Analysis of KFC's Service Process, Technology, and Capacity Management

This report provides a comprehensive analysis of KFC's service management, focusing on its service process design, the role and ethical implications of technology, and how service capacity and performance are managed. The report examines KFC's service blueprinting, self-service counters, and technology integration, including computerized billing and potential use of 3D bioprinting. It critically evaluates the ethical considerations associated with technology, particularly data privacy. The report further analyzes KFC's use of the Balanced Scorecard for managing financial performance, customer satisfaction, learning and growth, and service capacity. It concludes with recommendations for improving customer satisfaction and operational efficiency, emphasizing the importance of staff management and strategic goals. The report references several books and journals to support its analysis.

Service Management
and Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Critically analyse the service process design of the organisation...............................................3
Critically evaluate the role and ethical implications of technology in the organisation’s service
delivery........................................................................................................................................4
Critically analyse how service capacity and performance is managed.......................................5
CONCLUSION AND RECOMMENDATION...............................................................................6
REFERNCES:..................................................................................................................................8
Books and Journals:....................................................................................................................8

INTRODUCTION
Service management refers to the management of services which are provided by the
organisations to their customers. In this modern era, marketing is not just about selling product to
the customers it also includes before as well as after sales services to the customers as it affects
the future sales of the organisation (Fotiadis and Spyridou, 2020). KFC stands for Kentucky
Fried Chicken. It is am fast food restaurant chain of America which is specialised in chicken.
The headquarter of the organisation is in Louisville, Kentucky in United States. It is the second
largest chain of restaurants and established in 150 countries across the globe. It operates 22,621
stores all over the world. This report contains the analysation of designing process of services in
KFC. In order to deliver quality services to people the technology provides for various sources. It
also includes the role and implication of technology for the effective delivery of services by the
organisation. There are several ways which are used by the organisation to analyse the service
capacity and performance of the organisation.
MAIN BODY
Critically analyse the service process design of the organisation
In order to design a services in the organisation it is essential to prepare a blueprint of
service which are to be provided to the customers in the organisation. It is an activity to plan or
organize the resources of a business to improve the experience of employees in the organisation.
Service Blueprinting refers to a diagram which helps an organisation to visualize the relation
between various components of services which are used in the organisation. Service blueprints
provide organization a broad knowledge of their service and the underlying resources which are
seen and unseen to the user to make it possible to provide that service to the customers. These
blueprints helps the organisation to discover their weaknesses. In respect of KFC, the
organisation is operating in 150 countries and provide a quality services to their services. KFC is
an organisation which provides franchisee to organisations of another country to open up a store
with their name and a quality of food and services to be maintained equally at each and every
store of KFC. This require to provide blueprint of service which are provided by KFC at their
other stores (Jiang, Cai and Wei, 2020). The service blueprint is very essential for the
organisations like KFC as they provide them a basis to design services in other stores in another
location.

KFC provides a self service counters to their customers in which a counter is provided in
front of the store from which the customers place the order. At the time of placing the order the
customer gets an order number which shows a proper attention to the customers and reduce the
chances of conflicts in customer. The customer who first made the offer will get the delivery first
in the store without any biassed executives in the store. After the order is ready the order number
will be displayed on the display board by which the customer can go to the counter and collect
their order. This self service technique used by KFC is very efficient especially at this time of
spread of COVID19 virus as it helps the customer to maintain social distance with their
customers. KFC used this technique as it is a cost efficient technique to run a restaurant business
in the market (Ruiz-Mafe, Bigné-Alcañiz and Currás-Pérez, 2020).
Critically evaluate the role and ethical implications of technology in the organisation’s service
delivery
Technology has playing an important role now a days in delivery of services to the
customers. It helps the organisation to deliver their services at their home just by placing a order
with them. It is also used to take invoices at the billing counters of the organisation. In respect of
KFC the organisation is completely based on the technology in order to deliver effective services
to their customers (Garibaldi and Sfodera, 2020). KFC has fully computerised billing system at
their stores to take invoice of customers which helps them in providing better services to their
customers. The details of the customers gets save in the system which helps the organisation to
give them offers which are applicable on stores in the KFC. It attract more and more customers
towards the store and customer feels connected with the organisation. Computerised billing
software also help the customers to get an accurate and quick bill which saves their time of
calculation. They also use order number display machine which gets possible to the organisation
only by using technology in the stores. The kitchen of the organisation has been equipped with
several instruments which are technologically updated and help the workers to quickly provide
the orders of their customers. KFC has announced that the company is going to introduce a 3D
bioprinting technology to prepare chicken nuggets at their stores (Oliveira, Gonçalves and Sousa,
2020).
As there are various benefits of technology in the organisations it also have several risk in the
market. As the computers save all the data of the customers like their phone numbers, card
details and various other information which can be misused by anyone. Hence the organisation

