A Case Study of Consumer Satisfaction of Kentucky Fried Chicken

Rudresh Pandey, K.S. Rao, Cha Ching Er, Daisy Mui Hung Kee, Wan Jun Chua, Hui Shan Hon, Chong Yi Tan, Sakshi Tayal, Sariya Sariya, P. Narendath


The purpose of this study is to examine consumer satisfaction towards Kentucky Fried Chicken Corporation (KFC). This paper is presenting what are the factors influencing consumer satisfaction. KFC is known as one of the most popular fast-food chains around the world. The findings indicate that the services and products of KFC give a big impact on consumer satisfaction and thus most of the consumers are satisfied with the current services and KFC products.

Full Text:



Ahmed, M. A., & Zahid, Z. (2014). Role of social media marketing to enhance CRM and brand equity in terms of purchase intention. Journal of Management Research, 4(3), 533-549.

Asdullah, M. A., Rehman, U. Z., & Ahmad, R. N. (2015). Impact of external factor on fast food business. Journal of Resources Development and Management, 9, 30-34.

Asman, M. A. A. Z., Kee, D. M. H., Yun, G. F., Xun, H. Z., Thankur, T., & Mehta, D. (2020). Business idea for KFC Malaysia: A study of potential business idea for KFC Holdings (Malaysia) Berhad. Journal of The Community Development in Asia, 3(1), 63-69.

Basnayake, R., & Hassan, Z. (2015). Employees ethical behaviour and its effect on customer satisfaction and retention: An empirical study on multinational fast food restaurants in Malaysia. International Journal of Accounting & Business Management, 3(1), 1-15.

Borison, R. (2017). KFC’s mobile shopping app sees 90pc of users placing orders via mobile. Retrieved from https://www.retaildive.com/ex/mobilecommer cedaily/kfc-sees-90pc-of-app-users-placing-orders-via-mobile

Chan, C. Y., Kee, D. M. H., Chong, E., Hak, K. K., & Yeong, P. H. A. (2020). The challenges of healthy lifestyle: A study case of Kentucky Fried Chicken. International Journal of Tourism and Hospitality in Asia Pasific, 3(2), 57-69.

Goyal, A. & Singh, N. O. (2007). Consumer perception about fast food in India: An exploratory study. British Food Journal, 109(2), 182-95.

Gupta, M. (2019). A study on impact of online food delivery app on restaurant business special reference to zomato and swiggy. International Journal of Research and Analytical Reviews, 6(1), 889- 893.

Haider, M. U., Ali, F., Farooq, M., & Faheem, M. (2012). Factors effecting brand preferences: A comparative study of McDonald’s and KFC. Abasyn Journal of Social Sciences. 5(2), 28-42.

Hemmatfar, M., Salehi, M., & Bayat, M. (2010). Competitive advantages and strategic information system. International Journal of Business and Management, 5(7), 158-169.

Hilman, H., Ghani, A. G., & Hanaysha, J. (2015). Relationship quality as a strategic tool in today’s turbulent business world. Australian Journal of Basic & Applied Sciences, 7(14), 478-478.

Husna, N., Kee, D. M. H., Amirah, N. W., Syazreeza, R., Fatihah, N. A., Pandey, S., Agnihotri, S., & Pandey, R (2020). How organizational management affect employees’ motivation and service quality: A study of Kentucky Fried Chicken (KFC). International Journal of Applied Business and International Management, 5(2), 73-81.

Jaini, A., Ahmad, N. A., & Zaib, S. Z. M. (2015). Determinant factors that influence customer’ experience in fast food restaurants in Sungai Petani, Kedah. Journal of Entrepreneurship and Business, 3(1), 60-71.

Jurevicius, O. (2019). SWOT analysis of KFC. Retrieved from https://strategicmanagementinsight.com/swot-analyses/kfc-swot-analysis.html

Kumar, A. (2012). Marketing mix of KFC. Retrieved from https://www.marketing91.com/marketing-mix-kfc/

Leonard, D. A., & DeLacey, B. J. (2002). Case study on technology and distance in education at the Harvard Business School. Educational Technology and Society, 5(2), 13-28.

Lim, K. S., Kee, D. M. H., Teoh, K. S., Low, T. Q., & Ong, J. Y. (2019). High competence faced by KFC Malaysia. International Journal of Tourism & Hospitality in Asia Pasific, 2(2), 1-12.

