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The influence of service and product quality
towards customer satisfaction : A case study at
Kentucky Fried Chicken Manado
By
Visio P. M. Pilat
080613171
THESIS
Sam Ratulangi University, Faculty of Ecomomics
International Business Administration
2011
CHAPTER 1
INTRODUCTION
1.1 Research Background
Many researcher and academician has been known the importance
of customers in business. According to Zairi (2000), “Customers are the
purpose of what we do and rather than them depending on us, we very much
depend on them. The customer is not the source of a problem, we shouldn’t
perhaps make a wish that customers ‘should go away’ because our future and
our security will be put in jeopardy”. Because of that statement, that is the
reason why organization and company today are focusing on customer
satisfaction.
Customer satisfaction is the aim of a company to survive. Company
should keep and maintain their customer satisfaction in order to keep them buy
the company’s product. Keeping previous customers in general, is more
profitable than changed new customer because the cost to get the new one can
be 5 times more than the cost of keeping the previous ones (Kotler et al, 2000).
That statement means that keeping the loyal customer is like keeping the
existence of the company. To get the customer satisfaction, marketer should
apply their marketing strategies.
There are so many fast food restaurant that we can find in Indonesia.
The more player in one scope of business, the more the competition between
the companies. Because of that, the company should make an effort to keep
and improve their customer’s satisfaction in order to survive in that business.
Kotler (2000) defined satisfaction as: “a person’s feeling of pleasure
or disappointment resulting from comparing a product’s perceived performance
(or outcome) in relation to his or her expectation”. That’s the task of company to
make their customer satisfy with their product.
Friendly employees, courteous employees, knowledgeable
employees, helpful employees, product quality, billing timeliness, competitive
pricing, service quality, good’s value, billing clarity, and quick service are the
factors that affect customer satisfaction according to Hokanson (1995). This is
shown on Figure 1 below.
‘
Figure 1
Factors that Affect Customer Satisfaction
Quick service Courteous employees
Knowledgeable employee
Product Quality
Billing timelines
Friendly Employees
Billing clarity
Good value
Service quality
Overall customer
Satisfaction
Competitive pricing
Kotler (2004) said that the customer satisfaction is the level of
someone feeling to the services satisfaction after comparing the yield (output)
and the expectation. The level of satisfaction is a function of differences
between services quality feel and the expectation. If the services quality is
under expectation, the customer will be disappointed. If it matched with the
expectation, customer will be satisfied. Meanwhile, if it over the expectation, the
customer will be very satisfied.
In restaurant business, many kinds of menu offered with many kinds
of design interior. Besides the menu and the place, the quality of human
resources is a term of service and in processing is an important aspect. Most of
restaurant owner are not focus on the importance of quality of foods and the
service. But in some go public franchise restaurants, such as Kentucky Fried
Chicken (KFC), Mc Donald and many others, the quality of food is standardized
and always controlled, so the product has good quality. In that case, the service
has an important role in selling the product.
In Indonesia, there are many fast food restaurants that have many
customers. One of the biggest fast food restaurants in Manado is KFC at Mega
Mall. The main product of KFC is fried chicken. This restaurant is located at the
centre of Manado city and integrated with Mega Mall shopping centre. KFC as a
franchise has done many promotions trough television to keep their customer
loyalty and their existence in the global competition. Services are done trough
tangibility, reliability, responsiveness, assurance and empathy. Therefore, the
researcher wants to know the effect of marketing mix (Product, Price, Place and
promotion or 4P) and services of Kentucky Fried Chicken Restaurant to the
customer satisfaction.
Nowadays, the change of customer’s lifestyle makes consumer of
food to think critically. They want the good and perfect services. It because the
value added of service in restaurant can increase the revenue (Sukarto, 2011).
Walker and Lunberg (2005), said that the food quality is important for the
customers especially when they choose a restaurant. The customer’s reason to
go to the restaurant is hungry. But nowadays, customer also needs
entertainment and looking for the restaurant that gives pleasure environment.
Many food service providers have a perception that people only go to
eating outlets for the food. There is an assumption that the primary reason
people go to restaurants is for the meal. Therefore, as long as customers get
the food they want, they are satisfied. However, this view may not hold true for
those full service restaurant visitors whose main purpose is to transact
business or to enjoy the company of cherished others (friends, family, spouse,
etc.)
