Aims and

objectives
This research main aim is to study and critically evaluate the customer
preference for the service quality provided to them by the KFC store .
To suggest solution for some of the issues faced by the consumers
respectively thus by fxing them store can gain higher customer
satisfaction and could provide their customers ith proper service
quality hich could reach the expectations of them. The research plan
is to use di!erent types and modes of the quantitative research
methods for collecting data. "uantitative data is collected by
questionnaire. The data collected through questionnaire is analy#ed
through $%$$
&bjectives'
To adopt "uantitative research methods in order to (no ho far
customer is satisfed.
To critically revie the literature of the customer satisfaction in the
hospitality industry) *dentify (ey areas) and concepts to develop and
support the research.
To ma(e suggestions and recommendations to the store so that they
plan and attain higher customer satisfaction from the survey
conducted for the research.
To investigate the importance of customer satisfaction and service
quality in order to create ne customers
To reach the expectations of existing customers and to retain them in
future.
To critically revie and apprise the current literature on $+,-".A/.
,esearch methodology
The research methodology is an approach hich encompasses of
several issues including problems) constrictions and ethical
preferences ithin the research. The methodology is the speculative
examination of the methods that are appropriate to a specifc feld of
study. To achieve the objectives and goals of the research) selection of
methodology is essential and is indispensable for investigation and
analysis. Keeping in consideration the quality of services provided by
the organi#ation 0-alarie et al.) 12345 the 6onion theory7) plays an
important role in determining the philosophy) approaches) strategies)
time hori#on and the data collection methods.
Approach to research
8eductive and *nductive are the to approaches to research.
8eductive approach is a process in hich e develop a theory and
hypothesis and design a research strategy to test the hypothesis)
hereas in *nductive approach e ould collect data and develop
theory as a result of data analysis. As the researcher9s study deals ith
positivism a deductive approach ill be adopted in this research
0$aunders et al.) :;;<5.
*n the deductive approach) the las present the basis of explanation)
allo the anticipation of phenomena) predict their occurrence and
therefore permit them to be controlled 0Collis = >ussey) :;;<5.
There are fve sequential stages through hich deductive research ill
progress 0,obson) :;;:5.
First stage is 8educing a hypothesis from the theory.
$econdly) expressing the hypothesis in operational terms) hich
propose a relationship beteen to specifc concepts or variables.
Testing the operational hypothesis.
+xamining the specifc outcome of the inquiry.
*f necessary) modifying the theory in the light of the fndings.
,esearch strategy
The strategy can be used for explanatory) descriptive and illustrative
research 0?in) :;;<5. There are seven strategies namely +xperiment)
$urvey) Case study) Action research) @rounded theory) +thnography)
and Archival research 0$aunders et al.) :;;<5. The survey being the
popular strategy in business and management research it is used for
exploratory and descriptive research. This strategy allos the
collection of large amount of data from a sample in an economical ay.
The survey strategy is perceived as authoritative by people in general
and is both comparatively easy to explain and to understand. *t allos
us to collect quantitative data hich can be analy#ed using descriptive
and inferential statistics. The questionnaire) hoever is not the only
ay to collect data) it includes structures observations) structures
intervies etc. This survey strategy calculates and analy#es the
satisfaction levels of the customers.
Aethodology conclusion
The researcher intends to use a quantitative approach using a
positivist and deductive approach and utili#ing the data required in a
ay to support the research and provides the ability to understand.
Company profle
KFC 0the name as originally an initialism for Kentuc(y Fried Chic(en5
is a fast food restaurant chain that speciali#es in fried chic(en and is
headquartered in /ouisville) Kentuc(y) in the .nited $tates. *t is the
orldBs second largest restaurant chain 0as measured by sales5 after
Ac8onaldBs) ith 13)3C4 outlets in 113 countries and territories as of
8ecember :;1<. The company is a subsidiary of ?umD Erands) a
restaurant company that also ons the %i##a >ut and Taco Eell chains.
KFC as founded by >arland $anders) an entrepreneur ho began
selling fried chic(en from his roadside restaurant in Corbin) Kentuc(y)
during the @reat 8epression. $anders identifed the potential of the
restaurant franchising concept) and the frst FKentuc(y Fried Chic(enF
franchise opened in .tah in 124:. KFC populari#ed chic(en in the fast
food industry) diversifying the mar(et by challenging the established
dominance of the hamburger. Ey branding himself as FColonel
$anders)F >arland became a prominent fgure of American cultural
history) and his image remains idely used in KFC advertising.
