Greener Journal of Business and Management Studies

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Greener Journal of  Business and Management Studies  Vol. 6 (1), pp. 001-006, April 2016

 ISSN: 2276-7827 

Research Paper

Manuscript Number: 022916048


(DOI: http://doi.org/10.15580/GJBMS.2016.1.022916048)

 

Service Factors to the Choice of Fast Food Outlets

 

1Vutete Clever, 2*Chikosha Felix

 

1,2Department of Business Management, Zimbabwe Open University.


Abstract


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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