CHAPTER ITHE PROBLEM AND ITS BACKGROUND

IntroductionFast 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 responsive, every outlet in Jollibee chain offers customers wholesome, fun and affordable, superior tasting food served in a bright, clean and imaginative environment. Jollibees phenomenal growth is perceived in the lifestyle of every Filipino. It operates the largest network of restaurant chains in the Philippines. As of March 31, it had a total of 1,570 stores nationwide.

Several factors help build and keep up a good business. For a fast food restaurant, customer satisfaction is a major consideration to the management. Meeting customer expectations help the business gain good reputation that eventually leads to sales growth.

In this study, the researchers analyzed the perceived evaluation of the respondents about foods and services satisfaction.

Background of the StudyThe so-called fast-food restaurants usually operated in chairs or as franchises and heavily advertised, offer limited menus typically comprising hamburgers, hot dogs, fried chicken, or pizza and their complements and also offer speed, convenience, and familiarity to diners who may eat in the restaurant or take their food home. Among fast-food names that have become widely known is the Jollibee.Jollibee is a phenomenal success story: what began as a two-branch ice cream parlor in 1975 offering hot meals and sandwiches became incorporated in 1978 with seven outlets to explore the possibilities of a hamburger concept. Thus was born the company that revolutionized fast food in the Philippines.In 1984, Jollibee hit the P500 million sales mark, landing in the Top 500 Philippine Corporations. In 1987, barely 10 years in the business, Jollibee landed into the countrys Top 100 Corporations. It became the first Philippine fast food chain to break the P1 billion sales mark in 1989. In 1993, Jollibee became the first food service company to be listed in the Philippine Stock Exchange; thus broadening its capitalization and laying the groundwork for sustained expansion locally and beyond the Philippines. Jollibees phenomenal growth owes much to its strict and committed adherence to high standards as symbolized by "F.S.C.": Food (F) served to the public must meet the companys excellence standards or it will not be served at all; the Service (S) must be fast and courteous; and Cleanliness (C), from kitchen to utensils, must always be maintained. Jollibee is proud of its employees who carry out their jobs.

Foodservice is one of the basic tools for a certain food establishment it is clearly the key to their business success. No other task of foodservice management is more important than identifying the food and service strategies, knowing its essence and selecting the ones the industry should pursue as what was usually done by Jollibee.Every restaurant manager should know the following facts about service and customers needs. According to Michael Hurst, owner of the 15th St. Fisheries in Fort Lauderable, Florida, a good server can save a bad meal, but a good meal cant save a bad server. Guests that patronized establishments love to tell their friends about the foods and services they received. Therefore it is imperative that restaurant and banquet managers strive to provide excellent service and make word of mouth work positively for them in order to make their business successful. Michael Hurst says, Good service is what differentiates restaurant in todays saturated marketplace. We are not selling food in my restaurant, we selling a pleasant experience. PUP students from any level accommodate that going out to dine-in is the completion of their meal. The obvious conditions that Jollibee up trend their food quality is also duplicated by the customer foodservice strategy they are exploring. But the reality goes in that quality of food and convenience within the store is all in one package, that all of these describe the food service stability as what Jollibee is exercising.In more than decade quiet food stabilization is important, like the marketing management that encompasses the plans and vital role in a restaurant. The modern realization calls primarily to how employees in the food establishment serve and treat the customer as an important guest within the establishment. Thus, in return, result in greater percentage of people from all walks of life identified with the challenging lifestyle by which product and service is merchandised. Counting the apparent trend of the increasing number of school week attendance or long weekends, are other valid reason s for increase in dining among Jollibee stores.Since students do not have enough time to go home to take their meal, fast food restaurants like Jollibee is giving an affordable foods and services to the students, showing their appeal to a cool environment, well-trained crew. Food quality and the best food service they are implying. As an observation, the researchers want to know how the 3rd year MM students are being satisfied by the foods and services offered by Jollibee. Also the common problems encountered with regards to these foods and services.

