service marketing

Topics: KFC, Fast food, Fried chicken Pages: 15 (4115 words) Published: December 4, 2013

Term paper on: Service strategy of KFC
Subject code: MKT 412
Section: 01


SSM Sadrul Huda (SH)
Assistant Professor
Department of Business Administration
East West University.


Md. Taijul Islam ----------------------------------------------------Id: 2009-2-10-217 SHADIN -01917277300

Fariha Faroque Mitu ------------------------------------------------Id: 2009-3-13-024 Khaleda Akter -----------------------------------------------------Id: 2009-3-13-046 Taskina Jahan ---------------------------------------------------Id: 2009-2-10-132

Date of Submission: 01 August, 2013

Letter of Transmittal
August 15, 2012
SSM Sadrul Huda
Faculty of Business Administration
East West University
Subject: Submission of a term paper on service strategy of KFC. Dear Sir,
We consider it as a great pleasure to prepare an assignment on service strategy of KFC. In making this assignment we offered our best to present positive and well-scanned efforts to afford necessary and relevant materials for preparing a comprehensive presentation on service strategy of KFC. Finally, we acknowledge the special gratitude to you for providing us the golden opportunity to work on the topic. It is a thrilling experience for us which will enrich our practical knowledge. We are hopeful that our theoretical assessment, relevant information detailed analysis and real-life example will achieve your appreciation. Sincerely

Md. Taijul Islam Id: 2009-2-10-217

Fariha Faroque Mitu Id: 2009-3-13-024
Khaleda Akter Id: 2009-3-13-046
Taskina Jahan Id: 2009-2-10-132


“Excellent customer service is the process by which organization delivers its services or products in a way that allows the customer to access them in the most efficient, fair, cost effective, and humanly satisfying and pleasurable manner possible.” A customer service strategy is an important part of any business plan. Since business relies on customer satisfaction, any good business should develop a strategy that not only draws in customers, but keeps them happy so they are not tempted to try out a competitor. Customer service is the provision of service to customers before, during and after a purchase. Customer service is a series of activities designed to enhance the level of customer satisfaction – that is, the feeling that a product or service has met the customer expectation."

The importance of customer service may vary by product or service, industry and customer. The perception of success of such interactions will be dependent on employees "who can adjust themselves to the personality of the guest. From the point of view of an overall sales process engineering effort, customer service plays an important role in an organization's ability to generate income and revenue. From that perspective, customer service should be included as part of an overall approach to systematic improvement. A customer service experience can change the entire perception a customer has of the organization.

4 Main activities of Service Strategy
Define market
It is important to be careful about how a market is defined. The following key marketing processes rely on a relevant market definition:

- Measuring market share
- Measuring market size and growth
- Specifying target customers
- Identifying relevant competitors
- Formulating a marketing strategy

A market can be defined as follows:

A market is the set of all actual and potential buyers of a product or service.

This definition suggests that a market is the total value and/or volume of products that satisfy the same customer need.

For example, if the customer need is “eat breakfast”, then the relevant market could be defined...
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