Tuesday, June 4, 2019

Research Project On KFC co

look into Project On KFC coBusiness organic laws endure beca phthisis they have nodes who argon prep atomic number 18d to pay for their product and aid (Cinoy, 2007). In this competitive world satisfying the needs of the client plays an important role for any line of reasoning organization with providing the whole step dish that reaches the expectations of the consumer and satisfying them with their product by this company can adopt winning business strategy that can take them over their rivals in the market. Now a days many organizations are investing considerable amount of options in finding out new methods and tactics for filling the spreading among the actual guest expectation and service provided by the organization this is beca enjoyment of lack of correspondence between customer expectations and actual service provided by the organizations which results in dis rejoicing of consumers.This look for project is concerned about analyzing the service quality provided to its customers by KFC chime in, Belle vale, Liverpool and to analyze the level of mirth experienced by its consumers. attend to quality has been conceptualized as the difference between customer prospect regarding service to be received and opinion of service being received (Parasuraman et al., 1988). guest triumph is recognized as being highly associated with Value and consequently on the Price (Antreas, 1999). Customer satisfaction has been acknowledged as central concept as well as essential goal of each business activity (Eugene et al., 1994). These food court industries are fast growing industries in the whole United Kingdom and Globally. in that respect is intense competition among the firms in the industry for sheath MC Donalds, Burger King Etc. Expansion in service sector has resulted in increased conformation of customer demands and customer needs and wants. To reach increased customer demands business should adopt strategies which gain the business than its rivals .1.1 Problem outlineAs the most successful food firms are organized to deliver most enviable combination of food and service to consumers (jean Ben, 1996). The firms find it difficult to understand how consumers perceive their services and prize service quality (Valarie et al., 1985).This research is concerned with customer satisfaction and Service Quality in the hospitality industry focvictimization KFC store, Belle vale. Research provide critically analyze to determine the level of customer satisfaction provided by the store and extend tos suggestions how to plan to increase the level of customer satisfaction which in turn increases the store overall performance. Report leave behind investigate and come up with the steps and suggestions to be taken for the customers to be satisfied.1.2 Organization overviewKFC (GB) Ltd forms a part of Yum Brands. Yum Brands consist of 5 core Quality service Restaurant (QSR) KFC, Pizza Hut, Taco Bell, AW, and Long John Silver. KFC (Kentucky Fr ied Chicken) operates in 74 countries and territories throughout the world. The KFC concept was introduced to Britain in 1965. next by worldwide acquisition of KFC by PepsiCo it was announced that the British operations KFC GB Ltd has become a joint venture a company possess by Trust House Forte and PepsiCo (KFC, 2000).KFC Store, Belle vale is one of the new store it just being 20months. As its a new store this piece would suggest roughly of the plans that are important for the store to increase their level of customer satisfaction among its customers.1.3 Aims and objectivesThis research main aim is to study and critically measure out the customer satisfaction of the customers for the service quality provided to them by the KFC store in Belle vale. To suggest solution for some of the issues faced by the consumers respectively thus by fixing them store can gain higher customer satisfaction and could provide their customers with proper service quality which could reach the expect ations of them. The research plan is to use different types and modes of the valued research methods for collecting data. valued data is self-collected by doubtnaire. The data collected through questionnaire is analyzed through SPSS.ObjectivesTo adopt Quantitative research methods in order to know how far customer is satisfied.To critically review the literature of the customer satisfaction in the hospitality industry, Identify cite areas, and concepts to develop and support the research.To make 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 new customersTo reach the expectations of existing customers and to retain them in future.To critically review and apprise the current literature on SERVQUAL.Literature reviewThe Literature review is the work of syntheses. The literature review is an attempt to summarize the existing state of knowledge about a subject and, in research proposals, to frame the proposed researchs expected involvement to knowledge (Jeffrey, 2006). Literature review enables the detective to position research in a boastfully context by determining on overall review of the body of research and revealing the work that already being through and reported. The fundamental variables percentage to customer satisfaction in store about The Quality, and Environment can be ultimately enhanced but the service offered eventually provide business a competitive advantage (Evert, 1991)The predominance of evidence in the accessible literature on the marketing of services has identified the critical role of service quality and satisfaction in the formation of customer acquire