This report, based on a dissertation, investigates the effect of service quality on customer satisfaction at KFC in London. The study employed a quantitative research approach, collecting data through 250 surveys and utilizing correlation and regression analyses to examine the relationship between service quality and customer satisfaction. The research explores the dimensions of service quality, including tangibility, reliability, responsiveness, assurance, and empathy, and their impact on customer loyalty. The findings indicate a strong, positive correlation between service quality and customer satisfaction, highlighting the importance of maintaining high service standards, particularly in areas like cleanliness and responsiveness. The study also reviews the UK restaurant sector and KFC's service measures. The research concludes with recommendations for KFC to improve its service quality and enhance customer satisfaction, ultimately aiming to increase customer loyalty and business performance. Theoretical frameworks like SERVQUAL and Kano models are also considered.
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