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C/M/2027. Dissertation. Service quality and customer retention at KFC Leyton Mills

WORDS:
21200
DATE:
2011
PRICE:
219.99 GBP

The dissertation investigates the impacts of service quality (SQ) on customer retention in a fast food setting offering a case study of a KFC outlet in Leyton Mills, London faced with customer retention issues. Success factors of fast food services and KFC restaurants are examined. Literature is reviewed on SQ theory including the history of SQ research, the measurements of SQ, customer relations, customer loyalty management, SERVQUAL and SERVPERF models of SQ analysis, etc. The methodology of the research includes analysis of secondary sources and primary data obtained from KFC consumer surveys via questionnaires, and interviews with the management of KFC Leyton Mills comparing KFC performance to that of McDonalds. Conclusions are made about the customer profile of the outlet and their service quality. Recommendations are suggested about the strategies that can increase customer loyalty and retention.

 

KEYWORDS: Dissertation, service quality, customer retention, KFC Leyton Mills, McDonalds, fast food restaurant, customer loyalty,

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Thanx for the paper. I got it and would like to have few more in the future. G.Patel