“The Literature review is the work of syntheses”. The literature review is an attempt to summarize the existing state of knowledge about a subject and, in research proposals, to frame the proposed research’s expected involvement to knowledge (Jeffrey, 2006). Literature review enables the researcher to position research in a large context by determining on overall review of the body of research and revealing the work that already being done and reported. The fundamental variables contribution to customer satisfaction in store about The Quality, and Environment can be ultimately enhanced but the service offered eventually provide business a competitive advantage (Evert, 1991)
The Kentucky Fried Chicken (KFC) is a major Quick Service Restaurant (QSR) operator in Malaysia, established back in 1973 and currently have more than 500 stores nationwide. It serves mainly chicken based menus and also offers add-ins for its consumers as well. In addition, to support KFC’s core activities, the company is extensively involved in poultry production and processing, as well as a host of ancillary businesses such as vegetable farming, baking and sauce production. After a successful restructuring exercise, KFCH has emerged as a strong player in the Malaysian corporate world with a high reputation for excellent products, efficient friendly service and financial strength. Indeed, KFCH is the only KFC restaurant operator in the world whose Western Quick Service Restaurant market share is greater than that of McDonald's.
KFC is the world largest and most well- known chicken restaurant, with chains in more than 10 thousand locations and worldwide in 80 countries. KFC and its franchised employees are more than 200 thousand in all over the world. John Y. Brown and Jerry Messy purchased KFC for USA for $2 million in 1964 that time KFC become a corporation. After five years, Colonel buys first 100 shares of KFC. In...
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