How Kfc Holding Engage with Its Stakeholder?

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FACULTY ECONOMIC AND BUSINESS

EBP 3194 FINAL YEAR PROJECT II

SUPERVISOR: DR. KHAIRIL ANNUAR MOHD KAMAL

FYP Draft

TITLE: How KFC Holding Engage with its Stakeholder (Customer)?

Submit: 13rd May 2015

TABLE OF CONTAINS

CHAPTER 1: INTRODUCTION

1. Introduction                                                                4

1. Background of KFC Holdings Malaysia                        5
2. Problem Statement                                                6
3. Significant of Study                                                8
4. Objectives of the Study                                                9

1. General Objectives                                        9
2. Specific Objectives                                        9

1. Research Question                                                9
2. Scope of Study                                                        10
3. Definition of Concepts                                                10

1. Stakeholder                                                10
2. Customer Engagement                                11

1.  Conclusion                                                         11

CHAPTER 2: LITERATURE RIVIEW

1. Introduction                                                                12

1. Definition of Stakeholder                                        12

1. Primary Stakeholder                                 13
2. Secondary Stakeholder                                14
3. Stakeholder Engagement                                14

1. Dominant Factor                                                15

1. Price                                                        15
2. Quality                                                15

1. Influencer                                                        16

1. Mass Media                                                16

1.  Strategy                                                                17
2. Conclusion                                                        17

CHAPTER 3: RESEARCH METHODOLOGY

1. Introduction                                                                18

1. Hypothesis and Framework                                        18
2. Conceptual Framework                                                19
3. Research Design                                                        19

1. Qualitative Approaches                                20
2. Population                                                20
3. Defining Sample                                        21

1. Data Collection Method                                                21

1. Primary Data                                        21        
2. Secondary Data                                        22

1. Research Instruments                                                23

1. Interview                                                23
2. Observation                                                24

1. Conclusion                                                        24

CHAPTER 4: THE FINDINGS

1. Introduction

1. Section A: Respondent’s Demographic Characteristics

1. Gender
2. Age
3. Race
4. Religion
5. Status

1. Section B: Stakeholder/ Customer Engagement

1. Dominant Factor of Stakeholder Engagement
2. The Way of Channel Influence

the Factor of Customer Engagement

1. The Strategy used to Maintain Customer

Engagement

4.3 Conclusion

References