1The Final Report of Service Marketing

Subject: Service in KFC, Chuanghua

Teacher: James Stanworth

Team: TM
Team Members: Eileen Yang
Joanna Su

S0294008
S0063015

Date: Jan.14. 2014

1

First page no
number

Contents
The Final Report of Service Marketing .............................................................................................. 1
Subject: Service in KFC, Chuanghua .................................................................................................. 1
Contents ............................................................................................................................................ 2
Company Introduction ...................................................................................................................... 3
History: ...................................................................................................................................... 3
4p: ............................................................................................................................................. 3
Product: ..................................................................................................................................... 3
Price: ......................................................................................................................................... 4
Promotion: ................................................................................................................................ 4
Place: ......................................................................................................................................... 4
Motivation ......................................................................................................................................... 5
Method ............................................................................................................................................. 5
Questionnaire ........................................................................................................................... 5
Statistical Analysis ............................................................................................................. 5
Mystery Shopping ................................................................................................................... 12
Our observation ...................................................................................................................... 14
Conclusion ....................................................................................................................................... 16
Service Blueprint ............................................................................................................................. 16
Standards and Failure Points .................................................................................................. 22
Possible Ways to Redesign the Service ................................................................................... 22
Based on The Blueprint ................................................................................................... 22
Based on Our Observation .............................................................................................. 24
Limitations....................................................................................................................................... 24
References....................................................................................................................................... 25
Appendix ......................................................................................................................................... 26
Questionnaire.................................................................................................................................. 26
The Original One ..................................................................................................................... 26
Redesigned Version ................................................................................................................. 28
Standardization Handbookselected ................................................................................... 29

Company Introduction
History:
Kentucky Fried Chicken (KFC) is a fast food restaurant which founded in 1930 North
Corbin, Kentucky, United States, is a subsidiary of Yum! Brands Inc.
The company specializes in fried chicken, and expanded its menu to offer other products
such as burgers and French fries, as well as desserts and soft drinks.
KFC was one of the first fast food chains to expand internationally, and in 1987 became
the first Western restaurant chain to open in China, and the country is now the company's
most profitable market.
Taiwans first KFC outlet was opened in 1985. It was initially a joint venture between KFC
and Uni-President Enterprises Corporation, until Jardine Matheson replaced
Uni-President because of the poorly performing in 2010.

4p:
Compare KFC in Taiwan and the mainland basic on 4p:
product

Ok, but you need

to introduce this
Westernization,first.

China

Taiwan

Localization,
product diversification

combinative diversification

price

cheaper

More expensive

Promotion

micro-film
power of celebrity
Business cooperation
Bed public image

Innovative slogans
Gimmick
Good public image

Place

Some city

All the city

Product:
In addition to basic meals, China and Taiwan all provide special product.

China:
The products are more tend to Chinese traditional flavor, like gruel, soup and rice meals;
the taste is more salty and spicy; local drinks like soy milk are provided; they even have
pearl milk tea.
KFC really implement the globalization strategic in China.
Localization surely
China has large population, and many of they follow the traditional, so the products are
more diverse and localized.
Also, China is very wide, so the delivery server only receives in some areas.
3

Taiwan:
There has Chinese meal like gruel, but most products are innovated basic on Western
food like sandwich, Roast chicken and so on, It also launch different flavors egg tart and
special meal regularly and gradually increase roasted food for the increasing awareness
in health.
The different combinations of combo() are more than China.
This may because that most Taiwanese prefer western flavor, and are more fickle(
).

Not fickle - their

tastes change
quickly.

Price:

Because of our limitations we could not make a comparison in prices between that in
Taiwan and Mainland China. And these are some of the possible reasons.
1. The prices of ingredients in different areas are different. For example, vegetables
are more accessible in Mainland China than in Taiwan.
2. People in different regions have various purchasing ability. That might depend on
their average income level and their perception of how much they are willing to pay
to eat KFC.

