Impact of Motivation on Customer Satisfaction: A KFC Case Study

This report provides a comprehensive analysis of customer satisfaction at KFC, examining the impact of motivational factors on customer experience. The introduction offers an overview of KFC's global presence and its commitment to customer satisfaction, highlighting the importance of hospitality management within the food industry. The literature review explores the theoretical background of customer satisfaction, its indicators, and the significance of factors like product quality, hygiene, pricing, and customer service. The report also delves into KFC's aims, objectives, and values, including the CHAMPS program, to deliver excellent customer service. The research methodology outlines the descriptive research design used to gather relevant data. The report aims to identify the significance of motivational factors, determine customer satisfaction levels, and identify the impact of employee motivation on satisfaction. This analysis offers valuable insights into enhancing customer satisfaction and loyalty within the fast-food industry.

RESEARCH METHODS AND
PROJECTS

Table of Contents
TITLE..............................................................................................................................................3
INTRODUCTION...........................................................................................................................3
Literature review .............................................................................................................................3
Research Methodology:...................................................................................................................9
Result...............................................................................................................................................9
Discussion......................................................................................................................................10
CONCLUSION/ RECOMMENDATION.....................................................................................10
REFERENCES..............................................................................................................................11

TITLE
Enabling services to customers to gain maximum satisfaction in restaurant ( case study of KFC)
INTRODUCTION
Overview
Kentucky Fried Chicken is famous with the name of KFC. It is the second largest
restaurant after McDonald's. It has head quarter in Kentucky. This organisation is providing their
service in restaurant field and it has main motive to provide satisfaction to their customer. KFC
has around 20000 location in 123 countries. It is the globally traded organisation that is
providing their service across the globe. It was founded as the efficient entrepreneur that is
providing their service and selling fried chicken. It is the first American fast food chain that is
expanding internationally(Bergmanand Klefsjö2010) It has opened outlet in UK, Mexico and
Canada by 1960s. The original product of this restaurant is pressure fried chicken. It has the
slogans as “Finger Lickin' Good”.
Research Aims and Objectives
Aim:
To critically analyse the impact of motivation on customer satisfaction- A study on KFC.
Objectives:
 To identify the significance of motivational factors.
 To determine the level of customer satisfaction.
 To identify the impact of employee motivation on level of satisfaction.
Research Question
Q. 1. What are the motivational factors that can be used by KFC ?
Q. 2. How customers can be satisfied ?
Q. 3. How motivational factors can be used in this organisation to enhance customer
satisfaction ?
Literature review
The following report is prepared on the consumer satisfaction of the KFC that how it is achieving
it. The theoretical background of the company is provided in which the aims , objectives, tools

for providing the customer the 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 industries as customer is treated as king
under such business(Deng2010)The following text in the paper will al;so give the user the idea
about why customer satisfaction is the most important part for the KFC.
Hospitality management
It is the study of hospitality industry. This industry is providing their services in various
department 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 organisation. Hospitality sector covers accommodation services, travelling services,
pubs and bars, other related services to the tourist. There are many hotels worldwide that are
providing their services in event planning, arrangement related to the business conference. 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
from the product and services provided by the company. It is very important part of any
company or any business to make focus on the satisfaction of the customer. The services that are
provided to the public must be according to the expectation and demand of the customer.
Customer satisfaction provides a clear graph to the organisation regarding their services and it
also helps the organisation to know the area where the organisation required to focus. It helps the
organisation to grow their business.
The importance of the customer satisfaction to the business:
Kentucky Fried Chicken has main focus to provide satisfaction to their customer who are
taking the services of KFC. It has main motive to provide qualitative food to the customer so that
their desire and wants can be satisfied.
 Indicator of customer repurchase and loyalty

The customer satisfaction increases the customer repurchase power(FornelRustand
Dekimpe2010)When the organisation is able to provide satisfaction to their customer then it
builds the trust of the customer on the organisation. It helps the organisation to get more
customer and the if the existing customers are satisfied with the services then they repurchase the
product from the same organisation.
 Reduction of customer churn
As per the Accenture global customer satisfaction report 2008, it is founded that the price is the
not the matter to churn or move the customer from one organisation. 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 organisation can make decision on the places where
they need to make the focus to increase the quality.
 Increase customer lifetime toward the organisation
When an organisation is able to provide better services to their customer and the customer are
satisfied with their services and product then it helps the organisation 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 toward the
organisation. It also helps to reduce the negative words from the mouth. It is important for the
organisation which is dealing for 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 organisation then it retain to the organisation for the
long period. It is important for the organisation to provide qualitative product to the customer so
that their needs and wants can be satisfied. When the organisation is able to fulfil the demand of
the customer then it helps the organisation to increase the number of customers. It also helps the
company to get new customers.
Measures to be adopted to increase customer satisfaction