Conceptual FrameworkINPUT

Profile Age Gender

1) Times respondents eat at Jollibee.2) Usual mealtime of the day respondents eat at Jollibee.3) Level of satisfaction of the respondents in relation to Jollibees foods and services.4) Common problems encountered by the respondents with regards to the food and service offered by Jollibee.PROCESS

Data gathered through Consumer Survey

Statistical Analysis

Frequency and percentage Weighted mean Ranking

OUTPUT

1) Convey information to students on their perceived satisfaction towards Jollibee.2) Helped management of Jollibee determine the effectiveness of the foods and services they offer and also the need factors for improving these.3) Helped future entrepreneurs know the needs and wants of the customers and the problems they might encounter in this business field.

FEEDBACK

The conceptual framework discussed the flow of the study to be taken. The study used the closed-system program. The system of the three frames is composed of input which went through the process or operation and emerged as the output.

The input contains the leading variables regarding the level of satisfaction of PUP 3rd year marketing management students, SY 2010-2011 towards the foods and services offered by Jollibee. It includes the profile and self evaluation of the respondents based on the significant differences among variables.

The second frame contains the methods and procedures to be used to analyze those variables by making questionnaire, conducting research, and to use statistical tools.

The third frame is the output. It contains policy recommendations that the researchers suggested for other entrepreneurs about some factors that they should consider and some problems that they might encounter according to the result of the consumer survey.The arrows include the workflow of information in the research process. The feedback loop connects the output to the process involved as well as to the input. It made the system continuous.

Statement of the ProblemThe purpose of this study is to determine the level of satisfaction of 3rd year marketing management students towards the foods and services offered by Jollibee.Specifically, this study aims to answer the following question:1.0 How often do the respondents eat at Jollibee?2.0 When do the respondents eat at Jollibee?3.0 What is the level of satisfaction of the respondents in relation to Jollibees foods and services?4.0 What are the common problems encountered by the respondents about the foods and services offered by Jollibee?

Significance of the StudyRelevant information acquired from this study would convey information to students about the satisfaction that Jollibee can give to its customers. This information could influence them to further evaluate if Jollibee Foods and Services is meeting the customers needs.This study is also beneficial to Jollibee Foods Management. It could help them determine the effectiveness of their business process. This study will also serve as a guide in knowing the area that needs improvement. It will present the needs of their customers and how will they satisfy their customers.The result of this study will also help the future entrepreneurs who want to put up a business like this and how to get the loyalty of the customers through a well-planned foods and services strategy. They would be able to know the needs and wants of their customers when it comes to food and service.This study served as great part for the completion of the researchers course requirement. This has given them a lot of challenge in meeting new faces and acquaintances and being conscious of whats happening in the environment regarding their study. This also led them to find out new knowledge and widen their horizon.This study will be an effective tool and reference for other researchers who would intend to make any further relevant study particularly on the evaluation of Jollibee foods and services.Scope and LimitationsThis study will focus on the level of satisfaction of PUP 3rd year marketing management students towards the foods and services offered by Jollibee based on the study conducted. This was done to know the evaluation of the respondents to Jollibee. It should be clear that this study does not intend to compare the foods and services offered by other fast food restaurants.The respondents of the study were composed of PUP 3rd year marketing management students. The questionnaire were administered in September 2010 and retrieved on the day of survey while the others are retrieved on the following day. A questionnaire whose content were about the personal profile and evaluation towards Jollibees foods and services will be administered to the respondents.

Definition of TermsFor better understanding and interpretation of the study, the following terms are operationally defined.Ambience is a places atmosphere; a particular environment or surrounding influence.Delay is the act of delaying; inactivity resulting in something being put off until a later time.Discourteous is showing no courtesy or no good manners; the act of being impolite.Efficiency is working productively with no waste of money or effort.Food is any substance that people or animal eat or drink or that plants absorb to maintain life and growth.Hygiene is the practice of keeping oneself and ones surroundings clean in order to prevent disease.Insufficient means not enough.Marketing Management (MM) as a course is a business discipline course which is focused on the practical application of marketing techniques and the management of a firm's marketing resources and activities.Place is any area set aside for a particular purpose.Portion is a part or a share; an amount of food for one person.Presentation is the activity of formally presenting something.Problem is a state of difficulty that needs to be resolved.Promptness is the process of doing without delay.Sanitation is the arrangement to protect public health, esp. the provision of clean drinking water and disposal of waste materials.Satisfaction is the fulfillment of needs or wants; to meet the demand, desire or need.Security is the safety of the state or organization; the state of being or feeling secure.Service is an act of assistance; a system applying a public need.Service Personnel are members of the society; whereas this person is hired for service in a company.Unclean is synonymous to dirty; soiled or likely to soil with dirt or grime.

