Greener Journal of Business and Management Studies Vol. 6 (1), pp. 001-006, April 2016
Manuscript Number: 022916048
Service Factors to the Choice of Fast Food Outlets
1Vutete Clever, 2*Chikosha Felix
1,2Department of Business Management, Zimbabwe Open University.
The fast food industry is characterised by numerous players usually of the same size and selling similar products. In Zimbabwe, competition is between Chicken Inn, Chicken Slice, Pablo’s, Wimpy, African Fried Chicken, TN Grill, Food Express and lately KFC. With outlets selling largely undifferentiated products, it is important to establish why customers would prefer one outlet to another. Chicken Inn is the lead fast food outlet in Zimbabwe. A questionnaire survey was conducted on Chicken Inn customers to establish the service factors they considered most important in choosing a fast food outlet. Product related factors topped on the fast food choice priority list. Healthy food and food taste emerged as the top factors to the choice of fast food outlet. Handling customer complaints and affordability of prices were other key factors cited by customers in the choice of fast food outlet.
Keywords: Fast food industry, Key Success Factor.
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