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CHAPTER I THE PROBLEM AND ITS BACKGROUND
Introduction
Fast food restaurant is considered as one of the fastest growing business in the Philippines.
One of the most popular fast food restaurants is Jollibee Foods Corporation.
Jollibee is a major international brand with its heart in the Philippines and its strength born of Asian pride. Uncompromising in its standards, flexible and responsie, eer! outlet in Jollibee chain offers customers wholesome, fun and affordable, superior tasting food sered in a bright, clean and imaginatie enironment. Jollibee"s phenomenal growth is perceied in the lifest!le of eer! Filipino. #t operates the largest networ$ of restaurant chains in the Philippines. As of %arch &', it had a total of ',()* stores nationwide.
+eeral factors help build and $eep up a good business. For a fast food restaurant, customer satisfaction is a major consideration to the management.
%eeting customer
expectations help the business gain good reputation that eentuall! leads to sales growth.
#n this stud!, the researchers anal!ed the perceied ealuation of the respondents about foods and serices satisfaction.
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Background of t! Stud"
-he socalled fastfood restaurants usuall! operated in chairs or as franchises and heail! adertised, offer limited menus t!picall! comprising hamburgers, hot dogs, fried chic$en, or pia and their complements and also offer speed, conenience, and familiarit! to diners who ma! eat in the restaurant or ta$e their food home. Among fastfood names that hae become widel! $nown is the Jollibee. Jollibee is a phenomenal success stor!/ what began as a twobranch ice cream parlor in '0)( offering hot meals and sandwiches became incorporated in '0)1 with seen outlets to explore the possibilities of a hamburger concept. -hus was born the compan! that reolutionied fast food in the Philippines. #n '012, Jollibee hit the P(** million sales mar$, landing in the -op (** Philippine Corporations. #n '01), barel! '* !ears in the business, Jollibee landed into the countr!"s -op '** Corporations. #t became the first Philippine fast food chain to brea$ the P' billion sales mar$ in '010. #n '00&, Jollibee became the first food serice compan! to be listed in the Philippine +toc$ 3xchange4 thus broadening its capitaliation and la!ing the groundwor$ for sustained expansion locall! and be!ond the Philippines. Jollibee"s phenomenal growth owes much to its strict and committed adherence to high standards as s!mbolied b! 5F.+.C.5/ Food 6F7 sered to the public must meet the compan!"s excellence standards or it will not be sered at all4 the +erice 6+7 must be fast and courteous4 and Cleanliness 6C7, from $itchen to utensils, must alwa!s be maintained. Jollibee is proud of its emplo!ees who carr! out their jobs.
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Foodserice is one of the basic tools for a certain food establishment it is clearl! the $e! to their business success. 8o other tas$ of foodserice management is more important than identif!ing the food and serice strategies, $nowing its essence and selecting the ones the industr! should pursue as what was usuall! done b! Jollibee. 3er! restaurant manager should $now the following facts about serice and customers needs. According to %ichael 9urst, owner of the '( th +t. Fisheries in Fort :auderable, Florida, ;a good serer can sae a bad meal, but a good meal can"t sae a bad serer.< =uests that patronied establishments loe to tell their friends about the foods and serices the! receied. -herefore it is imperatie that restaurant and ban>uet managers strie to proide excellent serice and ma$e word of mouth wor$ positiel! for them in order to ma$e their business successful. %ichael 9urst sa!s, ;=ood serice is what differentiates restaurant in toda!"s saturated mar$etplace. ?e are not selling food in m! restaurant, we selling a pleasant experience. PUP students from an! leel accommodate that going out to dinein is the completion of their meal. -he obious conditions that Jollibee up trend their food >ualit! is also duplicated b! the customer foodserice strateg! the! are exploring. @ut the realit! goes in that >ualit! of food and conenience within the store is all in one pac$age, that all of these describe the food serice stabilit! as what Jollibee is exercising. #n more than decade >uiet food stabiliation is important, li$e the mar$eting management that encompasses the plans and ital role in a restaurant. -he modern realiation calls primaril! to how emplo!ees in the food establishment sere and treat the customer as an important guest within the establishment. -hus, in return, result in greater percentage of people from all wal$s of life identified with the challenging lifest!le b! which product and serice is merchandised.
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Counting the apparent trend of the increasing number of school wee$ attendance or long wee$ends, are other alid reason s for increase in dining among Jollibee stores. +ince students do not hae enough time to go home to ta$e their meal, fast food restaurants li$e Jollibee is giing an affordable foods and serices to the students, showing their appeal to a cool enironment, welltrained crew. Food >ualit! and the best food serice the! are impl!ing. As an obseration, the researchers want to $now how the &rd !ear %% students are being satisfied b! the foods and serices offered b! Jollibee. Also the common problems encountered with regards to these foods and serices.
INPUT
PROCESS
Profle +ata gat#ered Con&e$ t#ro!g# in"ormation Cons!t Helped management Age o" Jollibee determine t#e e*e't
Helped Gender "!t!re entreprene!rs 0no) ,tatisti'al t#e needs Anal$sis and
-re!en'$ and per'ent Times respondents eat at Jollibee. /eig#ted mean s!al mealtime o" t#e da$ respondents eat at Jollibee. %e&el o" satis"a'tion o" t#e respondents in relation to Jollibee(s "oodsRan0ing and ser&i'es. Common problems en'o!ntered b$ t#e respondents )it# regards to t#e "ood and ser&i'e o*
Conc!#tua$ %ra&!'ork
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-he conceptual framewor$ discussed the flow of the stud! to be ta$en. -he stud! used the closeds!stem program. -he s!stem of the three frames is composed of input which went through the process or operation and emerged as the output.
rd
-he input contains the leading ariables regarding the leel of satisfaction of PUP & !ear mar$eting management students, + B*'*B*'' towards the foods and serices offered b! Jollibee. #t includes the profile and self ealuation of the respondents based on the significant differences among ariables.
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-he second frame contains the methods and procedures to be used to anal!e those ariables b! ma$ing >uestionnaire, conducting research, and to use statistical tools.
-he third frame is the output. #t contains polic! recommendations that the researchers suggested for other entrepreneurs about some factors that the! should consider and some problems that the! might encounter according to the result of the consumer sure!.
-he arrows include the wor$flow of information in the research process. -he feedbac$ loop connects the output to the process inoled as well as to the input. #t made the s!stem continuous.
Stat!&!nt of t! Pro($!&
-he purpose of this stud! is to determine the leel of satisfaction of & rd !ear mar$eting management students towards the foods and serices offered b! Jollibee. +pecificall!, this stud! aims to answer the following >uestion/ '.* 9ow often do the respondents eat at Jollibee B.* ?hen do the respondents eat at Jollibee &.* ?hat is the leel of satisfaction of the respondents in relation to Jollibee"s foods and serices 2.* ?hat are the common problems encountered b! the respondents about the foods and serices offered b! Jollibee
Significanc! of t! Stud"
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Deleant information ac>uired from this stud! would cone! information to students about the satisfaction that Jollibee can gie to its customers. -his information could influence them to further ealuate if Jollibee Foods and +erices is meeting the customers" needs. -his stud! is also beneficial to Jollibee Foods %anagement.
#t could help them
determine the effectieness of their business process. -his stud! will also sere as a guide in $nowing the area that needs improement. #t will present the needs of their customers and how will the! satisf! their customers. -he result of this stud! will also help the future entrepreneurs who want to put up a business li$e this and how to get the lo!alt! of the customers through a wellplanned foods and serices strateg!. -he! would be able to $now the needs and wants of their customers when it comes to food and serice. -his stud! sered as great part for the completion of the researcher"s course re>uirement. -his has gien them a lot of challenge in meeting new faces and ac>uaintances and being conscious of what"s happening in the enironment regarding their stud!. -his also led them to find out new $nowledge and widen their horion. -his stud! will be an effectie tool and reference for other researchers who would intend to ma$e an! further releant stud! particularl! on the ealuation of Jollibee foods and serices. Sco#! and Li&itation)
-his stud! will focus on the leel of satisfaction of PUP & rd !ear mar$eting management students towards the foods and serices offered b! Jollibee based on the stud! conducted. -his was done to $now the ealuation of the respondents to Jollibee. #t should be clear that this stud! does not intend to compare the foods and serices offered b! other fast food restaurants.
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-he respondents of the stud! were composed of PUP & rd !ear mar$eting management students. -he >uestionnaire were administered in +eptember B*'* and retrieed on the da! of sure! while the others are retrieed on the following da!. A >uestionnaire whose content were about the personal profile and ealuation towards Jollibee"s foods and serices will be administered to the respondents.
D!finition of T!r&)
For better understanding and interpretation of the stud!, the following terms are operationall! defined. A&(i!nc! is a place"s atmosphere4 a particular enironment or surrounding influence. D!$a" is the act of dela!ing4 inactiit! resulting in something being put off until a later time. Di)court!ou) is showing no courtes! or no good manners4 the act of being impolite. Effici!nc" is wor$ing productiel! with no waste of mone! or effort. %ood is an! substance that people or animal eat or drin$ or that plants absorb to maintain life and
growth. H"gi!n! is the practice of $eeping oneself and one"s surroundings clean in order to preent
disease. In)uffici!nt means not enough. Mark!ting Manag!&!nt *MM+ as a course is a business discipline course which is focused on
the practical application of mar$eting techni>ues and the management of a firmEs mar$eting resources and actiities. P$ac! is an! area set aside for a particular purpose. Portion is a part or a share4 an amount of food for one person.