CHAPTER IIREVIEW OF RELATED LITERATURE AND STUDIES

Predictors of Satisfaction Level. Much has been written on how image, service quality and satisfaction determine loyalty with regard to a particular industry. What is evident in these studies is that image and service quality have a significant positive correlation to customer satisfaction. Satisfaction is increasingly considered to be a basic determinant of business success, one that has considerable effect on firms performance (customer retention, re-purchase and profitability). In view of this considerable relevance of satisfaction for the success of a company, it goes as no surprise to find that a large number of marketing studies are devote to measuring customer perception of the fitness of the company performances. (Hober, Hermann and Wricke, 2001)Customer Satisfaction. More than forty years ago, it has noted that a companys first task is to create customers. However, the challenge of today is more in retaining and satisfying customers once acquired, as they face increasing choice in the quality and price of services provided. (Drucker, 2003)Customer Satisfaction is necessary to any Success in Business. Satisfaction alone is not enough to build a loyal customer based. Service is the most important predictor of satisfaction level, implying that increase in clients satisfaction and customer loyalty was directly related to quality of service. (Parashevas, 2001)Flores, A. 2006 conducted a study which assessed the level of client satisfaction, perception and satisfaction on the products and services and quality of employee customer service of a sample rural bank. Findings of the study showed that the expectations of clients on the products and services yield an important rating. Clients perceived the products and service of the bank as very good and said they are satisfied with service.