Service quality determines a customer’s satisfaction. However, the
determinants of service quality are complicated with the dynamic business
environment, Pun, K.F., and Ho, K.Y. ( 2001). Service quality is influence by
expectation, process quality and output quality; in other words the standards of
service is defined by customers who have experienced that service and used
their experience and feelings to form a judgment. Chen, F.P., Chen, C.K.N.,
and Chen, K.S. (2001).
According to Nicholls, J.A.F., Gilbert, G.R., and Roslow, S. (1998),
Service satisfaction is a function of consumers’ experience and reaction to a
provider’s behavior during the service encounter; it is a function of the service
setting.
1.2 Research Problem
Based on the research background tha explained before on point 1.1,
there are two problem that need to be researched, they are :
1. Does Service quality of KFC influence the customer satisfaction?
2. Does Product quality of KFC influene the customer satisfaction?
1.3 Research Limitation
As shown on Figure 1 above, there are many factors that affect the
customer satisfaction of a product. Friendly employees, courteous employees,
knowledgeable employees, helpful employees, product quality, billing
timeliness, competitive pricing, service quality, good’s value, billing clarity, and
quick service are the factors that affect customer satisfaction according to
Hokanson (1995).
In this case, researcher only use two factors that affect to customer
satisfaction to be examined, there are product quality and service quality.
Researcher is limiting the variables to examine into these two factors.
1.4 Research Objective
The objective of this research is to examine the influence of service and
product quality toward customer satisfaction; a study case at Kentucky Fried
Chicken Manado.
1.5 Research Usefullness
The usefullness of this research are this research could be used on
science development in order to develop the study about marketing, as the
reference to KFC if they want to increase their customer satisfaction by
improving service and product quality, as the reference to researcher if
someday researcher want to run a business.
CHAPTER II
LITERATURE REVIEW
2.1 Theoritical Background
2.1.1 Marketing Management
“Marketing management as the art and science of choosing target
markets and getting, keeping and growing customers through creating,
delivering and communicating superior customer value”. Kotler and Keller
(2006). Marketing management not only talk about science, but also talk about
the art of how a marketers will persuade the prospects to buy their product by
using marketing strategy, such as improving the 4p’s factors of marketing mix.
2.1.2 Marketing Strategy
“Marketing strategy is a set of objectives, policies, and rules that guides
overtime the firm’s marketing effort-its level, mix, and allocation- partly
independently and partly in response to changing environmental and
competitive condition” (Kotler, 1980). By using the marketing strategy,
marketers could set the plan to attract prospect in order to influence them to
buy the company products. One of the common strategy that used by
marketers is the marketing mix.
2.1.3 Marketing Mix
“Marketing mix is one of the key concepts in modern marketing theory.
Marketing mix is the set of controllable variables and their level that the firm
uses to influence the target market. McCarthy popularized a four-factor
classification called the four Ps: product, place, promotion and price. Frey
proposed that all marketing-decision variables could be divided into two
factors: (1) the offering (product, packaging, brand, price, and service), and (2)
methods and tools (distribution, channels, personal selling, advertising, sales
promotion, and publicity)” Kotler (1980).
On marketing mix, there are product, place, promotion, and price that
include on the 4p’s tools that could be used by marketers. These tools are used
to improve the customer satisfaction in order to survive on the business field.
“Customer satisfaction is the level of someone feeling to the services
satisfaction after comparing the yield (output) and the expectation. The level of
satisfaction is a function of differences between services quality feel and the
expectation. If the services quality is under expectation, the customer will be
disappointed. If it matched with the expectation, customer will be satisfied.
Meanwhile, if it over the expectation, the customer will be very satisfied.” Kotler
(2004).
2.1.4 Customer Satisfaction
The level of customer satisfaction may be influenced by various
attributes from internal and external factors. Customer satisfaction may be
identified as internal and external customer satisfaction of an organization.
From the literature review, researchers on external customer satisfaction have
been identified. However, there seems to also be dissatisfaction of internal
customer satisfaction from organization’s point of view.
To improve the customer satisfaction, marketers should know the
factors that influence the customer satisfaction. Two of the factors are service
and product quality. “Quality is the totality of features and characteristics of a
product or service that bear on its ability to satisfy stated or implied needs.”
Kotler (2000).
