Management in Service Sector - A Comparative Study of Two KFC Stores in Melbourne

Running head: MANAGEMENT IN SERVICE SECTOR
Management in Service Sector
Name of Student
Name of University
Author Note

1MANAGEMENT IN SERVICE SECTOR
Executive Summary
The hospitality industry is growing significantly along with the passing time. As the
demand of these industries are growing, the competition amongst the industries involved in this
sector are also increasing. Hence, it is easily understandable that delivering constant and high
quality service is highly important in order to sustain in the competitive market. In addition to
that, in order to excel these industries need to take up constant changes and upgrades. In the
present report, a thorough and comparative study has been doneregarding the differences
between two similar hospitality businesses that are offering similar products. The chosen
business for this report is KFC. A thorough comparison of two KFC stores has been done. The
similarities and differences are then analyzed and proper recommendations have been given for
the betterment of the store that is lacking in customer service.

2MANAGEMENT IN SERVICE SECTOR
Table of Contents
Introduction..........................................................................................................................3
Overview of the Company...................................................................................................3
Description of Service Encounter........................................................................................4
Comparison (size, location, layout, physical characteristics)..............................................5
Analysis...............................................................................................................................6
Recommendation.................................................................................................................7
Conclusion...........................................................................................................................8

3MANAGEMENT IN SERVICE SECTOR
Introduction
In the hospitality industry, the relationship between consumer satisfaction and consumer
retention is regardedas having highest importance (Hennig Thurau, 2013). The factors that
influences customer satisfactions arehave been subjects of multiple researches for a long time.In
the resent scenario, satisfying ad retaining customers are becoming highly important due to the
ever increasing competition (Sun, Wilcox & Zhu, 2014). It has been noticed that along with
passing time, the hospitality industry is growing significantly and the consumer base for these
industries are ever increasing. Hence, these industries are trying to excel in their service
providing, innovation and maintenance (Torres & Kline, 2013). It has also been noticed that the
hospitality sectors that are capable of attracting, maintaining and satisfying their customers are
more likely to survive and succeed in the cutthroat competitive market. In addition to this, it has
also been noticed that the organizations involved into the dynamic hospitality sectors are in need
of maintaining consistency in their services (Zhang, Zhang & Law, 2013). The present report
will hence focus the two different stores of a leading hospitality business. The chosen food chain
is KFC, and the study will observe and compare two stores of KFC located in Melbourne.
Overview of the Company
Kentuky Fried Chicken, popularly known as KFC is a fast food serving restaurant chain
that has its specialization in fried chicken. Initially, started operating in the United States, KFC
has become one of the leading fast food chain in the global market. In the Australia, the brand
has more than thousand outlets. The giant fast food chain thrives to deliver consistent and quality