Promotion:
Same:
1. Tend to use infamous young actors in their TV advertisement, for attracting young
customers.
2. All provide coupon on the official website.
3. Have promotional period
4. Launch the iOS APP for delivery ordering
One thing we want to emphasize is that although the overall promotion strategies are
similar in Mainland China and Taiwan, they are carried out in different ways based on the
certain cultural background.

Place:
China:
Distributed in 450 cities in China

Taiwan:
In every cities in the island of Taiwan
4

Motivation

Break out the

objectives so each
one is clear and
easy to follow.

In the midterm project, we did some investigation in whether an international

company really keeps its quality in different place, especially the service quality, because
it is so difficult to judge when facing different situation.
We pick one of the most famous international companies KFC, as it has branch in
both China and Taiwan, so we can observe it in different country; second, it is spread all
over Taiwan ,that helps us to compare it in same country but different city. And we found
out that KFC in Chuanghua showed apparent disadvantages compared to the other two
KFC restaurants in Taipei and Jinan.
As a result, in the final project, we particularly picked Chuanghua KFC as us subject.
Findings problems
In order to figure some problems in a certain restaurant and propose possible solutions.

Creating blueprint
etc. all part of the
objectives

Method
Questionnaire

We made this questionnaire according to the internet in the midterm project. But we refine
Ok
it based on the information offered in our text book.(Service Marketing Valarie A. Zeithaml,
Mary Jo Betner & Dwayne D. Gremler, 6th edition) And we also referred to The Service
Encounter: Diagnosing Favorable and Unfavorable Incidents written by Mary Jo Bitner, Bernard
H. Booms, & Mary Stanfield Tetreault.
And we collected 50 valid questionnaires. Could say more about where from.

Statistical Analysis
1. Demographic Variables
1.1 Gender
We have got 36 valid questionnaires from mainland China. And there were 7 males
and 29 females. While in Taiwan we have received 50 questionnaires, 22 of which
were done by males and the others were by females.
1.2 Age
Region

Age
Under 20

21~30

31~40

Mainland
China

32

Taiwan

38

In Total

41

41

45

Numer of Interviewees

40
35

Keep charts simple

- avoid borders.

30
25

Under 20

20

21~30

15

31~40

10
5
0
Mainland China

Taiwan

In Total
Region

Figure 1 Bar ChartOF AGE

As we can from the bar chart. Interviewees are different in age apparently between
Mainland China and Taiwan. In Mainland China most of the interviewees are aged
between 21 to 3o while in Taiwan, the biggest part is under 20 years old. However when it
is viewed as one part, it is obvious that the majority of our interviewees are aged under 30.
1.3 Occupation
The table below shows that students account for 80 per cent of the interviewees both in
Mainland China and Taiwan.
Occupation
Type
Region

Mainland China

Student

29(80.6%)

Industry

Business

You need to be
more analytical
Taiwan
rather than
just
describing the data
40(80%)
i.e., what should
I
know or
5(10%)
understand from
1(2%)
these numbers?0

Service Industry

4(11.1%)

Military or Education

1(2.8%)

3(2%)

IT

1(2.8%)

Other

1(2.8%)

1(2%)

1.4Frequency

Percentage

70
60
50
40

Mainland
China

30

Taiwan
20
10
0
KFC

McDonald's MOSS/DISCO

Subway

Other

Figure 2 Bar Chart of Frequency of Consumption

The bar chart above illustrates the frequency that people go to fast food restaurants in the
two regions. It is obvious that interviewees in Mainland China prefer eating in KFC to
McDonalds. But it is reasonable since our questionnaires were taken in KFC. Surprisingly,
in Taiwan, although we asked people who were having KFC to fill the questionnaires, the
number of people who go to McDonalds is still nearly 3 times as much as to KFC.
1.5 Most Important Aspect (%)

Aspects
Region

Mainland China

Taiwan

quality of the food

63.9

68

reasonable price

25

sales promotion

2.8

12

attitude

2.8

10

convenience

5.6

In this part we coul draw a conclusion that people think higly of the ood quality in both
areas, the percentge of which excesses to 60 per cent. People in Mainland China think
highly of reasonable price(25% interviewees chose it) while people in Taiwan think sales
promotion is another significant aspect besides food quality (12% people chose it).
Sales promotion and attitude are the last things come into peoples mind in Mainland
China. But in Taiwan people do not think too much of convenience.

