Marketing in Fastfood Industry

Introduction

Background of the Study

Marketing in fastfood industry has been continuously innovating throughout time. One aspect of having a successful business is by providing a high level of quality service. Members in the competition always do benchmarking on how to improve their services for their customers. A service is a performance, deeds or process that is given to satisfy customers need. Fastfood chains are now becoming into more customer-oriented establishments. Along with providing quality foods for their customers is a service that gives a good retention in the minds of their customers. The researcher became interested on how are these establishments provide a quality customer service because most of the time fastfood chains becomes the common dinning place for us due to the quickness of the serving and convenience. The researcher is more becoming conscious on the standards of these establishments in providing a quality service for their customers.

This study is mainly focused on the implementation of quality customer service and its level in the fastfood chains. The researcher would want to know the level of seriousness in providing quality service by these establishments and its effect on the success of these business establishments.

On this research the reader can find data that show how are these fastfood chains became one of the country’s most profitable business (Jollibee Food Corp., KFC and McDonalds). This study also presents articles on how a high quality customer service helps the business to create its image and gain customer loyalty. And the reader can also find the presentation of the corresponding market shares of different fastfood chains in the country.

Objectives of the Study

With the gathered data and information this study intends to:

1. To give knowledge to the readers about the importance of high quality customer service

2. To understand why distinctive quality customer service becomes one of the key factors for having a successful business

4. To connect quality service to the business’s image, and

5. To know the market shares of the fastfood establishments in the country.

Significance of the Study

This study on the level of quality customer service in fastfood chains is relatively relevant to the execution of standards on how to give a quality service and the satisfaction that they give to their customers by the different fastfood chains. This study will arouse the curiosity of individuals and improve their awareness on the benefits that they can get in fastfood chains not just by their offered foods but also with the kind of service that they have been