>oever) the companyBs rapid expansion sa it overhelm the ageing
$anders) and in 12GH he sold the company to a group of investors led
by Iohn ?. Eron) Ir. and Iac( C. Aassey.
KFC as one of the frst fast food chains to expand internationally)
opening outlets in the .nited Kingdom) Aexico) and Iamaica by the
midJ12G;s. Throughout the 12C;s and 123;s) KFC experienced mixed
fortunes domestically) as it ent through a series of changes in
corporate onership ith little or no experience in the restaurant
business. *n the early 12C;s) KFC as sold to the spirits distributor
>eublein) ho ere ta(en over by the ,.I. ,eynolds food and tobacco
conglomerate) ho sold the chain to %epsiCo. The chain continued to
expand overseas hoever) and in 123C KFC became the frst Kestern
restaurant chain to open in China. The chain has since expanded
rapidly in China) hich is no the companyBs single largest mar(et.
%epsiCo spun o! its restaurants division as Tricon @lobal ,estaurants)
hich later changed its name to ?umD Erands.
KFCBs original product is pressure fried chic(en pieces) seasoned ith
$andersB recipe of 11 herbs and spices. The constituents of the recipe
represent a notable trade secret. /arger portions of fried chic(en are
served in a cardboard Fbuc(et)F hich has become a ell (non
feature of the chain since it as frst introduced by franchisee %ete
>arman in 124C. $ince the early 122;s) KFC has expanded its menu to
o!er other chic(en products such as chic(en fllet burgers and raps)
as ell as salads and side dishes) such as French fries and colesla)
desserts) and soft drin(s) the latter often supplied by %epsiCo. KFC is
(non for the slogan Ffnger lic(inB good)F hich has since been
replaced by FLobody does chic(en li(e KFCF and F$o good.F
>istory
>arland $anders as born in 132; and raised on a farm outside
>enryville) *ndiana.M4N Khen >arland as fve years old) his father
died) forcing his mother to or( at a canning plant.MGN This left
>arland) as the eldest son) to care for his to younger siblings.MGN After
he reached seven years of age) his mother taught him ho to coo(.M4N
After leaving the family home at the age of 1<) $anders passed
through several professions) ith mixed success.MCN *n 12<;) he too(
over a $hell flling station on .$ ,oute :4 just outside Lorth Corbin)
Kentuc(y) a small ton on the edge of the Appalachian Aountains.M3N *t
as here that he frst served to travelers the recipes that he had
learned as a child' fried chic(en and other dishes such as stea(s and
country ham.M3N After four years of serving from his on dining room
table) $anders purchased the larger flling station on the other side of
the road and expanded to six tables.M2N Ey 12<G) this had proven
successful enough for $anders to be given the honorary title of
Kentuc(y colonel by @overnor ,uby /a!oon.M1;N *n 12<C he expanded
his restaurant to 1H: seats) and added a motel he purchased across
the street) naming it $anders Court = CafO.M11N
$anders as unhappy ith the <4 minutes it too( to prepare his
chic(en in an iron frying pan) but he refused to deep fry the chic(en)
hich he believed loered the quality of the product.M1:N *f he preJ
coo(ed the chic(en in advance of orders) there as sometimes
astage at dayBs end.M4N *n 12<2) the frst commercial pressure
coo(ers ere released onto the mar(et) mostly designed for steaming
vegetables.M1<N $anders bought one) and modifed it into a pressure
fryer) hich he then used to fry chic(en.M1HN The ne method reduced
production time to be comparable ith deep frying) hile) in the
opinion of $anders) retaining the quality of panJfried chic(en.M1:N
*n Iuly 12H;) $anders fnalised hat came to be (non as his F&riginal
,ecipeF of 11 herbs and spices.M14N Although he never publicly
revealed the recipe) he admitted to the use of salt and pepper) and
claimed that the ingredients Fstand on everybodyBs shelf.FM1GN After
being recommissioned as a Kentuc(y colonel in 124; by @overnor
/arence Ketherby) $anders began to dress the part) groing a
goatee and earing a blac( froc( coat 0later sitched to a hite suit5)
a string tie) and referring to himself as FColonel.FM1GN >is associates
ent along ith the title change) Fjo(ingly at frst and then in earnest)F
according to biographer Iosh &#ers(y.M1CN
>arland $anders in character as FThe ColonelF
The $anders Court = CafO generally served travelers) so hen the
route planned in 1244 for *nterstate C4 bypassed Corbin) $anders sold
his properties and traveled the .$ to franchise his chic(en recipe to
restaurant oners.M13N *ndependent restaurants ould pay four 0later
fve5 cents on each chic(en as a franchise fee) in exchange for $andersB
Fsecret blend of herbs and spicesF and the right to feature his recipe on
their menus and use his name and li(eness for promotional purposes.