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Pr!)!ntation is the actiit! of formall! presenting something. Pro($!& is a state of difficult! that needs to be resoled. Protn!)) is the process of doing without dela!. Sanitation is the arrangement to protect public health, esp. the proision of clean drin$ing water
and disposal of waste materials. Sati)faction is the fulfillment of needs or wants4 to meet the demand, desire or need. S!curit" is the safet! of the state or organiation4 the state of being or feeling secure. S!r,ic! is an act of assistance4 a s!stem appl!ing a public need. S!r,ic! P!r)onn!$ are members of the societ!4 whereas this person is hired for serice in a
compan!. Unc$!an is s!non!mous to dirt!4 soiled or li$el! to soil with dirt or grime.
CHAPTER II RE-IE. O% RELATED LITERATURE AND STUDIES
Pr!dictor) of Sati)faction L!,!$. %uch has been written on how image, serice >ualit!
and satisfaction determine lo!alt! with regard to a particular industr!. ?hat is eident in these studies is that image and serice >ualit! hae a significant positie correlation to customer satisfaction.
+atisfaction is increasingl! considered to be a basic determinant of business
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success, one that has considerable effect on firm"s performance 6customer retention, repurchase and profitabilit!7. #n iew of this considerable releance of satisfaction for the success of a compan!, it goes as no surprise to find that a large number of mar$eting studies are deote to measuring customer perception of the fitness of the compan! performances. 69ober, 9ermann and ?ric$e, B**'7 Cu)to&!r Sati)faction. %ore than fort! !ears ago, it has noted that a compan!"s first
tas$ is to create customers. 9oweer, the challenge of toda! is more in retaining and satisf!ing customers once ac>uired, as the! face increasing choice in the >ualit! and price of serices proided. 6ruc$er, B**&7 Cu)to&!r Sati)faction i) n!c!))ar" to an" Succ!)) in Bu)in!))/ +atisfaction alone is
not enough to build a lo!al customer based. +erice is the most important predictor of satisfaction leel, impl!ing that increase in clients" satisfaction and customer lo!alt! was directl! related to >ualit! of serice. 6Parasheas, B**'7 Flores, A. B**G conducted a stud! which assessed the leel of client satisfaction, perception and satisfaction on the products and serices and >ualit! of emplo!ee customer serice of a sample rural ban$. Findings of the stud! showed that the expectations of clients on the products and serices !ield an important rating. Clients perceied the products and serice of the ban$ as ;er! good< and said the! are ;satisfied< with serice.
M!a)uring and Managing Cu)to&!r Sati)faction
By: Kevin Cacioppo
As mar$ets shrin$, companies are scrambling to boost customer satisfaction and $eep their current customers rather than deoting additional resources to chase potential new
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customers. -he claim that it costs fie to eight times as much to get new customers than to hold on to old ones is $e! to understanding the drie toward benchmar$ing and trac$ing customer satisfaction.
%easuring customer satisfaction is a relatiel! new concept to man! companies that hae
been focused exclusiel! on income statements and balance sheets. Companies now recognie that the new global econom! has changed things foreer. #ncreased competition, crowded mar$ets with little product differentiation and !ears of continual sales growth followed b! two decades of flattened sales cures hae indicated to toda!Es sharp competitors that their focus must change.
Competitors that are prospering in the new global econom! recognie that measuring customer satisfaction is $e!. Onl! b! doing so can the! hold on to the customers the! hae and understand how to better attract new customers. -he competitors who will be successful recognie that customer satisfaction is a critical strategic weapon that can bring increased mar$et share and increased profits.
-he problem companies face, howeer, is exactl! how to do all of this and do it well. -he! need to understand how to >uantif! measure and trac$ customer satisfaction. ?ithout a clear and accurate sense of what needs to be measured and how to collect, anal!e and use the data as a strategic weapon to drie the business, no firm can be effectie in this new business climate. Plans constructed using customer satisfaction research results can be designed to target customers and processes that are most able to extend profits.
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-oo man! companies rel! on outdated and unreliable measures of customer satisfaction. -he! watch sales olume. -he! listen to sales reps describing their customersE states of mind. -he! trac$ and count the fre>uenc! of complaints. And the! watch aging accounts receiable reports, recogniing that unhapp! customers pa! as late as possibleif at all. ?hile these approaches are not completel! without alue, the! are no substitute for a alid, welldesigned customer satisfaction sure!ing program.
#tEs no surprise to find that mar$et leaders differ from the rest of the industr! in that the!Ere designed to hear the oice of the customer and achiee customer satisfaction. #n these companies/
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%ar$eting and sales emplo!ees are primaril! responsible for designing 6with customer
•
input7 customer satisfaction sure!ing programs, >uestionnaires and focus groups. -op management and mar$eting diisions champion the programs. Corporate ealuations include not onl! their own customer satisfaction ratings but also
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those of their competitors. • •
• •
• •
+atisfaction results are made aailable to all emplo!ees. Customers are informed about changes brought about as the direct result of listening to their needs. #nternal and external >ualit! measures are often tied together. Customer satisfaction is incorporated into the strategic focus of the compan! ia the mission statement. +ta$eholder compensation is tied directl! to the customer satisfaction sure!ing program. A concentrated effort is made to relate the customer satisfaction measurement results to internal process metrics.
-o be successful, companies need a customer satisfaction sure!ing s!stem that meets the
following criteria/
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-he s!stem must be relatiel! eas! to design and understand. #t must be credible enough that emplo!ee performance and compensation can be attached
•
to the final results. #t must generate actionable reports for management.
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D!fining Cu)to&!r Sati)faction
@ecause the concept of customer satisfaction is new to man! companies, itEs important to be clear on exactl! whatEs meant b! the term.
Customer satisfaction is the state of mind that customers hae about a compan! when
their expectations hae been met or exceeded oer the lifetime of the product or serice. -he achieement of customer satisfaction leads to compan! lo!alt! and product repurchase. -here are some important implications of this definition/
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@ecause customer satisfaction is a subjectie, non>uantitatie state, measurement wonEt
•
be exact and will re>uire sampling and statistical anal!sis. Customer satisfaction measurement must be underta$en with an understanding of the gap
•
between customer expectations and attribute performance perceptions. -here should be some connection between customer satisfaction measurement and bottomline results.
5+atisfaction5 itself can refer to a number of different facts of the relationship with a customer. For example, it can refer to an! or all of the following/ • • • •
+atisfaction with the >ualit! of a particular product or serice +atisfaction with an ongoing business relationship +atisfaction with the priceperformance ratio of a product or serice. +atisfaction because a productHserice met or exceeded the customerEs expectations
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3ach industr! could add to this list according to the nature of the business and the specific relationship with the customer. Customer satisfaction measurement ariables will differ depending on what t!pe of satisfaction is being researched. For example, manufacturers t!picall! desire ontime delier! and adherence to specifications, so measures of satisfaction ta$en b! suppliers should include these critical ariables.
Clearl! defining and understanding customer satisfaction can help an! compan! identif!
opportunities for product and serice innoation and sere as the basis for performance appraisal and reward s!stems. #t can also sere as the basis for a customer satisfaction sure!ing program that can ensure that >ualit! improement efforts are properl! focused on issues that are most important to the customer.
O(0!cti,!) of a Cu)to&!r Sati)faction Sur,!"ing Progra&
#n addition to a clear statement defining customer satisfaction, an! successful sure!ing
program must hae a clear set of objecties that, once met, will lead to improed performance. -he most basic objecties that should be met b! an! sure!ing program include the following/
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Understanding the expectations and re>uirements of all !our customers etermining how well !our compan! and its competitors are satisf!ing these
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expectations and re>uirements eeloping serice andHor product standards based on !our findings 3xamining trends oer time in order to ta$e action on a timel! basis
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3stablishing priorities and standards to judge how well !ouEe met these goals
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@efore an appropriate customer satisfaction sure!ing program can be designed, the following basic >uestions must be clearl! answered/
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• • •
9ow will the information we gather be used 9ow will this information allow us to ta$e action inside the organiation 9ow should we use this information to $eep our customers and find new ones
Careful consideration must be gien to what the organiation hopes to accomplish, how the results will be disseminated to arious parts of the organiation and how the information will be used. -here is no point as$ing customers about a particular serice or product if it wonEt or canEt be changed regardless of the feedbac$.
Conducting a customer satisfaction sure!ing program is a burden on the organiation and its customers in terms of time and resources. -here is no point in engaging in this wor$ unless it has been thoughtfull! designed so that onl! releant and important information is gathered. -his information must allow the organiation to ta$e direct action. 8othing is more frustrating than haing information that indicates a problem exists but fails to isolate the specific cause. 9aing the purchasing department of a manufacturing firm rate the sales and serice it receied on its last order on a scale of ' 6terrible7 to ) 6magnificent7 would !ield little about how to improe sales and serice to the manufacturer.
