THE EFFECTIVENESS OF CONSUMER SERVICE DELIVERY IN THE FAST FOOD INDUSTRY
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND TO THE STUDY
The role of Consumer Service delivery towards realizing company goals and aspirations in Consumer attraction, satisfaction, value, profitability, and retention is unquestionable.
As a selling activity, Consumer Service provides assistance and advice on such thing, as product installation, operation, maintenance, and repair for prospective buyers of many product, and availability.
The importance of effective Consumer’s Service has been recognized in Modern Marketing. It is an important activity which in combination of personal Selling, advertising, Sales promotion, packaging that will help the Company to achieve its organizational goals and objectives effectively and efficiently. Adequacy of the activity is a factor in the choice among competing seller and Marketers. Through providing superior Consumer Service, the service provider may obtain the patronage of certain consumer even in the fact of strong competition. As more and more consumer get sophisticated in their needs and wants, and more technical features are added to product. It becomes more complicated to satisfy these needs, and the installations, operations, and maintenance of products, Consumer’s Service gains in importance as an instrument of competition.
The researcher having much interest in Fast Food business could observe that major problem facing the industry is the effectiveness of Consumer Service delivery earned out would brings about the abandonment and failure of many firms.
The level of the market share of some market leaders in Fast Food industry for instance Mc Donalds, Bubbles, Tantalizers, Burger King, and the U.A Foods etc, can be traced to the totality of their relationship between them and their consumer, which is consumer service delivery. Unprecedented recognition and emphasis should be going to the activity for any form aspiring to attain a leadership status with these leaders.
Mr. Biggs is one of the largest Fast food Service organization, and retailer of convenience products. The organization is a subsidiary of UAC Foods, it has a branch network in the three geographical zones of the country with its headquarter at Lagos. The Enugu branch was opened on 2nd February 2001. The organizational structure has a chief executive officer with four departments heads that reports to the director of operations who is directly responsible to the C.E.O
The departments includes:-
a. Operations
b. Administration
c. Marketing
d. Bakery (production)
A. Operations Department with a manager overseeing the affairs of the other departments, internal inspection and quality control, supplies etc.
B. Administration requirement of the company, and also address all relevant corporate issues. The Admin. Manager works with the director of operations.
C. Marketing department manager sees all marketing activities, such as services, after sale service, like delivery etc.
D. Bakery (production) department with the manager supervises all the activities.
The production of Mr. Biggs is convenience products which is defined as inexpensive, frequently purchased good and service that consumers wants to buy with the least possible effort. They do buy it often and plan to buy it when they are getting ready to go to the store. Their product includes:- Ice cream, egg rolls, meat pie, hot dog, spaghetti and rice. They package their product as take away, and also it can be served and eaten there.
The ways and means Mr. Biggs deliver their Consumer Service is the concern of this study
1.2 STATEMENT OF THE PROBLEMS
Mr. Biggs is one of the leading Fast Food Marketer in Enugu metropolis. The Company which has been doing well is facing a serious challenges from Appetizer, Bubbles and many others. This competition is affecting the sales profit position and of the company. Some other problems that equally affecting Mr. Biggs are:-
- Wide Communication gaps between the buyers and the sellers
- Delay in the transfer of goods and services.
- Inadequacy in the area of parking of vehicles (ie) parking space.
- High price of the goods
- Delay in Service delivery to customers
- Irregular supply of goods
In order to solve the above-mentioned problems, there is need for the effectiveness of Consumer Service delivery in the Fast Food Industry of Mr. Biggs so as to uplift the standard.
1.3 OBJECTIVES OF THE STUDY
This study is mainly concerned with the effectiveness of consumer service delivery in Mr. Biggs Enugu. Specially the study is aimed at the following:-
1. To determine the relationship between service quality delivery and consumer satisfaction.
2. To determine the responsiveness of the service delivered by Mr. Biggs to consumer patronage.
3. To determine the creditability of the service provider of Mr. Biggs towards consumer service delivery.
4. To access the competence of the service provider at Mr. Biggs towards consumer service delivery.
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