2.1.5 Service Quality
Service quality according to Zeithaml and Bitner in Tjiptono (1996), is
“divided into five dimensions, there are: (1) Tangible, there are physically
facilities, employee equipment, and communication facilities. (2) Reliability,
there are the ability to give the services promised immediately, accurately and
satisfactorily. (3) Responsiveness, there are the wants of staff to help the
customer and give the services. (4) Assurance, there are information, ability,
polite, and the employee belong the trustees, safely form the danger, risk or the
doubts. (5) Empathy, there are the easiness in doing relations, good
communications, personal attention, and understanding the customer needs.”
A related theory to customer satisfaction that has been adapted by
Bartlett and Han (2007) in customer satisfaction is the service quality model by
Parasuraman, Ziethaml & Berry (1991). This model indicates that there are five
dimensions included in this model are tangible, reliability, responsiveness,
empathy and assurance. The tangible include the physical appearance of the
facilities, equipment, personnel and materials used to communicate with
customers.
Figure 2
Transaction-Specific Model
Service quality is influenced by expectation, process quality and output
quality; in other words the standards of service is defined by customers who
have experienced that service and used their experience and feelings to form a
judgment.
A related theory to customer satisfaction that has been adapted by
Bartlett and Han (2007) in customer satisfaction is the SERVQUAL model by
Parasuraman, Zeithaml & Berry (1991). This model indicates that there are five
dimensions used in measuring customer service quality. The dimensions
included in this model are tangibles, reliability, responsiveness, empathy and
assurance. The tangibles include the physical appearance of the facilities,
equipment, personnel and materials used to communicate with customers [14].
Elements within the tangibles dimension are cleanliness, space, atmosphere,
appearance of server and location. Measuring element of responsibility and
reliability are speed, willingness to respond, accuracy and dependability. The
Evaluation of Service Quality (SQ)
Price
Evaluation of Product Quality (PQ)
Transaction Satisfaction
(TSAT)
dimension of assurance and empathy may be measured using elements of
knowledge, trained professional, communications and caring.
In order to achieve a quality service organization, commitment from
employees and support from all levels of management is necessary. Therefore,
it is important for managers who provide goods or services constantly to keep
track of information about the company’s well being as far as meeting its
customers’ needs are concerned. Service companies are trying to find ways to
improve and provide Superior quality service to satisfy their customers. He also
mentioned that satisfying customers is an ultimate goal for every company, as
customers are the greatest resources, both short-term and long term survival of
the company.
2.2 Research Review
Before researcher made this research, another researcher already did a
similar research that entitled as “Influence of Service and Product Quality
towards Customer Satisfaction: A Case Study at the Staff Cafeteria in the Hotel
Industry”. The main objectives of this study were to identify attributes that
influence customer satisfaction and determine their relationships with customer
satisfaction. The variables included in this research are place/ambience, food
quality and service quality as independent variables and customer satisfaction
as the dependent variable.
From the findings, there were positive significant relationship between
place/ambience (r=0.563**, p=0.000) and service quality (r=0.544**, p=0.000)
with customer satisfaction. However, although relationship between food quality
and customer satisfaction was significant, it was in the negative direction (r=-
0.268**, p=0.001). New findings were discovered after conducting this research
and previous research findings were strengthened by the results of this
research. Future researchers could concentrate on determining attributes that
influence customer satisfaction when cost/price is not a factor and reasons for
place/ambience is currently becoming the leading factor in determining
customer satisfaction.
New findings were discovered after conducting this research and
previous research findings were strengthened by the results of this research.
Future researchers could concentrate on determining attributes that influence
customer satisfaction when cost/price is not a factor and reasons for
place/ambience is currently becoming the leading factor in determining
customer satisfaction.
2.3 Relationship Between Variables
The level of customer satisfaction influenced by various attributes from
internal and external factors. Customer satisfaction may be identified as internal
and external customer satisfaction of an organization. From the literature
review, researchers on external customer satisfaction have been identified.
However, there seems to also be dissatisfaction of internal customer
satisfaction from organization’s point of view.
Service quality determines a customer’s satisfaction. However, the
determinants of service quality are complicated with the dynamic business
environment.
Product quality is one of the factors that influence people to buy a
product. People usually tend to satisfy with a product with a good quality rather
than a product with low quality.
2.4 Hypothesis
Service quality influence significantly toward customer satisfaction of
KFC Manado
Product quality influence significantly toward customer satisfaction of
KFC Manado
CHAPTER III
RESEARCH METHOD
3.1 Data and Source of Data
This research using two kind of data, which are primary data and
secondary data.