-he lesson is twofold. First, general >uestions are often not that helpful in customer satisfaction measurement, at least not without man! other more specific >uestions attached. +econd, the design of an excellent customer satisfaction sure!ing program is more difficult than it might first appear. #t re>uires more than just writing a few >uestions, designing a >uestionnaire, calling or mailing some customers, and then tall!ing the results.
Und!r)tanding Diff!ring Cu)to&!r Attitud!)
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-he most basic objectie of a customer satisfaction sure!ing program is to generate alid and consistent customer feedbac$ 6i.e., to receie the oice of the customer, which can then be used to initiate strategies that will retain customers and thus protect the most aluable corporate assetlo!al customers7.
As itEs determined what needs to be measured and how the data relate to lo!alt! and repurchase, it becomes important to examine the mindset of customers the instant the! are re>uired to ma$e a prepurchase 6or repurchase7 decision or a recommendation decision. +ure!ing these decisions leads to measures of customer lo!alt!. #n general, the customerEs pre purchase mindset will fall into one of three categoriesrejection 6will aoid purchasing if at all possible7, acceptance 6satisfied, but will shop for a better deal7, andHor preference 6delighted and ma! een purchase at a higher price7.
-his highl! subjectie s!stem that customers themseles appl! to their decisions is based primaril! on input from two sources/
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-he customersE own experienceseach time the! experience a product or serice, deciding whether that experience is great, neutral or terrible. -hese are $nown as
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5moments of truth.5 -he experiences of other customerseach time the! hear something about a compan!, whether itEs great, neutral or terrible. -his is $nown as 5wordofmouth.5
-here is obiousl! a strong connection between these two inputs. An exceptional experience leads to strong wordofmouth recommendations. +trong recommendations influence the experience of the customer, and man! successful companies hae capitalied on that lin$.
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9ow does a customer satisfaction sure!ing manager ma$e the connection between the sure! response and the customerEs attitude or mindset regarding lo!alt! Desearch conducted b! both corporate and academic researchers shows a relationship between sure! measurements and the degree of preference or rejection that a customer might hae accumulated. ?hen the customer is as$ed a customer satisfaction >uestion, the customerEs degree of lo!alt! mindset 6or attitude7 will be an accumulation of all past experiences and exposures that can be indicated as a score from ' 6er! dissatisfied7 to ( 6er! satisfied7. #t can also be captured with other response formats with an odd number of choices 6e.g., ' to & or ' to )7 to allow for a neutral response.
Obiousl!, the goal of eer! compan! should be to deelop customers with a preference
attitude 6i.e., we all want the coeted preferred endor status such that the customer, when gien a choice, will choose our compan!7, but it ta$es continuous customer experience management, which means customer satisfaction measurement, to get thereand een more effort to sta! there.
1o$$i(!! gra() 234 of %a)t5food Mark!t
@! IAD: ?#:+O8 June B0, B**2, 1/**am
%A8#:A, June B) 6AFP7 Jollibee ma! not be an international household name li$e the U+ fastfood giant %conald"s, but in the Philippines the smiling red bee with the %ic$e! %ouse e!es is $ing when it comes to local taste buds.
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8ot onl! has Jollibee ta$en the shine off the =olden Arches b! snatching G( percent of the fiercel! competitie local fastfood mar$et, it is also the onl! countr! where a local outlet has managed to $eep %conald"s in second place.
According to smael @a!sa, ice president for corporate finance and chief finance officer for Jollibee, 5the stor! of how -on! -an Ca$tiong and his brothers turned two ice cream parlors into a fastfood giant has now become legend.5
5From those humble beginnings in '0)( Jollibee has grown into the biggest fastfood compan! in the Philippines emplo!ing oer BG,*** people in oer ',*** stores in seen countries,5 he added.
Decentl! 3rnst and oung named -an Ca$tiong, Jollibee"s chairman and founder, as ?orld 3ntrepreneur of the ear at a laish ceremon! in %onte Carlo.
8ews magaine Philippine =raphic said/ 5#n a world grappling with economic malaise and in a region struggling to find its niche amid the pressures of globaliation, -an Ca$tiong"s achieement proides lessons for the sustainabilit! of business.
5And !es, for the troubleplagued Philippines, a displa! of Filipino cando attitude.5
Jollibee has been the best performing stoc$ on the local Philippine +toc$ %ar$et this !ear, rising some B1 percent.
:ast !ear its net profit rose b! B*.1 percent to '.B( billion pesos 6BB.&B million dollars7 and @a!sa is confident it would rise to around '.() billion pesos this !ear. Jollibee will spend a billion pesos this !ear for expansion both locall! and oerseas with some '** new stores
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planned. #n %arch, Jollibee too$ its biggest step oerseas when it ac>uired an 1( percent sta$e in @elmont 3nterprises Kentures, which operates the onghe Iing restaurant chain in China, for ''.( million dollars.
5?ith )) restaurants in China it is considered a small to medium pla!er in the fastfood business with total sales last !ear of B2 million dollars,5 @a!sa said. 5@ut we are confident China will be a major growth centre for the compan! in the coming !ears.5
9e said the compan! would be giing priorit! to foreign mar$ets in Asia, particularl! #ndonesia and China. 53urope is not a priorit! for us at the moment,5 he said.
5?e beliee there is a significant unmet consumer need in 3urope but we will focus on Asia first. 5#n #ndonesia, we hae had a team there since last !ear doing feasibilit! wor$ and food deelopment and testing.5 9e expects the compan! will open one or two stores there in earl! B**(. @ut it is in China where Jollibee sees its greatest potential.
5At the moment we are loo$ing at opening B* stores a !ear in the first two to three !ears,5 @a!sa said. 5+o far this !ear we are on trac$ with '& opened to date. -hen we plan to open (* a !ear in the fourth !ear and b! !ear fie we hope to be loo$ing at '** new stores a !ear. 5@ut our main priorit! at the moment is to further deelop the brand, the concept, the store design and the menu.5
Jollibee has three outlets in Kietnam. #n #ndia the compan! is loo$ing further ahead. 5# don"t enisage an!thing in #ndia in the near term,5 @a!sa said.
At the end of last !ear, Jollibee Foods Corp. had 0)* outlets in the Philippines including 2G) Jollibee chic$en and hamburger outlets. #ts nearest rial %conald"s has B2*.
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CHAPTER III RESEARCH METHODOLOG6
-he chapter describes the procedure in gathering and anal!ing data needed for the stud!. +election includes research method used, research locale, population frame and sample scheme, description of the respondents, research instruments used for gathering data, data gathering procedures and statistical treatment of data.
R!)!arc M!tod U)!d
-he stud! used the descriptie method in which the leel of satisfaction of & rd !ear mar$eting students towards the foods and serices offered b! Jollibee was measured. escriptie research method was commonl! used in research studies.
-his t!pe of
research was utilied primaril! to obtain accurate and meaningful information about the existing conditions. #t also answers the >uestion ;what is<. escriptie research method encompasses all data gathered useful in adjusting or meeting existing phenomenon. #t is designed for the researchers to gather information about present existing conditions needed in the chosen field of stud!. -his is to $now the leels of satisfaction
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of &rd !ear mar$eting management students towards the food and serice offered b! Jollibee. -he sure! stud! was emplo!ed to measure the existing eent without in>uiring into wh! it exists. #n this stud!, this method determined information about ariables rather than the indiiduals themseles.
R!)!arc Loca$!
-he setting of the stud! was at Pol!technic Uniersit! of the Philippines, College of @usiness, epartment of %ar$eting %anagement located in +ta. %esa, %anila. uniersit! is regulated b! the commission on 9igher 3ducation 6C937.
-his state
epartment of
%ar$eting %anagement was established on Jul! '01( and celebrates its department wee$ eer! Jul!. -he Pol!technic Uniersit! of the Philippines was founded on October '0*2.
Po#u$ation %ra&! and Sa$! Sc!&!
-he population of the stud! consisted of B&B & rd !ear %ar$eting %anagement students of Pol!technic Uniersit! of the Philippines in +ta. %esa, %anila. #t is not necessar! for the researchers to examine eer! member of the population to get the necessar! information and data needed in the stud!. Cost as well as time constraints will preent the researchers from stud!ing the whole population. -he researchers need to draw sample units s!stematicall! or at a random. -he researchers used the +loin"s Formual to determine the sample sie of the total population4
n=
N 1
+ N e
2
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?here/ n L sample sie 8 L population sie e L desired margin of error 8 is the population of the stud! which is ((* & rd !ear mar$eting management students of PUP and e is the desired margin of error which is .*(. -herefore4
n=
550
+
(
550
1 550 .05
2
)
n = 1 + 550 ( .0025 )
n=
n=
550 1
+ 1.375
550 2.375
231 8
n=
. ∨
232
rounded off ¿ t h e nearest tens.
-he sample of the stud! consisted of B&B & rd !ear mar$eting management students. iiding this b! the total number of section in & rd !ear, to get the number of sample students per section.
sample per section=
sample per section=
n 11
232 11
sample per section= 21 . 09∨ 21 rounded off ¿ t h e nearest tens
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D!)cri#tion of t! r!)#ond!nt)
-he respondents of the stud! are B&B & rd !ear mar$eting management students of PUP enrolled during the school !ear B*'*B*''. 2BM of the total population was used.
