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Cape Town - South African consumers have given fast food outlets a high satisfaction score of 79 out of 100, with very little differentiation between the fast food options.
The results of the South African Customer Satisfaction Index (SAcsi) released earlier this week contained a surprise for analysts who have named three industry leaders.
They were Debonairs and Chicken Licken, both scoring 3.2% above industry average and McDonald’s, which scored 2.5% above industry average. Steers scored on par with the industry average. KFC scored 3.7% below industry average.
SAcsi, a national economic indicator of customer satisfaction in the quality of products and services available to household consumers in SA, collected data between February and March using both telephonic and web-based surveys to determine the satisfaction of South Africans with major fast food brands Debonairs, Chicken Licken, KFC, McDonalds and Steers.
The results of the South African Customer Satisfaction Index (SAcsi) released earlier this week contained a surprise for analysts who have named three industry leaders.
They were Debonairs and Chicken Licken, both scoring 3.2% above industry average and McDonald’s, which scored 2.5% above industry average. Steers scored on par with the industry average. KFC scored 3.7% below industry average.
SAcsi, a national economic indicator of customer satisfaction in the quality of products and services available to household consumers in SA, collected data between February and March using both telephonic and web-based surveys to determine the satisfaction of South Africans with major fast food brands Debonairs, Chicken Licken, KFC, McDonalds and Steers.
Professor Adré Schreuder, founder and chair of SAcsi said, "having three industry leaders simply indicates that there is very little differentiation between fast food outlets in the eyes of their customers".
Relative to the international American Customer Satisfaction Index 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.
Our industry players have done well, but South African consumers are becoming more savvy, and keep raising their expectations of brands, Shreuder said.
He said that fast-food companies should therefore maintain a customer-centric focus, and not become complacent.
