The paper “ Customer Relationship Marketing in a Chain of Fast Food Restaurants Kentucky Fried Chicken” is a convincing example of a case study on marketing. Kentucky Fried Chicken (KFC) is a chain of fast-food restaurants operating globally and was established by Harland Sanders in 1952 and it one of the most popular fast-food restaurants worldwide. In order to maintain its customers, KFC has several loyalty programs. Customer loyalty is important to the KFC since there are numerous competitors selling similar products and hence the satisfaction of the customers is one of the KFC’ s goals in order to develop customer loyalty.
KFC has several customer loyalty programs and they include KFC Club, which is a loyalty program that provides the participants with the likelihood of winning a bonus. Basically, KFC club members get a loyalty club card which provides them with a unique discount that is eligible within all KFC restaurants within Bulgarian. Another loyalty program within KFC is The NEW My KFC Card Program which is designed for the organization to show how it values its customer’ s loyalty and as a way of appreciating the customer’ s loyal support.
This program rewards the customers each time they make a purchase at a KFC. The loyalty programs at KFC have been successful because they aim at the valuable customer segment and discourage the customers who are less helpful to the company. However, the focus of loyalty and relationship marketing should primarily focus on establishing lasting relationships with the existing and also new customers and enhancing organizational performance through customer loyalty and hence KFC should consider launching more loyalty programs with economic packages. Customer Relationship MarketingExplore CRM with the company you currently work for: Kentucky Fried Chicken (KFC) KFC is one of the most popular fast-food restaurants worldwide.
In order to maintain its customers, KFC has several loyalty programs which are essential because customer loyalty and marketing orientation play a significant role in an organization’ s performance. An example of KFC loyalty programs is the KFC Club which is a loyalty program that offers participants an opportunity to win a bonus. Members of the KFC Club get a loyalty club card that gives them a unique discount applicable to all KFC restaurants within Bulgarian (Suprihanti 2011).
There are several factors that affect the loyalty of the customers and among them are marketing mix, for instance, price, place, promotion as well as services (Brennan 2008). Background informationKentucky Fried Chicken (KFC) is a chain of fast-food restaurants operating globally and was established by Harland Sanders in 1952, although the idea of Kentucky Fried Chicken dates back to 1930. The company took up an abbreviated form of its name within 1999 but on April 2007, the company started utilizing its primary name, Kentucky Fried Chicken, for its signage, packaging as well as in adverts as an element of a new corporate re-branding program; newer and revised restaurants adopt the name whereas the older restaurants continue to utilize the 1980s signage.
In addition, the company still uses the abbreviated name freely within its advertisements (Suprihanti 2011). Sanders, the founder of Kentucky Fried Chicken was born and raised in Indiana. He went through numerous professions and he first served his fried chicken within 1930 at his own gas station at North Corbin Kentucky.
The designated dining segment was named Sanders Court & Café and was extremely successful such that within 1935 Kentucky Governor awarded Sanders an honorary title in acknowledgment of his contribution to the state’ s cuisine. In 1936 Sanders expanded the restaurant to 142 seats in addition to a motel he purchased across the street. During the chicken preparation, Sanders too about half an hour which was too long and hence in 1939 he changed the cooking process for the fried chicken and used pressure fryer which resulted in a highly reduced cooking time comparable to deep frying.
In 1940, Sanders invented the original recipe for KFC. In general, the Sanders Court & Café served traveler and mostly those traveling to Florida and hence he eventually sold his property there are traveled to the United States to trade chicken to restaurant owners (Suprihanti 2011).