The influence of Stakeholder
The stakeholder of KFC
are various like customers, suppliers, investor, competitors employee, and so on.
The impact of customer is the direct effected stakeholder by this event. For catering enterprise, lost customer’s trust is a deadly blow. An increasing number of fast food consumers have begun to buy food to other Western chains such as McDonald's and Burger King.
Due
to the increasing income levels of Chinese, many Chinese people are more focus
on healthy eating. This KFC scandal directly makes many Chinese have careful
consideration of food safety. It brings new perceptions for overseas fast food
brands and cutting down their trust and appreciation of these chains. Before
2012, 24 hours opening and convenience are two of the reasons for many Chinese
people became its loyal consumers, and
more important factor is the majority of customers always trusted the
multinational brand, believing that KFC can ensure the food safety. After this
event, many people would rather spent 10 yuan (£1) to purchased 1kg chicken
which were free range," said Zhang who is a previous KFC loyal customer
(China Daily, 2013).
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