Topic customer satisfaction of kfc ngo gia tu a case of student in ho chi minh city university of foreign languages – information technology

In this study, the team chose a brand that is considered as the leading fast food in Vietnam, the first fast food chain to enter the Vietnamese market is KFC.. But with the increasing ap

HO CHI MINH CITY UNIVERSITY OF FOREIGN

FACULTY OF BUSINESS ADMINISTRAION

MARKETING RESEARCH

-*** -

PROPOSAL TOPIC: CUSTOMER SATISFACTION OF KFC NGO GIA TU:

A CASE OF STUDENT IN HO CHI MINH CITY UNIVERSITY

TECHNOLOGY

GROUP 10

Ha Minh Nhat - 19DH481020

Vu Thanh Trung 19DH480288 – Luong The Van 19DH480670 – Lecturer: Mr Doan Gia Au Du

HCMC, April / 2022

Table of contents

1 Summary 1

2 Background of KFC 2

3 3 Research to identify the problem 3

3.1 Research objectives 3

3.2 Research Methods 3

3.3 Scope and Limitation 3

3.3.1 Scope 3

3.3.2 Limitation 3

4 Research Design 5

5 Data Collection Process 6

5.1 Data Sources 6

5.1.1 Primary Data 6

5.1.2 Secondary Data 6

5.2 Focus group 7

5.2.2 Data Collection Approach 7

6 Data Analysis 8

7 Time and Cost estimating 9

References 11

1 Summary

Currently, the F&B industry is developing very strongly around the world, including the fast food industry Specifically, in Vietnam, there are many fast food brands in the country as well as stores of other countries that have been penetrating the Vietnamese market Therefore, the competition in this market is very high It is not easy for fast food chains to approach the needs and trends of customers today, because there are many external competitors and they have been successful in this field, so brands need to focus on those things factors such as product quality, cost, space, staff, service quality, etc It is important to capture the customer reviews and needs for the product and customer

satisfaction for any brand as it will affect the success of the brand in bringing the product to market products to customers, from those judgments, the brand can make contributions to modify it to suit the majority of customers In this study, the team chose a brand that is considered as the leading fast food in Vietnam, the first fast food chain to enter the Vietnamese market is KFC Specifically here is KFC at Ngo Gia Tu branch, District 10, Ho Chi Minh City, the article will summarize data and information of customers who have experienced products, services and promotions at KFC Ngo Gia Tu These customers, the team will choose a group of customers who are students of Ho Chi Minh University of Foreign Languages and Informatics, Cao Thang campus From there, it will show why HUFLIT students choose KFC and what attracted them In addition, the study will show the things KFC that HUFLIT students don't care about From there, give the reason why KFC is regressing from the position they had before To accomplish all those goals, the research uses two research methods namely discovery research and causal research The study will source information from HUFLIT students through a Google form survey Because of the small sample size, this study is for reference only and has no practical valu

2 Background of KFC

KFC is the abbreviation for Kentucky Fried Chicken, is a large brand in the fast food industry from the United States Is a famous fresh chicken product with KFC fried chicken, fries, hamburger All KFC chefs undergo rigorous training to ensure a unique taste and high quality for their dishes, in accordance with the corporation's standards The recipe for KFC's chicken products is a closely guarded secret, and this gives their products a unique flavor to imprint on their customers' minds KFC sets a high goal on the variety of goods, always offering a diverse menu Besides the usual dishes such as fried chicken and burgers, KFC also satisfies the Vietnamese palate with creative inventions such as Big 'n Juicy, Crispy Strips, KFC Chicken Rice, coleslaw To make

it easier for customers to choose, these dishes are divided into Categories such as Original Recipe Chicken, Combo Meal, Kids Meal (with toys), Snacks, Side dishes, Desserts and Beverages Furthermore, KFC has expanded its menu to include various ingredients by introducing new dishes to the Vietnamese market, such as Shrimp Burger and Lipton to continue attracting the interest and curiosity of Vietnamese customers