Achieving the customer satisfaction is the main aim of the food industries. They need to
maintain their quality and standards so that customer feel good and satisfied after receiving their
services. KFC is famous for the type of chicken food items it is providing and they challenge that
they are best in this field. Therefore in order to maintain this relation with the customer KFC
need to maintain its customer satisfied for it has to maintain the following factors in their
organisation:
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 there main product and customer will judge
the whole organisation on the basis of the product he will receive. If the customer finds it
not up to the mark than there are less chances that he will try it again as there are many
options available with him to switch to.
2. Maintaining hygiene- It is observed that the customers has now become very much aware
about the importance of hygiene in the surroundings. Therefore KFC need to maintain
hygiene in the place where it is operating its functions. Not only in the surroundings but
also hygiene need to be maintain in the process of production of the food. These days
many times it is observed that customer even demand the food industries that they would
like to visit the kitchens before taking there services. Therefore the quality should be
maintain in the production process.
3. Effective price- Price is a very sensitive factor and the customer respond 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 than 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 the
the food industry work on there customer services like attending the customer, assisting
the customer,solving there any quarries and responding to their complains. Customer feel
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
It has objective and goal to provide greater satisfaction to their customer so that
customer are attracted more toward the organisation.
To build a organisation that is excellence in their services.
To deliver super quality product and services to their customer.
Always be the leader in the market among the other business that are providing same
services.
To generate excellent financial result and to increase their profit graph with the time by
adopting the cost control techniques and effective managemenet.
To establish the organisation as leading chain that is serving good values by providing
the product of different quality and innovative ideas.
Innovative chicken based product so that there products remain different from the others
and more customers demand there product(Mosahab Mahamadand Ramayah2010).
To provide their dinning services at the convenient location so that people can easily
arrive at the destination.
Values of KFC
To respect to all the individual who are associated with their business.
To be honest with their client, while dealing with them.
To maintain the personal and professional integrity.
To being the innovative idea to their business so that they can easily eliminate the
competitor form the market.
To have the dedication toward the growth of the organisation, to the profit and sales.
To build long term relationship with their customer.
Philosophy of KFC
The CHAMPS program

It has the main focus to provide satisfaction to their customer by providing them effective
services. It has main objective to provide qualitative food and good experience to the customer
for the best values.(Munusamy Chelliah and Mun,2010)
CHAMPS has the six letters that is 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 visit to their restaurant
so that hygienic environment at the restaurant can be provided to the customer. Hospitality
covers many services, it not only mean food and beverage service. It is required to provide many
services so that people get attract toward 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
customer can not face issue after having such product(Siddiq ,2011)Customer 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
Research Methodology:
It is the method that is used by the researcher to gather the relevant data related to present study.
There are various tools and techniques that are available to use so that best information can be
collected in best manner.
Research design

Different ways can be used to collect best information in present case as descriptive,
experimental, explanatory and correlation. In the current research, researcher will use
descriptive design. This method is effective to gather complete information. It provides
assistance to take correct action related to present study.
Research approach
Two ways are included in this as Inductive and deductive. In the present case, researcher will use
inductive approach to collect data. This is helpful to identify different type of patter through
generalization and theories.
Research Philosophy
This is based on perception of researcher so that they can collect best suitable information. There
are two philosophies that are available in this regard as Positivism and interpretivism. Here,
researcher will use Interpretive. This is used to identify the perspective of different people.
Data Collection
It is the tool to collect accurate and relevant data. Two methods that can be used in this regard as
primary and secondary data. Primary is based on collection of data through interview,
questionnaire and survey. In secondary, there are different as sources that are used to collect
data as books, articles, magazines and others.
Result
As per the above study it can be said that KFC is competent to fulfil the needs and
demands of their customers. It has adopted good planning skills in their business which is
resulted in the success of the business. KFC has more focus to provide quality product an
services to their customers so that they can be satisfied with their services. Number of customers
are now moved toward their product and services because it believes to provide quality to their
customers. It is important that enough time is given to the researcher to collect all the relevant
data from various sources. It is because of the reason that to gather the quality data it is required
that proper time is invested in the process of data collection. This way more effective results can
be generated and user can reach to the conclusions with the help of same. Apart from this
financial resources are also required which should be provided in appropriate quantity so that use
all the areas can be covered.

Discussion
On the basis of the above research following factors of KFC can be outline
Limitations faced by KFC
 As more people are now health conscious KFC is facing the challenge of providing food
products that are supported with health responsibility too.
Time
This organisation is providing their product and services to their customers when they
need it and where they need it so that maximum satisfaction to the customers can be provided. It
provides home delivery service of their product to the customers so the customers are more
satisfied with KFC.
CONCLUSION/ RECOMMENDATION
From the above report it can be concluded that how for the KFC it is important to
maintain customer satisfaction as they are the king of this industry. In order to achieve the
customer satisfaction company need 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 from the services than he can switch to any other brand which is 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 . It is suggested to the
management of cited company that more efforts should be taken to reduce the time gap between
giving services to customers so that they do not have to wait so much for their delivery. Also
effective steps need to be taken in towards maintaining the control cost so that clients can be
given more satisfaction.

REFERENCES
Books and Journals
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. 30(4).
pp.289-300.
Eid, M.I., 2011. Determinants of e-commerce customer satisfaction, trust, and loyalty in Saudi
Arabia. Journal of electronic commerce research. 12(1). p.78.
Fornell, C., Rust, R.T and Dekimpe, M.G., 2010. The effect of customer satisfaction on
consumer spending growth. Journal of Marketing Research. 47(1). pp.28-35.
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. 33(6). pp.1483-1492.
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. 22(3). pp.351-371.
Mosahab, R., Mahamad, O and Ramayah, T., 2010. Service quality, customer satisfaction and
loyalty: A test of mediation. International business research. 3(4). p.72.
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. 1(4). p.398.
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. 6(3). p.12.
Yuksel, A., Yuksel, F and Bilim, Y., 2010. Destination attachment: Effects on customer
satisfaction and cognitive, affective and conative loyalty. Tourism management. 31(2). pp.274-
284.
Online
Customer Satisfaction Towards The Services Of Kfc Marketing Essay. 2017. [Online]. Available
through: <https://www.ukessays.com/essays/marketing/customer-satisfaction-towards-the-
services-of-kfc-marketing-essay.php>. [Accessed on 3rd May 2017]