needs to follow some ethical values which are provided to save the interest of consumers by the
government. Organisations need to follow all the requirements given by the government to save
the data of their customers in a password protected systems. It helps the organisation to save
themselves from fraud. It is duty of KFC to maintain the privacy of their customers and take care
of the thing that their data is not misused by anyone (Lau, 2020).
Critically analyse how service capacity and performance is managed
In order to manage services and performance of the organisation KFC use the method of
Balance Score Card in the organisation. This is a strategic performance management tool which
is used to manage service and performance of the organisation by keeping track on activities
which are executed by staff of the organisation and monitor if any consequences are going to
arise in the organisation. The company find it essential to monitor and manage the activities of
staff in the organisation as it is service based organisation and it is very essential for the
organisation to manage their staff for good and well customer experience in the organisation.
Vision and Mission of KFC is to became a leading food service provider by delivering quality
products and excellent customer experience in order to maximise profits, deliver sustainable
growth and improved shareholder value year after year (Marlapa, 2020). This balance score card
help the organisation to manage the services and performance of the staff in order to achieve
mission and vision of the organisation. The use of Balanced score Card helps the organisation in
ethical decision making. There are four important areas of balance score card that are given
below:
Financial: It is essential to measure financial performance of the organisation. In case of KFC
where the organisation is established in so many countries and work is managed by them
according to them it is essential for the company to keep check on the financial performance of
the employees. There are several financial measures which are used to measure financial
performance of the organisation such as revenue growth, earnings per share (EPS), inventory
turnover, sales growth, etc.
Customers: It is impossible for any business to survive in the market without customers that is
the reason that a company needs to measure how the company is doing in respect of customers.
There are several measures which are used in respect of customer that are level of customer
satisfaction in the organisation, number of repeat customers, new customers, the referrals from

old customers, market share and many. These aspects helps to know about the custome5r
experience in the organisation (Anggraeni and Thorina, 2020).
Learning and Growth: Business needs to evolve in dynamic environment and needs to survive
in this market. In order to reach at its target it is essential for the company to focus on
management to grow the company. In order to measure laernbing and growth outcomes in KFC
the company can follow measures like scope of process improvements, number of employee
suggestions that are adopted,number of new products, turnover rates, hours of employee training,
and many more to include in it (Heng and Afifah, 2020).
Service capacity: In order to maintain the image of the organisation, an organisation needs to
maintain its service capacity in the market. To maintain the service capacity it is essential for the
business to maintain internal operations of a business organisation. It requires for the
management to analyse the internal operations of the organisation either they are meeting with
strategic goals of the operations or not. The measures that are used by business to analyse its
internal operations are transaction efficiency, number of products completed per day pere
employee, machine downtime and many more (Della Corte and Del Gaudio, 2020).
CONCLUSION AND RECOMMENDATION
From all the above discussion it is concluded that the management of service is very
essential in every organisation. In case of KFC which operates in restaurant business it is
essential to provide quality services to the customer as restaurant industry is a service based
industry. The organisation provides self service counters to their customers at various locations
in different countries. It uses several method in the operation of business and they can also
follow various measures to improve them. The company can follow strategic management in
order to manage all the stores of the organisation which are operating in several parts of the
world. It is essential for the organisation to manage all the stores from one place as the brand
name is associated with each and every store of the organisation. They are recommended to
increase number of staff in the organisation to provide more customer satisfaction in the
organisation. Insufficient number of staff in business like KFC results in delay of orders which is
more than usual and waste time of customer which is not like by most of the customers. An
appropriate number of staff help organisations in proper management of the operations of the
business organisation. KFC use the balance score card in the organisation which helps them to

manage the four areas of the organisation that are financial, customer, learning and growth and
internal operations. A successful balance score card initiate with the strategic goals and plan of
the organisation. It uses both quantitative and non-quantitative performance measures in order to
manage and monitor the performance of an organisation.

REFERNCES:
Books and Journals:
Fotiadis, A.K. and Spyridou, A.E., 2020. Delivering quality and memorable tourism
experience. The Routledge Handbook of Tourism Experience Management and
Marketing.
Jiang, Y., Cai, H. and Wei, X., 2020. Analysis the Service Quality of China’s Service Industry in
2018. In Innovative Computing (pp. 593-599). Springer, Singapore.
Ruiz-Mafe, C., Bigné-Alcañiz, E. and Currás-Pérez, R., 2020. The effect of emotions, eWOM
quality and online review sequence on consumer intention to follow advice obtained
from digital services. Journal of Service Management.
Oliveira, D., Gonçalves, M. and Sousa, B., 2020. The Relationship between Experiential
Marketing and Determinants of Quality Service in the Banking Market. Quality-Access
to Success, 21(178).
Lau, M.Y.M., 2020. Effects of Marketing Mix on Students’ Selection of Transnational Top-up
Degrees in Hong Kong. International Review of Management and Marketing, 10(5),
pp.27-34.
Anggraeni, A. and Thorina, M., 2020. The Effect of Room Service, Comfort, and Reservation
Process on The Performance Dimension Evaluation: The Case of Grand Mercure Hotel
Gajah Mada Jakarta. In Destination Management and Marketing: Breakthroughs in
Research and Practice (pp. 122-133). IGI Global.
Heng, L. and Afifah, N., 2020. Entrepreneurial Orientation for Enhancement of Marketing
Performance. International Review of Management and Marketing, 10(3), pp.46-53.
Della Corte, V. and Del Gaudio, G., 2020. Traditional versus experiential marketing in
tourism. The Routledge Handbook of Tourism Experience Management and Marketing.
Marlapa, E., 2020. Quality of Service and Community Disciplinary Officer with Quality
Products for Variable Interviening Customer Satisfaction: National Savings Bank
Syariah Branch Bogor Regency Cigombong. International Review of Management and
Marketing, 10(4), pp.132-139.
Garibaldi, R. and Sfodera, F., 2020. Technologies for enhancing wine tourism experience. The
Routledge Handbook of Tourism Experience Management and Marketing, p.16.