retention (Steven Thomas, 1994). Understanding the relationship between the customer satisfaction and service quality is of import for the strong management of any business institution (Ru st Oilver, 1994). However drive for the product and service apparent worldwide but the increasing customer satisfaction has become corporate goal for the business (Bitner Hublert, 1994). The development of better understanding of how service quality experience and consumer satisfaction judgment interacts and influence each other(a) on consumer purchase intention is a key challenge face by current services in marketing discipline (Bolton Drew, 1994)2.1 Concept of Customer satisfactionMarket investigator distinguishes between customer satisfaction with respect to a specific transaction and their global evaluation of service (Eugene et al., 1994). Customer satisfaction has been distinguished under cardinal different conceptualizations they are Transaction specific and Cumulative (Boulding et al., 1993). Transaction specific perspective customer satisfaction is viewed as dapple evaluative judgment of a specific purchase occasion (Oliver, 1980). Cumulative customer satisfaction i s an overall assessment based on total purchase and consumption experience with a product or service encountered (Fornell, 1992). Once the customers are satisfied with a service, they become more likely to re-purchase, which then increases the companys profits. As per the survey conducted food quality, restaurant atmosphere and fairness and efficiency of seating procedures significantly influence customer satisfaction. Also service quality, personnel response, food footing and convenience directly influence customer satisfaction with their meal experience.Concept of service qualityService quality is defined as the gap between the customer expectations and perceptions (Zeithaml et al., 1998). Over the past years service sector has become the dominant sector in the economy, and the studies reveal that service quality is the pre-requisite for the success and selection for business organizations in the competitive world. Service quality is famous as SERVQUAL. SERVQUAL has two types of approach Normative, and Predictive. Normative study explains how a firm proves to be sharp apart from the other firms operating in the same industry. Predictive SERVQUAL study explains expectation of the customers and perceptions of the same customers after them being served. The interest in service quality has increased noticeably (Gummesson, 1991). Service quality leads to customer loyalty, attraction of new customers and increased business performance through increased high levels of satisfaction (Parasuraman et al., 1988). The problems which are involved in service quality are in part a manifestation of intangible, Simultaneous, Non standardized and perishable nature of service. Its very difficult to brighten the characteristics of service and their relationship with service quality. Usually they are many problems faced by organizations providing high quality service to its customers.From the customers point of view they are cardinal factors that affect the service quality of a firm (Suresh, 2001).Core services or service productsHuman parts of service deliverySystemizations of service delivery Non-human elementTangible of servicesSocial responsibilitiesMeasuring service qualityThey are many service quality measurements and methods proposed by various researchers. These methods can be broadly speaking classified into two groups incident based and attribute based service quality measurements. Attribute based methods exist in a wide chain of variants. One of the few tested instruments available to measure service quality from the customers perspective is the SERVQUAL instrument (Parasuraman et al., 1988). Perceived service quality is measured by subtracting customer perception scores from customer expectation score. The five dimensions considered are Tangibility, Reliability, Responsiveness, Assurance and Empathy. . The research conducted by researchers found that the ternary most important expectations of Quick service restaurant patrons were assuran ce, reliability and tangibles. This instrument provide be used in the store to compare service quality to that of the other sectors and to highlight the strengths and weaknesses of the store.Service ElementsService encounter elements are studied by many service marketing scholars to reveal in the flesh(predicate) interaction because increasing the pleasure of service encounters can curtail the perceived risk associated with purchasing a service and improve the buying experience (Briggs et al., 2007). The influence of service encounter elements can be reduced to three main components.The first is environmental elements, which include tangible and intangible elements in the service environment such as ambience, lighting, music and internal and external environmental design.The second component comprises of service employee factors which include the kind of employees providing services to customers. Specific behaviors, including the behavior of service employees are the key determin ants of perceived service quality and customer satisfaction.The third component is consumer factors such as whether the consumer is influenced by the appearance, behavior and perceptions of other customers.Research methodologyThe research methodology is an approach which encompasses of several issues including problems, constrictions and ethical preferences within the research. The methodology is the speculative examination of the methods that are