KFC专业服务管理分析

1、asia pacific university of technology a innovationassignmenttechnology park malaysiabm038-3-2-psmprofessional service managemetuc2f1601afhand out date： 12th february 2016 hand in date: 31th march 2016weightage: 100%instructions to candidates:1 submit your assignment at the administrative counter2 st

2、udents are advised to underpin their answers with the use of references (cited using the harvard name system of referencing)3 late submission will be awarded zero (0) unless extenuating circumstances (ec) are upheld4 cases of plagiarism will be penalized5 the assignment should be bound in an appropr

3、iate style (comb bound or stapled).6 where the assignment should be submitted in both hardcopy and softcopy, the softcopy of the written assignment and source code (where appropriate) should be on a cd in an envelope / cd cover and attached to the hardcopy.7 you must obtain 50% overall to pass this

4、module.version i 2 ucti asscv 200740-23this essay is talking about the service quality by using the servqual model. it mainly focused on the five gaps of service to discuss the problems in service quality. with the fast development of modern service industry，developing level has become an important

5、sign of judging developing degree of modern society economy. kfc must adopt effective and practical measures to lift service innovation and new service industrys developing level and make it more competitive, reinforce service innovation and new service developing as well.also supporting on personal

6、ized marketing simply cant meet the need of serving management.under such theory and real backgroundj choose the kfc company in china as sample to explain the five gaps and use some examples of the five gaps which happens in kfc that can prove the professional service management. there are five gaps

7、 inservqual model is knowledge, standard，delivery，internal communicate actions and perception.1.0 introduction42.0 company background43.0 servqual model63.1 knowledge gap73.2 standards gap93.3 delivery gap103.4 internal communicate actions gap123.5 perception gap144.0 conclusion165.0 reference171.0

8、introductionkfc is one of the most famous fast food company in all over the world. it is combined by internet delivery service and counter service.figure 1the service quality is quite important and this will influence the level of satisfaction of customers for the service. based on a customersatisfa

9、ction survey，67% customers ended a business relationship due to customer service. (ltd, 2015) it shows how important of service quality. service is an act and performance that provides benefit to customers.the characteristics of services:> intangible: cannot be held or touched.> heterogeneity:

10、 variable，no two services are the same.> perishable: cannot be kept.> simultaneous production and consumption: delivery and use at the same time.> other customers can influence the experience.the service satisfaction is equal to perceived service vs expected service. so the evaluation of sa

11、tisfaction need consider the perceived service and expected service.2.0 company backgroundkfc is short for kentucky fried chicken which is an american multinationalfigure 2chain restaurant. col. harland sanders，the smiling，white-haired man whose portrait appears in kfc stores and advertisements， fou

12、nded kentucky fried chicken in 1952. basedin louisville, kfc isnow a unit of yum brands，which also includes pizza hut, taco bell and long john silvers. kfc has more than 14,000 restaurants in more than 80 countries，making it the worlds most popular chicken restaurant chain. to this day，its signature

13、 recipe of 11 herbs and spices remains secret.(romualdez，2007)in 1987, kentucky fried chicken became the first fast-food chain to open a restaurant in china. twenty-seven years later，it has more than 2,200 stores all over china with annual revenue of $1 million each and 20 percent profit margins.(ro

14、mualdez，2007)kfc outperforms all competitors in china in number of outlets， revenue and market share.kfcs china operations also benefited from factors beyond its control. for one，the high cost of doing business inchina at that time meantfigure 3kfcs products were expensive. but high costs soon becam

15、e associated with high quality and being american，so kfc became popular in china. in addition, fried chicken is simply more acceptable to the chinese palate than other american food, such as hamburgers.3.0 servqual modelservqual is used to study the differences between customer expectations from ser

16、vice and perceptions of service quality. servqual identifies service quality gaps that may exist in the service process. the servqual service quality model was developed by a group of american authors, parasit parasuraman，valarie zeithami and len berry，in 1988. it highlights the main components of h

17、igh quality service.(zeithaml, 1990)the gap model analysis is quite important customer satisfaction framework. it can help us to know about the difference between customers expectation for service and the awareness of service. the main focus of this model is the service quality performance and the c

18、ustomers service quality needs. the service quality performance is the way for evaluating the service quality and it can represent thesource: parasuraman <7 a/.problems show in the daily run of the organization.figure 4there are the five (5) gap analyses which compare on the sample company kfc:3.

19、1 knowledge gapthe first gap named knowledge gap refers to the difference between customers expectation and managements perceptions that what management think their customer will expect. that means there are some misunderstanding between managersprovide for customer and customer wants because of the

20、 resources of every customer is different like advertisement，lifestyle，previous food diet and some advice offriends.as we all know, kfc is a very successful sample that it has a complete industry chain. however，kfc also have some knowledge gap occurs during their provide service to customers.the kfc

21、 opened many stores located in all over the world and has its own complete service system. therefore the customers real requirements always easy to be ignored during providing service.sometimes the waiters provide a very impolite service to the people who maybe not real know what they want to order

22、and always makes them feel bother. this experience gives them bed memory and impression on kfc.the solution to this gap for kfc is doing much training and providing service evaluation system for every order. of course promoting better communication between the waiters who exchange information with c

23、ustomers face to face andmanagers.table 1 factors which have influence on gap no.lfactorscommentsmarketing research of anmarketing research allows obtaining preciseorganizationand detailed information about customersneeds and expectations towards givenservices，thus the quality of conductedmarking re

24、search have an influence on themanagement knowledge about customersneeds.grass-root communicationthe effectiveness of communication andinformation flow in a company betweendifferent units of organization have alsoimpact on the managements knowledge interms of customers needs.numbers of management le

