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Evaluation to Promotion Activities of customer service of KFC

By Beth Gardner,2014-11-21 19:42
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Evaluation to Promotion Activities of customer service of KFC

    Business Graded Unit 2

    Evaluation to Promotion Activities of customer service of KFC

     Candidate name: ZHAO Yue

    Grade and Class: 10 B3

    Student ID: 115166823

     Submission day: 10.04.2013

    comtents

    Introduction ...................................................................................................................................... 3

    Section 1; Effects of KFC ................................................................................................................ 3

    Introduction to Promotion activities of KFC .............................................................................. 3

    Customer KFC evaluation results ............................................................................................. 4

    Customer KFC quality of service satisfaction survey results .................................................... 4

    The KFC customer loyalty satisfaction survey results .............................................................. 5

    The KFC„s customer service is good or bad for quarterly sales‟ effect..................................... 5

    Survey customer to KFC‟s suggestions ..................................................................................... 6 Effects of the activities ...................................................................................................................... 6

    Customer Service impact on customer loyalty .......................................................................... 6

    Internal customer service to internal employee loyalty............................................................. 6

    Customer Service affect to KFC corporate image..................................................................... 7

    Customer Service affect to KFC operational efficiency............................................................ 7

    Customer service affect to KFC competitiveness in the industry ............................................. 8

    Section 2; Assessment of the implications of the above effects ................................................... 8

    2.1 the extent of the consistent with the prediction of marketing theory ............................... 8

    2.2 How far the effects enable KFC to meet its objectives........................................................ 9

    2.3 Any benefits to customer outweigh any costs them ......................................................... 10

    2.4 How the effects will enable KFC to become more efficient .............................................. 10 Section 3;Conclusion and Recommendation ............................................................................... 10

    conclusion ............................................................................................................................... 10

    Customer Service impact on customer loyalty ................................................................ 10

    Internal customer service to internal employee loyalty ................................................... 11

    Customer Service affect to KFC corporate image ........................................................... 11

    Customer Service affect to KFC operational efficiency .................................................. 11

    Customer service affect to KFC competitiveness in the industry ................................... 11

    Recommendation .................................................................................................................... 11

    1 Customer Service impact on customer loyalty ............................................................. 11

    2 Internal customer service to internal employee loyalty............................................... 12

    3 Customer Service affect to KFC corporate image ......................................................... 12

    4 Customer Service affect to KFC operational efficiency ................................................ 12

    5 Customer service affect to KFC competitiveness in the industry ................................. 12 Conclusion ....................................................................................................................................... 13

    Reference ........................................................................................................................................ 14

    Appendix ......................................................................................................................................... 15

    Appendix 1 .............................................................................................................................. 15

    Appendix 2 .............................................................................................................................. 15

    Appendix 3 .............................................................................................................................. 15

    Appendix 4 .............................................................................................................................. 16

Introduction

    Customer service is based on the preferences of the client himself so that he met, and eventually enables customers to feel his attention to such a good impression etched in his heart to become a loyal customer. Any business must rely on the customer, the customer is the most important resource for survival and development. This report I the KFC the Yinchuan store holiday staff familiar with KFC customer service processes, and customer survey and related information online collection understanding of customer services of the KFC store, customer loyalty KFC, customer suggestions and customer service is good or bad KFC quarter sales, a reference value of improvements. To provide customers with better service to promote the sustainable development of enterprises of KFC.

    KFC’s introduction and customer service processes

    Kentucky Fried Chicken, commonly referred to as KFC, is well-known fast-food restaurant chain from the United States, created in 1952 by Harlan Colonel Sanders. Sell fried chicken, hamburgers, French fries, soft drinks and other Western fast food. KFC belongs to Yum Brands, Yum is the world's largest restaurant group, the strength. Of this survey Kentucky Fried Chicken Yinchuan shop belong to the Co., Ltd. of the Yum Restaurants (Xi'an). So, this report to understand the impact of customer service on KFC

    Section 1; Effects of KFC

    Introduction to Promotion activities of KFC

    This survey between 26 January to 6 February in 2013. The survey was mainly targeted at consumers in Yinchuan KFC store. The questionnaires were distributed and 300 copies. The survey covers the satisfaction of the customer KFC, customer

    service processes, customer loyalty KFC customer KFC views the proposed five aspects of 15 specific survey items.

