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CUSTOMER SATISFACTION TOWARDS THE KFC RESTAURANT SERVICES AT STADIUM SULTAN MUHAMMAD IV, KELANTAN

Summary

Recently, the demands for KFC are increasing. As we can see, the customers have to

wait in a long queue just to take the meals provided by KFC. However, there has KFC counter

staff that are lacking in terms of customer care and finesse. The same situation goes when we

went to KFC restaurant at Stadium Sultan Muhammad IV, the customer services were worst.

We are disappointed with the situation because indirectly, it will give a bad perception on image

of KFC itself. Therefore, the purpose of this report is to make an investigation about customer

satisfaction towards KFC restaurant services at Stadium Sultan Muhammad IV, Kelantan. The

information for this report is obtained through primary sources, as we contributed our

questionnaires to 30 respondents selected randomly from all the customers that come to that

KFC Restaurant. The findings show that more than half of the respondents are not satisfied with

facilities provided, services quality and staffs performance. It is recommended that KFC

Restaurant at Stadium Sultan Muhammad IV, Kelantan should look into ways to improve its

badness so that it can be first choice of fast food restaurants again.

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Acknowledgement

It would not have been possible to complete this report writing project without cooperation from

the group members and support of many people to whom we wish to express our gratitude.

First of all, we want to express our personal gratitude to Madam Wan Nazihah Binti Wan

Mohamed, our beloved report writing lecturer (BEL422) especially for her support in completing

our report writing project. Besides that, she has given a lot of guidance and advice to us. We

also wish to thank the manager of KFC Restaurant at Stadium Sultan Muhammad IV, Kelantan

for giving us permission to distribute the questionnaires on “Customer Satisfaction Towards The

KFC Restaurant Services at Stadium Sultan Muhammad IV, Kelantan”.

Last but not least, we would like to extend our heartfelt appreciation to all the respondents at the

KFC who have given their utmost cooperation by responding to the questionnaires. Without their

valuable feedback and cooperation, this report writing project would not have achieved its

objective.

Finally, thank to all group members who have given their cooperation and commitment in doing

and completing this report writing project.

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Table of ContentsSummary....................................................................................................................................................1

Acknowledgement....................................................................................................................................2

1.0 TERM OF REFERENCES................................................................................................................3

2.0 INTRODUCTION................................................................................................................................4

2.1 Historical Background....................................................................................................................5

2.2 Problem Statement........................................................................................................................5

2.3 Research Objectives......................................................................................................................6

2.4 Scope and Limitation.....................................................................................................................6

3.0 PROCEDURAL METHODS..............................................................................................................7

3.1 Sampling Design............................................................................................................................8

3.2 Data Collections.............................................................................................................................8

3.3 Data Analysis..................................................................................................................................8

3.4 Questionnaire Items.......................................................................................................................8

4.0 FINDINGS...........................................................................................................................................9

4.1 RESULTS OF SECTION A: DEMOGRAPHIC PROFILE....................................................9

4.2 FACILITIES PROVIDED........................................................................................................16

4.3 SERVICES QUALITY.............................................................................................................22

4.4 STAFFS PERFORMANCE.........................................................................................................28

5.0 CONCLUSION..................................................................................................................................32

6.0 RECOMMENDATIONS...................................................................................................................34

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1.0 TERM OF REFERENCES

On 19 March 2012, Asmida Binti Mustafa, Nazleen Nur Ain Binti Zulkurnain, Fatin Izzati Binti

Khairushalimi and Nabilah Binti Mohd Aziz from the Faculty of Science Computer and

Mathematics, UiTM Kota Bharu, were instructed by Madam Wan Nazihah Binti Wan Mohamed,

the report writing lecturer (BEL422) to write a report on ‘Customer Satisfaction Towards The

KFC Restaurant Services at Stadium Sultan Muhammad IV, Kelantan’. The report includes the

background information, findings, conclusion and recommendations.

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2.0 INTRODUCTION

KFC (Kentucky Fried Chicken) began with Colonel Harland Sanders. He discovered his

penchant for cooking when he was only 9 years old. Trough the year he grew up to become a

personage the world knew as Colonel Sander, founder of KFC. He reached celebrity status in

1952, when he decided to franchise his famous Kentucky Fried Chicken recipe blends of 11

herbs and spices to the rest of America. By the early 70’s that special recipe reached Malaysia.