That sounds odd to

me! Taiwanese
love convenience
(and pay a big
2. Judgments on KFC
premium, in say
In Part 2, we asked interviewess to score KFCs performance7-11,
according
for it)to the
7

standards we listed. We trasfer the data into a line chart in order to make the comparison.
The standards are: 1. Qverwrap 2. Quantity of food 3. Food types4. Package
5. Attitude6. Advertisement 7. Sales promotion 8. Price
9. Eating enviornment 10. Speed of preparing foods.

4.5

Average Scores

4
3.5
3
2.5

Mainland China

Start the
numbering at say 2
with greater
intervals to make
your data say
more.

2
1.5
1
0.5

Taiwan

0
1

10

Different Standards

Figure5 Line Chart OFKFCs performance

As we can see from the line chart, people in both Mainland China and Taiwan
scored KFCs performance 3 to 4, which means normal in the questionnaires.
Specific speaking, people grow in Eastern especially Chinese culture tend to be
moderate. This will certainly influence the way people scoring. However, from the
data we can actually draw a conclusion that KFCS performance is not impressive at
all.
One thing is interesting that people in Mainland China scored a little higher in each
standard than people in Taiwan did.
3. Open questions
3.1
Question
Region

Mainland
China
Taiwan

1. Which one to
have a party

2. Using
Internet
ordered
food

3. Score todays
eating
experience

Valid

34

35

35

Invalid

Choice

KFC

NO

3.84

Valid

35

34

33

Invalid

15

16

17

Choice

McDonalds

NO

3.81

In Part 3 we asked the interviewees three questions. And each qusestion was made up
by a closed question and an open one. First question is Which one do you prefer to
have a party in? KFC or McDonalds? And why? . The second question is Have you
ever ordered KFC foods via the Internet or phone calls? If yes, how was their service? If
not, then why? And the third question is Score KFCs performance according to your
experience in KFC today (from 1 to 5) please. If there is something you could think about
that KFC can improve (any aspect)?
As it can be seen from the table, many interviewees missed to answer these three
question. Hence, we get our result from those valid questionnaires.
In Mainland China, interviewees reported that they would like to have parties in KFC
while in Taiwan people prefer McDonalds. Almost no people interviewed have any
Internet ordering experience. And as the well-know Chinese way, people scored their
instant experience around 3.
3.2 PZB Model Analysis
3.2.1 Basic Data Analysis

Both

Taiwan

McDonald's

Mainland China

KFC

10

15

20

25

30

Figure6The fast restaurant where they would like to hold parties

Atmosphere
10
8
cheap

service

6
4
2

KFC

0
sales promotion

near the house

McDonald's

personal
preference

dilicious

Figure7Reasons that choose the certain restaurant to have parties in Mainland China

near the house

5
4
food quality

personal
preference

3
2
1

KFC

0
various types

dilicious

cheap

McDonald's

sales promotion

Figure8Reasons that choose the certain restaurant to have parties in Taiwan

The basic idea is

good to show the
comparision.

10

From the charts above, it seems that KFC in Mainland China wins a better reputation
than in Taiwan since most interviewees in Mainland China reported prefer KFC to have
parties while in Taiwan people like McDonalds more.
In spite of that, the standards people hold to choose a party place are different slightly in
two regions. In Mainland China, people think the flavor of the foods, atmosphere and
personal preference are important. But in Taiwan, people also think highly of the distance
between home and the restaurant and the price.
What is more, McDonalds beats KFC in the dimensions of distance, food flavor price
undoubtedly. And it suggests that KFC have to take some action in these aspects at least.
3.2.2

PZB Model

It is useful using the Gaps Model to assess KFCs service strategy. But because of our
limitations, we could not contact the manager of KFC currently. As a result, we could only
focus on Gap 2 (the service design and standard gap) and Gap 5 (customer gap).
Gap 2: the Service Design and Standards Gap
This gap is about poor service design, absence of customer-driven standards and
inappropriate evidence and servicescape. And it can be assessed by the following audit:
1= poor
10= excellent
Systematic Service Design

How effective is the companys service development process?

