This study utilizes a case study methodology to throughly investigate the success story of Chick-fil-A restaurant which is famous for the chicken sandwich in the United States. Since its first restaurant opened in 1967, Chick-fil-a has become the second largest quick-service chicken restaurant in the United States and has posted 43 consecutive annual sales increase. The success of Chick-fil-A franchise has been attributed to their customer value proposition such as quality, speed, and customer/employee service. After the in-depth study, it could be concluded that Chick-fil-A franchise has exceptionally strong customer royalty as well as employee royalty over 40 years. As a customer value proposition, Chick-fil-A offers . As a case study of service operations management area, the service profit chain concept is used to explain the operational excellence of Chick-fil-A. Moreover, this study introduces its unique marketing campaign, known as 'Eat Mor chikin' and 'Cow Appreciation Day'.Chick-fil-A is seamlessly trying to offer unique customer value and the service experience.



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