A Report on a Comparison of Customer Service of Fast Food Restaurants in Malaysia: Kfc Versus Mcdonald’s

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INTRODUCTION
1.1 Background
KFC
According to the information, “Kentucky Fried Chicken (KFC) is a chain of fast food restaurant based in Louisville, Kentucky, United States that selling Kentucky Fried Chicken around the world.” It had been rated at number 60 as the world most famous brand by BusinessWeek. For KFC, fried chickens was the food they primary focus to sells. “Their basic products included chicken pieces, salads, sandwiches, desserts and some roasted and grilled chicken cuisines too.” Besides that, the beef and pork based products also offered by KFC outside the USA. The first idea of KFC’s fried chicken actually is in 1930 but it was only founded in 1952 by Colonel Harland Sanders, who was born on September 9, 1980 in Indiana, America and he was the man who developed the secret recipe which blends of 11 herbs and spices for making Kentucky Fried Chicken and this secret recipe still used today. Nowadays, KFC has more than 15,000 outlets in 105 countries around the world. In 1973, the first KFC restaurant in Malaysia was opened at Jalan Tunku Abdul Rahman, Kuala Lumpur. In overall, KFC currently has 445 outlets in Malaysia and it had become the largest fast food chain in Malaysia. McDonald’s

According to the information, McDonald’s is the world’s largest chain of fast food restaurant based in Des Plaines, Illinois in 1955 to today that selling hamburgers around the world and it had been rated at number 9 as the world most famous brand by BusinessWeek. “For McDonald’s, foods that primarily sells by them are hamburgers, cheeseburgers, chicken, French fries, breakfast items, soft drinks, shakes and desserts.” But nowadays, due to the changing of customers’ tastes, the restaurant menu which are included salads, smoothies and fruits have been expanded by McDonald’s company. The founder of McDonald’s is Ray Kroc although the first concept of McDonald’s was actually introduced by sibling Dick and Mac McDonald and they built the first McDonald’s restaurant in 1940 in San Bernardino, California. In 1954, Mr. Ray Kroc acquired franchising rights from Dick and Mac McDonald and a McDonald’s franchise was opened on 15 April, 1955 and later bought out the McDonald’s share of the McDonald brothers. The McDonald’s Corporation was then founded in 1955 and it was expanded by Ray Kroc. Nowadays, McDonald’s has more than 31,000 outlets in 109 countries around the world. In 29 April 1982, the first McDonald’s restaurant in Malaysia was opened at Jalan Bukit Bintang, Kuala Lumpur. In overall, McDonald’s currently has 200 outlets and about 20 to 25 outlets are being expanded annually. 1.2 Problem

This report has been written to compare the customer service of fast food restaurants in Malaysia: KFC versus McDonald’s. Nowadays, increasing competitive challenges have been faced by the fast food restaurants in Malaysia such as restaurants KFC and McDonald’s. In order to satisfy the customers at a fast food restaurant, excellent customer service should be provided to customers by the management and the staff. Because beside the food quality, the standardize customer service that provided by fast food restaurants is expected by the customers. Currently, customer service is one of the factors that determine the customer satisfaction and it will directly affect the business of their fast food restaurants. However, recently the fast food restaurants are lack of customer service. The standardization in franchising business format does not ensure the standardization of customer service within the fast food restaurants due to some outlets are not able to follow up the same standards for customer service in franchise system. 1.3 Purposes

The purposes of this report are firstly to investigate the customer satisfaction with the customer service that is provided by KFC versus McDonald’s and secondly, to find out why students from Tar College prefer McDonald’s than KFC. Lastly, is to find out what aspects of customer service that provided by...
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