Today, KFC Malaysia continues to serve finger licking’s good, succulent pieces of chicken. The

flavorful blend of 11 herbs and spices give KFC’s delicious aroma. With the chicken’s natural

juiced sealed-in leaving a special mouth watering taste that cannot be replaced. KFC pride itself

as a fast-food restaurant give customer great tasting chicken with a selection of home-styled

side dishes and desserts to make a wholesome, complete and satisfying meal.

The first KFC restaurant was opened in 1973 on Jalan Tunku Abdul Rahman. Today, there are

more than 390 KFC restaurants nationwide and still counting. Great tasting chicken has become

synonymous with KFC and has been enjoyed by Malaysians ever since. In fact, KFC Malaysia

has developed a distinctive Malaysian personality of its own.

2.1 Historical Background

KFC is one of the famous restaurants in Malaysia. There are many KFC restaurants in

Kelantan. Recently, a new KFC restaurant was opened on 1st November 2011 at Jalan Stadium

Sultan Muhammad IV Kota Bharu. KFC Stadium Kota Bharu operates 24 hours per day. So

that, the customers can buy the meals anytime they want. Moreover, the customers also can

drive-thru if they want to enjoy their meals at home or other places. Besides, the decorations

inside the KFC Stadium Kota Bharu are very unique and different from the other KFC

restaurant. KFC Stadium Kota Bharu has more than 45 employees and 6 managers to manage

and arrange the restaurant.

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2.2 Problem Statement

Recently, the demands for KFC are increasing. As we can see, the customers have to wait in a

long queue just to take the meals provided by KFC. Starting from the chicken to the veteran, all

of them like KFC. However, there has KFC counter staff that are lacking in terms of customer

care and finesse. This caused them looked not so welcoming to the customers, (Stellar Polaris,

Article on KFC: Malaysia Customer Service is Low, 2012). Besides, KFC also serving people

very slow and make the long queue becomes longer, (Ravindran Raman Kutty, Article on Poor

Customer Service from KFC Chicken, 2010). The same situation goes when we went to KFC

restaurant at Stadium Sultan Muhammad IV, Kelantan, the customer services were worst. We

are disappointed with the situation because indirectly, it will give a bad perception on image of

KFC itself. After we ask several of our friends, they also complained the same things to us. It

was, therefore, we decided to make an investigation about customer satisfaction towards KFC

restaurant service at Stadium Sultan Muhammad IV, Kelantan.

2.3 Research Objectives

i. To analyze the series at KFC Restaurant at Stadium Sultan Muhammad IV, Kelantan.

ii. To determine the profile of customers who eat at KFC Restaurant at Stadium Sultan

Muhammad IV, Kelantan.

iii. To analyze the level of satisfaction towards facilities at KFC Restaurant at Stadium

Sultan Muhammad IV, Kelantan.

iv. To identify the level of satisfaction towards services quality at KFC Restaurant at

Stadium Sultan Muhammad IV, Kelantan.

v. To investigate the level of satisfaction towards staff performances at KFC Restaurant at

Stadium Sultan Muhammad IV, Kelantan.

vi. To recommend KFC Restaurant at Stadium Sultan Muhammad IV, Kelantan.

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2.4 Scope and Limitation

This report will only consider the KFC Restaurant at Stadium Sultan Muhammad IV, not the

others KFC restaurant in Kelantan.

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3.0 PROCEDURAL METHODS

This methodology employed in this study includes the sampling design, the procedure for

collection data, questionnaire items and the analysis of data.

3.1 Sampling Design

In this survey, our population is customers coming to the KFC restaurant at Stadium Sultan

Muhammad IV, Kelantan while our sample is 30 customers from all the customers coming to

that KFC. We also use simple random sampling technique.

3.2 Data Collections

30 respondents for this study were selected randomly from among customers coming to the

KFC Restaurant at Stadium Sultan Muhammad IV, Kelantan during our last mid-term break. The

questionnaires were distributed during various hours of the same day. The questionnaires were

hand distributed to the customers at KFC Restaurant at Stadium Sultan Muhammad IV,

Kelantan. The process of data collection is taken about one day only because we stayed at that

KFC from morning to evening. All the questionnaires that distributed were returned to us back

and all of them are usable.

3.3 Data Analysis

For analysis our data, we use percentage to illustrate each of our questions in the

questionnaires. Besides, we use different type of illustrations to represent our illustrations i.e.

bar chart, pie chart so that they becomes more variety and more interesting.