Final Project

How well are new service defined for customers and employees?

Final Project

Presence of Customer-Defined Standards

How effective are the companys service standards?

Are they defined to correspond to customers expectations?

How effective is the process for setting and tracking service

quality goals?
Appropriate Physical Evidence and Servicescape

Are the companys physical facilities, equipment, and other tangibles

appropriate to the service offering?

Are the companys physical facilities, equipment, and other tangibles

attractive and effective?

11

7
4

We have searched for the standards made by KFC. And this is what we found:
C Cleanliness

Keep the restaurant clean and tidy.

H Hospitality

Offer sincere and friendly reception.

A Accuracy

Make sure the supply is accurate.

Maintenance

Make sure facilities run well.

P
quality

Product

S Speed

Stick to high quality products.

Offer fast and convenient service.

To sum up all the information we have, including information we got from the
questionnaires. We could find that KFCs standards meet customers needs. But KFC has
not got an ideal score neither in Mainland China nor Taiwan. Thus, we claim that there is
something wrong when putting standards into actions.
In conclusion, gap 2 is somehow existing.
Gap 5: Customer Gap
We can judge this gap using these two statements:
How well does the company understand customer expectation of service quality?
How well does the company understand customer perception of service?
According to the standards made by KFC we infer that KFC understand customers
exception well. But thinking of the moderate scores given by customers, we think they fail
to understand customers perception of service so that they do not do the exact
improvement.
To conclude, gap 5 exists as well.

Mystery Shopping
We have been to the KFC in Chuanghua twice. The first time was for the midterm
research and the other was for the final project.
We intended to experience as customers in order to get the most direct and first-hand
information. And that will help us to figure out the exact problems existing in Chuanghua
KFC.

12


Service Cycle

Ordered
my meal

Finish
the meal

My meal was
out of stock,so I
had to wait for a
while. :(

They soon
cleaned it
up. :)

I called a
waiter for
help.

After finding
the seat, I
suddenly drop
my drink. :(

may be choose two

colours to
communicate the
ideas more clearly.
Nice graphic

For
compensated,
they give me a
little cup of
cola. :)

About ten
minutes later,
my order
finally
come. :[

13

They promised
me that they
would
immediately
make it.

I still felt
impatient and
disappoint
especially when
other customers
got their meal. :(

Our observation
We made a assessment table according to the research on Service Quality Dimensions in
Add reference here
Chinese Culture and observed these dimensions in these three areas. Here are the
- good idea.
results.
location

Taipei

Changhua

China

position

Next to McDonald's

Across
McDonalds

Product(sa
me)

Bigger
Fresh

Smaller
Fresh

Normal
Fresh

environment

Clean
Bigger
Lighter
Well Decorating

Clean
Smaller
Monotonous( )
Decorating

Clean
Big
Light
Poor Decorating
Noisy
Crowded

Prompt

faster

slower

faster

Sincere

All waiters are sincere

Not all
sincere

waiters

from

are

Next to McDonald's

Not all waiters are

sincere.
Some of them even
laugh and talk to each
other.

facilities

Clean
Nice maintenance
Clean bathroom but
without disabled toilets.

Clean
Washroom is a little
dirty
and
without
disabled toilets.

