SERVQUAL: KFC

SERVICE ANALYSIS OF KFC GULSHAN OUTLET

Course Instructor Ishrat Jahan Synthia Lecturer North South University

Group Members  Jonaid Yousuf Siam

092 0133 030

 Shorfuddin Sama

092 0632 530

 Md.Tanvir Ahmed

092 0627 030

 Md. Rayhan Hossain 101 0135 030

Company Profile  KFC (Kentucky Fried Chicken) – 1930 in USA.  Colonel Sanders is the founder.  Over 14,000 outlets in 105 countries.

(www.kfcbd.com)  PepsiCo owned KFC in 1986.

Company Profile  Transcom Foods Ltd. is the franchisee of KFC in

Bangladesh  KFC launched in September, 2006 at Gulshan.  KFC has 11 outlets in Bangladesh.

Dimension: Tangibility 1. Modern equipment 2. Visually appealing facilities 3. Employees who have a neat, professional appearance 4. Visually appealing materials associated with the service

Dimension: Tangibility  Dimension Weight  Avg. unweighted gap score  Weighted gap score

 Avg. Perception score

: : : :

21.83 -1.38 -30.20 4.53

SERVQUAL  Survey research of customer evaluation about a

company  Servqual is the difference between customer

perception and expectation.  Servqual asses a service of a company through five

dimension.

Dimension: RELIABILITY 5. Providing service as promised 6. Dependability in handling customers’ service problems 7. Performing services right the first time 8. Providing services at the promised time 9. Maintaining error-free records

Dimension: RELIABILITY  Dimension Weight  Avg. unweighted gap score  Weighted gap score

 Avg. Perception score

: : : :

19.17 -1.43 -27.35 4.39

Dimension: RESPONSIVENESS 10.Employees Informs exactly when services will be provided.

11. Employees provide prompt services. 12. Employees are always willing to help customers. 13. Never too busy to respond to service requests.

Dimension: RESPONSIVENESS  Dimension Weight  Avg. unweighted gap score  Weighted gap score

 Avg. Perception score

: : : :

20.50 -1.53 -31.263 4.36

Dimension: ASSURANCE 14. Employee behavior instills confidence. 15. Customers feel secure transactions. 16. Employees are consistently courteous. 17. Employees have the knowledge to answer questions.

Dimension: ASSURANCE  Dimension Weight  Avg. unweighted gap score  Weighted gap score

 Avg. Perception score

: : : :

19.81 -1.13 -22.286 4.81

Dimension: EMPATHY 18. Provides individual attention. 19. Has convenient operating hours. 20. Employees provide personal attention.

21. Has the best interest of the customers at heart. 22. Employees understand the needs of their customers.

Dimension: EMPATHY  Dimension Weight  Avg. unweighted gap score  Weighted gap score

 Avg. Perception score

: : : :

18.69 -1.35 -25.169 4.11

FINDINGS  Weight

: Tangibility – 21.83 Empathy – 18.69

• Avg. Gap

: Responsiveness : -1.53 ASSURANCE: -1.13

• Perception Avg. : Empathy : 4.11 ASSURANCE: 4.86 • Weighted Gap

: Tangibility : -30.20 ASSURANCE: -22.286

Dimension

E

P

P-E

Weight

Weighted Average

Tangibility

5.92

4.53

-1.38

21.83

-0.30

Reliability

5.81

4.39

-1.43

19.17

-0.27

Responsiveness 5.88

4.36

-1.53

20.50

-0.31

Assurance

5.93

4.81

-1.13

19.81

-0.22

Empathy

5.45

4.11

-1.35

18.69

-0.25

Overall weighted servqual score

1.36

Qualitative Comparison  30 minutes cleaning time before opening everyday  Wash hands every half an hour  Provide service right time  RSS course for error free service  Understand specific needs

Recommendation  Train employees in effective customer service

techniques, not just in the legally required food handling and safety procedures.  Ensure well decorated furniture, employee uniform

and sufficient amount of sitting facilities so that during busy hours less people have to wait for sitting arrangement.

Recommendation  Encourage them to think in terms of customer care,

which goes beyond basic service.  Timing is another aspect of customer care. Serve

drinks and appetizers promptly, minimize the time between courses and don't clear away dishes before the customers have had.

Questions and Suggestions

Thank You