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3.4 Questionnaire Items

The data required for conducting this study were collected using self-administered

questionnaires. A total of 25 questions divided into 4 major sections i.e. demographic profile,

facilities provided, service quality and staff performances. Structures of the questionnaires are

shown in the table below.

Table 3.0.1: Structure of questionnaires

Section Aspects Total Questions

A Demographic profile 6

B Facilities provided 7

C Service quality 8

D Staff performances 4

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4.0 FINDINGS

This chapter discusses the results of the analysis and their interpretation. The discussion is

divided into results of demographics and the results of factor analysis.

4.1DEMOGRAPHIC PROFILE

4.1.1 Gender

56%

44%

Gender

Male Female

Figure 4.1 Gender of respondents.

The Figure 4.1 shows the gender of respondents. Out of 30 respondents, 56% of them are male

and 44% are female.

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4.1.2 Age

Below 20

20 - 22

23 - 25

Above 25

13.33%

36.67%

16.67%

33.33%

Age

Figure 4.2 Age of respondents.

The Figure 4.2 represents the age of our selected respondents. The majority of the

respondent’s age is between 20 and 22 years with percentage of 36.67. Next is age above 25

years contributes 33.33%. Respondents that age from 23 to 25 years old are 16.67% and

followed by respondent age below 20 years with 13.33%.

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4.1.3 Occupation

Government Private Pensioner Business Others

26.67% 13.33% 0.00% 6.67%

5333.00%

Occupation

Figure 4.3 Occupation of respondents.

The Figure 4.3 is about the occupation of respondents. 26.67% worked in government servant,

13.33% is private sector worker, no one as a pensioner, 6.67% is in business and 53.33% are

others which are students.

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4.1.4 Marital status

Single Married Divorce

76.67%

23.33%

0.00%

Marital Status

Figure 4.4 Marital status of respondents.

Figure 4.4 above demonstrates the marital status among 30 respondents of our research.

76.67% of the respondents are single, 23.33% are married and nobody from them is divorce.

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4.1.5 How often do you go to KFC in a week?

Never1 to 2

3 to 4more than 4

10%

80%

7%3%

Often Go To KFC in a week

Figure 4.5 Frequency of going to KFC in a week.

The Figure 4.5 shows the frequency of respondents going to that particular KFC within a week.

Most of them, which is 80% going to KFC 1 to 2 times in a week. Next, 10% said they never go

to KFC within a week. 6.67% go to that KFC 3 to 4 times per week and followed by 3.33% go

there more than 4 times in a week.

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4.1.6 Do you want a KFC delivery?

87%

13%

KFC Delivery

Yes No

Figure 4.6 KFC delivery.

From the Figure 4.6, majority of the respondents want a KFC delivery with 87% while 13% of

them do not want a KFC delivery.

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4.2 FACILITIES PROVIDED

4.2.1 The condition of the toilet is satisfactory.

1 = Strongly Disagree

2 = Disagree

3 = Neutral

4 = Agree

5 = Strongly Agree

30%

46.67%

13.33%

6.67%

3.33%

Condition of Toilet

Figure 4.7 The condition of toilet.

The Figure 4.7 demonstrates the condition of the toilet. Out of 30 respondents, 30% of them

strongly disagree, 46.67% are disagree, 13.33% are neutral, 6.67% are agree and 3.33% are

strongly agree.

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4.2.2 The parking lots provided are enough.


2 = Disagree

3 = Neutral

4 = Agree

5 = Strongly Agree

50%

33.33%

6.67%

6.67%

3.33%

Parking Lots

Figure 4.8 The parking lots provided.

Figure 4.8 represents the parking lots provided at KFC restaurant at Sultan Muhammad IV. Half

of them strongly disagree that parking lots provided are enough. Then, 33.33% are disagree,

6.67% are neutral, 6.67% are agree and 3.33% are strongly agree.

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4.2.3 The chairs and tables provided are enough.


2 = Disagree

3 = Neutral

4 = Agree

5 = Strongly Agree

0%

6.67%

20%

40%

33.33%

Chair & Table

Figure 4.9 The chairs and tables provided.

The Figure 4.9 shows the chairs and tables provided at KFC restaurant at Sultan Muhammad

IV. Nobody strongly disagree with that statement, 6.67% are disagree, 20% are neutral, 40%

are agree and 33.33% are strongly agree.

