Finger lickin good, works for customers

Chicken Licken emerged as the highest scorer tied with Debonairs in the latest customer satisfaction index within measured South Africa’s fast food outlets.

 The South African Customer Satisfaction Index (SAcsi) has Chicken Licken and Debonairs scoring 3.3% above industry average.

All in all the SAcsi shows consumers gave fast food outlets a high customer satisfaction score of 79 out of 100.

SAcsi is a national economic indicator of customer satisfaction in the quality of products and services available to household consumers in South Africa. The data for this release was collected between February and March 2013 using both telephonic and web-based surveys.

The brands included in the survey were Debonairs, Chicken Licken, KFC, McDonald’s and Steers based on their market share and geographic footprint. The survey results in the fast food industry contained a surprise for analysts who have named three industry leaders. Debonairs and Chicken Licken both scored 3.2% above industry average and McDonald’s scored 2.5% above industry average. Steers scored on par with the industry average. KFC scored 3.7% below industry average.

“Having three industry leaders simply indicates that there is very little differentiation between the fast food outlets in the eyes of their customers,” says Prof Andre Schreuder, founder and chair of SAcsi.

 Relative to the international ACSI scores, South Africa’s fast food industry ranked second in the world, with the USA serving as the international benchmark. US consumers gave their fast food industry a score of 80 out of 100. SA customer satisfaction scores were higher than the UK (74), and Turkey (75) in this category. South African customers are more satisfied than those of McDonald’s and Burger King in the US, and Starbucks in the UK.

Schreuder commended the fast food industry for achieving a high customer satisfaction score, and encouraged them to maintain a customer-centric focus. “Our industry players have done well, but as South African consumers are becoming more savvy, and keep raising their expectations of brands, South African companies should not become complacent,” he said.

SAcsi holds a licence with the American Customer Satisfaction Index (ACSI), and now forms part of a growing number of ACSI-licensed partner countries worldwide, which allows South Africa to compare its industries’ customer satisfaction with this global community. “Through this proven methodology, SAcsi aims to be the voice of the customers to the major industry players in the South African market,” says Schreuder.

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