Introduction

The SERVQUAL Model is an empiric model by Zeithaml, Parasuraman and Berry to

compare service quality performance with customer service quality needs. It is used to do
a gap analysis of an organization's service quality performance against the service quality
needs of its customers. That's why it's also called the GAP model.
It takes into account the perceptions of customers of the relative importance of service
attributes. This allows an organization to prioritize. The main aspects of service quality
are RATER: Reliability, Assurance, Tangibles, Empathy, and Responsiveness.
SERVQUAL is the most popular instrument to ascertain service quality. However, some
debate exists about its ability to characterize different service environments. Furthermore,
there is not a consensus about the inclusion of customer expectations in the model. I am
going to discuss about KFCs SERVQUL. From the research will find out some problem
of KFCs services and will also give some recommendation to improve the quality of
service. I am following Quantitative research method for this research. For this research I
had made a questionnaire and had done survey on 10 people.

Company history:
KFC (Kentucky Fried Chicken) started its journey at 1930 in USA. Colonel Sanders is
the founder. It has over 14,000 outlets in 105 countries. (www.kfcbd.com). PepsiCo
owned KFC in 1986. Their tag line is So Good. In Bangladesh Transcom introduced
KFC. KFC start its journey in Bangladesh at 2006 by opening branch in Gulshan. Now it
has 11 outlets in Bangladesh. The main product of the KFC is fried chicken. They are
well known for fried chicken.

Promises of KFC:

They promise to provide best quality food in the city.

Serve fast to the customers.
Best quality of chicken and other materials used in their foods.
Wonderful environment for hangout with friends and family.

5 dimensions of SERVQUAL of KFC:

Tangibility:

Modern equipment.
Visually appealing facilities.
Employees who have a neat, professional appearance.
Visually appealing materials associated with the service.

Avg Score of this dimension= positive score of each questions under this dimension
/number of questions under this dimension.
Question number is given by using ( ) bracket.
[97(3) +93(4) +91(5)]/3 = 93.67

Tangiability
Avg positive score
of this dimension

6%

service gap score

94%

Figure 1
So from this figure we can conclude that almost 93.67% customer like the food,
environment, and decoration of the KFC. In this case KFC is enough to serve their
customer.

Reliability:

Providing service as promised.

Dependability in handling customers service problems.
Performing services right the first time.
Providing services at the promised time.
Maintaining error-free records.

Avg Score of this dimension= positive score of each questions under this dimension
/number of questions under this dimension.
Question number is given by using ( ) bracket.
[98(8) +93(9)] /2 = 95.5

Relability
Avg positive score
of this dimension

5%

Service gap score

96%

Figure2.
In this dimension 95.5% people think KFC is providing service in the way they promised
to their customer. Rest of them thinks either they are not fulfilling their promise or they
are over promising. So in this dimension KFC should more aware about their activeness
of their timing and service quality because recently some issue arrived about the kitchen
of KFC in Baily Road and Old Town branch.

Responsiveness:

Employees Informs exactly when services will be provided.

Employees provide prompt services.
Employees are always willing to help customers.

Never too busy to respond to service requests.

Avg Score of this dimension= positive score of each questions under this dimension
/number of questions under this dimension.
Question number is given by using ( ) bracket.
[98(6) +97(7)] /2 = 97.5

Responsiveness
Average positive
score for this
dimension

3%

service gap score

97%

Figure3.
In this dimension KFC employees are well trained that they perform faster when they get
call from a customer. Though there is a gap so the employee should be more active to
decrease this gap.

Assurance:

Employee behavior instills confidence.

Customers feel secure transactions.
Employees are consistently courteous.
Employees have the knowledge to answer questions.

Avg Score of this dimension= positive score of each questions under this dimension
/number of questions under this dimension.
Question number is given by using ( ) bracket.
[95(10) +99(11)] /2 = 97

Assurance
Avg positive score
of this dimension

3%

Service gap score.

97%

Figure4.
In this dimension 95% positive result. The employees are well trained and they know
about their every offer and most of the employees are passed BA hons or equivalent
degree. So they are confident when they are providing service.

Empathy:

Provides individual attention.

Has a convenient operating hour.
Employees provide personal attention.
Has the best interest of the customers at heart.
Employees understand the needs of their customers.

Avg Score of this dimension= positive score of each questions under this dimension
/number of questions under this dimension.
Question number is given by using ( ) bracket.
[90(12) +88(13)] /2 = 89

Empathy
3%

Avg positive result

of this dimension
Service gap score

97%

Figure5.
In this dimension KFC is little bit weak. So KFC should train the employee to concern
about customer need and take care about each customer properly.

Findings:

Tables are not cleaned up quickly after moving the customer.

Recently we have heard about some kitchen issues like cockroaches have found in
their kitchen. So food quality have questioned in this case.

Washroom is small in some branches like Paltan, Bailyroad. So when rushes

arrive people needs to wait for go to the washroom.

Sitting problem in rush hours.

Recommendations:

Kitchen should be neat and clean because issues had arrived in past.
Train employees in effective customer service techniques, not just in the legally

required food handling and safety procedures.

Ensure well decorated furniture, employee uniform and sufficient amount of
sitting facilities so that during busy hours less people have to wait for sitting

arrangement.
Washroom space should be increase in some branches.

Conclusion:

Though KFC is a multinational well reputed brand for food chain

restaurant but it has some service gap. Because there will be some obligation or gap in
providing service. So in this case KFC almost perfect in tangibility, assurance,
responsiveness and reliability but in empathy KFC scored below 90% so KFC should
improve their workforce and food quality to reduce the gap.