appropriate to a specific field of study. To achieve the objectives and goals of the research, selection of methodology is essential and is indispensable for investigation and analysis. retentivity in consideration the quality of services provided by the organization (Valarie et al., 1985) the onion system, plays an important role in determining the philosophy, approaches, strategies, time horizon and the data order methods3.1 Research philosophyThe learning style questionnaire or assessment assessed the researchs style as a Positivist and an Accommodator (See Appendix 1 -Learning Style Assessment). The perception by which a researcher carries out his or her research is called as research philosophy and these are classified into three positivism, interpretive and realism. With positivism, a researcher result work with an observable social worldly concern with the end product of the research being generalizations (Saunders et al., 2003). The positivist approach is taken in the value melt way. This implies that the researcher go away n any affect or be affected by the subject of the research.Approach to researchDeductive and Inductive are the two approaches to research. Deductive approach is a process in which we develop a theory and dead reckoning and design a research strategy to test the hypothesis, whereas in Inductive approach we would collect data and develop theory as a result of data analysis. As the researchers study deals with positivism a deductive approach give be adopted in this research (Saunder s et al., 2003).In the deductive approach, the laws present the basis of explanation, allow the anticipation of phenomena, predict their occurrence and accordingly permit them to be controlled (Collis Hussey, 2003).There are five sequential stages through which deductive research forget progress (Robson, 2002).First stage is Deducing a hypothesis from the theory.Secondly, expressing the hypothesis in operational terms, which propose a relationship between two specific concepts or variables.Testing the operational hypothesis.Examining the specific outcome of the inquiry.If necessary, modifying the theory in the light of the findings.Research strategyThe strategy can be used for explanatory, descriptive and illustrative research (Yin, 2003). There are seven strategies viz. Experiment, Survey, Case study, Action research, Grounded theory, Ethnography, and Archival research (Saunders et al., 2003). The survey being the popular strategy in business and management research it is used for exploratory and descriptive research. This strategy allows the collection of large amount of data from a sample in an economical way. The survey strategy is perceived as authoritative by people in general and is both comparatively easy to explain and to understand. It allows us to collect quantitative data which can be analyzed using descriptive and inferential statistics. The questionnaire, however is not the only way to collect data, it includes structures observations, structures interviews etc. This survey strategy calculates and analyzes the satisfaction levels of the customers.Methodology conclusionThe researcher intends to use a quantitative approach using a positivist and deductive approach and utilizing the data required in a way to support the research and provides the ability to understand.Research methodsResearch may be categorized into two distinct types Qualitative and Quantitative. The former researcher concentrates on words and observations to express reality and attempts to describe people in natural situations (Amaratunga et al., 2002). The latter grows out of a strong academic tradition that places considerable trust in the numbers that stand for opinions or concepts. According to the other researcher research strategy should be chosen according to the research situation. The researcher uses quantitative method (i.e. questionnaire survey) to measure the customer satisfaction and quality of service provided by the restaurant staff (Yin, 2003).4.1 Quantitative researchQuantitative data is the data that can be counted or convey numerically. Quantitative data refers to all the numeric data that can be a product of all research strategies (Saunders et al., 2003). This type of data is often collected in experiments, manipulated and statistically analyzed. Quantitative data can be represented visually in graphs and charts. A questionnaire is a research instrument consisting of a series of questions and other prompts for the purpose of gathe ring information from respondents. They are often designed for statistical analysis.Questionnaire surveyQuestionnaires are often used to collect primary quantitative data from the customers. The aim is to gather valid, reliable and unbiased data from a representative sample of respondents. One of the objectives of this research is to investigate factors which are more effective on overall customer satisfaction and service quality, in which case a certain proportion of customers should be inquired to draw out quantified information, and the sample will be chosen in a random basis. Questionnaire based survey is more efficient in terms of time, cost, thus increasing its accuracy. Moreover, the sample is such(prenominal) easier to be picked up.Types of questionnaireThere are two types of questionnaires namely Self-administered Questionnaires and Interviewer Administered Questionnaires (Saunders et al., 2003). As far as this research is concerned the researcher will use Self administere d Questionnaires which will be delivered by hand and collected later.Questionnaire designQuestionnaire consists