R!)!arc In)tru&!nt
-he researchers formulated self administered >uestionnaire as the primar! instrument in gathering data for the stud!. 3ach set of >uestions were categoried to enable the researchers to answer research problems and its objectie. -he researchers made a page with two column >uestionnaire which was diided into four categories. First categor! was the number of times the respondents eat at Jollibee. +econd categor! is the usual time of the da! does the respondents eat at Jollibee. -he third categor! is the leel of satisfaction of respondents towards the foods and serices offered b! Jollibee. And lastl! the fourth categor! which determines the common problems encountered b! the respondents. Age and gender are also to be filled out b! the respondents. -he >uestionnaires were composed of closeended >uestions which as$ the respondents to select from enlisted answers proided b! the researchers. Also rating scale >uestions were included in the instrument. -hese were applied to measure the leel of satisfaction of students towards Jollibee"s foods and serices.
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Data Gat!ring Proc!dur!
-he prepared >uestionnaire was distributed to the respondents b! the researchers themseles and the data were collected after B* to &* minutes. -he respondents were as$ed to scale their perceied satisfactions to the foods and serices offered b! Jollibee. -he! also scaled the common problems that the! encountered. -he! were also gien the opportunit! to answer added >uestions about other factors needed in the stud!. A letter was included to each >uestionnaire to explain the need for participation in the stud!. -he respondents were further assured that the data gathered were held strictl! with confidentialit! and will onl! be used for academic re>uirements onl!. #nstructions on how to accomplish the >uestionnaire were also indicated.
Stati)tica$ Tr!at&!nt of Data 7/ P!rc!ntag!
-he formula used to compute the percentage is/
P=
F n x 100
?here/ F L fre>uenc! n L sample population P L percentage -his formula was used to compute the percentages of categor! one, two, three and four of the >uestionnaire, as well as the age and the gender of the respondents. 8/ .!igt!d &!an
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-he formula used in computing the weighted mean is/
x =
∑ fx n -his formula was used to compute the weighted mean of the categor! three and four of
the >uestionnaire.
?here/ x L weighted mean Nfx L the sum of all the products of f and x 9 f being the fre>uenc! of each weight and x as the weight of each operation. n L total number of respondents
-he consolidated points from the respondents answer to each item oer a fiepoint and fourpoint scales are as follows/ Ta($! 7 E:ui,a$!nt .!igt!d M!an for Sati)faction L!,!$
?3#=9-3 %3A8
+CA:3
K3D@A:
2.(' (.*
(
#8-3DPD3A-A-#O8 Ker! +atisfied
&.(' B.(' 2.( &.( '.(' B.( '.* '.(
2 & B '
+atisfied Fairl! +atisfied Unsatisfied Ker! Unsatisfied
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Ta($! 8 E:ui,a$!nt .!igt!d M!an for %our Point Sca$! of Co&&on Pro($!&) Encount!r!d
?3#=9-3 %3A8
+CA:3
K3D@A:
&.BG 2.*
2
#8-3DPD3A-A-#O8 Alwa!s
B.BG &.B( '.BG B.B( '.* '.B(
& B '
+ometimes +eldom 8eer
-he data in this stud! were organied and classified based from the research design and the problems formulated. -he data were tallied and tabulated to facilitate the presentation and interpretation of results using the following/ ;/ Ranking
-his is a descriptie measure to describe numerical data in addition to percentage. Dan$ing was used in the stud! for comparatie purpose and for sharing the importance of items anal!ed.
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CHAPTER IPRESENTATION9 ANAL6SIS9 AND INTERPRETATION O% DATA
-his chapter is primaril! concerned with the presentation, anal!sis and interpretation of data gathered on the leel of satisfaction of & rd !ear %ar$eting %anagement students, +.. B*'* B*'', in relation to foods and serices offered b! Jollibee. -he discussion includes/ •
Age and =ender of respondents
•
Problems/
'. 9ow often do the respondents eat at Jollibee B. ?hen do the respondents usuall! eat &. ?hat is the leel of satisfaction of the respondents in relation to Jollibee"s foods and serices 2. ?hat are the common problems encountered with regard to food and serice offered b! Jollibee
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Ta($! ; R!)#ond!nt)< Profi$! in T!r&) of Ag!
'G !r.old &rd !r. %ar$eting students BB 6nLB&B7
M
') !r. old
M
'1 !r. old
0.2 1
B(
'*.'' '*B
M
'0 !r. old
M
B* !r. old
M
B' !r. old
M
BB !r. old
M
2 2
(&
BB. 1
B)
''.G
*
*
&
'.B
-able & presents the percentage of the respondents" age. BB respondents which are 0.21M of the sample are 'G !ears old. B( respondents which are '*.''M of the sample are ') !ears old. '*B respondents which are 22M of the sample are '1 !ears old. (& respondents which are BBM of the sample are '0 !ears old. B) respondents which are ''.G2M of the sample are B* !ears old. -here are no respondents whose age is B'. & respondents which are '.B0M of the sample are BB !ears old. -his implies that most of the respondents are '1 !ears old.
Ta($! = R!)#ond!nt)< Profi$! in T!r&) of G!nd!r
%ale &rd %ar$eting students 6nLB&B7
M
Female
M
!r. 02
2*
'&1
G*
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-able 2 presents the percentage of the respondents" gender. 02 respondents which are 2*M of the sample are male. '&1 respondents which are G*M of the sample are female. -his implies that most of the respondents are female.
Pro($!& 7> Ho' oft!n do t! r!)#ond!nt) !at at 1o$$i(!!? Ta($! 3 Ti&!) R!)#ond!nt)< at 1o$$i(!!
CA-3=OD 6nLB&B7
Fre>uenc !
M
3er!da! Once a wee$ -wice a wee$ Once a month Others
' &1 &0 ''2 2*
.2& 'G.&1 'G.10 20.'2 ').B2
-able ( presents the percentage of respondents" no. times of eating at Jollibee.' respondent which is .2&M of the sample eat at Jollibee eer! da!. &1 respondents which are 'G.&1M of the sample eat at Jollibee once a wee$. &0 respondents which are BG.10M of the sample eat at Jollibee twice a wee$. ''2 respondents which are 20.'2M of the sample eat at Jollibee once a month. 2* respondents which are ').B2M of the sample answered others or occasionall!. -his implies that most of the respondents eat at Jollibee onl! once a month.
Pro($!& 8> .!n do t! r!)#ond!nt) u)ua$$" !at? Ta($! 2 U)ua$ M!a$ti&! of t! Da" R!)#ond!nt)< Eat at 1o$$i(!!
CA-3=OD 6nLB&B7 @rea$fast :unch +nac$
Fre>uenc! 0 )B '*&
M &.11 &'.*& 22.2
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inner
21
B*.G0
-able G presents the mealtime respondents" eat at Jollibee during the da!. 0 respondents which are &.11M of the sample eat at Jollibee during brea$fast. )B respondents which are &'.*&M of the sample eat at Jollibee during lunch. '*& respondents which are 22.2M of the sample eat at Jollibee during snac$ time. 21 respondents which are B*.G0M of the sample eat at Jollibee during dinner. -his implies that most of the respondents eat at Jollibee during snac$ time of the da!.
Pro($!& ;> .at i) t! $!,!$ of )ati)faction of t! r!)#ond!nt) in r!$ation to 1o$$i(!!<) food) and )!r,ic!)? Ta($! @ L!,!$ of Sati)faction of r!)#ond!nt) for food) in t!r&) of Ta)t!
(
M
2
M
&
M
B
M
'
M
1)
'(.* 1
'*G
2(.G 0
&2
'2.G G
B
. 1G
&
'.B 0
6nLB&B7
-able ) presents the percentage of leel of satisfaction for foods offered b! Jollibee in terms of taste. 1) respondents which are &).(M of the sample are er! satisfied. '*G respondents which are 2(.G0M of the sample are satisfied. &2 respondents which are '2.GGM of the sample are fairl! satisfied. B respondents which are .1GM of the sample are unsatisfied. & respondents which are '.B0M of the sample are er! unsatisfied. -his implies that most of the respondents are of satisfied leel when it comes to taste.
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Ta($! L!,!$ of Sati)faction of r!)#ond!nt) for food) in t!r&) of Pric!
6nLB&B7
(
M
2
M
&
M
B
M
'
M
&(
'(.* 0
'**
2).2 '
1B
&(.& 2
'2
G.* &
'
.2&
-able 1 presents the percentage of leel of satisfaction for foods offered b! Jollibee in terms of price. &( respondents which are '(.*0M of the sample are er! satisfied. '** respondents which are 2).2'M of the sample are satisfied. 1B respondents which are &(.&2M of the sample are fairl! satisfied. '2 respondents which are G.*&M of the sample are unsatisfied. ' respondent which are .2&M of the sample are er! unsatisfied. -his implies that most of the respondents are of satisfied leel when it comes to price.