    Customer KFC evaluation results

    The survey shows that: In the survey of 300 people, concerned about the number of "delicious, consistent with the public" was 48.0%, the number of other non-attention "delicious, consistent with the public" was 52.0% (see appendix 2). 15.5% of customers that KFC store decoration unique environment refreshing, clean and beautiful. 15.0% of customers that KFC food is absolutely fresh, there are a wide variety of drinks, snacks, staple food to fill his stomach. Exquisite variety of food packaging, taste fresh, crispy and delicious, while also introducing a variety of packages, for various groups. 10.5% of customers that the ads do well "KFC, good taste of life". (Appendix 2)

    Customer KFC quality of service satisfaction survey results

    Survey: In the survey of 300 people, 55.8% of people satisfied with the services of KFC, 9.1% of people are very satisfied, 14.6%, 8.5 people feel uncertain and are not satisfied with the KFC service processes (see appendix 3). For the nature of the service industry, service is service, service by employees to show up, so the quality of service is good or bad is closely related to the quality of the staff, KFC stores are able to follow the "100% customer satisfaction," the service concept, However, due to the employees mainly taken the form of hourly workers, relatively strong liquidity and relatively weak action items, speed of service and the results were difficult to grasp, it is necessary to attach great importance to the level of service, to pass quality service by service personnel, although the service is very simple, but to continue to provide customers with high-level, warm and thoughtful service is easier said than done. Holly Steele said this sentence is well-known in the United States, and has written a book called "top", used to be San Francisco hotel a doorman he has done for decades doorman, luggage at the door to others after retirement to write such a book in which

    he talked about: the service is really very simple, but the perseverance to do the service is very, very difficult. (Appendix 3)

    The KFC customer loyalty satisfaction survey results

    Survey: In the survey of 300 people, KFC loyalty were 12.5%, 35.5%, 35.6%, 16.4% (see Appendix 4), received only 40% of the reward for loyal customers, the vast majority of customer perception less than the reward, which is worth noting. Customer loyalty customers for the products or services of a particular brand had a good impression, the formation of preferences, and thus a tendency to repeat purchase. KFC monthly payment coupons Subscribe to reward consumers, during the promotion period will be issued small gifts, such as cartoon toys, but often consumers to shop but do not feel. This will affect customer loyalty, resulting in the loss of customers. (Appendix 4)

    The KFC‘s customer service is good or bad for quarterly sales’ effect

    According to the survey KFC store quarter sales in Yinchuan, the third quarter of 2012, turnover of 24.39 million Yuan, and the fourth quarter of 20.46 million Yuan, down 16.1%. Through exchanges with managers and employees, obtaining the main reasons for the decline: the fourth quarter added new employees, there is a gap between business level due to new employees and old employees level of business, service procedures, processes, standards, as older employees familiar, resulting in work efficiency, standards and customer satisfaction has declined; fourth quarter just a "National Day", "Christmas", "New Year's Day" festival, other food and beverage industry, all kinds of shops and discount promotions more Our lack of new promotional tools; shop dining guest relatively small, especially in the dining peak period cannot meet customer needs; into winter, some customers need to be delivered to your home, but the shop room phone most customers do not know, resulting in the loss of some customers.

Survey customer to KFC’s suggestions

    First, I hope the introduction of more incentives; continue to innovate, develop more suitable for the people, and even in different parts of different nutritional health food; guest relatively small, especially the holidays more crowded, should consider increasing the Dining visiting; is to continuously improve the level of service and quality of service; further increase the intensity of products and services. Effects of the activities

    Customer Service impact on customer loyalty

    Through the analysis of the indicators in the comparison of customer satisfaction, the customer is not satisfied with the establishment of customer loyalty more, the main problem is not in place; customer loyalty activities, coupons during the promotion period, the payment of small gifts do not take the initiative. Good customer service allows customer satisfaction, the customer dependent increase customer retention rates. The good quality of customer service is the basis for generating customer loyalty. A dissatisfied customer would like to at least another 11 people complained that a highly satisfied customers would like to at least 5 people around. Loyal customers to give businesses a steady stream of new customers: a loyal old customers can affect the 25 consumers, induce potential customers to buy the products motives, of which at least one person to buy the products. Such as customer loyalty, a decrease of 5%, corporate profits decreased by 25%. KFC quarter turnover, three quarters of the average daily turnover of $ 27.1 million in the fourth quarter of the average daily turnover of HK $ 22.7 million, the fourth quarter KFC customer loyalty on the decline, said KFC customer loyalty requires improvements.

    Internal customer service to internal employee loyalty

    Good working environment and positive working atmosphere and improve the

    management system, this is the best measure of KFC's internal staff loyalty, can effectively prevent the brain drain. Through telephone interviews of employees and their family members to understand the employees love the job, love the job of the survey that 88% of employees, 12% of employees now work somewhat negative, indicating that KFC working atmosphere and the internal customer service system is still not perfect now needs to be improved.

    Customer Service affect to KFC corporate image

    By analyzing the comparative customer perceived quality of service satisfaction index entry, the main problems are: lack of employee service experience, the minimal permissions handling events, team spirit is weak. As the nature of the services industry, by service personnel to deliver services, the level of service of the staff directly affect the mood of the customer. In a survey of 300 questionnaires, 78% of praise, and the description of the corporate image ok. Employees one by one and the behavior of the move should be a kind of corporate behavior, reflect the company's business philosophy and values, rather than the independent free-wheeling personal behavior. The KFC's aim is the customer first, and it is this purpose that every customer dining to, whether adults or children, there will be a feeling of home away from home.