Measuring and Managing Customer SatisfactionBy: Kevin CacioppoAs markets shrink, companies are scrambling to boost customer satisfaction and keep their current customers rather than devoting additional resources to chase potential new customers. The claim that it costs five to eight times as much to get new customers than to hold on to old ones is key to understanding the drive toward benchmarking and tracking customer satisfaction.Measuring customer satisfaction is a relatively new concept to many companies that have been focused exclusively on income statements and balance sheets. Companies now recognize that the new global economy has changed things forever. Increased competition, crowded markets with little product differentiation and years of continual sales growth followed by two decades of flattened sales curves have indicated to today's sharp competitors that their focus must change.Competitors that are prospering in the new global economy recognize that meas-uring customer satisfaction is key. Only by doing so can they hold on to the customers they have and understand how to better attract new customers. The competitors who will be successful recognize that customer satisfaction is a critical strategic weapon that can bring increased market share and increased profits.The problem companies face, however, is exactly how to do all of this and do it well. They need to understand how to quantify measure and track customer satisfaction. Without a clear and accurate sense of what needs to be measured and how to collect, analyze and use the data as a strategic weapon to drive the business, no firm can be effective 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.Too many companies rely on outdated and unreliable measures of customer satisfaction. They watch sales volume. They listen to sales reps describing their customers' states of mind. They track and count the frequency of complaints. And they watch aging accounts receivable reports, recognizing that unhappy customers pay as late as possible--if at all. While these approaches are not completely without value, they are no substitute for a valid, well-designed customer satisfaction surveying program.It's no surprise to find that market leaders differ from the rest of the industry in that they're designed to hear the voice of the customer and achieve customer satisfaction. In these companies: Marketing and sales employees are primarily responsible for designing (with customer input) customer satisfaction surveying programs, questionnaires and focus groups. Top management and marketing divisions champion the programs. Corporate evaluations include not only their own customer satisfaction ratings but also those of their competitors. Satisfaction results are made available to all employees. Customers are informed about changes brought about as the direct result of listening to their needs. Internal and external quality measures are often tied together. Customer satisfaction is incorporated into the strategic focus of the company via the mission statement. Stakeholder compensation is tied directly to the customer satisfaction surveying program. A concentrated effort is made to relate the customer satisfaction measurement results to internal process metrics.To be successful, companies need a customer satisfaction surveying system that meets the following criteria: The system must be relatively easy to design and understand. It must be credible enough that employee performance and compensation can be attached to the final results. It must generate actionable reports for management.Defining Customer SatisfactionBecause the concept of customer satisfaction is new to many companies, it's important to be clear on exactly what's meant by the term.Customer satisfaction is the state of mind that customers have about a company when their expectations have been met or exceeded over the lifetime of the product or service. The achievement of customer satisfaction leads to company loyalty and product repurchase. There are some important implications of this definition: Because customer satisfaction is a subjective, nonquantitative state, measurement won't be exact and will require sampling and statistical analysis. Customer satisfaction measurement must be undertaken with an understanding of the gap between customer expectations and attribute performance perceptions. There should be some connection between customer satisfaction measurement and bottom-line results."Satisfaction" itself can refer to a number of different facts of the relationship with a customer. For example, it can refer to any or all of the following: Satisfaction with the quality of a particular product or service Satisfaction with an ongoing business relationship Satisfaction with the price-performance ratio of a product or service. Satisfaction because a product/service met or exceeded the customer's expectationsEach industry could add to this list according to the nature of the business and the specific relationship with the customer. Customer satisfaction measurement variables will differ depending on what type of satisfaction is being researched. For example, manufacturers typically desire on-time delivery and adherence to specifications, so measures of satisfaction taken by suppliers should include these critical variables.Clearly defining and understanding customer satisfaction can help any company identify opportunities for product and service innovation and serve as the basis for performance appraisal and reward systems. It can also serve as the basis for a customer satisfaction surveying program that can ensure that quality improvement efforts are properly focused on issues that are most important to the customer.Objectives of a Customer Satisfaction Surveying ProgramIn addition to a clear statement defining customer satisfaction, any successful surveying program must have a clear set of objectives that, once met, will lead to improved performance. The most basic objectives that should be met by any surveying program include the following: Understanding the expectations and requirements of all your customers Determining how well your company and its competitors are satisfying these expectations and requirements Developing service and/or product standards based on your findings Examining trends over time in order to take action on a timely basis Establishing priorities and standards to judge how well you've met these goalsBefore an appropriate customer satisfaction surveying program can be designed, the following basic questions must be clearly answered: How will the information we gather be used? How will this information allow us to take action inside the organization? How should we use this information to keep our customers and find new ones?Careful consideration must be given to what the organization hopes to accomplish, how the results will be disseminated to various parts of the organization and how the information will be used. There is no point asking customers about a particular service or product if it won't or can't be changed regardless of the feedback.Conducting a customer satisfaction surveying program is a burden on the organization and its customers in terms of time and resources. There is no point in engaging in this work unless it has been thoughtfully designed so that only relevant and important information is gathered. This information must allow the organization to take direct action. Nothing is more frustrating than having information that indicates a problem exists but fails to isolate the specific cause. Having the purchasing department of a manufacturing firm rate the sales and service it received on its last order on a scale of 1 (terrible) to 7 (magnificent) would yield little about how to improve sales and service to the manufacturer.The lesson is twofold. First, general questions are often not that helpful in customer satisfaction measurement, at least not without many other more specific questions attached. Second, the design of an excellent customer satisfaction surveying program is more difficult than it might first appear. It requires more than just writing a few questions, designing a questionnaire, calling or mailing some customers, and then tallying the results.Understanding Differing Customer AttitudesThe most basic objective of a customer satisfaction surveying program is to generate valid and consistent customer feedback (i.e., to receive the voice of the customer, which can then be used to initiate strategies that will retain customers and thus protect the most valuable corporate asset--loyal customers).As it's determined what needs to be measured and how the data relate to loyalty and repurchase, it becomes important to examine the mind-set of customers the instant they are required to make a pre-purchase (or repurchase) decision or a recommendation decision. Surveying these decisions leads to measures of customer loyalty. In general, the customer's pre-purchase mind-set will fall into one of three categories--rejection (will avoid purchasing if at all possible), acceptance (satisfied, but will shop for a better deal), and/or preference (delighted and may even purchase at a higher price).This highly subjective system that customers themselves apply to their decisions is based primarily on input from two sources: The customers' own experiences--each time they experience a product or service, deciding whether that experience is great, neutral or terrible. These are known as "moments of truth." The experiences of other customers--each time they hear something about a company, whether it's great, neutral or terrible. This is known as "word-of-mouth."There is obviously a strong connection between these two inputs. An exceptional experience leads to strong word-of-mouth recommendations. Strong recommendations influence the experience of the customer, and many successful companies have capitalized on that link.How does a customer satisfaction surveying manager make the connection between the survey response and the customer's attitude or mind-set regarding loyalty? Research conducted by both corporate and academic researchers shows a relationship between survey measurements and the degree of preference or rejection that a customer might have accumulated. When the customer is asked a customer satisfaction question, the customer's degree of loyalty mind-set (or attitude) will be an accumulation of all past experiences and exposures that can be indicated as a score from 1 (very dissatisfied) to 5 (very satisfied). It can also be captured with other response formats with an odd number of choices (e.g., 1 to 3 or 1 to 7) to allow for a neutral response.Obviously, the goal of every company should be to develop customers with a preference attitude (i.e., we all want the coveted preferred vendor status such that the customer, when given a choice, will choose our company), but it takes continuous customer experience management, which means customer satisfaction measurement, to get there--and even more effort to stay there.Jollibee grabs 65% of Fast-food MarketBy KARL WILSONJune 29, 2004, 8:00am