M12N *n 124: he had already successfully franchised his recipe to his
friend %ete >arman of $outh $alt /a(e) .tah) the operator of one of the
cityBs largest restaurants.M:;N
8on Anderson) a sign painter hired by >arman) coined the name
FKentuc(y Fried Chic(en.FM:1N For >arman) the addition of KFC as a
ay of di!erentiating his restaurant from competitorsP a product from
Kentuc(y as exotic) and evo(ed imagery of $outhern hospitality.M:1N
>arman trademar(ed the phrase F*tBs fnger lic(inB good)F hich
eventually become the companyJide slogan.M12N >e also introduced
the Fbuc(et mealF in 124C 01H pieces of chic(en) fve bread rolls and a
pint of gravy in a cardboard buc(et5.M::N $erving their signature meal
in a paper buc(et as to become an iconic feature of the company.M::N
Ey 12G< there ere G;; KFC restaurants) ma(ing the company the
largest fast food operation in the .nited $tates.M13N KFC populari#ed
chic(en in the fast food industry) diversifying the mar(et by
challenging the established dominance of the hamburger.M:<N
*n 12GH) $anders sold the company to a group of investors led by Iohn
?. Eron Ir. and Iac( C. Aassey for .$Q: million 0around .$Q14 million
in :;1<5.M1;N The contract included a lifetime salary for $anders and
the agreement that he ould be the companyBs quality controller and
trademar(.M:HN The chain had reached <);;; outlets in H3 di!erent
countries by 12C;.M:4N *n Iuly 12C1) Eron sold the company to the
ConnecticutJbased >eublein) a pac(aged food and drin(s corporation)
for .$Q:34 million 0around .$Q1.G billion in :;1<5.M:GN $anders died in
123;) his promotional or( ma(ing him a prominent fgure in American
cultural history.M:<N Ey the time of his death) there ere an estimated
G);;; KFC outlets in H3 di!erent countries orldide) ith Q: billion of
sales annually.M:CN
*n 123:) >eublein as acquired by ,. I. ,eynolds) the tobacco giant.
M::N *n Iuly 123G) ,eynolds sold KFC to %epsiCo for Q34; million
0around .$Q1.3 billion in :;1<5.M:3N %epsiCo made the chain a part of
its restaurants division alongside %i##a >ut and Taco Eell.M:2N The
Chinese mar(et as entered in Lovember 123C) ith an outlet in
Eeijing.M::N
*n 1221) the KFC name as oRcially adopted) although it as already
idely (non by that initialism.M<;N Kyle Craig) president of KFC .$)
admitted the change as an attempt to distance the chain from the
unhealthy connotations of FfriedF.M<1N The early 122;s sa a number
of successful major products launched throughout the chain) including
spicy F>ot KingsF 0launched in 122;5) popcorn chic(en 0122:5) and
internationally) the FSingerF) a spicy chic(en fllet burger 0122<5.M<:N
Ey 122H) KFC had 4)1H2 outlets in the .$) and 2)H;C overall) ith over
1;;);;; employees.M<<N *n August 122C) %epsiCo spun o! its
restaurants division as a public company valued at .$QH.4 billion
0around .$QG.4 billion in :;1<5.M<HN The ne company as named
Tricon @lobal ,estaurants) and at the time had <;);;; outlets and
annual sales of .$Q1; billion 0around .$Q1H billion in :;1<5) ma(ing it
second in the orld only to Ac8onaldBs.M<4N Tricon as renamed ?umD
Erands in Aay :;;:.M<GN
%roduct
KFCBs core product o!ering is pressure fried onJtheJbone chic(en
pieces seasoned ith the F&riginal ,ecipeF. The product is typically
available in either to or three piece individual servings) or in a family
si#e cardboard buc(et) typically holding beteen G and 1G chic(en
pieces. %oultry is divided into 2 di!erent cuts 0: drumstic(s) : thighs) :
ings) 1 (eel) and a bac(bone based breast cut divided into : pieces.
