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MR proposal-kevin and lipin

MR proposal-kevin and lipin - TITLE Customer Satisfaction...

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TITLE: Customer Satisfaction of KFC Sri Serdang Patrons through Assessment of Service Quality 1. Executive Summary This project, titled ‘Evaluation of Service Quality in Kentucky Fried Chicken (KFC) Outlet Sri Serdang’ was scheduled to be conducted on 21 March 2010. Observations were made at the outlet to determine peak hours prior to the research. The five service dimensions of service quality, namely tangibility, reliability, responsiveness, assurance and empathy and the aspect of customer as well as customer satisfaction were evaluated in order to gauge the perceived service delivery and satisfaction of who patronize the outlet. Primary research was carried out by conducting a survey involving 30 respondents using a questionnaire form, using convenience sampling. 3 questions are designed for each service dimension and customer satisfaction and the scaling method used is Five-point Likert Scale. The means scores of each service dimensions are then subjected to multiple regressions to determine which of the dimension the strongest factor is that lead to customer satisfaction, using SPSS as data analysis tool. 2. Background of research A fast food restaurant, sometimes known as a quick service restaurant (QSR), is a specific type of restaurant characterized both by its short food preparation time and by minimal table service . The fast food restaurant industry is growing at a rapid pace globally and dining out
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