MANILA, June 27 (AFP) Jollibee may not be an international household name like the US fast-food giant McDonalds, but in the Philippines the smiling red bee with the Mickey Mouse eyes is king when it comes to local taste buds.Not only has Jollibee taken the shine off the Golden Arches by snatching 65 percent of the fiercely competitive local fast-food market, it is also the only country where a local outlet has managed to keep McDonalds in second place.According to Ysmael Baysa, vice president for corporate finance and chief finance officer for Jollibee, "the story of how Tony Tan Caktiong and his brothers turned two ice cream parlors into a fast-food giant has now become legend.""From those humble beginnings in 1975 Jollibee has grown into the biggest fast-food company in the Philippines employing over 26,000 people in over 1,000 stores in seven countries," he added.Recently Ernst and Young named Tan Caktiong, Jollibees chairman and founder, as World Entrepreneur of the Year at a lavish ceremony in Monte Carlo.News magazine Philippine Graphic said: "In a world grappling with economic malaise and in a region struggling to find its niche amid the pressures of globalization, Tan Caktiongs achievement provides lessons for the sustainability of business."And yes, for the trouble-plagued Philippines, a display of Filipino can-do attitude."Jollibee has been the best performing stock on the local Philippine Stock Market this year, rising some 28 percent.Last year its net profit rose by 20.8 percent to 1.25 billion pesos (22.32 million dollars) and Baysa is confident it would rise to around 1.57 billion pesos this year. Jollibee will spend a billion pesos this year for expansion both locally and overseas with some 100 new stores planned. In March, Jollibee took its biggest step overseas when it acquired an 85 percent stake in Belmont Enterprises Ventures, which operates the Yonghe King restaurant chain in China, for 11.5 million dollars."With 77 restaurants in China it is considered a small to medium player in the fast-food business with total sales last year of 24 million dollars," Baysa said. "But we are confident China will be a major growth centre for the company in the coming years."He said the company would be giving priority to foreign markets in Asia, particularly Indonesia and China. "Europe is not a priority for us at the moment," he said."We believe there is a significant unmet consumer need in Europe but we will focus on Asia first. "In Indonesia, we have had a team there since last year doing feasibility work and food development and testing." He expects the company will open one or two stores there in early 2005. But it is in China where Jollibee sees its greatest potential."At the moment we are looking at opening 20 stores a year in the first two to three years," Baysa said. "So far this year we are on track with 13 opened to date. Then we plan to open 50 a year in the fourth year and by year five we hope to be looking at 100 new stores a year. "But our main priority at the moment is to further develop the brand, the concept, the store design and the menu."Jollibee has three outlets in Vietnam. In India the company is looking further ahead. "I dont envisage anything in India in the near term," Baysa said.At the end of last year, Jollibee Foods Corp. had 970 outlets in the Philippines including 467 Jollibee chicken and hamburger outlets. Its nearest rival McDonalds has 240.

