Download - SERVQUAL: KFC
SERVICE ANALYSIS OF KFC GULSHAN OUTLET
Group Members Jonaid Yousuf Siam 092 0133 030
Shorfuddin Sama 092 0632 530
Md.Tanvir Ahmed 092 0627 030
Md. Rayhan Hossain 101 0135 030
Ishrat Jahan Synthia
Lecturer
North South University
Course Instructor
Company ProfileCompany Profile
KFC (Kentucky Fried Chicken) – 1930 in USA.
Colonel Sanders is the founder.
Over 14,000 outlets in 105 countries. (www.kfcbd.com)
PepsiCo owned KFC in 1986.
Company ProfileCompany Profile
Transcom Foods Ltd. is the franchisee of KFC in Bangladesh
KFC launched in September, 2006 at Gulshan.
KFC has 11 outlets in Bangladesh.
Dimension: TangibilityDimension: Tangibility
1. Modern equipment
2. Visually appealing facilities
3. Employees who have a neat, professional appearance
4. Visually appealing materials associated with the service
Dimension: TangibilityDimension: Tangibility
Dimension Weight : 21.83Avg. unweighted gap score : -1.38Weighted gap score : -30.20Avg. Perception score : 4.53
SERVQUALSERVQUAL
Survey research of customer evaluation about a company
Servqual is the difference between customer perception and expectation.
Servqual asses a service of a company through five dimension.
Dimension: RELIABILITYDimension: RELIABILITY
5. Providing service as promised
6. Dependability in handling customers’ service problems
7. Performing services right the first time
8. Providing services at the promised time
9. Maintaining error-free records
Dimension: RELIABILITYDimension: RELIABILITY
Dimension Weight : 19.17Avg. unweighted gap score : -1.43Weighted gap score : -27.35Avg. Perception score : 4.39
Dimension: RESPONSIVENESSDimension: RESPONSIVENESS
10.Employees Informs exactly when services will be provided.
11. Employees provide prompt services.
12. Employees are always willing to help customers.
13. Never too busy to respond to service requests.
Dimension: RESPONSIVENESSDimension: RESPONSIVENESS
Dimension Weight : 20.50Avg. unweighted gap score : -1.53Weighted gap score : -31.263Avg. Perception score : 4.36
Dimension: ASSURANCEDimension: ASSURANCE
14. Employee behavior instills confidence.
15. Customers feel secure transactions.
16. Employees are consistently courteous.
17. Employees have the knowledge to answer questions.
Dimension: ASSURANCEDimension: ASSURANCE
Dimension Weight : 19.81Avg. unweighted gap score : -1.13Weighted gap score : -22.286Avg. Perception score : 4.81
Dimension: EMPATHYDimension: EMPATHY
18. Provides individual attention.
19. Has convenient operating hours.
20. Employees provide personal attention.
21. Has the best interest of the customers at heart.
22. Employees understand the needs of their customers.
Dimension: EMPATHYDimension: EMPATHY
Dimension Weight : 18.69Avg. unweighted gap score : -1.35Weighted gap score : -25.169Avg. Perception score : 4.11
FINDINGSFINDINGS
Dimension E P P-E Weight Weighted Average
Tangibility 5.92 4.53 -1.38 21.83 -0.30
Reliability 5.81 4.39 -1.43 19.17 -0.27
Responsiveness
5.88 4.36 -1.53 20.50 -0.31
Assurance 5.93 4.81 -1.13 19.81 -0.22
Empathy 5.45 4.11 -1.35 18.69 -0.25
Overall weighted servqual score
1.36
Qualitative Comparison
30 minutes cleaning time before opening everyday
Wash hands every half an hour
Provide service right time
RSS course for error free service
Understand specific needs
Recommendation
Train employees in effective customer service
techniques, not just in the legally required
food handling and safety procedures.
Ensure well decorated furniture, employee
uniform and sufficient amount of sitting
facilities so that during busy hours less
people have to wait for sitting arrangement.
Recommendation
Encourage them to think in terms of customer
care, which goes beyond basic service.
Timing is another aspect of customer care.
Serve drinks and appetizers promptly, minimize
the time between courses and don't clear away
dishes before the customers have had.
Questions and
Suggestions
Thank You