Professional
ism

Understanding
the Understanding
product
product
Willing to give more
information (Not actively
provide
sauces
for
environmentally friendly)

the

Comfortable
ness

Accomplish

Chin-chieh

ALL waiters are really Not all waiters are

Chin-chieh
Chin-chieh
Always smile
One of them have
poker face

Accomplish

14

Clean and good

facilities
Washroom is a little
dirty and has bad smell
Understanding the
product Willing to give
more information (Not
actively provide
sauces for
environmentally
friendly)

Accomplish
Not all waiters
Chin-chieh

are

Active
service

introduce the meals

actively
Provide the alternatives

introduce
actively

Respect

Very politely

Very politely

Very politely but too

stiff and fast

Crisis
handling

1.

1. I dropped the drink

at counter, they
provided tissue to
me, and cleaned it
up.
2. My order was out of
stock, so it took
time to wait, and
then they give me a
little cup of cola for
Compensate.
3. When there were
too much people,
they sanded a
waiter to ask other
customers their
order, so they can
do it beforehand.

1. A customer before
me dropped the drink
at second floor; they
cleaned it up
immediately, and
provide her a new one.

I dropped the drink

at second floor;
they cleaned it up
immediately, and
Not really a
dimensions of also cleaned up
service quality but
trash behind the
the idea is good ifgarbage can.
you add
2. I request a little cup
explanation up for the drink, they
front that you
provided promptly.

added other
dimensions, too.

the

meals

introduce the
actively
Provide
alternatives

meals
the

2. When there were

too much people, they
just spoke loudly to the
customers to ask them
keep a line, sometimes
it worked, but some
time not.

Good detail

3.1Analysis:
Satisfying part:
1. Fresh food
2. Dining environment and facilities are clean
3. All waiters know their products well and react politely
Good summary
4. Make customers feel comfortable
5. Active service
6. Having a certain capacity of Crisis handling
Dissatisfying part:
1. Products sizes are very different
2. Some waiters attitude and speed
3. The Cleanliness of washroom
4. Doesnt have disability toilet
--We can tell that neither product nor service of KFC keep in the same quality level.

15

Conclusion
From what we have got we draw a conclusion that Chuanghua KFCs service quality falls
behind those in Taipei and Jinan. Thus in the final project we are going to find out the
exact failure points in service aspect in Chuanghua KFC.

Ok

Service Blueprint
A service blueprint is a picture or map that portrays the customer experience and the
service system, so that the different people involved in providing the service can
understand it objectively, regardless of their roles or their individual points of
view.(Service Marketing, 6th edition,). According to the definition of service blueprint, we
Normally names
take use of the feature of blueprint as the method to point out the failure points in
and date
Chuanghua KFC.
And the ordering process was:
1.
Welcome customers
2. Order the meal
3. Provide advice
4. Repeat the ordering
5. Complete the meal
6. Check the meal
7. Deliver the meal
8. Blessing customers have a wonderful meal
We drew the service blueprint according to our own experience.(SEE the basic one
in P17, and see a more detailed one in P18~21).

16

Where are the

failure points here
or in the more
detailed version?

Could add
standards up here.
These seem to be
your boxes (white
ones).

17

Photos are helpful

here.

A little hard to read

becuase it breaks
over two pages.

18

19

As standards,
though, what do
these mean?

20

What is the
standard?
e.g., in McDonalds
cleaning is
continious

21

Standards and Failure Points

We have found an employees standardized guidance in KFC via the Internet. And we
compared it with our observation and service blueprint. Taking our limitations into
consideration, we figure out four failure points.
Standards

Our Observations

Failure Points

When customer is ordering

foods, offer some
suggestive advices friendly.

Keep silence and wait for

customer silently.

The process of ordering

foods.

When cleaning tables make

sure to do it in the flowing

steps: vertical direction

horizontal direction and the
round.

Clean tables mindlessly and

just clean parts of a table
using small efforts.

The process of cleaning

Once customers leave,

clean the table
immediately(start cleaning
within 30s and finish
cleaning within 60s)

Leave the used tables for a

long time.

The process of
cleaning.(Daily routine)

Actively offer help to

customers who are in
trouble.