Ta($! L!,!$ of Sati)faction of r!)#ond!nt) for food) in t!r&) of Packaging
6nLB&B7
(
M
2
M
&
M
B
M
'
M
2'
').G )
'B&
(&.' )
()
B2.( )
)
&.* '
2
'.)B
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-able 0 presents the percentage of leel of satisfaction for foods offered b! Jollibee in terms of pac$aging. 2' respondents which are ').G)M of the sample are er! satisfied. 'B& respondents which are (&.')M of the sample are satisfied. () respondents which are B2.()M of the sample are fairl! satisfied. ) respondents which are &.*BM of the sample are unsatisfied. 2 respondents which are '.)BM of the sample are er! unsatisfied. -his implies that most of the respondents are of satisfied leel when it comes to pac$aging.
Ta($! 7 L!,!$ of Sati)faction of r!)#ond!nt) for food) in t!r&) of uantit"
6nLB&B7
(
M
2
M
&
M
B
M
'
M
&0
'G.1 '
((
B&. )
01
2B.B 2
&2
'2.G G
G
B.( 0
-able '* presents the percentage of leel of satisfaction for foods offered b! Jollibee in terms of >uantit!. &0 respondents which are 'G.1'M of the sample are er! satisfied. (( respondents which are B&.)M of the sample are satisfied. 01 respondents which are 2B.B2M of the sample are fairl! satisfied. &2 respondents which are '2.GGM of the sample are unsatisfied. GG respondents which are B.(0M of the sample are er! unsatisfied. -his implies that most of the respondents are of fairl! satisfied leel when it comes to >uantit!.
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Ta($! 77 L!,!$ of Sati)faction of r!)#ond!nt) for food) in t!r&) of %ood Pr!)!ntation
6nLB&B7
(
M
2
M
&
M
B
M
'
M
2B
'1
'*&
22.& 0
)0
&(.* (
G
B. (
B
.1G
-able '' presents the percentage of leel of satisfaction for foods offered b! Jollibee in terms of food preparation. 2B respondents which are '1.'M of the sample are er! satisfied. '*& respondents which are 22.&0M of the sample are satisfied. )0 respondents which are &2.*(M of the sample are fairl! satisfied. G respondents which are B(.1GM of the sample are unsatisfied. B respondents which are .1GM of the sample are er! unsatisfied. -his implies that most of the respondents are of satisfied leel when it comes to food presentation.
Ta($! 78 L!,!$ of Sati)faction of r!)#ond!nt) for food) in t!r&) of %ood Sanitation
6nLB&B7
(
M
2
M
&
M
B
M
'
M
21
'1. 2
'*1
22.& 0
G'
BG.B 0
'&
(.G
B
.1G
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-able 'B presents the percentage of leel of satisfaction for foods offered b! Jollibee in terms of food sanitation. 21 respondents which are '1.2M of the sample are er! satisfied. '*1 respondents which are 22.&0M of the sample are satisfied. G' respondents which are BG.B0M of the sample are fairl! satisfied. '& respondents which are (.GM of the sample are unsatisfied. B respondents which are .1GM of the sample are er! unsatisfied. -his implies that most of the respondents are of satisfied leel when it comes to food sanitation.
Ta($! 7; L!,!$ of Sati)faction of r!)#ond!nt) for )!r,ic!) in t!r&) of uick S!r,ic!
6nLB&B7
(
M
2
M
&
M
B
M
'
M
2&
'1.( &
''1
(*.1 G
(G
B2.' &
'&
(.G
B
.1G
-able '& presents the percentage of leel of satisfaction for serices offered b! Jollibee in terms of >uic$ serice. 2& respondents which are '1.(&M of the sample are er! satisfied. ''1 respondents which are (*.1GM of the sample are satisfied. (G respondents which are B2.'&M of the sample are fairl! satisfied. '& respondents which are (.GM of the sample are unsatisfied. B respondents which are .1GM of the sample are er! unsatisfied. -his implies that most of the respondents are of satisfied leel when it comes to >uic$ serice.
Ta($! 7= L!,!$ of Sati)faction of r!)#ond!nt) for )!r,ic!) in t!r&) of c$!an$in!)) '!n it co&!) to Stor! Int!rior
(
M
2
M
&
M
B
M
'
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6nLB&B7
G'
BG. &
'BB
(B.( 0
22
'1.0 )
2
'.)
'
.2&
-able '2 presents the percentage of leel of satisfaction for serices offered b! Jollibee in terms of cleanliness when it comes to store interior. G' respondents which are BG.B0M of the sample are er! satisfied. 'BB respondents which are (B.(0M of the sample are satisfied. 22 respondents which are '1.0)M of the sample are fairl! satisfied. 2 respondents which are '.)BM of the sample are unsatisfied. ' respondent which are .2&M of the sample are er! unsatisfied. -his implies that most of the respondents are of satisfied leel when it comes to cleanliness in store interior.
Ta($! 73 L!,!$ of Sati)faction of r!)#ond!nt) for )!r,ic!) in t!r&) of c$!an$in!)) '!n it co&!) to Stor! Et!rior
6nLB&B7
(
M
2
M
&
M
B
M
'
M
2G
B&.B 0
''B
21.B 1
(0
B(.2 &
)
&.* )
1
&.2(
-able '( presents the percentage of leel of satisfaction for serices offered b! Jollibee in terms of cleanliness when it comes to store exterior. 2G respondents which are BG.B0M of the sample are er! satisfied. ''B respondents which are 21.B1M of the sample are satisfied. (0 respondents which are B(.2&M of the sample are fairl! satisfied. ) respondents which are &.*)M of the sample are unsatisfied. 1 respondents which are &.2(M of the sample are er! unsatisfied. -his implies that most of the respondents are of satisfied leel when it comes to cleanliness in store exterior.
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Ta($! 72 L!,!$ of Sati)faction of r!)#ond!nt) for )!r,ic!) in t!r&) of c$!an$in!)) '!n it co&!) to S!r,ic! Count!r
6nLB&B7
(
M
2
M
&
M
B
M
'
M
22
'1. 0
'B(
(&.1 1
(1
B(
(
B.B
*
*
-able 'G presents the percentage of leel of satisfaction for serices offered b! Jollibee in terms of cleanliness when it comes to serice counter. 22 respondents which are '1.0M of the sample are er! satisfied. 'B( respondents which are (&.11M of the sample are satisfied. (1 respondents which are B(M of the sample are fairl! satisfied. ( respondents which are B.'GM of the sample are unsatisfied. 8one of the respondents are er! unsatisfied. -his implies that most of the respondents are of satisfied leel when it comes to cleanliness in serice counter. Ta($! 7@ L!,!$ of Sati)faction of r!)#ond!nt) for )!r,ic!) in t!r&) of c$!an$in!)) '!n it co&!) to Dining Ar!a
6nLB&B7
(
M
2
M
&
M
B
M
'
M
2(
'0. 2
'*)
2G.' B
)&
&'.B )
2
'. )
&
'.B 0
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-able ') presents the percentage of leel of satisfaction for serices offered b! Jollibee in terms of cleanliness when it comes to dining area. 2( respondents which are '0.2*M of the sample are er! satisfied. '*) respondents which are 2G.'BM of the sample are satisfied. )B respondents which are &'.*&M of the sample are fairl! satisfied. 2 respondents which are '.)BM of the sample are unsatisfied. & respondents which are '.B0M of the sample are er! unsatisfied. -his implies that most of the respondents are of satisfied leel when it comes to cleanliness in dining area. Ta($! 7 L!,!$ of Sati)faction of r!)#ond!nt) for )!r,ic!) in t!r&) of c$!an$in!)) '!n it co&!) to Co&fort Roo&
6nLB&B7
(
M
2
M
&
M
B
M
'
M
&0
'G.1 '
''*
2).2 '
G0
B0.) 2
0
&.1 1
(
B.'G
-able '1 presents the percentage of leel of satisfaction for serices offered b! Jollibee in terms of cleanliness when it comes to comfort room. &( respondents which are 'G.1'M of the sample are er! satisfied. ''* respondents which are 2).2'M of the sample are satisfied. G0 respondents which are B0.)2M of the sample are fairl! satisfied. 0 respondents which are &.11M of the sample are unsatisfied. ( respondents which are B.'GM of the sample are er! unsatisfied. -his implies that most of the respondents are of satisfied leel when it comes to cleanliness in comfort room.
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Ta($! 7 L!,!$ of Sati)faction of r!)#ond!nt) for )!r,ic!) in t!r&) of Air Conditioning
6nLB&B7
(
M
2
M
&
M
B
M
'
M
(G
B2.' 2
'*)
2G.' B
GG
B1.2 (
B
.1G
'
.'&
-able '0 presents the percentage of leel of satisfaction for serices offered b! Jollibee in terms of air conditioning. (G respondents which are B2.'2M of the sample are er! satisfied. '*) respondents which are 2G.'BM of the sample are satisfied. GG respondents which are B1.2(M of the sample are fairl! satisfied. B respondents which are .1GM of the sample are unsatisfied. 8one of the respondents are er! unsatisfied. -his implies that most of the respondents are of satisfied leel when it comes to air conditioning.