CHAPTER IIIRESEARCH METHODOLOGY

The chapter describes the procedure in gathering and analyzing data needed for the study. Selection 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.

Research Method UsedThe study used the descriptive method in which the level of satisfaction of 3rd year marketing students towards the foods and services offered by Jollibee was measured.Descriptive research method was commonly used in research studies. This type of research was utilized primarily to obtain accurate and meaningful information about the existing conditions. It also answers the question what is.Descriptive research method encompasses all data gathered useful in adjusting or meeting existing phenomenon. It is designed for the researchers to gather information about present existing conditions needed in the chosen field of study. This is to know the levels of satisfaction of 3rd year marketing management students towards the food and service offered by Jollibee. The survey study was employed to measure the existing event without inquiring into why it exists. In this study, this method determined information about variables rather than the individuals themselves.

Research LocaleThe setting of the study was at Polytechnic University of the Philippines, College of Business, Department of Marketing Management located in Sta. Mesa, Manila. This state university is regulated by the commission on Higher Education (CHED). Department of Marketing Management was established on July 1985 and celebrates its department week every July. The Polytechnic University of the Philippines was founded on October 1904.

Population Frame and Sample SchemeThe population of the study consisted of 232 3rd year Marketing Management students of Polytechnic University of the Philippines in Sta. Mesa, Manila.It is not necessary for the researchers to examine every member of the population to get the necessary information and data needed in the study. Cost as well as time constraints will prevent the researchers from studying the whole population. The researchers need to draw sample units systematically or at a random.The researchers used the Slovins Formual to determine the sample size of the total population;

Where:n = sample sizeN = population sizee = desired margin of errorN is the population of the study which is 550 3rd year marketing management students of PUP and e is the desired margin of error which is .05. Therefore;

The sample of the study consisted of 232 3rd year marketing management students. Dividing this by the total number of section in 3rd year, to get the number of sample students per section.

Description of the respondentsThe respondents of the study are 232 3rd year marketing management students of PUP enrolled during the school year 2010-2011. 42% of the total population was used.

Research InstrumentThe researchers formulated self administered questionnaire as the primary instrument in gathering data for the study. Each set of questions were categorized to enable the researchers to answer research problems and its objective.The researchers made a page with two column questionnaire which was divided into four categories. First category was the number of times the respondents eat at Jollibee. Second category is the usual time of the day does the respondents eat at Jollibee. The third category is the level of satisfaction of respondents towards the foods and services offered by Jollibee. And lastly the fourth category which determines the common problems encountered by the respondents. Age and gender are also to be filled out by the respondents.The questionnaires were composed of close-ended questions which ask the respondents to select from enlisted answers provided by the researchers. Also rating scale questions were included in the instrument. These were applied to measure the level of satisfaction of students towards Jollibees foods and services.

Data Gathering ProcedureThe prepared questionnaire was distributed to the respondents by the researchers themselves and the data were collected after 20 to 30 minutes.The respondents were asked to scale their perceived satisfactions to the foods and services offered by Jollibee. They also scaled the common problems that they encountered. They were also given the opportunity to answer added questions about other factors needed in the study.A letter was included to each questionnaire to explain the need for participation in the study. The respondents were further assured that the data gathered were held strictly with confidentiality and will only be used for academic requirements only. Instructions on how to accomplish the questionnaire were also indicated.

Statistical Treatment of Data1. PercentageThe formula used to compute the percentage is:

Where:F = frequencyn = sample populationP = percentageThis formula was used to compute the percentages of category one, two, three and four of the questionnaire, as well as the age and the gender of the respondents.2. Weighted meanThe formula used in computing the weighted mean is:

This formula was used to compute the weighted mean of the category three and four of the questionnaire.

