customers who are demanding services at home or at any other destination then it is required to give delivery of the product at the demanded time.

Conclusion

From the above report, it can be concluded that how for KFC it is important to maintain customer satisfaction as they are the king of this industry. In order to achieve customer satisfaction company needs to know what the consumers are expecting from them and how they can meet their demands(YukselYuksel, and Bilim201)If the customer doesn't feel satisfied with the services then he can switch to any other brand providing the same product type. The aims of this company is to maximise the market by giving the best product type to consumers so that it is preferred over the other products.

References

• Bergman, B and Klefsjö, B., 2010. Quality from customer needs to customer satisfaction. Studentlitteratur AB.
• Deng, Z and et. al., 2010. Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China. International journal of information management.
• Eid, M.I., 2011. Determinants of e-commerce customer satisfaction, trust, and loyalty in Saudi Arabia. Journal of Electronic Commerce Research
• Fornell, C., Rust, R.T and Dekimpe, M.G., 2010. The effect of customer satisfaction on consumer spending growth. Journal of Marketing Research.
• Grissemann, U.S and Stokburger-Sauer, N.E., 2012. Customer co-creation of travel services: The role of company support and customer satisfaction with the co-creation performance. Tourism Management.
• Kassim, N and Asiah Abdullah, N., 2010. The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e-commerce settings: A cross-cultural analysis. Asia Pacific Journal of Marketing and Logistics.
• Mosahab, R., Mahamad, O and Ramayah, T., 2010. Service quality, customer satisfaction, and loyalty: A test of mediation. International business research.
• Munusamy, J., Chelliah, S and Mun, H.W., 2010. Service quality delivery and its impact on customer satisfaction in the banking sector in Malaysia. International Journal of Innovation, Management and Technology.
• Oliver, R.L., 2014. Satisfaction: A behavioral perspective on the consumer. Routledge.
• Siddiqi, K.O., 2011. Interrelations between service quality attributes, customer satisfaction, and customer loyalty in the retail banking sector in Bangladesh. International Journal of Business and Management.

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