School of Tourism and Hospitality Management (STH)

Permanent URI for this community

http://hdl.handle.net/11071/281

Browse

Browsing School of Tourism and Hospitality Management (STH) by Subject "Critical success factors"

Now showing 1 - 2 of 2
  • Thumbnail Image
    Item
    Critical success factors for franchised restaurants entering the Kenyan market: customers’ perspective
    (Pak Publishing Group, 2014) Gikonyo, Lucy; Berndt, Adele; Wadawi, Joseph
    This article seeks to determine the critical success factors for franchised restaurants entering the Kenyan market from the customers’ perspective. We used a quantitative methodology by taking a survey. The respondents were identified using convenience sampling. A sample of 389 franchised restaurant customers was drawn and a response rate of 98.7% was obtained. It is suggested that the critical success factors for franchised restaurants from customers’ perspective include good and consistent products and product range (menu mix), competent staff who were clean, warm, courteous and welcoming, a pleasant and clean atmosphere, reasonable and stable prices of products and a convenient location with efficient service. This paper has added value in theory by identifying the critical success factors for franchised restaurants entering the Kenyan market from customers’ perspective. The findings can be used by restaurant franchises that seek to establish successful businesses in the Kenyan market and other similar regional markets.
  • Thumbnail Image
    Item
    Critical success factors of a fast food franchise system entering the Kenyan market
    Gikonyo, Lucy; Berndt, Adele
    The fast food industry has become an important part of globalization as people spend many hours working or doing business. The need for quick food services has grown with apparent shortage of free time. With reduced disposable income, a consequence of the global economic downturn, customers seem to shift from the fine dining and full service restaurants to quick service or fast food outlets since the latter are more cost effective. However, a widespread exposure to goods and services has produced a highly informed clientele, the fast food customer expectations seem to grow and follow global patterns. In Kenya international fast food franchises have not done well, fast food franchise systems enter the market but after a number of years they exit or close down operations. On the other hand there is an apparent increase of the ‘eating out trend’ among the Kenyan urban population in keeping with the global trends. It is therefore necessary to establish why the franchises enter the Kenyan market and then close down. This study will determine the critical success factors (CSFs) of franchise systems entering the Kenyan (and East African) market.