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Kentucky Fried Chicken
Presented byGroup 1
Physical evidence
Logo of the founder with his signature string tie with a red apron.
The apron symbolizes the home-style culinary heritage of the brand and reminds customers that KFC is always in the kitchen cooking delicious, high quality, freshly prepared by hand, just the way the founder did 50 years ago
The giant colonel sanders logo was build off the world’s only extraterrestrial highway. This denotes that if there are extraterrestrials, KFC wants to be their restaurant of choice.
New physical evidence features
Bright, and bold graphics on the restaurant exterior and interior that incorporate the Kentucky Fried Chicken as well as KFC, communicates a fresh sense of pride
Graphics and pub signs that showcase the company’s icons ’11 Secret Herbs and Spices ’, ‘Finger Lickin Good’, ‘Sunday Dinner, Seven Days a week’
Heroic use of the signature red colour and bold architectural way
Warm and contemporary interior designs, spacious and innovative seating help customers feel welcome and comfortable
Contd…
Thoughtful interior and exterior lighting which enhances customer experience
A digital juke box that is free of free of charge allows customer to play the music they enjoy
Service Design Elements
Delivery system – Preparation after the order is placed, uses special equipment to prepare food faster
Facility Design – warm and contemporary interior design, music inside the store, safe parking facilities
Location – multiple site location, in tier-I and tier-II cities
Capacity planning – has enough employees and kitchen tools to cook faster thus reduces waiting time for customers
Structural
Contd…
Managerial
Service encounter – All employees are trained how to respond to the customer
Quality – KFC’s enduring success is attributed to relentless focus on great taste, hygiene and quality. QC
Managing capacity and demand – They keep all the raw materials ready and not the finished goods which results in zero perishability of food and according to the order the food is cooked.
Information – Interactive relationship marketing
Generic approach to service design
It follows a production line approach because it has only few items in the menu and the degree of customization is low.
Zinger burger
Krushers
Twister
Chicken Bucket
Hot wings
Corn on the cob
Zing Kong
Snacker(chicken & veggie)
Veggie Feast Veg Finger
Snack Box
Sundae
Menu
Dimensions of Quality
Reliability – Every time the food is available, billing accuracy and items are delivered without any errors
Responsiveness – ability to accommodate any orders at any given point in time
Assurance – KFC gives the assurance that the food is hygienic, fresh
Empathy – based on the local needs it offers new dishes
Tangibles – convenience, clean ambience, good lighting and ventilation etc…
Quality service by Design
Support facility- Good ambience, toilet facilities, space convenience, proper lighting etc…
Facilitating goods – hygienic food, pure water, clean tables etc…
Explicit services – tastier foods, proactive employees, calm atmosphere, etc…
Implicit services – assurance of hygienic food, value for money, good parking facilities.
Achieving service quality
Cost of Quality
Cost category Example
Prevention Having UPS, training employees to cook well
Detection Complaint cards, appointment of representativeMarket tracker surveysChecking, balancing, verifying
Internal failure Trashed or re cooked food
External failure Preparing a new snack, Recruitment costsNegative word-of-mouth
Service quality (50 points)Service Timeattentive, energetic, warm and courteous serviceprofessional appearance, including wearing a uniform
Product quality (30 points)
Cleanliness (20 points)
Processing quality (44 points)
Facilities (16 points)
Sanitation/operations (15 points)
Critical issues Recovery
Presence of rodents, cockroaches and other insects
Replacement of food
Spoiled, reprocessed, or unapproved products being sold
Replacement of food and compensation for any medical expenses
Employees with communicable disease Punishing or firing the employee immediately after customer complaint
Service recovery
Service encounter
It is an encounter dominated by the customer service organization
- customers are presented with few standard service options from which to choose, and personalized service is not available
- impose strict operating procedures and limit the discretion of contact personnel