When we made a complaint

about the hamburger. We
supposed
him to
change
This is really
about
another
hamburger
standards,
too. for us.
But
said and did
e.g.,what
if ahe
customers
showed
that he did
not want
is dissatisfied
with
to
help
us. Asofa the
result we do
the
quality
replace
ithamburger
by ourselves.

Responsiveness(Willingness
to help customers)

it immediately
without question =
a standard.

Possible Ways to Redesign the Service

Based on The Blueprint
From what we have concluded in the table above, we notice that there is something wrong
in the process of cleaning and ordering. Besides, the responsiveness of employees has to
be improved as well.
Bur we have to claim that all these failure points should not exist actually since the proper
actions have already been listed in the standardized handbook. Consequently, we could
point out the exact failed gap easily. That is Gap
3 the service performance gap.
As far as we are concerned we can list the key factors leading to provider gap 3: the
22

service performance gap in the following statements:

Customer-driven service
Designs and standards

Deficiencies in human resource policies

Ineffective recruitment
Role ambiguity and role conflict
Poor employee-technology fit
Inappropriate evaluation and compensation system
Lack of empowerment, perceived control and teamwork
Failure to match supply and demand
Failure to smooth peaks and valleys demand
Inappropriate customer mix
Overreliance on price to smooth demand
Customers not fulfilling roles
ok
Customers lack knowledge of their roles and responsibilities
Customers negatively impact each other
Problems with service intermediaries
Channel conflict over objectives and performance
Channel conflict over costs and rewards
Difficulty controlling quality and consistency
Tension between empowerment and control

Service delivery

And according to this, we pick the deficiencies in human resource policies as the
most obvious failure point. And we have out some possible solutions to refine the
system.

Hire the Right People

1. Compete for the best people
2. Hire for service competencies and service inclination
3. Be the preferred employer

23

Develop People to Deliver Service Quality

1. Train for technical and interactive skills
2. Empower employees
3. Promote teamwork

Provide Needed Support Systems

In this kind of
report keep it more
specific to the
issues that you are
dealing with.

1. Develop service-oriented internal processes

2. Provide supportive technology and equipment
3. Measure internal service quality

Retain the Best People

1. Measure and reward strong service performers
2. Treat employees as customers
3. Include employees in the company vision

Based on Our Observation

In spite of the possible solutions we have mentioned above, we found other things
to improve as well according to our mystery shopping experience:
1. Philippines are not used to having breads as their main food. So that they always
bring rice or pastry with them and just have fried chicken as one of their dishes.
Hardly do they order hamburgers. It is suggestible that Chuanghua KFC could
create some new dishes that suit the Asians appetites. , such as rice. One thing
interesting, in Mainland China such foods have been put into the market for a
long time.
2. The color and material of the floor in Chuanghua KFC give us an impression
that it is not clean at all. Because it gives us
a
illusion that there are footprints
on it all the time. Hence, changing the ground tiles is recommended.

Limitations
1. We can only requested friends in China help us doing the research, so it may
lacks some realism.
2. Because of the difference in standard, social affect and other factors, the
answers on the questionnaire written by Taiwanese and Chinese cant really
compare, its hard for us to accurate judge the quality of service.
24

3. There were many foreigners in the restaurant but we didnt prepare the English
version, the data might be incomplete.
4. Although we have talked with one employee in KFC and got some useful
information, the more detailed information and standards are confidential and
we did not have access to it.

References
1.
2.
3.
4.
5.
6.

SERVICE MARKETING: INTEGRATING CUSTOMER FOCUS ACROSS THE FIRM

6TH EDITION

http://www.kfcclub.com.tw/News/Detail56.html
http://www.wretch.cc/blog/amena750804/36015343
http://www.managertoday.com.tw/?p=706
http://www.bnext.com.tw/article/view/id/6532
http://www.104.com.tw/jobbank/custjob/index.php?r=cust&j=383a4225385c3f6
852423c1d1d1d1d5f2443a363189j56&jobsource=cj2008
7. http://wiki.mbalib.com/wiki/%E8%82%AF%E5%BE%B7%E5%9F%BA%E5%85%AC
%E5%8F%B8
8. http://imc123.net/?p=1036

