1.0 Introduction
Nowadays, service managers are likely to face many challenges while attempt to manage quality that need to meet the customers’ expectation and perception due to the competitive issues.
As defined by Juran - “Quality means those characteristics of the products or service can achieve customers’ requirement and expectation.” It will be related to the income of customers because usually the high quality products are costly. Organizations always need to invest more to get better quality products or services that able to achieve greater customer satisfactions. Therefore, quality plays an important role in business environment. However, we need services manager and production manager to run a successful business that are profitable and able to satisfy customer satisfactions.
In this OQM report, I had chosen the fast food restaurant – KFC (Kentucky Fried Chicken) as the main industry. As we know, KFC is one of the world largest fast food chains and they franchise their famous original recipe friend chicken. They have faced lots of issues in their restaurant such as quality issues, services issues and management problems. I will be evaluating the challenges faced by KFC’s service manager compared to the chicken suppliers’ production manager.
2.0 Body
2.1 Service VS Product
Service is the action that helping or serving something for someone. In quality management, service is totally different from products, it is hard to identify by the product. According to Kelemen(2003), service generally is intangible, heterogeneous, perishable and less controllable.
Besides that, product is an item that sells to consumer. It can be characterized as tangible, storable, standardized, physically enduring and consumed after their produ...
... middle of paper ...
...ol their product quality. As an example, KFC customers will complaint to service manager when they are unsatisfied with their product so service manager has to pacify those customers.
3.0 Conclusion
As a conclusion, challenges faced by service manager are higher than production manager when attempting to manage quality. The challenges that faced by service manager including the tangibility of service, reliability of service, responsiveness of service, the gap of customers' expectation and perception, and the attitude of employees that faced by service manager.
Even KFC is a profitable and successful franchise business, but they still need to continuously improve their product quality and service quality to enhance their reputation and increase the loyalty of customer. So, service manager need to do the best service to meet customer’s satisfaction and expectation.
Restaurant manager is a responsible position and career which has several opportunities to accomplish. The manager has to manage the whole restaurant staff, has to be flexible in approach and promote motivation and performance among them for better restaurant productivity and profits. Complete dedication is essential to reach highest position in management and for this the person has to settle certain goals and improve the skills, values and qualities with time and market demands (Brawer eta l., 2012).
A quality service is defined as ‘a service that consistently meets or exceeds a customers expectations’. The supermarket needs to look at the current value of a customer – how can they make this person spend as much money as possible in the store. They also need to look at the future value of the customer – how can they make sure that this person will return, when they will spend more. The objectives of the supermarket need to be looked at and worked towards very carefully. The diagram below shows the main performance objectives that are worked towards in the supermarket.
Zeithaml, V., Parasuraman, A., & Berry, L. (1990). Delivering quality service: balancing customer perceptions and expectations. New York, New York: Simon and Schuster.
Burger King adds value through the good quality products served. What the customers perceives is what the customer gets and sometimes more than what the custome...
KFC is chicken restaurant chain which is fast food. That is the most popular and has many chains around the world. Now KFC is business successful but it was failed that is interesting how KFC become successful after failed. The cause KFC failed marketing result from goes forward in the wrong direction. By 2005, KFC fall into a difficult situation, sales slump, the reduce consumers this result from poor performance both the challenges category and challenges brand itself. The category challenges, health agenda had trendy in that time people focus on healthy food so KFC is fast food it not popular in consumer. The challenges brand itself that is problem
McDonald’s or KFC has good product quality, strong brand image and fast-growing market positions. People pay attention to food quality, safety and taste uniqueness. Service is also important since the entry of foreign companies. Local fast food companies using franchises face significant competition and pressure to improve their service.
McDonald's Corporation, an American company, is the world's leading food service retailer, with more than 30,000 franchise restaurants in more than 100 countries (McDonald cooperation, 2010).McDonald’s entered the China market in October 1990 and it becomes a popular restaurant which owns 960 restaurants and over 60,000 employees in China at the present day (Liu, 2008). According to the service gap model (Zeithaml, 2009), the problems existing in the servicescape which is the physical environment where the service is delivered (Bitner, 1992) will lead to provider gap 2 (the service design and standards gap) in the gaps model of service quality (see appendix one). In China, although McDonald’s’ acts locally in building the restaurant’s service environment to some extent, there are still some issues existing in its servicecape design. However, have studied customers’ discussions about the service environment in McDonald’s’, the issues existing in its servicescape include the shortage of the ambient condition (such as the inadequate use of music), the insufficiency of the spatial layout design (such as the lake of Self-help sauce pavilion), and the use of symbols and...
Fast food restaurants are popular among the consumers nowadays. Many fast food restaurants are trying to serve the needs in the market as people seek for quick and convenient place to eat. Due to the fact that there are a huge amount of fast food chains available in the global market, fast food companies have to strive for success. Just by providing quick and convenient style of eating for the customers is not sufficient to stay competitive. This is why it is interesting to study and learn about a fast food company that stands out in such a competitive environment. What has KFC China been doing to become successful? What marketing strategies did they use to dominate the market? We shall find out in the following sections.
Another strength is Burger King’s franchise development having 90% of its restaurants franchised. The franchise concept allowed the company to grow with minimal capital expenditure and receive royalties and fees. Burger King went above and beyond and created a new model of its restaurant to attract mo...
As employees are usually the first point of contact for customers, McDonald’s recognises that it is important to fully train their employees in good customer service. McDonald’s creates a customer friendly atmosphere.
Innovation is an important aspect of business today. It is important for companies to be innovative in order to stay competitive with their competitors. Innovation can come in different forms depends on the company’s objective. KFC, one of the most popular fast-food restaurants by the Yum! Brands, chooses to be innovative for their business model. Although, there is a huge amount of fast food chain available in the global market, KFC found the key to stand out from the intense competitive environment. By expanding the business to China, KFC learned unprecedented success by being different, not by being the same. The company’s business model is all about adapting to the local culture and understanding the needs of the Chinese market. Three main innovative strategies of KFC in China are localizing the menu, understanding the Chinese culture, and hiring local management.
From the viewpoint of the customer, McDonalds has a good and confident tone, they consider the taste of food, cashiers; attitude toward clients, the cleanness of venue, the number of mistakes made by cashiers, and other measures to assess the quality of the McDonalds’ burgers. (Slack, Chambers &Johnston, 2003)
However, not only the high quality standards of food affects the business, the staff who are presently providing the service are entitled to establishes him or her self with their tone (the sound of the voice), manner (the level of maturity), language and body language well enough to satisfy the customer and to make them appreciated of feeling more welcomed and values them as a proper customer. E.g. if a customer was about to speak the staff operating the till would say hello, may I take your order please,' and when their products are given Thank you and please come again.'
Service management is refers to the chain management system which established the relationship between the organization and consumer. It is integrated into supply chain management system when the actual sales and customer intersect. The aim of service management system is to provide the best services to the customer through their performance. The high performance of service management can ensure the optimum services to their customer in a complex manner than the typical supply chain. Most of the time, the organization requires larger inventories and strong integration with different system and innovation. They have to be prepared with advanced information and high performance to accommodate inconsistent and uncertain demand. Moreover, Service Management must be coordinated across numerous services with large number of parts and different level of the supply chain.
When organization always provide high-quality products and good services, customer will create their satisfaction and increased customer loyalty.