KFC Company was founded in 1955 in Kentucky USA And now it is present in 109 countries with more than 20,000 restaurants serving 12 million customers every day KFC opened its first store in Vietnam in 1997 And this is also the first fast food brand present in Vietnam To date, this fast food chain has expanded to more than 153 stores

in 36 provinces and cities of Vietnam Moreover, KFC has provided jobs for more than 3,000 people and contributed significantly to Vietnam's fast food industry as well

as forming new consumption habits and food culture in the regions where KFC is present KFC has spent 10 years bearing losses and using marketing strategies to reach people and succeed in the Vietnamese market Until now, KFC has achieved certain successes, such as showing customers what fast food culture is like But with the increasing appearance of other fast food brands, now we hardly hear or talk about KFC, and what is the reason and why, this study will synthesize information from primary and secondary data to analyze KFC most accurately

3 Research to identify the problem

3.1 Research objectives

The study will show the level of interest and satisfaction of HUFLIT students at Cao Thang campus with respect to KFC in Ho Chi Minh City, specifically at KFC Ngo Gia Tu branch in District 10 Second, this study will gives reasons why KFC is attracting so many young people in Vietnam as well as in Ho Chi Minh City What attracts HUFLIT students to KFC in a crowded place with other eateries in Ho Chi Minh City? Finally, the main purpose of this study is to find out why KFC is losing its inherent position in the fast food market in Vietnam today And come up with some solutions that can help KFC in re-engaging customers to eat

3.2 Research Methods

The research team used two main methods to complete this study The first is exploratory research In this method, our team used it to find out more about the KFC company as well as customer satisfaction through surveying HUFLIT students with prepared questions From there, the study will provide more information on the satisfaction level of each specific customer who often comes to KFC Ngo Gia Tu Target customers are HUFLIT students at Cao Thang campus The second method is causal research This method was used to find out exactly why KFC is rarely mentioned today, and why so many young people today don't go to KFC anymore This method will help perfect to fulfill the main purpose of this study

3.3 Scope and Limitation

3.3.1 Scope

Ho Chi Minh City is the leading city in terms of GDP in Vietnam, so many brands have come here to develop their brands, and so is KFC Therefore, this study will focus on the number of customers of KFC Ngo Gia Tu district 10, specifically here are HUFLIT students at Cao Thang campus

3.3.2 Limitation

In this study, the team encountered several roadblocks First, there is not much information from customers at KFC Ngo Gia Tu Secondly, most of the information about KFC Ngo Gia Tu District 10 by HUFLIT students is completely new, so the team has to search from the beginning Difficulty in choosing the right questions to

use to survey customers Finally, most of the HUFLIT information about KFC in District 10 is completely new Moreover, finding enough students is also a big challenge for the team And the most important thing is that because of the very low sample size, this study is only for reference value, not for practical application

4 Research Design

Chapter 1: Introduction

1.1 Background of KFC

1.2 Research objectives

1.3 Research methodology

1.4 Scope/Limitation

Chapter 2: Literature Review

2.1 Customer satisfaction Hypothesis

2.2 The favorite level of customer

2.3 Evaluating KFC service quality policy

2.4 Popularity of KFC in Vietnam

CHAPTER 3: METHODOLOGY

3.1 Method

3.2 Data collection

CHAPTER 4: DATA ANALYSIS

4.1 Inspecting measurement model

4.2 Inspecting the inner structural model

4.3 Summarize the data

CHAPTER 5: DISCUSSION AND CONCLUSION

5.1 Discussion

5.2 Conclusion

5 Data Collection Process

5.1 Data Sources

5.1.1 Primary Data

The online interview survey will be used for primary data collection strategy For this survey, huge and representative individuals of an explicitly defined a group of people is interviewed Uniquely, a large number of standardized questions are asked to get the information which will represents levels, metrics and standard factors for customer satisfaction A survey is pointed out that customer satisfaction when researchers interested in collecting data on the observations, attitudes, feelings, experiences, or opinions from a group of people Information on subjective phenomena can be collected only by asking a prepared questionnaire A specific form of survey is interviewing key

informants from communities or organizations The strength of survey research

is that it can measure service satisfaction and collect customer information on factors affecting satisfaction

The survey aims to a group of people: HUFLIT students in Cao Thang, required

at least 150 students to get 100 standard samples for this research Using google form to convert into data tables