Where:x = weighted meanfx = the sum of all the products of f and x, f being the frequency of each weight and x as the weight of each operation.n = total number of respondentsThe consolidated points from the respondents answer to each item over a five-point and four-point scales are as follows:Table 1Equivalent Weighted Mean for Satisfaction LevelWEIGHTED MEANSCALEVERBAL INTERPREATATION

4.51 5.05Very Satisfied

3.51 4.54Satisfied

2.51 3.53Fairly Satisfied

1.51 2.52Unsatisfied

1.0 1.51Very Unsatisfied

Table 2Equivalent Weighted Mean for Four Point Scale of Common Problems EncounteredWEIGHTED MEANSCALEVERBAL INTERPREATATION

3.26 4.04Always

2.26 3.253Sometimes

1.26 2.252Seldom

1.0 1.251Never

The data in this study were organized and classified based from the research design and the problems formulated. The data were tallied and tabulated to facilitate the presentation and interpretation of results using the following:3. RankingThis is a descriptive measure to describe numerical data in addition to percentage. Ranking was used in the study for comparative purpose and for sharing the importance of items analyzed.

Chapter IVPRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

This chapter is primarily concerned with the presentation, analysis and interpretation of data gathered on the level of satisfaction of 3rd year Marketing Management students, S.Y. 2010-2011, in relation to foods and services offered by Jollibee. The discussion includes: Age and Gender of respondents Problems:1. How often do the respondents eat at Jollibee?2. When do the respondents usually eat?3. What is the level of satisfaction of the respondents in relation to Jollibees foods and services?4. What are the common problems encountered with regard to food and service offered by Jollibee?

Table 3Respondents Profile in Terms of Age16 yr.old%17 yr. old%18 yr. old%19 yr. old%20 yr. old%21 yr. old%22 yr. old%

3rd yr. Marketing students(n=232)

22

9.48

25

10.11

102

44

53

22.8

27

11.6

0

0

3

1.29

Table 3 presents the percentage of the respondents age. 22 respondents which are 9.48% of the sample are 16 years old. 25 respondents which are 10.11% of the sample are 17 years old. 102 respondents which are 44% of the sample are 18 years old. 53 respondents which are 22% of the sample are 19 years old. 27 respondents which are 11.64% of the sample are 20 years old. There are no respondents whose age is 21. 3 respondents which are 1.29% of the sample are 22 years old. This implies that most of the respondents are 18 years old.

Table 4Respondents Profile in Terms of GenderMale%Female%

3rd yr. Marketing students(n=232)

94

40

138

60

Table 4 presents the percentage of the respondents gender. 94 respondents which are 40% of the sample are male. 138 respondents which are 60% of the sample are female. This implies that most of the respondents are female.

Problem 1: How often do the respondents eat at Jollibee?Table 5Times Respondents at JollibeeCATEGORY (n=232)Frequency%

Everyday1.43

Once a week3816.38

Twice a week3916.89

Once a month11449.14

Others4017.24

Table 5 presents the percentage of respondents no. times of eating at Jollibee.1 respondent which is .43% of the sample eat at Jollibee every day. 38 respondents which are 16.38% of the sample eat at Jollibee once a week. 39 respondents which are 26.89% of the sample eat at Jollibee twice a week. 114 respondents which are 49.14% of the sample eat at Jollibee once a month. 40 respondents which are 17.24% of the sample answered others or occasionally. This implies that most of the respondents eat at Jollibee only once a month.

Problem 2: When do the respondents usually eat?Table 6Usual Mealtime of the Day Respondents Eat at JollibeeCATEGORY (n=232)Frequency%

Breakfast93.88

Lunch7231.03

Snack10344.4

Dinner4820.69

Table 6 presents the mealtime respondents eat at Jollibee during the day. 9 respondents which are 3.88% of the sample eat at Jollibee during breakfast. 72 respondents which are 31.03% of the sample eat at Jollibee during lunch. 103 respondents which are 44.4% of the sample eat at Jollibee during snack time. 48 respondents which are 20.69% of the sample eat at Jollibee during dinner. This implies that most of the respondents eat at Jollibee during snack time of the day.