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4.2.4 The dustbins provided are enough.


2 = Disagree

3 = Neutral

4 = Agree

5 = Strongly Agree

0%

3.33%

36.67%

33.33%

26.67%

Dustbin

Figure 4.10 The dustbin provided.

The Figure 4.10 is the feedback about the dustbin provided at KFC restaurant at Sultan

Muhammad IV are enough. No one answer strongly disagrees. Next, 3.33% answer disagree,

36.67% are neutral, 33.33% are agree and 26.67% are strongly agree.

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4.2.5 The counters provided are enough.


2 = Disagree

3 = Neutral

4 = Agree

5 = Strongly Agree

6.67%

33.33%

23.33%

26.67%

10%

Counters Provided

Figure 4.11 The counters provided.

The Figure 4.11 shows the counter provided are enough. Out of 30 respondents, 6.67% of them


strongly agree.

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4.2.6 The washing basin provided are enough.


2 = Disagree

3 = Neutral

4 = Agree

5 = Strongly Agree

16.67%

30%

23.33%

16.67%

13.33%

Washing Basin

Figure 4.12 The washing basin.

The Figure 4.12 represents the washing basin provided are enough. 16.67% of the respondents


strongly agree.

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4.3SERVICES QUALITY

4.3.1 The quality of food provided is excellent.

27%

40%

20%

13%

Quality Of Food1 = Strongly Disagree 2 = Disagree 3 = Neutral 4 = Agree5 = Strongly Agree

Figure 4.13 The quality of food.

Figure 4.13 shows the quality of food provided at KFC restaurant at Stadium Sultan Muhammad

IV. Out of 30 respondents, 27.0% of them are strongly disagree, 40.0% are disagree, 20.0% are

neutral, 13.0% are agree and no one are strongly agree.

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4.3.2 The condition at this KFC is comfortable.

17%

60%

23%

Condition of KFC1 = Strongly Disagree 2 = Disagree 3 = Neutral 4 = Agree5 = Strongly Agree

Figure 4.14 The condition at KFC.

In the Figure 4.14, nobody say that they are strongly disagree and disagree with the condition at

KFC restaurant at Sultan Muhammad IV. In the other hand, 17.0% are neutral, 60.0% are agree

and 23% are strongly agree.

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4.3.3 The service at the drive-thru is efficient.

7%

43%

17%

13%

20%

Drive-thru1 = Strongly Disagree 2 = Disagree 3 = Neutral 4 = Agree5 = Strongly Agree

Figure 4.15 The drive-thru service.

The Figure 4.15 is about the feedback about the drive-thru service at KFC restaurant at Sultan

Muhammad IV is efficient. 7% answer strongly disagree. Next, 43.0% answer disagree, 17.0%

are neutral, 13.0% are agree and 20.0% are strongly agree.

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4.3.4 The cleanliness at this KFC is satisfactory.

20%

60%

10%

3%7%

Cleanliness1 = Strongly Disagree 2 = Disagree 3 = Neutral 4 = Agree5 = Strongly Agree

Figure 4.16 The cleanliness.

Figure 4.16 demonstrates the cleanliness at KFC restaurant at Stadium Sultan Muhammad IV.

Out of 30 respondents, 20.0% of them are strongly disagree. Besides, more than half which is

60.0% said they are disagree with the cleanliness at that KFC restaurant. 10.0% are neutral,

3.0% are agree and 7.0% are strongly agree.

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4.3.5 The environment of this KFC is satisfactory.

3%

27%

50%

20%

Environment1 = Strongly Disagree 2 = Disagree 3 = Neutral 4 = Agree5 = Strongly Agree

Figure 4.17 The environment.

Figure 4.17 represents the environment at KFC restaurant at Sultan Muhammad IV. No one

from the respondent answered strongly disagree. 3.0% are disagree, 27.0% are neutral, half of

them agree and 20.0% are strongly agree.

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4.3.6 The waiting time at the counter is satisfactory.

33%

40%

17%

7%

3%

Waiting Time at Counter1 = Strongly Disagree 2 = Disagree 3 = Neutral 4 = Agree5 = Strongly Agree

Figure 4.18 The waiting time at counter.