M112N The product is handJbreaded at individual KFC outlets ith heat
Tour mixed ith seasoning in a to to four minute process.MHCNM2<N *t is
then pressure fried for a maximum of seven minutes at 134 degrees
celsius.MHCNM1:;N Folloing this) the chic(en is left to stand for 4
minutes in order for it to suRciently cool before it is placed in the
arming oven.MHCN *t is KFC policy to discard chic(en if it has not been
sold ithin 2; minutes) in order to ensure freshness.MHCN The frying oil
varies regionally) and versions used include sunToer) soybean)
rapeseed and palm oil.MHHN A KFC executive stated that the taste of the
chic(en ill vary beteen regions depending on the oil variety used)
and hether the chic(en has been cornJfed or heatJfed.MHHN
As ell as its core chic(en on the bone o!ering) KFCBs major products
include chic(en burgers 0including the Singer and the Toer burgers5P
raps 0FTistersF and FEoxmastersF5P and a variety of fnger foods)
including crispy chic(en strips and hot ings.M1:1NM1::N %opcorn
Chic(en is one of the most idely available KFC products) and consists
of small pieces of fried chic(en.M1:<N *n some locations) chic(en
nuggets are sold) and are sometimes sold) as in Australia) under the
FKentuc(y LuggetsF trademar(.M1:HN
KFC adapts its menu internationally to suit regional tastes) and there
are over three hundred KFC menu items orldide.MH<N $ome
locations) such as the .K and the .$) sell grilled chic(en.M1:4NM1:GN *n
predominantly *slamic countries) the chic(en served is halal.MHCN *n
Asia there is a preference for spicy foods) such as the Singer chic(en
burger.M1:CN $ome locations in the .$ sell fried chic(en livers and
gi##ards.M1:3N A small number of .$ outlets o!er an allJyouJcanJeat
bu!et option ith a limited menu.M1:2N
A number of territories) such as Iapan) Iamaica) Trinidad) Earbados)
+cuador and $ingapore sell fried seafood products under the FColonelBs
CatchF banner.M1<;N *n Iamaica) hat as originally a seasonal o!ering
for the /ent period as expanded to a yearJround o!ering from :;1;.
M1<1N
KFC >ot Kings fried chic(en in Aalaysia.
-alue menu items are sold under the F$treetiseF name in locations
such as Canada.M1<:N $ide dishes often include French fries) colesla)
barbecue ba(ed beans) corn on the cob) mashed potato) bread rolls
and American biscuits.M1<<N $alads include the bean salad) the Caesar
salad and the garden salad. *n a number of territories) KFC sell onion
rings.M1<HN *n Asia) rice based side dishes such as (anji are often sold.
MHHN *n Aalaysia) chic(en meatball soup is sold. *n the .$ and @reece)
potato edges are sold instead of French fries.M1<4N
AcCormic( = Company is KFCBs largest supplier of sauces) seasonings
and marinades) and is a longJterm partner in ne product
development.M2<N
8ue to the companyBs previous relationship ith %epsiCo) most
territories supply %epsiCo products) but exceptional territories include
$outh Africa) the %hilippines) Tur(ey) ,omania) @reece and Earbados)
hich stoc( drin(s supplied by The CocaJCola Company) and Aruba)
hich stoc(s ,C Cola from the Cott Corporation.M1<GNM1<CNM1<3N *n
%eru) the locally popular *nca Kola is sold.M1<2N *n a number of +astern
+uropean locations and %ortugal) beer is o!ered) in addition to soft
drin(s.M1H;NM1H1NM1H:N
/aunched in :;;2) the KrusherUKrushem range of fro#en beverages
containing Freal bitsF such as Kit Kat) &reo and straberry shortca(e) is
available in over :);;; outlets.M1H<N +gg custard tart is a popular
dessert orldide) but other items include ice cream sundaes and tres
leches ca(e in %eru.M1HHN
*n :;1:) the FKFC amF brea(fast menu began to be rolled out
internationally) including such items as panca(es) aVes and porridge)
as ell as fried chic(en.M1H4N
C&LT,&-+,$*+$ AL8 C,*T*C*$A
$ince the turn of the :1st century) fast food has been criticised for its
animal elfare record) its lin(s to obesity and its environmental impact.
M121N +ric $chlosserBs boo( Fast Food Lation 0:;;:5 and Aorgan
$purloc(Bs flm $uper $i#e Ae 0:;;H5 reTected these concerns.M:1N
$ince :;;<) %eople for the +thical Treatment of Animals 0%+TA5 has
protested KFCBs choice of poultry suppliers orldide.M12:N The
exception is KFC Canada) hich signed an agreement pledging to only
use Fanimal friendlyF suppliers.M12<N %+TA have held thousands of
demonstrations) sometimes in the home tons of KFC executives) and
C+& 8avid Lova( as notably soa(ed in fa(e blood by a protester.