25

Appendix

Questionnaire
The Original One
Dear interviewees!
First of all, thank you for your time to fill this questionnaire about the service level of KFC.
Your cooperation is the key point to our research. There are no correct answers. Please
finish this questionnaire according to your personal point of view anonymously and your
answer will only be used to academic study and analyzing.
We really appreciate your help!
National Changhua University of Education
Department of Business Administration
Part 1. Basic Information
1. Gender male female
30 31
40 over 41
2. Age
under 20 21
3. Occupation
student industry business service industry military or education
Housewife IT freelance other __________
4. Living costs per month
6000 NT 6001
9000 NT
under 3000 NT 3001
12000 NT 12001
15000 NT over 15000
9001
5. Frequency of going to the fast food restaurants per month
15 times over 16 times
under 5times
6 10 times 11
6. The fast food restaurant you chose to go most frequently
KFC McDonalds MOSS Subway other_________
7. Your favorite fast food restaurant
KFC McDonalds MOSS Subway other_________
8. As a customer in a fast food restaurant which aspect do you think a lot of (only one
answer)
Quality of the food reasonable price sales promotion attitude
Convenience advertising other________

26

Part 2.Attitudes towards KFC

ITEMS

1 Very
bad

2 Bad

3
Average

4
Good

5 Very
good

1. I think the overwrap of KFCs products

is
2. Having one combo is enough for me in
KFC
3. Types of product fit my desire in KFC
4. The packing is easy to carry
5. Attitudes of the receivers
6. Advertisements of KFC
7. Sales promotion
8. Price
9. Eating environment
10. Speed of preparing foods
Part 3.
1. Which one do you prefer to have a party in? KFC or McDonalds? And why?

Have you ever ordered KFC foods via the Internet or phone calls? If yes, how was
their service? If not, then why?

3 Score KFCs performance according to your experience in KFC today (from 1 to

5)please. If there is something you could think about that KFC can improve (any aspect)?

Thats all. Thank you for your time!

NOTE: Option MOSS in question 5 and 6 (part 1) is replaced by Disco in the mainland
version.

27

Redesigned Version
Dear interviewees!
First of all, thank you for your time to fill this questionnaire about the service level of KFC.
Your cooperation is the key point to our research. There are no correct answers. Please
finish this questionnaire according to your personal point of view anonymously and your
answer will only be used to academic study and analyzing.
We really appreciate your help!
National Changhua University of Education
Department of Business Administration
Part 1. Basic Information
4. Gender male female
30 31
40 over 41
5. Age
under 20 21
6. Occupation
student industry business service industry military or education
Housewife IT freelance other __________
4. Living costs per month
6000 NT 6001
9000 NT
under 3000 NT 3001
12000 NT 12001
15000 NT over 15000
9001
5. Frequency of going to the fast food restaurants per month
15 times over 16 times
under 5times
6 10 times 11
Part 2. Perception of Service
Please score the following statements according their importance in your judgments, and
1 is the least level while 7 accounts the most.
1.
2.
3.
4.
5.
6.
7.
8.

They bring me my orders correctly and timely.

The products they make are correspondent with their advertisements.
Once I make a request they will answer me immediately.
They are equipped with information about their products and their company well.
Once I am in trouble in their restaurant they will try their best to help me.
The environment in their restaurant makes me feel comfortable.
When I am talking to the employees I can feel that I am really welcomed here.
They will give some good suggestions when I am hesitating about which product to
choose.
9. Sometimes even if I dont make any request they will help me actively as long as they
think that I might be in a trouble.
10. I feel being respected having food here.