3.1.1 Primary Data
Researcher got the primary data by using questionnaire. The result form
questionnaire is the primary data that used to calculate with the analysis.
Questionnaires are distributed to respondents so they can respond
directly on the questionnaire. There were two sections in the questioner
in the questioner that should be filled in by the respondents. The first
section asked about respondent’s identities and the second section
asked about things that related with the variables.
3.1.2 Secondary Data
Secondary data is another data that needed in order to finish the
research besides the primary data. Secondary data could be the
company profile, organizational structure, and financial statement of the
research object.
KFC Company Profile
PT. Fastfood Indonesia, Tbk. Founded by Gelael Business Group
in 1978, and registered as a public company since 1994. The Company
started with the opening of business warabala first KFC restaurant in
October 1979 on the Road Melawai, Jakarta.The success of the
restaurant QSR (Quick Service Restaurant) The first is then followed by
the opening of KFC restaurants in other major cities in Indonesia. As the
sole franchise holder of KFC until today, the Company is constantly
building the KFC brand, and armed with the success of the Company for
26 years, KFC has been a fast-food brand of the most dominant, and is
widely known as fast-food restaurant chain in the country. At this time
the Company has 237 restaurants, including a catering unit mobi, in
more than 50 major cities in Indonesia, employing approximately 9280
employees with total sales of more than Rp1, 028 trillion at the end of
2005.
The Company is a public company listed on the Jakarta Stock
Exchange listed companies with a majority shareholding of 79.2% by
PT. Gelael Primary (43.6%) and PT. Megah Eraraharja (35.6%), and the
remaining shares amounting to 20.8% by the Public (20%), and
cooperatives (0.8%). PT. Gelael Primary is Business Group Gelael as
the founder of KFC in Indonesia, while the PT. Majestic Eraraharja is a
subsidiary of the Salim Group joined the Company as a majority
shareholder in 1990.
The Company obtained a franchise from KFC Yum! Brands Inc..,
Restaurant companies that have systems of the world's largest
units. Yum! Brands Inc.. (Formerly known as Tricon Global Restaurants)
is the franchisor's trademark KFC, Pizza Hut, Taco Bell, A & W and Long
John Silvers. Name of Yum! chosen because it symbolizes the company
hopes to deliver satisfaction 'Yum!' in the face of its customers
worldwide.With five trademarks that operates under the auspices of the
same company, Yum!would be the best in providing a variety of choices
to consumers, and it certainly will take the lead in multi-branding
effort. KFC, as global leader in the category of fast food restaurants
serving chicken products and other products associated with chicken
meat, in particular, is owned by Kentucky Fried Chicken International
Holdings, Inc.., In Louisville, Kentucky (one of the trademarks Yum!
Brands Inc. .).
The Company's flagship product, Colonel's Original Recipe and Hot &
Crispy Chicken, remains the most delicious fried chicken according to
various surveys of consumers in Indonesia. It is understandable if high-
quality KFC's flagship product is acceptable both in Indonesia, a country
with the consumption of chicken meat is much higher than other types of
meat. In addition to presenting their products, KFC also meet the tastes
of local consumers by offering a menu of options such as cakes, Rice,
and Sweet Corn Salad, as well as other products like Crispy Strips,
Twister, and Spaghetti, which was very well received by our markets. To
give added value to consumers, the combination of efficient and high
quality menu as KFC Attack and Super Heat always offered. Brand
development through the introduction of new products, advanced
products, and promotional packages, cheap (in permanent or time
limited) contributed greatly to the growth of KFC KFC brand and increase
competitive differentiation.
To monitor the Company's market position and performance as a
whole, a survey called the Brand Image Tracking Study (BITS) regularly
held since 1998. The survey is conducted each quarter and is managed
by a company survey to determine consumer perceptions and brand
image of its peers in the fast food industry. This study revealed that KFC
was consistently at the highest and most prominent position in the minds
of consumers to 'Top of Mind Awareness' compared with other major
brands. In addition, the Company also conducted a study Customer
Experience Monitoring (CEM) to find out how the consumer experience
of services and facilities KFC, and CHAMPSCHECK studies to assess
the quality of services and facilities available at KFC. Company Award
2005 Chamber of Commerce awarded in the field of Tourism for the
restaurant category. Letter of Appreciation was awarded by the Chamber
of Commerce & Industry of the Jakarta administration for companies in
the category of hotel, restaurant & entertainment that contributes
significantly to the local government revenue, and also of great concern
in preserving and protecting the environment.