M12<N %resident of KFCBs .$ division @regg 8edric( said %+TA
mischaracteri#ed KFC as a poultry producer rather than a purchaser of
chic(ens.M12HN *n :;;3) ?umD stated' FMAsN a major purchaser of food
products) M?umDN has the opportunity and responsibility to inTuence the
ay animals supplied to us are treated. Ke ta(e that responsibility
very seriously) and e are monitoring our suppliers on an ongoing
basis.FM124N
*n :;;G) @reenpeace accused KFC +urope of sourcing the soya bean for
its chic(en feed from Cargill) hich had been accused of clearing large
sathes of the Ama#on rainforest in order to gro the crop.M12GN
%rotesters demonstrating outside a KFC restaurant in ,oyal &a()
Aichigan
*n Aay :;1:) @reenpeace accused KFC of sourcing paper pulp for its
food pac(aging from *ndonesian rainforest ood.M12CN *ndependent
forensic tests shoed that some pac(aging contained more than 4;
percent mixed tropical hardood fber) sourced from Asia %ulp = %aper
0A%%5.M123NM122N A%% said such fber can be found in recycled paper)
or' F*t can also come from tree residues that are cleared) after a forest
area has become degraded) loggedJover or burned) as part of a
sustainable development plan. A%% has strict policies and practices in
place to ensure that only residues from legal plantation development
on degraded or loggedJover forest areas and sustainable ood fber
enters the production supply chain.FM123N KFC said' FFrom a global
perspective) G; percent of the paper products that ?umD 0our parent
company5 sources are from sustainable sources. &ur suppliers are
or(ing toards ma(ing it 1;; percent.FM12CN
*n 8ecember :;1:) the chain as criticised in China hen it as
discovered that a number of KFC suppliers had been using groth
hormones and an excessive amount of antibiotics on its poultry in ays
that violated Chinese la.M:;;N *n February :;1<) ?umD C+& 8avid
Lova( admitted that the scandal had been Flonger lasting and more
impactful than e ever imagined.FM:;;N The issue is of major concern
to ?umD) hich earns almost half of its profts from China) largely
through the KFC brand. *n Aarch :;1<) ?umD reported that sales had
rebounded in February) but that loer sales in 8ecember and Ianuary
ould result in a decline in sameJstore sales of :; percent in the frst
quarter.M:;1Nrsies and criticism
T.,L&-+, &F /A$T T>,++ ?+A,$
KFC to lead Q1bn ?umD target in *ndia
:Gth sept :;11.
A.AEA*' The *ndian operations of ?umD Erands) parent of the KFC)
%i##a >ut and Taco Eell chains) ill cloc( profts this year for the frst
time since it entered the country ay bac( in 1224) said a senior
executive of the American fastJfood chain. The Kentuc(yJbased food
giant is targeting a billion dollar revenue from the local mar(et ithin
the next four years) ith KFC outlets) famous for its fried chic(en)
leading the groth.
>aving earlier focused its e!orts largely behind the pi##a chain) %i##a
>ut) the Q11Jbillion .$ fastJfood behemoth is no clearly veering
toards KFC as it loo(s to create a ChinaJli(e model of groth in *ndia.
KFC accounts for almost 3;W of the companyBs H):;; outlets in China)
hich contribute onethird of ?umBs global revenue.
$o) out of the 1);;; stores that ?umD plans to open in *ndia in the next
four years) 4;W of them ill be KFC. *ndiaBs food and beverage story
has attracted fastJfood chains as ell as fne dining operators) ho are
(een to tap the appetite of the countryBs young upardly mobile
middle class.
KFCB$ L+T %,&F*T ,*$+$ E? C.HW 0:3T> I.L+
:;115
K&C>*' Kerala Financial Corporation 0KFC5 has cloc(ed a C.H W in the
net proft at ,s <4.3: crore for :;1;J11. The company declared a
dividend of 4 W for the year. Eusiness portfolio increased by :G.H W to
,s 11:4 crore and the disbursements rose G W to ,s HHH crore. The
recovery of loans has improved by 13.C< W to ,s <44 crore. To retain
quality portfolio and to minimi#e gap beteen sanction and
disbursement) the corporation contained its sanction level to ,s 4;C...
KFC T& $+,-+ CA/&,*+ C&.LT
L+K 8+/>*' ?our fnger lic(inB chic(en and Singer burgers ill soon
have calorie counts on their labels) as ?umD Erands) the Q1GJbillion
oners of Kentuc(y Fried Chic(en fastJfood restaurant) joins the
groing number of foods and beverages companies hopping on to the
health and nutrition platform. *n an exclusive interaction ith +T) 8avid
C Lova() global chairman and C+& of the Kentuc(yJbased fastJfood
company that also ons %i##a >ut) Taco Eell and A=K ,estaurants)
said the move ould be (ic(ed...