of a set of questions that the respondent has to answer in a set format. Questionnaire design calls our sociological inclination into play in a number of ways. It is designed in such a way that the questions are meaningful, sensitive, precise, searching and salient to our respondents. The construction of questions should be done precisely so that the respondents will want to answer them fully and truthfully as they can. It consists of open cease questions and close ended questions. The open ended question asks the respondents to formulate their own answers, whereas close ended questions requires the respondents to pick up an answer from a given number of options. The questionnaire will include Ranking questions, open ended questions, simple direct questions requiring the respondent to tick a box and questions using Likert scale.Sample selectionA sample is a set of elemen ts selected in some way from a population. the available sampling methods fall into two main categories probabilistic and non-probabilistic sampling. The researcher prefers to go for Non probability convenience sampling where the sampling will be randomly done until it satisfies the requirements of the research. The minimum criteria for selecting the samples from the population would be that the individuals or the group of individuals selected should be the customers KFC Belle vale.Formula to Calculate sample size (S).S =Wheren = no of customerse = 5%Data collection methodsIf the researcher wants to use some data for a particular purpose, he may use either the primary data or secondary data (Waters, 2001). Primary data is collected by the researcher himself for a particular purpose. secondary winding data will be collected for other purposes.Primary DataThe primary data will be collected through the questionnaires distributed to the customers/guests. A well structured questionnaire will be given to the customers in order to evaluate the opinions, beliefs, views and preferences of different people. The primary data collected through the questionnaires will be interpreted using SPSS.Secondary DataData which includes both raw data and published summaries is incorporated in secondary data (Saunders et al., 2003). Various forms of secondary data will be collected from journals, books and websites in order to support the research. The researcher has access to wide range of facilities of the learning resource centers of the universities in LiverpoolProfile, Personal Suitability5.1 Researcher personal knowledge and skillResearcher is the graduate in Bachelors of commerce (Honours) from Osmania University. The researcher has done a project on Export Finance provided by banks in India from the State bank of Hyderabad (SBH) during his graduation. The store understands that this research can help them to improve their business as the researcher has prior experience in cus tomer services.Research suitabilityAs the researcher is the employee of the KFC store, it will enable him to get the required data and conduct a survey on service quality. Being the employee of the organization, the researcher did not want to lose the opportunity to enhance on his personal interests. Moreover, with the support of his manager the researcher has gained confidence in the completion of the task successfully. A consent letter has been issued by KFC to carry on the survey which has been put in Appendix 3.Time and project management6.1 project planA project plan which is produced using the Microsoft Office project 2007 is presented in the Appendix 2. The project starts on 1st July 2011 and ends on 29th November 2011. As the researcher is an employee of KFC, in that location seems to be no hindrance for the successful completion of his project. However there may be some aspects which may exceed the time allocated, say for example the questionnaires. This is because the res earcher will have to manage with the customers for their respective feedbacks which may exceed the allocated time period.CostThe only cost involved in this research would be the printing cost of the questionnaires.Research protocol7.1 Questionnaire protocolQuestionnaires will be directly given to the customers after they complete their meal.Sufficient time will be given to fill the questionnaires.A brief idea about the research will be included in the questionnaire.On receiving the completed questionnaires, the data will be loaded into SPSS to analyze it.Using Microsoft WordAmend all the text to be Times New Roman size 12.Amend all the text of any bold or italic script.Remove all headers and references to original authors.Others8.1 Ethical issuesResearch ethics relates to questions about how we formulate and clarify our resource topic, design our research and gain access, collect data, process and store our data, analyze data and write up our research findings in a moral and liable way (Saunders et al., 2003). The researcher guarantees that the research will cause no harm in terms of personal or physical harm (Kumar, 2005). That sharing information about respondents with others for non-research purpose is un-ethical. All the data will be kept confidential and will not be disclosed without the organizations permission. The author will make sure that no questions will be asked which would break the legal rules and the privacy of the organization. The raw data will be safely stored by the researcher who will be the only person to access it, and it will be destroyed once the study is completed.The required ethical approval form has been put in the Appendix 4.

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