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 Handbook(selected) ................................................................................... 29 2 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. Taiwan’s 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 flavor’s egg tart and special meal regularly and gradually increase roasted food for the increasing awareness in health. The different combinations of combo(套餐) are more than China. This may because that most Taiwanese prefer western flavor, and are more fickle(多 變). 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 3 32 1 Taiwan 38 9 3 In Total 41 41 4 5 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 0 Business 0 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%) 0 Other 1(2.8%) 1(2%) 1.4Frequency 6 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 McDonald’s. 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 McDonald’s 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 6 sales promotion 2.8 12 attitude 2.8 10 convenience 5.6 4 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 people’s 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 KFC’s 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 2 3 4 5 6 7 8 9 10 Different Standards Figure5– Line Chart OFKFC’s performance As we can see from the line chart, people in both Mainland China and Taiwan scored KFC’s 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 KFC’S 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 today’s eating experience Valid 34 35 35 Invalid 2 1 1 Choice KFC NO 3.84 Valid 35 34 33 Invalid 15 16 17 8 Choice McDonald’s 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 McDonald’s? 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 KFC’s 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 McDonald’s. 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 0 5 10 15 20 25 30 Figure6–The fast restaurant where they would like to hold parties 9 Atmosphere 10 8 cheap service 6 4 2 KFC 0 sales promotion near the house McDonald's personal preference dilicious Figure7–Reasons 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 Figure8–Reasons 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 McDonald’s 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, McDonald’s 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 KFC’s 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 company’s 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 company’s service standards? 7 Are they defined to correspond to customers expectations? 9 How effective is the process for setting and tracking service 6 quality goals? Appropriate Physical Evidence and Servicescape Are the company’s physical facilities, equipment, and other tangibles appropriate to the service offering? Are the company’s 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 KFC’s 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( 單 調 ) 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. Product’s sizes are very different 2. Some waiters’ attitude and speed 3. The Cleanliness of washroom 4. Doesn’t 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 KFC’s 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你 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 can’t really compare, it’s hard for us to accurate judge the quality of service. 24 3. There were many foreigners in the restaurant but we didn’t 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 □ McDonald’s □ MOSS □ Subway □ other_________ 7. Your favorite fast food restaurant □ KFC □ McDonald’s □ 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 KFC’s 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 McDonald’s? And why? 、 2 Have you ever ordered KFC foods via the Internet or phone calls? If yes, how was their service? If not, then why? 、 3 Score KFC’s 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)? ※That’s 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 don’t 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 don’t 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 today’s experience Please think about today’s 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? C D 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% Page 1 of 1 D:\Teaching\NCUE\Service Management UG\admin\Presentations\Final\E AND J.docx