BBHT 652: Analyzing KFC's Service Quality & Customer Satisfaction

This report examines the impact of service quality on customer satisfaction and retention at KFC, particularly in Malaysia. It provides a brief history of KFC, discusses the SERVQUAL dimensions (Tangibility, Reliability, Responsiveness, Assurance, and Empathy), and analyzes customer satisfaction levels based on survey data. The findings indicate a positive correlation between tangible, empathic, and confident aspects of service and customer satisfaction, while responsiveness and reliability showed a negative correlation, suggesting higher customer expectations in those areas. The report concludes by emphasizing the importance of service quality in maintaining customer satisfaction and provides references for further reading. Desklib provides similar solved assignments for students.

Hospitality Service Quality Management (BBHT 652)
Assignment
Title: Salinda Resort Phu Quoc Island and Sustainable tourism
Student Name: Mohammad Mahbub Hasan
Student ID: B1510
Course Name: Bachelor of Business Administration (Hospitality Management)
Lecturer name: Ms. Noradizah Mohd Noor
Date of Submission: 19th May, 2022

Acknowledgement
My preparation for this task required that I seek the assistance and direction of few highly regarded
individuals, all of whom are deserving of my utmost thanks.
Since, doing this project brought me a great deal of satisfaction, I would want to express my
appreciation to Ms. Nhajhazlynda bt Kamaruddin, the Lecturer of Hospitality Service Quality
Management (BBHT 652) at First City University College, for providing me with helpful
suggestions for the work in the course of a number of consultations.
In addition, I would like to extend my appreciation to everyone who has helped me in any way,
either directly or indirectly, while I was working on this assignment.

Table of Contents
Introduction ------------------------------------------------------------------------------------ 04
Demography ------------------------------------------------------------------------ --- 05
Tangibility ------------------------------------------------------------------------------------ 06
Reliability --------------------------------------------------------------------------------- --- 07
Responsiveness --------------------------------------------------------------------------- 09
Assurance ------------------------------------------------------------------------------------ 10
Empathy ------------------------------------------------------------------------------------ 11
Customer Satisfaction ------------------------------------------------------------------ 12
Conclusion ------------------------------------------------------------------------------------ 11
References ------------------------------------------------------------------------------------ 12

Introduction
KFC is available Every human being must eat on a regular basis as a basic need of life. Choosing
a restaurant to dine at depends on an individual's reasoning and is assessed by a variety of criteria
prior to making a decision. The purpose of this research, therefore, is to determine how much
service quality affects customer happiness and retention, particularly in the Mauritian environment
at KFC. Because customer happiness and service quality are inextricably linked, the goal of this
research is to determine how well KFC's service quality characteristics contribute to customer
satisfaction and, ultimately, customer retention. Customer satisfaction is critical for every business
since it measures the degree to which a company's customers are happy or dissatisfied. The most
important components of the project will be examined, and suggestions for improvement will be
set up. A Brief History of the Business Colonel Harland Sanders established Kentucky Fried
Chicken (KFC) in 1952 with a particular concentration on fried chicken. Besides grilled and
roasted chicken items, wraps, salads, sandwiches and desserts, KFC also sells beef-based goods
outside the United States. Aside from being a well-known and beloved figure in the business's
marketing campaigns, Sanders died in 1980; he is still a metonym for the corporation. KFC
adopted the shortened version of its name in 1991. A total of 15,000 locations throughout the globe
run more than 5,200 KFC restaurants now. KFC feeds more than 12 million people every day in
109 countries and territories. KFC's Original Recipe fried chicken is recognized for its unique
combination of 11 herbs and spices. A half-century ago, Colonel Sanders developed the recipe.
KFC is rated 239th on the Fortune 500 list, with sales exceeding $11 billion in 2008. KFC's arrival
in Malaysia. The first KFC store was opened in Malaysia in 1973, as the need for a wide range of
meals grew. It is Pick N Eat that manages the Malaysia KFC franchise. Fast food chain KFC has
built a good reputation for providing high-quality products and service. There are locations on
Malaysia, and 10,000 people visit each day to savor their finger-linking favorites in a welcoming
setting. Theme and History of the Show There has been a noticeable shift in market trends from
the agriculture sector to the service sector in the face of tough competition. As people's lives
become busier and more diverse, the service industry, in particular fast food, is seeing significant
expansion and gaining a strong foothold in the market.

Demography

Tangibility

Reliability

Responsiveness

Assurance

Empathy

Customer Satisfaction

SERVQUAL measures the discrepancy between consumers' expectations for high-quality service
and their actual experience with it. When used over time, the SERVQUAL instrument may help
you better understand customer expectations, perceptions of services, and areas where quality
improvement is required.
As we see through our survey that almost 75% - 84% positive responses come for KFC’s
SERVQUAL where 87%, 83.65%, 83.33%, 81.27% and 82.7% positive responses have come for
respectively Tangibility, Reliability, Responsiveness, Assurance and Empathy.
These helps to get 93% customer satisfactory.
Conclusion
The results show that these two concepts have a negative and positive association. Customer
satisfaction is negatively correlated with responsiveness and reliability. In other words, they had
high expectations going into the service, but their actual perspective was far lower. When it comes
to tangible, empathic, and confident aspects of a service, customers are more likely to say that their
experience was better than expected.