28

Part 3. Experience of Service

Please score the following statements according to your experience in KFC today. 1 is the
worst level while 7 accounts the best.
1. They bring me my orders correctly and timely.
2. The products they make are correspondent with their advertisements.
3. Once I make a request they will answer me immediately.
4. They are equipped with information about their products and their company well.
5. Once I am in trouble in their restaurant they will try their best to help me.
6. The environment in their restaurant makes me feel comfortable.
7. When I am talking to the employees I can feel that I am really welcomed here.
8. They will give some good suggestions when I am hesitating about which product to
choose.
9. Sometimes even if I dont make any request they will help me actively as long as they
think that I might be in a trouble.
10. I feel being respected having food here.
Part 4. Review of todays experience
Please think about todays eating experience and answer the following questions.

1.
2.
3.
4.

Name the most satisfying moment in KFC today, if there is one.

Name the most unsatisfying moment in KFC today, if there is one.
Write down what makes you think that moment is the most satisfying one?
What did the employees do or what did not do makes you feel that moment is
the most unsatisfying one?

Thanks for your time!

selected

Standardization Handbook
Lobby
1.Preparations
1) Check for clean enough tools and locate them out of the customers sights, and
tools include (rags, press pound stick, broom, mop, mop buckets, glass cleaner, glass
blowing, trash bags, etc.)
2) Check the cleanness of toilets and doors;
3) Check whether the trash is full or not, and make sure there is no unpleasant smell;
4) Check that all devices are functioning and maintained excellently.
2. Routine
1 ) clean and wipe the tables , and arrange tables and chairs neatly ;
2 ) maintain floor clean , if it is spilled with drinks, clean it timely ;
3 ) make sure the rubbish in the dust bin is within a proper amount ;
29

4 ) when garbage bins holds up to its 2/3, pressure is required ,and when it is up to 3
/4, empty the bin and replace it using a new bags ;
5) timely check doors , windows and mirrors , and clean them if necessary ;
6 ) Once customers leave, clean the table immediately(start cleaning within 30s and
finish cleaning within 60s)
7 ) After cleaning , cleaning tools should be cleaned and returned to the specified
location ;
8 ) Once there is any questions ( customer complaints , equipment, etc. ) inside the
restaurant, the employees should immediately report it to the manager.
Caring for Customers
1) If the customer accidentally spills drinks, promptly notify the manager on duty ;
2) actively assist customers who need help;
3) when doing cleaning work, be careful not to influence the customer ;
4) when audio (air conditioning) is too large or too small, you should notify the
manager to adjust.

30

NCUE, - FEEDBACK, CLASS PRESENTATIONS

THE GROUP YOU ARE ASSESSING:
Save your file. Use this format:
group being assessed your group.doc
So an example would be TIV
Voltes5.doc where TIV is the
group being assessed and Voltes5 is
your group.

EILEEN & JOANNA

YOUR GROUP NAME:
INSTRUCTOR
A
Are ideas presented
connected with the
aim of the
presentation?

B
Are the ideas presented
clearly supported with
evidence and logical
argument?

Is it easy to follow & to

understand? (Are the
slides clear and easy to
follow e.g. use of new
pictures, words, graphs)

Overall
impression (is it a
group
presentation
etc.?)

40%

30%

20%

10%

5%

5%

5%

5%

Comments (space will expand as you type)

Presentation:
Use of prezi is interesting and different nice
Blueprint = over view helpful but parts hard to follow where they fit - it would have
helped to keep the detailed version a bit smaller.
Break table into parts so we see each issue clearly and seperately. This will help to
increase the impact and clarity of your presentation.
Training or something else (previous group too). It is easy to suggest training as the
means to solve problems but often it is about other issues. So be careful to ensure you
have got to the root cause and are not just addressing the superficial issue.
Lost some momentum at the end of the presentation.
Report.
I like the way you focus the report down onto the store in Changhua. The aims could
be clarified into a few simple points. Method is there but you could add a bit more
detail to make it more credible. The overview of the blueprint is good and helpful
while the detailed blueprints are a bit hard to follow. The major omission here are the
failure points - where have they gone? The failure points should be on the blueprint so
we know which part of the system has problems. Suggestions for improvement are
helpful.
Overall interesting and rich in detail even if a little hard to follow in parts.
87%

Grade (%) 20%

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