Case Study of KFC Malaysia Holding

Case Study of KFC Malaysia Holding â€Å"A Case Study of KFC Malaysia Holding: Channel used by KFC to solve communication crisis† Abstract On 6th February 2013,the kitchen staff of KFC I- City outlet at Shah Alam, has gone violent towardone of the customers due to miscommunication. The customer was then put on the floor after a heated argument between the staffs and the customer.This problem then solve by KFC Malaysia Holding with a proper alternatives. One of the alternatives used by the company is to use the right channel in solving the issue. Basically, the main aim of this research is to examine the channel used by KFC Malaysia Holding to solve the communication issue specifically the incident of staff and customer caught into a fighting. This research is tries to answer the question of the effectiveness of the channel used by the company to solve the problem or issue. The survey method will be employed in this research for data collection. As this method fall under quantitative method, SPSS (Statistical Package for Social Sciences) software will be used to analyze the data. The finding of this research will help the future researchers to understand the effectiveness of channel used by the Food & BeveragesCompany in solving their problem or issue. Besides, this research will help to add more literature on the same topic. Keywords: Channel, problem, Food & Beverages, Effectiveness Literature Review Definition of Crisis In Effective Crisis Communication (2011), crises can best define as unique moments in the history of an organization. Nowadays, the word â€Å"crisis† has been used widely in a daily conversation. People used this word to describe their problem. For example, they refer to this word if they forgot about their appointments with their clients, having a bad hair days or even quarrel with the family members. All of these are awful experiences do not portray or describe the crisis. When it comes to the company, most of the company refers crisis as something that rel ated to the problem. For example low sales or short of manpower are assume as the crisis to the company. All of the situations are not crisis. But, usually the company will consider all the situations as crisis. Crisis is defined as any situation that is threatening or could even threaten to harm people or property, seriously interrupt business, damage reputation and/or negatively impact stock value (Jonathan Bernstein,2006). According to Hermann (1963), he identified three characteristics of separating crises that are surprise, threat and short response time. An event will not achieve the level of crisis without coming as a surprise, posing a critical level of threat and forcing a short response period. Robert, Timothy & Matthew(2011) mentioned in their study that crises can be divided into two categories which are intentional crises andunintentional crises. â€Å"Intentional crises are those international acts which is designed to harm an organization such as terrorism, sabotage, workplace violence and poor risk management whereas unintentional crises are the crises caused by natural and some uncontrollable factors such as natural disasters or product failure† (Robert, Timothy & Matthew, 2011). As for the incident case happened in KFC Malaysia I-City outlet, the incident are category under the unintentional case of crisis. The incident happened due to some misunderstanding between the worker and a customer who has been waiting for the food for some times and did not get the food.