Time: 25/04/2022 - 08/05/2022

5.1.2 Secondary Data

It is feasible to use data acquired previously by other researchers or for reasons other than study, such as official statistics, administrative records, or other accounts held frequently by organizations, to answer some social research issues Any sort of original data may be used as secondary data if it is stored and made available Researchers face a variety of unique challenges when using secondary data To begin, researchers must identify data sources that may be

relevant to their study subject Second, they must be able to access the

necessary information Third, it's critical to assess how well the data match the present research's quality needs as well as the methodological criteria of good scientific practice Sources use for this research: google scholar, traditional journal, statistics notificated by KFC, and other websites

5.2 Focus group

The focus group to survey is the group of customers who have used and experienced the KFC’s service (according to experience) into 3 groups: + A group who has experienced service at least once

+ B group who has not used service yet

+ C group who is loyal customer person willing to use KFC even when they – have more choices

5.2.2 Data Collection Approach

Making a table of questions included:

- Closed questions: yes/no questions and multiple choice with available answers

- Open questions: customers can freely expose their opinions

- Scale questions: there will be 5 levels, to assess the brand satisfaction through factors

6 Data Analysis

Raw data:

The first thing to do when starting a research is to collect primary and secondary data For secondary data, our team will conduct data collection on the internet, books, research papers and all information must be reliable and highly academic Regarding primary data, we will use technology and let 150 HUFLIT students at Cao Thang campus scan the QR code to enter the Google Form link to answer questions about KFC for the purpose of collecting information for research It is estimated that 100 out

of 150 collected samples will be used for data statistics

Graph / Chart:

Then, the obtained data will be fed into the Microsoft Excel platform for easy statistics The questions have been logically arranged in advance, combined with the Pivot table function will draw charts, statistical tables with necessary information for the study It is expected to draw more than 10 charts to be able to rely on it and analyze it more accurately

Meaning / Overall:

After finding the charts and tables, we begin our analysis process All members will review all the information gathered to come up with factors to answer for research purposes, additional information will help the group answer further questions posed Conclusion:

Finally, we will draw conclusions based on subjective and objective thoughts that have been found through group research The information given can partly answer the research purpose in the most clear way However, this is still an analysis based on the group's individual views The report is for reference only and has no actual value

7 Time and Cost estimating

Week 1

(14/2-20/2)

Finding and Choosing a research topic

Week 2

(21/2-27/2)

Choose topic’s name

Week 3

(28/2-6/3)

Planning the direction

Week 4

(14/2-20/2)

Write abstract

Week 5

(7/3-13/3)

Find methodology

Week 6

(14/3-20/3)

Find data on the internet

Week 7

(21/3-27/3)

Building a uncompleted proposal

Week 8

(28/3-3/4)

Building a question

Week 9

(4/4-10/4)

Proposal defense presentation

Week 10

(11/4-17/4)

Complete the proposal

Week 11

(25/4-1/5)

Submit proposal

Week 12

(2/5-8/5)

Collect data by survey

Week 13

(9/5-15/5)

Analyzing data and completing the research

Week 14

(16/5-22/5)

Check Turnitin and edit report

Week 15

(23/5-29/5)

Submit final report

Cost estimated:

Money for present which

gave to student after survey Money for fuel to move Total cost

8 References

Bui, T M., & Pelto, E (2020) Standardization versus Adaptation Strategy in International Marketing Mix-The case of KFC in Vietnamese market

Khiem Khanh (2021) Chiến lược Marketing của KFC: Đi đến đâu “thành công đến

đó’’! [KFC's Marketing Strategy: Go where "success goes there’’!

https://agencyvn.com/chien-luoc-marketing-cua-kfc

KFC (n.d.) About KFC | KFC Vietnam Retrieved April 29, 2022, from

https://kfcvietnam.com.vn/en/about-us.html

Johnston, M (2017) Secondary Data Analysis: A Method of which the Time Has Come Qualitative and Quantitative Methods in Libraries, 3(3), 619-626 Retrieved from http://www.qqml-journal.net/index.php/qqml/article/view/169 Bernard et al (1986) The Construction of Primary Data in Cultural Anthropology Current Anthropology, 27(4), 382 396 – https://doi.org/10.1086/203456