The Figure 4.18 illustrates the feedback about the waiting time at counter at KFC restaurant at

Sultan Muhammad IV are satisfied. 33.0% answered strongly disagrees. Next, 40.0% answers

disagree, 17.0% are neutral, 7.0% are agree and 3.0% are strongly agree.

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4.4 STAFFS PERFORMANCE

4.4.1 The staffs at the counter are friendly.


2 = Disagree 3 = Neutral 4 = Agree 5 = Strongly Agree

0.00%

46.67%

23.33%20.00%

10.00%

Staff Friendly

Figure 4.19 The staffs are friendly.

Figure 4.19 illustrates about the staffs at the counter are friendly. No one is strongly disagree,

46.67% are disagree, 23.33% are neutral, 20.0% are agree and 10.0% are strongly agree.

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4.4.2 The staffs working at this KFC are enough.



0%

10%

13%

37%40%

Staff Enough

Figure 4.20 The staffs are enough.

Figure 4.20 demonstrates that the staffs at KFC restaurant at Sultan Muhammad IV are enough.

Out of 30 respondents, no one strongly disagree, 10.0% are disagree, 13.33% are neutral,

36.67% are agree and 40.0% are strongly agree.

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4.4.3 The staffs at this KFC are helpful.



6.67%

13.33%

20.00%

43.33%

16.67%

Staff are helpful

Figure 4.21 The staffs are helpful.

Figure 4.21 shows the feedback about the staffs at KFC restaurant at Stadium Sultan

Muhammad IV are helpful. 6.67% are strongly disagree, 13.33% are disagree, 20.0% are

neutral, 43.33% are agree and 16.67% are strongly agree.

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4.4.4 The staffs work efficiently.



20%

60%

7%10%

3%

Staff are Efficient

Figure 4.22 The staffs work efficient.

Figure 4.22 represents about the staffs at KFC restaurant at Stadium Sultan Muhammad IV

work efficiently. 20.0% of the respondents are strongly disagree, 60.0% are disagree, 6.67% are

neutral, 10.0% are agree and 3.33% are strongly agree.

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5.0 CONCLUSION

5.1 Demographic Profile

i. More than half of the respondents are male..

ii. Most of the respondent’s age is between 20 and 22 years.

iii. Among our respondents, more than half of them are students.

iv. Majority of the respondents are single and nobody from the respondents is divorce.

v. Majority of the respondents going to KFC Restaurant 1 to 2 times in a week.

vi. Many respondents want a KFC delivery.

5.2 Facilities Provided

i) Most of the respondents said that the conditions of the toilet at KFC Restaurant are not

satisfied.

ii) Only a small number of respondents said that the parking lots provided at KFC

Restaurant are enough.

iii) Most of the respondents complained that the counters at KFC Restaurant are not

enough.

5.3 Services Quality

i) Only a few number of respondents satisfied with the quality of food at KFC Restaurant.

ii) More than half of respondents said that the conditions at KFC Restaurant are

comfortable.

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iii) Only a small number of respondents give a negative feedback about the drive-thru

service.

iv) Majority of the respondents complained about the cleanliness at KFC Restaurant.

v) Only a few of respondents give a positive feedback about the waiting time at the counter

of KFC Restaurant.

5.4 Staffs Performance

i) Most of the respondents said that the staffs at KFC Restaurant are not friendly towards

the customers.

ii) Many respondents said that the staffs at KFC Restaurant are enough.

iii) Most of the respondents said that the staffs at KFC Restaurant are very helpful.

iv) More than half of the respondents reported that the staffs worked at KFC Restaurant are

not efficient.

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6.0 RECOMMENDATIONS

The owner and KFC’s manager should take the actions since they are the most important

persons to develop KFC performance. They need to take the actions immediately so that

customers will satisfy with KFC Restaurant services at Stadium Sultan Muhammad IV,

Kelantan. Based on the collected information, the following recommendations can be taken to

improve services at KFC Restaurant at Stadium Sultan Muhammad IV, Kelantan

i. The manager should make sure that the toilet always clean.

ii. The manager should provide more parking lots to customers so that they comfort with

that KFC.

iii. More counters should be open during peak hours and also during weekend.

iv. The manager should make sure that the quality of food provided must delicious and

excellent all the times.

v. The services at drive-thru should be upgraded so that it becomes more efficient.

vi. The manager should pick the efficient and quick workers at counters to reduce waiting

times when ordering.

vii. The manager should advice his workers to become more friendly with the customers.

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