    Customer Service affect to KFC operational efficiency

    Good customer service processes can enhance the efficiency of KFC internal and front, to achieve the effect of customer satisfaction. The survey is the time to judge by the customer ordering food. In a survey of 300 questionnaires, the point of the meal, the customer cannot get food or takeaway in 3 minutes cannot be sent within 10 minutes, to 14.8%, then the error KFC customer service processes, operational efficiency is not high, need to continue to improve operational efficiency.

Customer service affect to KFC competitiveness in the industry

    In this age of fast food industry is essential for most people, so there is no good customer service system cannot gain a foothold in the industry. KFC is a service of the food and beverage industry, with KFC to compete with many companies, such as Keshi, Subway, Yoshinoya, so customer service is essential, and high-quality customer service is the best brand , for the service industry, customer service is very competitive. The survey of 300 questionnaires, Kentucky ranked in the fast food industry and the public alike are in the first place, so the Kentucky service quality in the industry, the competitiveness in the industry is also relatively strong. Section 2; Assessment of the implications of the above effects

    2.1 the extent of the consistent with the prediction of marketing theory Customer service is the provision of service to customers before, during and after a purchase. According to Turban et al. "Customer service is a series of activities designed to enhance the level of customer satisfaction that is, the feeling that a product or service has met the customer expectation."

    The importance of customer service may vary by product or service, industry and customer. The perception of success of such interactions will be dependent on employees "who can adjust themselves to the personality of the guest," according to Micah Solomon. From the point of view of an overall sales process engineering effort, customer service plays an important role in an organization's ability to generate income and revenue. From that perspective, customer service should be included as part of an overall approach to systematic improvement. A customer service experience can change the entire perception a customer has of the organization. Some have argued that the quality and level of customer service has decreased in recent years, and that this can be attributed to a lack of support or understanding at the executive and middle management levels of a corporation and/or a customer service policy. To address this argument, many organizations have employed a variety of methods to improve their customer satisfaction

levels, and other key performance indicators (KPIs)

2.2 How far the effects enable KFC to meet its objectives

    KFC's service philosophy is to continue to introduce new products or sales

    repackage the product and provide customers with accurate and efficient, friendly and reliable service.

    KFC's purpose is to service the customer first, unique to adults and children a home away from home feeling.

    KFC's core values is "people-oriented, customer satisfaction, communication and cooperation, rewards and punishments, provide an opportunity."

    The KFC corporate goal is to (1) the satisfaction of consumers, strive to do the

    service, cleanliness, health, and so on, to provide consumers a good dining environment, so that consumers feel at KFC meal is excellent value for money. (2) the pursuit of business growth, increase the competitive forces of the KFC, improve business efficiency and provide more staff development and learning opportunities. (3) The pursuit of personal growth, focusing on the development of personal qualities, abilities, knowledge, and experience to and use as the basis of assessment. (4) And business partners mutual help, attention and cooperation partners, joining the close cooperation of enterprises, suppliers, contractors, active pursuit to establish a good mutual assistance relationship.

    The KFC slogan is "With KFC, good taste of life".

    KFC "unified logo, uniform clothing, uniform distribution of the way new chain business model, as well as high-quality products, fast and friendly service, clean dining environment to establish its position in the Chinese market." Speed-oriented "fast food industry entrepreneurial spirit to make it special emphasis on teamwork, relying on a team to achieve high efficiency, thus ensuring the business peak of services correctly and quickly. (Appendix 4)

2.3 Any benefits to customer outweigh any costs them

    Customer satisfaction to KFC to bring a long-term, stable source of income. The internal staff KFC stable internal structure and stability of the technology group. Good corporate image is like the face of a man, it represents an enterprise as a whole. The use of high efficiency, Kentucky better play to their efficient assembly line. Competitiveness, KFC extremely concerned about this aspect, KFC understand that good customer service is a strong competitive force. When KFC complete these and her interests will be greater than the cost to form a useful body of the loop.

2.4 How the effects will enable KFC to become more efficient

    These effects can save a lot of time for Kentucky Fried Chicken, KFC have one of their own efficient processes and time and cost savings, reduce the waste of unnecessary costs is tantamount to increased revenue. Also to increase sales and expand the influence of, these are KFC cares about most aspects. Therefore, the completion of these factors can be a good help KFC success.

Section 3;Conclusion and Recommendation

    conclusion

    Customer Service impact on customer loyalty

    Higher overall satisfaction of the customer KFC, 24% of customers to KFC higher frequency, the most patronage low frequency. How to make customer satisfaction beyond expectation, often go to KFC dining, improve turn heads, get customer loyalty is the key to win business.

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