The Company wholeheartedly with the commitment to maintain the
vision of leadership in the fast-food restaurant business, by continuing to
give satisfaction "Yum!" To consumers. Support of our shareholders,
management expertise, loyalty and dedication of employees, as well as
the continuity of consumer visits, can help achieve this vision. The
Company believes that by creating and building a strong culture where
everyone in the Company makes a difference, shaping consumer
opinion & sales mania, giving the brand a competitive differentiation,
establishing the continuity of relations with the community, as well as
maintaining the consistency of success that has been achieved, it will
eventually make KFC a brand's most popular all over Indonesia, and a
good company and solid.
3.2 Population and Sampling Method
3.2.1 Population
Population refers to the entire group of people, events, or things of
interest that the researcher wishes to investigate. The population of this
research is Manado citizens as the customer of Kentucky Fried Chicken
as much 30 respondents.
3.2.2 Sample
Because the population is less than 100 respondent, researcher
no need to use sample.
3.3 Data Collecting Method
Data that used in this research are collected by using
questionnaire that spread to the respondents, in this case the customers
of Kentucky Fried Chicken in Manado as much 30 respondents.
3.4 Analyze
This research used Multiple Regression Analysis as the Analyzing
Method. Multiple regression is a statistical technique that allows us to
predict someone’s score on one variable on the basis of their scores on
several other variables. An example might help. Suppose we were
interested in predicting how much an individual enjoys their job.
Variables such as salary, extent of academicqualifications, age, sex,
number of years in full-time employment and socioeconomic status might
all contribute towards job satisfaction. If we collected data on all of these
variables, perhaps by surveying a few hundred members of the public,
we would be able to see how many and which of these variables gave
rise to the most accurate prediction of job satisfaction. We might find that
job satisfaction is most accurately predicted by type of occupation, salary
and years in full-time employment, with the other variables not helping us
to predict job satisfaction.
When using multiple regression in psychology, many researchers
use the term “independent variables” to identify those variables that they
think will influence some other “dependent variable”. We prefer to use
the term “predictor variables” for those variables that may be useful in
predicting the scores on another variable that we call the “criterion
variable”. Thus, in our example above, type of occupation, salary and
years in full-time employment would emerge as significant predictor
variables, which allow us to estimate the criterion variable – how satisfied
someone is likely to be with their job. As we have pointed out before,
human behaviour is inherently noisy and therefore it is not possible to
produce totally accurate predictions, but multiple regression allows us to
identify a set of predictor variables which together provide a useful
estimate of a participant’s likely score on a criterion variable.
3.5 Operational Definition and Variable Measurement
To measure the data that would be researched, researcher using
marketing mix as the indicator.
Indicator
1. Product
Product in general is Good, idea, method, information, object,
service, etc., that is the end result of a process and serves as a need
or want satisfier. It is usually a bundle of tangible and intangible
attributes (benefits, features, functions, uses) that a seller offers to a
buyer for purchase. Sub indicator that used in this research, are:
- Product quality: The ability of a product to perform its function,
it includes the product’s overall durability, reliability, precision,
ease of operation and repair, and other valued attributes. For
Fast food business, product quality can be measure from the
ingredients that used, the taste of the food, the
- Services: Any activity or benefit that one party can offer to
another that is essentially intangible and does not result in the
ownership of anything. In this criteria involve the measurement
of services given by the fast food business to assist customer
ease and convenience.
2. Price
Market value, or agreed exchange value, that will purchase a
definite quantity, weight, or other measure of a good or service. As
the consideration given in exchange for transfer of ownership, price
forms the essential basis of commercial transactions. It may be fixed
by a contract (such as sale of goods contract), left to be determined
by an agreed upon formula at a future date, or discovered or
negotiated during the course of dealings between the parties
involved.
CHAPTER IV
RESULTS AND DISCUSSIONS
4.1 Result and Discussion
4.1.1 Output Variable Entered/Removed and Model Summary
Regression
Variables Entered/Removedb
Model
Variables
Entered
Variables
Removed Method
1 Service Quality,
Product Quality
. Enter
a. All requested variables entered.
b. Dependent Variable: Customer Satisfaction
Model Summary
Model R R Square
Adjusted R
Square
Std. Error of the
Estimate
1 ,534a ,285 ,255 ,506
a. Predictors: (Constant), Service Quality, Product Quality
INTERPRETATION:
At Variable Entered/Removed showed that none of the variables that
be taken out from the equation.