Ta($! 8 L!,!$ of Sati)faction of r!)#ond!nt) for )!r,ic!) in t!r&) of A&(ianc! 3
4
=
4
;
4
8
4
7
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=3
7/ =
7
=7/
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-able B* presents the percentage of leel of satisfaction for serices offered b! Jollibee in terms of ambience. 2( respondents which are '0.2*M of the sample are er! satisfied. '*0 respondents which are 2G.'1M of the sample are satisfied. G' respondents which are BG.B0M of the sample are fairl! satisfied. '2 respondents which are G.*&M of the sample are unsatisfied. & respondents which are '.B0M of the sample are er! unsatisfied. -his implies that most of the respondents are of satisfied leel when it comes to ambience.
Ta($! 87 L!,!$ of Sati)faction of r!)#ond!nt) for )!r,ic!) in t!r&) of Dining Ar!a S#ac!
6nLB&B7
(
M
2
M
&
M
B
M
'
M
&*
'&
0)
2'. 1
)0
&2.* (
B*
1.G B
G
B.(0
-able B' presents the percentage of leel of satisfaction for serices offered b! Jollibee in terms of dining area space. &* respondents which are 'B.0(M of the sample are er! satisfied. )) respondents which are 2'.1'M of the sample are satisfied. )0 respondents which are &2.*(M of the sample are fairl! satisfied. B* respondents which are 1.GBM of the sample are unsatisfied. G respondents which are B.(0M of the sample are er! unsatisfied. -his implies that most of the respondents are of satisfied leel when it comes to dining area space.
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Ta($! 88 L!,!$ of Sati)faction of r!)#ond!nt) for )!r,ic!) in t!r&) Sanitation
6nLB&B7
(
M
2
M
&
M
B
M
'
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2*
').B 2
'*0
2G.0 1
)'
&*. G
1
&.2 (
2
'.)B
-able BB presents the percentage of leel of satisfaction for serices offered b! Jollibee in terms of sanitation. 2* respondents which are ').B2M of the sample are er! satisfied. '*0 respondents which are 2G.01M of the sample are satisfied. )' respondents which are &*.G*M of the sample are fairl! satisfied. 1 respondents which are &.'(M of the sample are unsatisfied. 2 respondents which are '.)BM of the sample are er! unsatisfied. -his implies that most of the respondents are of satisfied leel when it comes to sanitation.
Ta($! 8; L!,!$ of Sati)faction of r!)#ond!nt) for )!r,ic!) in t!r&) of S!r,ic! P!r)onn!$<) P!r)ona$ H"gi!n!
(
M
2
M
&
M
B
M
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&)
'(.0 (
''&
21.) '
)2
&'. 0
(
B. G
&
'.B0
-able B& presents the percentage of leel of satisfaction for serices offered b! Jollibee in terms of serice personnel"s personal h!giene. &) respondents which are '(.0(M of the sample are er! satisfied. ''& respondents which are 21.)'M of the sample are satisfied. )2 respondents which are &'.0M of the sample are fairl! satisfied. ( respondents which are B.'GM of the sample are unsatisfied. & respondents which are '.B0M of the sample are er! unsatisfied. -his implies that most of the respondents are of satisfied leel when it comes to serice personnel"s personal h!giene.
Ta($! 8= L!,!$ of Sati)faction of r!)#ond!nt) for )!r,ic!) in t!r&) of S!r,ic! P!r)onn!$<) Po$it!n!))
6nLB&B7
(
M
2
M
&
M
B
M
'
M
&1
'G.& 1
'B*
('.) B
G)
B1.1 1
2
'.) B
&
'.&
-able B2 presents the percentage of leel of satisfaction for serices offered b! Jollibee in terms of serice personnel"s politeness. &1 respondents which are 'G.&1M of the sample are er! satisfied. 'B* respondents which are ('.)BM of the sample are satisfied. G) respondents which are B1.11M of the sample are fairl! satisfied. 2 respondents which are '.)BM of the sample are unsatisfied. & respondents which are '.B0M of the sample are er! unsatisfied. -his implies that most of the respondents are of satisfied leel when it comes to serice personnel"s politeness.
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Ta($! 83 L!,!$ of Sati)faction of r!)#ond!nt) for )!r,ic!) in t!r&) of S!r,ic! P!r)onn!$<) Protn!))
6nLB&B7
(
M
2
M
&
M
B
M
'
M
20
B'.' B
'*1
2G.( (
G1
B0.& '
2
'.) B
&
'. &
-able B( presents the percentage of leel of satisfaction for serices offered b! Jollibee in terms of serice personnel"s promptness. 20 respondents which are B'.'BM of the sample are er! satisfied. '*1 respondents which are 2G.((M of the sample are satisfied. G1 respondents which are B0.&'M of the sample are fairl! satisfied. 2 respondents which are '.)BM of the sample are unsatisfied. & respondents which are '.B0M of the sample are er! unsatisfied. -his implies that most of the respondents are of satisfied leel when it comes to serice personnel"s promptness.
Ta($! 82 L!,!$ of Sati)faction of r!)#ond!nt) for )!r,ic!) in t!r&) of S!r,ic! P!r)onn!$<) Effici!nc"
(
M
2
M
&
M
B
M
'
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22
B'.' B
'*1
2G.( (
G1
B0.& '
2
'.) B
&
'. &
-able BG presents the percentage of leel of satisfaction for serices offered b! Jollibee in terms of serice personnel"s efficienc!. 22 respondents which are B1.')M of the sample are er! satisfied. '*) respondents which are 2G.'BM of the sample are satisfied. )& respondents which are &'.2)M of the sample are fairl! satisfied. ( respondents which are B.'(M of the sample are unsatisfied. & respondents which are '.B0M of the sample are er! unsatisfied. -his implies that most of the respondents are of satisfied leel when it comes to serice personnel"s efficienc!.
Ta($! 8@ L!,!$ of Sati)faction of r!)#ond!nt) for )!r,ic!) in t!r&) of S!curit"
6nLB&B7
(
M
2
M
&
M
B
M
'
M
G'
BG.B 0
'*2
22.1 &
(B
BB.2 '
'2
G.* &
'
.22
-able B) presents the percentage of leel of satisfaction for serices offered b! Jollibee in terms of securit!. G' respondents which are BG.B0M of the sample are er! satisfied. '*2 respondents which are 22.1&M of the sample are satisfied. (B respondents which are BB.2'M of the sample are fairl! satisfied. '2 respondents which are G.*&M of the sample are unsatisfied. ' respondent which is .2&M of the sample are er! unsatisfied. -his implies that most of the respondents are of satisfied leel when it comes to securit!.
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Pro($!& => .at ar! t! co&&on #ro($!&) !ncount!r!d 'it r!gard to food and )!r,ic! off!r!d (" 1o$$i(!!? Ta($! 8 Co&&on Pro($!&) !ncount!r!d (" r!)#ond!nt) 'it r!gard to food> Und!rcook!d %ood
6nLB&B7
2
M
&
M
B
M
'
M
''
2.) 2
G)
B1.1 1
02
2*.( B
G*
B1.1G
-able B1 presents the percentage of times respondents encounter undercoo$ed foods problem in Jollibee. '' respondents which are 2.)2M of the sample answered alwa!s.
G)
respondents which are B1.11M of the sample answered sometimes. 02 respondents which are 2*.(BM of the sample answered seldom. G* respondents which are B(.1GM of the sample answered neer. -his implies that most of the respondents answered sometimes.
Ta($! 8 Co&&on Pro($!&) !ncount!r!d (" r!)#ond!nt) 'it r!gard to food> O,!rcook!d %ood
2
M
&
M
B
M
'
M
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6nLB&B7
1
&.2 (
21
B*.G 0
'*B
2&.0 1
)2
&'.11
-able B0 presents the percentage of times respondents encounter oercoo$ed foods problem in Jollibee. 1 respondents which are &.2(M of the sample answered alwa!s.
21
respondents which are B*.G0M of the sample answered sometimes. '*B respondents which are 2&.01M of the sample answered seldom. )2 respondents which are &'.11M of the sample answered neer. -his implies that most of the respondents answered seldom.
Ta($! ; Co&&on Pro($!&) !ncount!r!d (" r!)#ond!nt) 'it r!gard to food> B$ood" Cick!n 1o"
6nLB&B7
2
M
&
M
B
M
'
M
'B
(.G
GB
BG.)
01
2B.B
(0
B(.2&
'
B
1
-able &* presents the percentage of times respondents encounter blood! chic$en jo! problem in Jollibee. '& respondents which are (.G'M of the sample answered alwa!s.
GB
respondents which are BG.)BM of the sample answered sometimes. 01 respondents which are 2B.B1M of the sample answered seldom. (0 respondents which are B(.2&M of the sample answered neer. -his implies that most of the respondents answered seldom.
Ta($! ;7 Co&&on Pro($!&) !ncount!r!d (" r!)#ond!nt) 'it r!gard to food> Poor %ood Sanitation
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6nLB&B7
2
M
&
M
B
M
'
M
B
.1G
(B
BB.2 '
1)
&). (
0'
&0.B B
-able &' presents the percentage of times respondents encounter blood! chic$en jo! problem in Jollibee. B respondents which are &.2(M of the sample answered alwa!s.
(B
respondents which are G).(&M of the sample answered sometimes. 1) respondents which are &).(M of the sample answered seldom. 0' respondents which are &0.BBM of the sample answered neer. -his implies that most of the respondents answered seldom.
