A fast food restaurant is also know as a quick service restaurant (QSR). withIn the industry itself is a specific type of restaurant characterized both by its fast food cuisine and by minimal table service. Fast food restaurant are usually part of a restaurant chain or franchise operation which provide standardized ingredients and or partially prepared foods and supplies to each restaurant
Through controlled supply channel . (WIKIPEDIA) org /wiki / fast- food-restaurant.
Arguably the first fast food restaurants originate in the united state with A&W in 1916 and white castle in 1921.
A & W is a company name that was gotten from the surname of the partners. They are Roy.w. ALLEN and FRANK WRIGHT.
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 customer’s 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 objective 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 and 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, Babbles, Tantalizer, Burger king and the UAC (united African company) foods 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 giving 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 product in Nigeria.
The organization is a subsidiary of UAC (united African company) 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 chef executive officer with four departmental heads that reports to the tractor of operation who is directly responsible to the C.E.O. the departments includes.The products of Mr. Biggs are convince products which is defined as in expensive, frequently purchased goods and service that consumers wasn’t 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.
Mr. Biggs is one of the leading fast food marketer in Enugu metropolis. The company which has been doing well is facing a service 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 sales
– Delay in the transfer of goods and services
– Inadequacy in the area of packing of vehicles (ie) parking space.
– High price of the goods
-Delay in service delivery to consumers.
-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.
This study is mainly concerned with the effectiveness of consumer service delivery in Mr. Biggs Enugu. Specially the study is aimed at the following:
The research question is one of the first methodological steps the investigator has to take when undertaking research. The research question must be accuracy and clearly defined
This research study is of importance because it is done at a time when most fast food establishment including the Mr. Biggs are faced with problems of effective service delivery
The significance includes
The scope of this study is limited to the achievement of the objective of this study, effectiveness of consumer service delivery in promoting fast food products service in Enugu metropolis. A case study of Mr. Biggs.
Therefore, the research will be carried out in Enugu metropolis, the study will be focused on Mr. Biggs located along Agbani road by nise Junction Enugu as representative of the restaurants which constitute the population of this study
The greatest limitation encountered by the researcher was the problems of getting the staff of Mr. Biggs to answer faithfully and accurately the questions that were administered to them in the questionnaire. This was anticipated because of the tight schedule and general apathy being displayed by the staff, who did not want to reveal any secret of the form’s marketing strategies.
Time constraint was also another limitation of this study because the researcher combined the study with other academic work, and this made the schedule very tight
Enormous, amount of financial resources required by the study of this nature definitely posed some major constraints to the study
1,8 DEFINITION OF TERMS
It is maintaining the expectations of the customer relating to the service up till the service has not been delivered and also making the customer delighted by the satisfaction.