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You searched Library Catalogue - Author: Abdul Aziz Bin Abdul Rahman
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Call Number (WOU)
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SP CEMBA 2013 28
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Author
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Maizatul Nazwa Bte Sahiman
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Title
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Customer satisfaction towards service quality at KFC restaurants in Malaysia (Klang Valley Region) / Maizatul Nazwa Bte Sahiman
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Abstract
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Intense competition of service business especially in the fast food industries and the high demand of the customers, the best method to measure customers’ satisfaction at KFC restaurants in Malaysia is thru Service Quality. This leads to the increases in recognizing the importance of continuously improving the service quality to retain and to attract customers. The main objective of this research is to explore the potential reason that determine the satisfaction level experienced by Klang Valley customers when they visit KFC restaurants and its effect to customer satisfaction. Parasuraman et al. (1988) proposed a modified version of SERVQUAL instrument to measure the service quality; consisted of five dimensions namely “Tangibles, Reliability, Responsiveness, Empathy and Assurance” and becomes a “FFR (Fast Food Restaurant) success model for KFC Malaysia with an additional dimension of “Recoverability”.
The objectives of the study are:
(1) Evaluate the level of customers’ expectation and perception towards service quality at KFC restaurants;
(2) Identify the discrepancy and the relationship between the level of customers’ expectation and perception towards service quality at KFC restaurants; and
(3) Attribution of service quality (tangibles, reliability, responsiveness, empathy and assurance) influence effect customer’s satisfaction and ability to deal with service failures (recoverability).
The literature review was conducted using a model of relationship to analyze and to examine the relationship between the five factors of service quality and customer satisfaction. Questionnaires were distributed randomly to 200 diners in customers from 10 stores of Klang Valley region and 25 pass thru an email as to ensure on the collection of reliable data by using Reliability and Validity Analysis method such as Pearson Correlation, Multiple Linear Regression, Kaiser-Meyer-Olkin (KMO) test, Barlett’s Test of Sphericity and Cronbach’s Alpha Test from SPSS software. This analysis was performed to test and to analyze the relationship hypothesis of the study.
The findings from correlation analysis highlighted the positive and significant relationship among five factors of service quality variable and customer satisfaction. The correlation analysis result indicated that positive and significant relationship linked to higher perceive a level of five services; empathy, assurance and responsiveness were the three main predictor variable to overall customers’ satisfaction which had a direct effect on overall customers’ satisfaction which leads to higher customer satisfaction. This analysis strongly indicated that the biggest influence on the perceive level of customer satisfaction when they consumed food at KFC restaurants is service quality. Returning visits to the restaurant and develop loyalty to KFC brand name, which proven that service quality is an important area of customer satisfaction and leads to a high level of satisfaction.
Finally, this study will be able to furnish the result as a guideline to the fast food industry to assist and to coach the team in handling challenges such as competitive advantage, enhancing the customer loyalty, increase the level of trust, making higher profits and continue to contribute the positive growth in an organization like KFC Malaysia. People engagement is highly recommended and by creating the culture in the organization will bring long term benefits to all parties; employees, customers and management. There is a direct link between employee satisfaction and customer satisfaction, and between customer satisfaction and improved financial performance. An organization like KFC Malaysia will gain higher profitability by having satisfied and engaged employees who able to influence customers’ behavior and attitude towards the products served which leads to higher levels of customer satisfaction. Ultimately, employee engagement drives customers’ satisfaction and gain higher profitability since the satisfied customers are less expensive but using more products and proves to be more profitable customers.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2013
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Physical Description
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96 p.; 30 cm.
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Subject
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Wawasan Open University -- Dissertations
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Subject
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Customer satisfaction -- Malaysia
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Subject
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Food industries
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