Ta($! ;8 Co&&on Pro($!&) !ncount!r!d (" r!)#ond!nt) 'it r!gard to food> Und!r Portion!d S!r,ing Si!
6nLB&B7
2
M
&
M
B
M
'
M
1
&.2 (
G(
B1.* B
'*)
2G.' B
(B
BB.2 )
-able &B presents the percentage of times respondents encounter under portioned sering sie problem in Jollibee. 1 respondents which are &.2(M of the sample answered alwa!s. G( respondents which are B1.*BM of the sample answered sometimes. '*) respondents which are 2G.'BM of the sample answered seldom. (Brespondents which are BB.2'M of the sample answered neer. -his implies that most of the respondents answered seldom.
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Ta($! ;; Co&&on Pro($!&) !ncount!r!d (" r!)#ond!nt) 'it r!gard to food> Poor %ood Pr!)!ntation
6nLB&B7
2
M
&
M
B
M
'
M
B
.1)
(B
BB.2 '
1)
&).( *
0'
&0.B B
-able && presents the percentage of times respondents encounter poor food presentation problem in Jollibee. B respondents which are G.1)M of the sample answered alwa!s.
(B
respondents which are BB.2'M of the sample answered sometimes. 1) respondents which are &).(*M of the sample answered seldom. 0' respondents which are &0.BBM of the sample answered neer. -his implies that most of the respondents answered neer.
Ta($! ;= Co&&on Pro($!&) !ncount!r!d (" r!)#ond!nt) 'it r!gard to )!r,ic! in t!r&) of #$ac!> Unc$!an Dining Ar!a
2
M
&
M
B
M
'
M
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6nLB&B7
B)
''.G 2
)1
&&.G B
)2
&'. 0
(&
BB.1 2
-able &2 presents the percentage of times respondents encounter unclean dining area problem in Jollibee. B) respondents which are ''.G2M of the sample answered alwa!s. )1 respondents which are &&.GBM of the sample answered sometimes. )2 respondents which are &'.0*M of the sample answered seldom. (& respondents which are BB.12M of the sample answered neer. -his implies that most of the respondents answered sometimes
Ta($! ;3 Co&&on Pro($!&) !ncount!r!d (" r!)#ond!nt) 'it r!gard to )!r,ic! in t!r&) of #$ac!> In)uffici!nt Air Conditioning
6nLB&B7
2
M
&
M
B
M
'
M
'1
).) G
(G
B2.' 2
0B
&0.G (
GG
B1.2 (
-able &( presents the percentage of times respondents encounter insufficient air conditioning problem in Jollibee. '1 respondents which are ).)GM of the sample answered alwa!s. (G respondents which are B2.'2M of the sample answered sometimes. 0B respondents which are &0.G(M of the sample answered seldom. GG respondents which are '1.2(M of the sample answered neer. -his implies that most of the respondents answered seldom.
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Ta($! ;2 Co&&on Pro($!&) !ncount!r!d (" r!)#ond!nt) 'it r!gard to )!r,ic! in t!r&) of #$ac!> Lack of S!curit"
6nLB&B7
2
M
&
M
B
M
'
M
''
2.) 2
2G
'0.1 &
0B
&0.G (
1&
&(.) 1
-able &G presents the percentage of times respondents encounter lac$ of securit! problem in Jollibee. '' respondents which are 2.)2M of the sample answered alwa!s. 2G respondents which are '0.1&M of the sample answered sometimes. 0B respondents which are &0.G(M of the sample answered seldom. 1& respondents which are &(.)1M of the sample answered neer. -his implies that most of the respondents answered seldom.
Ta($! ;@ Co&&on Pro($!&) !ncount!r!d (" r!)#ond!nt) 'it r!gard to )!r,ic! in t!r&) of #$ac!> Lack of Dining Cair and Ta($!
2
M
&
M
B
M
'
M
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B0
'B. (
)0
&2.* (
G(
B1.* B
(0
B(.2 &
-able &) presents the percentage of times respondents encounter lac$ of dining chairs and tables problem in Jollibee. B0 respondents which are 'B.(M of the sample answered alwa!s. )0 respondents which are &2.*(M of the sample answered sometimes. G( respondents which are B1.*BM of the sample answered seldom. (0 respondents which are B(.2&M of the sample answered neer. -his implies that most of the respondents answered sometimes.
Ta($! ; Co&&on Pro($!&) !ncount!r!d (" r!)#ond!nt) 'it r!gard to )!r,ic! in t!r&) of #$ac!> Un)aniti!d Co&fort Roo&
2
M
&
M
B
M
'
M
'1
).) G
(1
B(
1G
&).* )
)*
&*.' )
6nLB&B7
-able &1 presents the percentage of times respondents encounter unsanitied comfort room problem in Jollibee. '1 respondents which are ).)GM of the sample answered alwa!s. (1 respondents which are B(M of the sample answered sometimes. 1G respondents which are &).*)M of the sample answered seldom. )* respondents which are &*.')M of the sample answered neer. -his implies that most of the respondents answered seldom.
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Ta($! ; Co&&on Pro($!&) !ncount!r!d (" r!)#ond!nt) 'it r!gard to )!r,ic! in t!r&) of S!r,ic! P!r)onn!$> Di)court!ou)
6nLB&B7
2
M
&
M
B
M
'
M
(
B.' G
&0
'G.1 '
1B
&(.& 2
'*G
2(.G 0
-able &0 presents the percentage of times respondents encounter discourteous problem in Jollibee"s serice personnel. ( respondents which are B.'GM of the sample answered alwa!s. &0 respondents which are 'G.1'M of the sample answered sometimes. 1B respondents which are &(.&2M of the sample answered seldom. '*G respondents which are 2(.G0M of the sample answered neer. -his implies that most of the respondents answered neer.
Ta($! = Co&&on Pro($!&) !ncount!r!d (" r!)#ond!nt) 'it r!gard to )!r,ic! in t!r&) of S!r,ic! P!r)onn!$> Un"gi!nic
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6nLB&B7
2
M
&
M
B
M
'
M
1
&.2 2
&G
'(.( B
1G
&).* )
'*B
2&.0)
-able 2* presents the percentage of times respondents encounter unh!gienic problem in Jollibee"s serice personnel. 1 respondents which are &.22M of the sample answered alwa!s. &G respondents which are '(.(BM of the sample answered sometimes. 1G respondents which are &).*)M of the sample answered seldom. '*Brespondents which are 2&.0)M of the sample answered neer. -his implies that most of the respondents answered neer.
Ta($! =7 Co&&on Pro($!&) !ncount!r!d (" r!)#ond!nt) 'it r!gard to )!r,ic! in t!r&) of S!r,ic! P!r)onn!$> D!$a" S!r,ic!
6nLB&B7
2
M
&
M
B
M
'
M
'(
G.2 G
)2
&'.0 *
)2
&'.0 *
G0
B0.)2
-able 2' presents the percentage of times respondents encounter dela!ed serice problem in Jollibee"s serice personnel. '( respondents which are G.2GM of the sample answered alwa!s. )2 respondents which are &'.0*M of the sample answered sometimes. )2 respondents which are &'.0*M of the sample answered seldom. G0 respondents which are B0.)2M of the sample answered neer. -his implies that most of the respondents answered sometimes and seldom.
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Ta($! =8 Co&&on Pro($!&) !ncount!r!d (" r!)#ond!nt) 'it r!gard to )!r,ic! in t!r&) of S!r,ic! P!r)onn!$> Lack of S!r,ic! Cr!'
6nLB&B7
2
M
&
M
B
M
'
M
B'
0.* (
&1
'G.& 1
11
&).0 &
1(
&G.G2
-able 2B presents the percentage of times respondents encounter lac$ of serice crew problem in Jollibee. B' respondents which are 0.*(M of the sample answered alwa!s.
&1
respondents which are 'G.&1M of the sample answered sometimes. 11 respondents which are &).0&M of the sample answered seldom. 1( respondents which are &G.G2M of the sample answered neer. -his implies that most of the respondents answered seldom.
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Ta($! =; Su&&ar" of L!,!$ Of Sati)faction of ;rd 6!ar Mark!ting Manag!&!nt Stud!nt) of Po$"t!cnic Uni,!r)it" of t! Pi$i##in!) %ACTOR
3
=
;
8
7
.M
-I
Rank
-aste Price Pac$aging uantit! Food Presentation Food +anitation SER-ICE uic$ +erice C$!an$in!)) +tore #nterior +tore 3xterior +erice Counter ining Area Comfort Doom Air Conditioning Ambiance ining Area +pace +anitation S!r,ic! P!r)onn!$ 9!giene Politeness
1) &( 2' &0 2B 21
'*G '** 'B& (( '*& '*1
&2 1B () 01 ')0 'G'
B '2 ) &2 G '&
& ' 2 G B B
2.') &.GG &.1B &.G& &.)G &.G1
+ + + + + +
' ( B G & 2
2&
''1
(G
'&
B
&.1'
+
)
G' 2G 22 2( &0 (G 2( &* 2*
'BB 'BB 'B( '*) ''* '*) '*0 0) '*0
22 (0 (1 )& G0 GG G' )0 )'
2 ) ( 2 0 B '2 B* 1
' 1 & ( ' & G 2
2.*& &.)1 &.0 2.)2 &.G0 &.0& &.)) &.(2 &.)(
+ + + K+ + + + + +
B '* ( ' '2 & '' '( '&
&) &1
''& 'B*
)2 G)
( 2
& &
&.)G &.1
+ +
'B 1
Promptness 3fficienc! +ecurit!