Model Summary, R= 0,534 and R x R = R Square = 0,285, showed that
0,285 or 28,5 percent of Customer Satisfaction affected by Service
Quality and Product Quality, and the rest affected by other factors.
4.1.2 Output ANOVA and coefficients
ANOVAb
Model Sum of Squares df Mean Square F Sig.
1 Regression 4,795 2 2,397 9,370 ,000a
Residual 12,025 47 ,256
Total 16,820 49
a. Predictors: (Constant), Service Quality, Product Quality
b. Dependent Variable: Customer Satisfaction
Coefficientsa
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
1 (Constant) -1,938 1,277 -1,518 ,136
Product Quality ,632 ,283 ,285 2,232 ,030
Service Quality ,864 ,289 ,383 2,993 ,004
a. Dependent Variable: Customer Satisfaction
INTERPRETATION:
At ANOVA, value of F = 9,370 with p = 0,000. Because p < 0,05; so
the regression can be used to predict the Customer Satisfaction, or
as together Independent variable; Service Quality and Product
Quality affect the Customer Satisfaction at the level of 95% of
believe.
At Coefficients:
o Value of B Constant = -1,938 tells that if the Service Quality
and Product Quality are ignored, the Customer Satisfaction will
be -1,938
o Value of B Product Quality = 0,632 tells that every increasing
in product quality will increase the Customer Satisfaction as
much as 0,632
o Value of B Service Quality = 0,864 tells that every increasing
in service quality will increase the Customer Satisfaction as
much as 0,864.
o From the value of B constant , B Product Quality, and B
Service Quality, can make an regression equation:
Y= a + b1X1+b2X2 = -1,938 + 0,632 X1 + 0,864 X2
Explanation :
Y= Customer Satisfaction a= Constant
X1= Product Quality X2= Service Quality
o Based of the decision making to know the coefficient affected
of each variable:
BASED ON VALUE OF t hitung
If t hitung < t tabel ( + and –ignored), so Ho accepted,
or there is no signicicant influence from a independent
variable to dependent variable
In other hand, If t hitung > t tabel, so Ho rejected, or
there is significant influence from a independent
variable to dependent variable
Table viewed with db( derajat bebas) = N – k, N =
number of sample (N=50) and K = number of variable
(K=3), so db = 50 – 3 = 47
t tabel (db=47 level of confidence 95% (α/2 = 0,05/2 =
0,025)) = 2,143
t hitung X1 = 2,232. Because t hitung > t tabel, so Ho
rejected or Product Quality influence significantly to
Customer Satisfaction
t hitung X2 = 2,993. Because t hitung > t tabel, so Ho
rejected or Service Quality influece significantly to
Customer Satisfaction
BASED ON VALUE OF PROBABILITY
X1: p = 0,030. Because p<0,05; so Ho rejected or
Product Quality is influence significantly to Customer
Satisfaction of KFC
X2: p = 0,004. Because p<0,05; so Ho rejected or
Service Quality is influence significantly to Customer
Satisfaction of KFC.
4.1.3 Output Correlation
Correlations
Product Quality Service Quality
Product Quality Pearson Correlation 1 ,263
Sig. (2-tailed) ,065
N 50 50
Service Quality Pearson Correlation ,263 1
Sig. (2-tailed) ,065
N 50 50
INTERPRETATION:
At pearson correlation there are number 0,263 that showing the correlation
have value of r = 0,263. Because the correlation between Product Quality and
Service Quality have value of r < 0,6; so that correlation can be concluded as
not-strong correlation.
CHAPTER V
Conclusion and Recommendation
5.1 Conclusion
Based on the result of Multiple Regression analysis that analyze about
“The influence of service and product quality towards customer satisfaction: A
case study at Kentucky Fried Chicken Manado” writer find that Product Quality
and Service Quality are influence significantly to Customer Satisfaction of KFC.
So, If KFC wants to increase their Customers Satisfaction they should increase
the Product and Service quality first. Because every change in Service or
Product Quality of KFC, will significantly influence their Customer Satisfaction.
5.2 Recommendation
In order to Increase the Customer Satisfaction, writer recommend to
KFC management to find a way to increase Product and Service Quality first.
For example: Adding new menu or give some innovation to the menu of KFC,
Give more training to the employees to increase their service ability so that they
can serve the customers better.
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