Md. Sawari, S. S., Ghazali, M. A., Ibrahim, M. B., & Mustapha, N. I. (2015). Evidence based review on the effect of Islamic dietary law towards human development. Mediterranean Journal of Social Sciences, 6(3), 136-141.

Md. Sawari, S. S., Mustapha, N. I., & Ghazali, M. A. (2014). The impact of halal food on physical and mental health. Paper presented at International Seminar on Islamic Law, Economic, Education and Science Issues, Dewan Senat, Universiti Teknologi Malaysia.

Namin, A. (2017). Revisiting customers’ perception of service quality in fast food restaurants. Journal of Retailing and Consumer Services, 34, 70-81.

Omer, S. K. (2018). SWOT analysis - The tool of organizations stability (KFC) as a case study. Journal of Process Management New Technologies, 6(4), 27-34.

Phan, T. A., & Nguyen, T. H. T. (2016). An analysis of factors impact on customer satisfaction in Vietnam Restaurants: Case of fast food restaurants. International Journal of Business and Management, 4(6), 1-17.

Polas, M. R. H., Rahman, M. M., Miah, M. A., & Hayash, M. M. A. (2018). The impact of waiting time towards customers satisfaction in fast food establishments: Evidence from Bangladesh. IOSR Journal of Business and Management, 20(5), 11-21.

Pratap, A. (2019). KFC swot analysis. Retrieved from https://notesmatic.com/2017/03/kfc-swot-analysis/

Puleka, D., & Kakade, D. (2018). Comparative analysis of training and development practices in fast food segment - McDonalds and KFC. International Journal of Advance and Innovative Research, 5(3), 174-191.

Roy, S. (2018). How technology helps KFC train employees and delight customers. Retrieved from https://techhq.com/2018/10/how-technology-helps-kfc -train-employees-and-delight-customers/#:~:text=The%20company%20is%20using%20Amazon,on%20how%20to%20operate%20it

Samnani, A. (2014). Macro-environmental factors effecting fast food industry. International Institute for Science, Technology and Education (IISTE), Food Science and Quality Management, 31, 37-40.

Shaed, H. M., Zulkefli, N. A., Ngali, N., & Rahmat, N. (2017). Review on price, service quality and customer loyalty in fast food restaurant. Journal of Tourism, Hospitality & Culinary Arts, 9(2), 583-592.

Sheraj, S. (2017). A comparative analysis of the marketing mix of KFC in China and Bangladesh. International Journal of Science and Business, 1(2), 78-87.

Uddin, S. M. (2020). Operational strategies and management of KFC: An enquiry. EPRA International Journal of Research and Development (IJRD), 5(4), 172-179.

Vrontis, D., & Pavlou, P. (2008). The external environment and its effect on strategic marketing planning: A case study for McDonald's. Journal for International Business and Entrepreneurship Development, 3(4), 289-307.

Whitehead, S. A. (2018). KFC cuts back-of-house training time 75% in North American tests. Retrieved from https://www.qsrweb.com/articles/kfc-cuts-back-of -house-training-time-75-percent-in-north-american-tests/

Yan, A. K., Ngana, L., & Voon, B. H. (2016). Improving the service operations of fast-food restaurants. Procedia - Social and Behavioral Sciences, 224, 190-198.

Zhong, Y.P., & Moon, H. C. (2020). What drives customer satisfaction, loyalty, and happiness in fast-food restaurants in China? Perceived price, service quality, food quality, physical environment quality, and the moderating role of gender. Multidisciplinary Digital Publishing Institute, 9(4), 1-19.

DOI: https://doi.org/10.32535/ijthap.v4i2.1060


  • There are currently no refbacks.

Copyright (c) 2021 Rudresh Pandey, K.S. Rao, Cha Ching Er, Daisy Mui Hung Kee, Wan Jun Chua, Hui Shan Hon, Chong Yi Tan, Sakshi Tayal, Sariya Sariya, P. Narendath

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Flag Counter

Published by : AIBPM Publisher
Editorial Office:

JL. Kahuripan No. 9 Hotel Sahid Montana, Malang, Indonesia
 +62 341 366222

If you are interested to get the journal subscription you can contact us

e-ISSN 2654-7945 (Online)

ISSN: 2685-8800

International Journal of Tourism and Hospitality (IJTHAP) INDEXED:



This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.