Mini project finalized-kevin & lipin

Mini project finalized-kevin & lipin - Quality-related...

Info iconThis preview shows pages 1–4. Sign up to view the full content.

View Full Document Right Arrow Icon
Customer Satisfaction Quality-related Dimensions Tangibles Reliability Responsiveness Assurance, Empathy GRADUATE SCHOOL OF MANAGEMENT Marketing Research (GSM 5210) Project Title: Customer Satisfaction of KFC Sri Serdang Patrons through Assessment of Service Quality PREPARED BY: Lau Yong Shen GM03521 Liew Kai Wen GM03833 Tay Li Pin GM03825 DATE: 13 rd April 2010 Project Title: Customer Satisfaction of KFC Sri Serdang Patrons through Assessment of Service Quality 1.0 Executive Summary This project, titled ‘Customer Satisfaction of KFC Sri Serdang Patrons through Assessment of Service Quality’ conducted with the focus on the perceived service quality and level of customer satisfaction of KFC Sri Serdang Outlet. The intention to carry out
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
the study was driven by the need to understand the area of improvement for KFC Sri Serdang as there were a lot of complaints concerning the service issues of the outlet. 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 measured using interval scale 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. Three to four questions are designed for each service dimension and customer satisfaction and the scaling method used is Five-point Likert Scale. By using SPSS 17.0 as data analysis tool, 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, 2.0 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 fast food cuisine and by minimal table service . Food served in fast food restaurants is cooked in bulk in advance and kept hot; is finished and packaged to order, and are ready to be both taken away and dine in. Fast food restaurants are usually part of a restaurant chain or franchise operation, which provisions standardized ingredients and/or partially prepared foods and supplies to each restaurant through controlled supply channels. ( http://biz.thestar.com.my/news/story.asp? Jan 2009) Since the setting up of the first quick service restaurant in Malaysia by A&W in 1963, the growth of fast food industry has been phenomenal in Malaysia. With the rising affluence of Malaysians in the last 10 years, coupled with the need to dine in a more
Background image of page 2
comfortable environment, QSRs have been gaining popularity and this concept has gone through an evolution in the last four decades. It is no longer confined to the dine-in experience today, as value-added services like drive-thru, 24-hour, and delivery service
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 4
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 04/27/2010 for the course GSM 5660 taught by Professor Ahmad during the Spring '10 term at Zhejiang University.

Page1 / 32

Mini project finalized-kevin & lipin - Quality-related...

This preview shows document pages 1 - 4. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online