20 22 G'
'*1 '*) '*2
G1 )& (B
2 ( '2
& & '
&.12 &.)0 &.0'
+ + +
G 0 2
%OOD
:egend/ K# Kerbal #nterpretation
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?% ?eighted %ean MEANING Ker! +atisfactor! +atisfactor!
K# K+ +
Fairl! +atisfactor! Unsatisfactor! Ker! Unsatisfactor!
F+ U+ KU+
+cale ( 2 & B '
Ta($! == SUMMAR6 O% COMMON PROBLEMS ENCOUNTERED B6 ; RD 6EAR MARKETING STUDENTS O% POL6TECHNIC UNI-ERSIT6 O% THE PHILIPPINES PROBLEM
=
;
8
7
.M
-I
RANK
%OOD Undercoo$ed Oercoo$ed @lood! Chic$en Jo! Poor Food +anitation Under Portioned +ering +ie Poor Food Presentation SER-ICE Unclean ining Area #nsufficient Air Conditioning :ac$ of +ecurit!
'' 1 '& 1 1 B
G) 21 GB (G G( (B
02 '*B 01 ')2 '*) ('
G* )2 (0 0' (B 0'
B.'& '.0G B.'& '.1( B.'& '.1(
+ + + + + +
' B ' & ' &
B) '1 ''
)1 (G 2G
)2 0B 0B
(& GG 1&
B.&2 B.'' '.02
+% + +
' & G
:ac$ of Chairs and -ables Unsanitied Comfort Doom S!r,ic! P!r)onn!$ iscourteousness Unh!gienic ela!ed +erice :ac$ of +erice Crew
B0 '1
)0 (1
G( 1G
(0 )*
B.&2 B.'
+% +
' 2
( 1 '( B'
&0 &G )2 &1
11 1G )2 11
'*G '*B G0 1(
'.)( '.)G B.'( '.01
+ + +% +
1 ) B (
K# A + +%
+cale 2 & B
:egend/ K# Kerbal #nterpretation ?% ?eighted %ean MEANING
Alwa!s +eldom +ometimes
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8eer
8
'
CHAPTER SUMMAR6 O% %INDINGS9 CONCLUSIONS AND RECOMMENDATIONS
-his chapter summaries the findings of the stud!, presents the gist of the conclusion and researchers" some recommendations. -he researchers focused on the leel of satisfaction of &rd %% students in relation to foods and serices offered b! Jollibee. -his includes the following >uestions/ '. 9ow often do the respondents eat at Jollibee B. ?hen do the respondents usuall! eat &. ?hat is the leel of satisfaction of the respondents in relation to Jollibee"s foods and serices 2. ?hat are the common problems encountered with regard to food and serice offered b! Jollibee -he descriptie t!pe of research was the appropriate method used in ealuating the leel of satisfaction of &rd %% students in relation to foods and serices offered b! Jollibee. -he researchers used sure! >uestionnaires to gather data.
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-he respondents of this stud! were two hundred thirt! two 6B&B7 third !ear %% students of the Pol!technic Uniersit! of the Philippines enrolled during the school !ear B*'*B*''.
+ummar! of Findings Age
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?hen it comes to the age of respondents, findings showed that most of them are '1 !ears old which was 2*M of the total sample.
=ender
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Desults of the stud! showed that most of the respondents are female which was G*M of the total sample.
'. 8o. of times respondents eat at Jollibee
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%ost of the respondents, which were 20.'2M of the total sample, isit Jollibee onl! once a month.
B. Usual time of the da! respondents eat at Jollibee.
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%ajorit! of the respondents, which were 22.2M of the total sample, usuall! eat at Jollibee during their snac$ time.
&. :eel of +atisfaction in relation to/
Food
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;-aste< of Jollibee"s food got the highest weighted mean of 2.'), e>uialent to the +atisfied :eel, which means respondents are most satisfied to Jollibee"s food taste. Despondents are least satisfied in ;>uantit! 6sering sie7< which got the lowest mean score of &.G&.
+erice
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;Cleanliness when it comes to dining area< got the highest weighted mean of 2.)2, e>uialent to Ker! +atisfied :eel, which means respondents are most er! satisfied to Jollibee"s cleanliness in dining area. Despondents are least satisfied with ;dining area space< which got the lowest mean score of &.(2.
2. Common Problems encountered with regard to/ Food
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;Undercoo$ed<, ;blood! chic$en jo!<, and ;under portioned sering sie< of Jollibee"s foods got the same weighted mean of B.'1, which is the highest and is e>uialent to +eldom, and is ran$ed '.
+erice
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;Unclean dining area< and ;lac$ of chairs and tables< got the highest weighted mean of B.&2, e>uialent to sometimes, and is ran$ed '.
Conclusion @ased on the findings of the stud!, the researchers concluded that/
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Jollibee is highl! patronied b! & rd !ear %% students of PUP for onl! once a month and mostl! during snac$ time.
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-aste is the primar! factor that gies satisfaction to students towards Jollibee"s foods.
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+tudents are more comfortable to go to Jollibee because the! see that their serice crews obsere maintenance in the cleanliness of the dining area. @ut students also perceied that space in the dining area is not enough to accommodate all customers.
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%ost of the students experienced receiing undercoo$ed food, blood! chic$en jo!, and under portioned sering sie. #t is because of lac$ of monitoring in coo$ing and preparing these foods.
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Unclean dining area is one of the most common problems encountered b! the respondents. -his is in contrast with the satisfaction the! get from the cleanliness of Jollibee"s dining area. #t"s because serice crews aren"t able to clean the dining area as soon as customers leae after eating their meals. :ac$ of chairs and tables is another problem encountered b! the respondents. -his usuall! happens during pea$ hours.
Decommendations #n the light of these findings, the researchers hereb! state the following recommendations/ '. Proper, organied, and clean sanitation of foods and facilities should alwa!s be regulated b! Jollibee management. B. Jollibee staffs should alwa!s obsere proper monitoring in terms of coo$ing and preparation of foods to be sered so as to maintain the >ualit! of these foods.
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&. %anagement of Jollibee should alwa!s maintain their standard time in sering the customers which is 00 seconds per transaction. Also customers must and alwa!s be entertained when dela!ed serice arises. 2. Jollibee management should add more store facilities to ma$e their customers feel more satisfied with the serices the! offer. (. uic$ serice should be maintained and prioritied b! Jollibee since it is well $nown as one of the leading fast food chain. #n line with these, the! must proide enough number of emplo!ees, who are fit to do the job, to sere the customers efficientl!. :ac$ of serice crew leads to dela! in serice. G. Jollibee must see to it that cleanliness of the store interior and exterior are alwa!s obsered. :i$e an alwa!s good loo$ing and fresh smelling comfort room and lobb!. ). Create more sales promotions intended for students to entice them more to eat at Jollibee.
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R!f!r!nc!)
Ala! . 6B**&7. 3>uitable PC# @an$ and :oan Customers +atisfaction. Unpublished %@A -hesis/ Uniersit! of +outh 3astern Phil., aao Cit!
@ars$!, Jonathan . 6'00(7. ?orld Class Customer +atisfaction, Dichard . #rwin #nc.
@ill, %arin, ;Destaurant @asic<, Phoenix Publishing #ncorporated. %a! '*, '000.
Chang, Dichard . 6'0027. +atisf!ing internal customers first/ a practical guide to improing internal and external customer satisfaction.
Flores, Arcel +. 6B**G7. Client"s 3xpectation, Perception and +atisfaction on Dural @an$ Products and +erices and >ualit! of emplo!ee Customer +erice. Unpublished -hesis/ Uniersit! of +outhern Phil., Obrero Campus, aao Cit!.
=adais, Iatrina A. 6B**27. -he Comparatie :eel of +atisfaction in relation to customer serice between Jollibee and %conald"s. Unpublished -hesis/ 8ational College of @usiness and Arts.
#mamnua!sup, :. 6'00*7. Food +erice. %ar$eting %ix of a Destaurant. Chain in %etro %anila/ an assessment. Unpublished %@A -hesis/ Uniersit! of the 3ast, %anila.
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:eboeuf, %. 6'00'7. 9ow to ?in Customers and Ieep them for :ife. -he @er$l! Publishing =roup.
%aestre, D. 6B**27. 3xpectationHperception and satisfaction of schedule and of customer on the serice alues offered b! :P=. Unpublished %@A -hesis/ Uniersit! of +outheastern Phil., aao Cit!.
+alador +. -olentino. @a!sa =., Fug. =eronimo 3. Fundamentals of @usiness Desearch, -hesis ?riting.
http/HHwww.abscbnnews.comHbusinessH*(H'2H'* http/HHwww.>ualit!digest.comHsept**HhtmlHsatisfaction.html Kevin Cacioppo http/HHwww.mb.com.phHnodeH')*((1 Manila Bulletin http/HHen.wi$ipedia.orgHwi$iHJollibee http/HHwww.jollibee.com.phH
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