Chick-fil-A PDF

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Chick-fil-A Case Study...

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1. Give examples of needs, wants, and demands of Chick-fil-A customers, differentiating these three concepts. Chick-fil-A customers need food and/or drinks, they want Chick-fil-A (They are choosing to buy their food), and they demand things like quality food and cleanliness.

2. Describe Chick-fil-A in terms of the value it provides customers. How does Chick-fil-A engage customers? Chick-fil-A is a company that excels in customer service, they go the extra mile to leave their customers feeling satisfied. The way in which they engage their customers gives the customers the feeling that their satisfaction is the priority. They do things such as deliver food to each table with a fresh-cut flower and they even offer a “parent valet service”, a service which allow parents to place their orders in the drive-through and by the time they get inside, their meals are ready at the table with high chairs in place.

3. Evaluate Chick-fil-A’s performance relative to customer expectations. Chick-fil-A’s performance exceeds customer expectations as described in the customer experience review on page 35. The customer speaks about how friendly her server Seth was and she says how shocked she was with the short amount of time it took for her and her daughter to receive their meals.

4. Which of the five marketing management orientations best applies to Chick-fil-A?

The marketing concept best applies to Chick-fil-A because of their customer first approach.

5. Can Chick-fil-A continue to provide exceptional customer service and sustain the level of growth it now enjoys? Why or why not? I believe that they can continue to provide great customer service and sustain their growth because they stick to the principles which were founded upon. This company was founded on customer-first principles, and as long as they continue to focus on the customer I think they can expand to even greater levels....