25、vels in the more levels there are，the more the organizationinformation is distorted. it is caused by theproblems in communication and a distorted flow of information at the individual levelsof management of the organization. thats why the best communication is in companies with a slat structure of o

26、rganization where a number of levels of management is relatively small.source: authors study based onkaraszewski(2001 )(wolniak, 2012)3.2 standards gapthis gap happens between management perception and service quality specifications. the main reason why this gap exists is the distance between the ma

27、nager's perception and the real standard set by organization. the managers fail to figure out the view of the unfeasibility of satisfying customers' expectation.(wolniak， 2012) it caused by the lack of commitment of company to service quality and a feeling of the low possibility to meet the

28、customers expectations.so how to deal with the standards gap? dr. r.wolniak provide two solutions:one is provide a service goal and makes the delivery gap in good standard. kfc provide a standard named yes一y is yes attitude，that means the waiters need to provide a polite service attitude to customer

29、; e is eye contact，manager want them looking on customer eyes when they take order; s is smile and greeting like the top grade restaurant. (yun, 2012)the reason why we need give the yes service to customer is because all the food need to pass to customer after servicing.in china,there are many peopl

30、e come to eat fast food during lunch or dinner time. under this situation，it is very difficult of waiter keeping yes. so kfc need a system like tracking the service and to set the clear target with bonus. even the standards of kfc isnt available for providing service what customers expect and the cl

31、ear target is able to give kfc the change to achieve the standard. those two measures allows kfc becomes better and allows it overcome standards gap.3.3 delivery gapdelivery is the gap happens due to overstating the product of organization. generally, delivery gap is the gap from the experience spec

32、ification to the delivery of the experience. (systems，2015)as we all know，the organization always overstate the product like the picture of advertisement which is delivered to customer or take about the best but not the most situations of product. that makes customers always got the wrong impression

33、 before they coming to buy the product and hurt customer awareness after bought. this gap represents the weakness of employees performance. the reason why this gap occurs is the poor selection of employee, lack team collaboration， insufficient training and impertinent arrangement of employees.large

34、amount of stores for kfc leads to large requirement of employees which makes it quite difficult to ensure the quality of all the employees. some of the cook is not always good at cooking fast food especially in china. most of the customer can't stand the food which is too not similar compare to

35、the advertisement. nowadays there are much advertisement have the small word photos are for reference only，kfc also like this. here is a sample of advertisement not similar than product they provided.a fast-food customer was so upset his rice box from kfc looked nothing like the advertisement that h

36、e posted a picture of the reality on image sharing site imgur.the frustrated diner，who goes by the handle atheistlee, then started a thread on reddit complaining about the quality of the meal, which prompted more users to share their fast-food experiences.the reddit thread 'what i thought i was

37、eating, what i actually got' highlights the contrast between the well-lit and stylised version used to sell the product next to the reality - limp pieces of battered chicken covered in white sauce resting atop soggy, over-cooked rice.scroll down for video.figure 5the way what kfc should follow t

38、o deal with this gap is improve the standards of selecting employees，give them professional training and improve their cooking or decorating technology.only the professional staffs can improve customers impression for kfc. expound the role of every employee so that the efficiency of work can be incr

39、eased. the necessary reward is also needs to enhance the enthusiasm of staffs. with these methods and kfc can conquer delivery gap.3.4 internal communicate actions gapthe internal communicate action gap is compare the service delivery and external communication. this gap mainly happens due to the la

40、ck of combination of marketing communication information.the incomplete management of customers expectation and the over promising for the products which is delivered to customers is also the reasons. the short of communication happens between the employees at same level will lead to internal commun

41、ication gap as well. the expectation of customers will be highly influence by the statement made by organizations statement and productadvertisement.external communications with aclientpromised qualitythe external communication influences on a perception of a way a service is provided. customers mak

42、e an assessment of work of organization on the basis of familys，friends opinion as well ason commercials. people from an organization who directly provideprovision of quality quality of executionfigure 6adverts to customer and marketing employees being responsible for promotion are responsible for t

43、he lack of external communication.(wolniak, 2012)the solution for solving this gap is provide the evidence of what kfc promises to customers and improves the reliability of their statement. the cook and front-line staffs are the workers who make most communication with customers and wheredelivery ga

44、p mainly occurs from these staffs. as a result，kfc should pay more attention to these two parts employees. moreover, kfc should keep the standards of every store which located in different locations same with each other. the most important part is to ensure the delivered service match what kfc promi

45、sed especially on the advertisement. training of new employees is the most significant solution of this gap so that could have more chance to let customers know more about the service which can be delivered during their purchase process.3.5 perception gapthe perception gap is reflects differences be

46、tween expected services and perceived services. it results from above mentioned gaps and clients needs and expectations regarding the quality of described service. even though the assumption that the perception gap is an outcome of the rest gaps is correct，the recognition of other gaps will provide

47、us with more precise and more concrete information about what works incorrectly in the kfc.(wolniak，2012)the gap occurs when the customers misunderstand the quality of service.meanwhile，the lack of understand for customers expectation and the weakness of choosing the suitable service standards and p

48、lans is also the cause of perception gap. moreover，the real performance of products doesn't match what has promised to customers is a main problem which lead to the gap.clientfigure 7kfc provides the online restaurant with delivery website for people who dontwant come to counter eat but some of

49、the found their location is not referred on thedelivery. actually，the person always live or work far away from kfc counter mostly want to order delivery food. however, this fact makes them select other restaurantsinstead of kfc and makes them dissatisfied. it shows the lack of informationcustomers w

50、ith different distance and how inconvenient with customers. it a weakness for kfc and it is the aspect what they need to focus on.the solution of perception gap is providing comprehensive service system which is able to reduce the frequency of perception gap happen. professional delivery location database need to be built and nearby stores have the responsibility to provide the high qu