Problem 3: What is the level of satisfaction of the respondents in relation to Jollibees foods and services?Table 7Level of Satisfaction of respondents for foods in terms ofTaste5%4%3%2%1%

(n=232)

87

15.08

106

45.69

34

14.66

2

.86

3

1.29

Table 7 presents the percentage of level of satisfaction for foods offered by Jollibee in terms of taste. 87 respondents which are 37.5% of the sample are very satisfied. 106 respondents which are 45.69% of the sample are satisfied. 34 respondents which are 14.66% of the sample are fairly satisfied. 2 respondents which are .86% of the sample are unsatisfied. 3 respondents which are 1.29% of the sample are very unsatisfied. This implies that most of the respondents are of satisfied level when it comes to taste.

Table 8Level of Satisfaction of respondents for foods in terms ofPrice5%4%3%2%1%

(n=232)3515.0910047.418235.34146.031.43

Table 8 presents the percentage of level of satisfaction for foods offered by Jollibee in terms of price. 35 respondents which are 15.09% of the sample are very satisfied. 100 respondents which are 47.41% of the sample are satisfied. 82 respondents which are 35.34% of the sample are fairly satisfied. 14 respondents which are 6.03% of the sample are unsatisfied. 1 respondent which are .43% of the sample are very unsatisfied. This implies that most of the respondents are of satisfied level when it comes to price.

Table 9Level of Satisfaction of respondents for foods in terms ofPackaging5%4%3%2%1%

(n=232)4117.6712353.175724.5773.0141.72

Table 9 presents the percentage of level of satisfaction for foods offered by Jollibee in terms of packaging. 41 respondents which are 17.67% of the sample are very satisfied. 123 respondents which are 53.17% of the sample are satisfied. 57 respondents which are 24.57% of the sample are fairly satisfied. 7 respondents which are 3.02% of the sample are unsatisfied. 4 respondents which are 1.72% of the sample are very unsatisfied. This implies that most of the respondents are of satisfied level when it comes to packaging.

Table 10Level of Satisfaction of respondents for foods in terms ofQuantity5%4%3%2%1%

(n=232)3916.815523.79842.243414.6662.59

Table 10 presents the percentage of level of satisfaction for foods offered by Jollibee in terms of quantity. 39 respondents which are 16.81% of the sample are very satisfied. 55 respondents which are 23.7% of the sample are satisfied. 98 respondents which are 42.24% of the sample are fairly satisfied. 34 respondents which are 14.66% of the sample are unsatisfied. 66 respondents which are 2.59% of the sample are very unsatisfied. This implies that most of the respondents are of fairly satisfied level when it comes to quantity.

Table 11Level of Satisfaction of respondents for foods in terms ofFood Presentation5%4%3%2%1%

(n=232)

42

18

103

44.39

79

35.05

6

2.5

2

.86

Table 11 presents the percentage of level of satisfaction for foods offered by Jollibee in terms of food preparation. 42 respondents which are 18.1% of the sample are very satisfied. 103 respondents which are 44.39% of the sample are satisfied. 79 respondents which are 34.05% of the sample are fairly satisfied. 6 respondents which are 25.86% of the sample are unsatisfied. 2 respondents which are .86% of the sample are very unsatisfied. This implies that most of the respondents are of satisfied level when it comes to food presentation.

Table 12Level of Satisfaction of respondents for foods in terms ofFood Sanitation5%4%3%2%1%

(n=232)4818.410844.396126.29135.62.86

Table 12 presents the percentage of level of satisfaction for foods offered by Jollibee in terms of food sanitation. 48 respondents which are 18.4% of the sample are very satisfied. 108 respondents which are 44.39% of the sample are satisfied. 61 respondents which are 26.29% of the sample are fairly satisfied. 13 respondents which are 5.6% of the sample are unsatisfied. 2 respondents which are .86% of the sample are very unsatisfied. This implies that most of the respondents are of satisfied level when it comes to food sanitation.

Table 13Level of Satisfaction of respondents for services in terms ofQuick Service5%4%3%2%1%

(n=232)

43

18.53

118

50.86

56

24.13

13

5.6

2

.86

Table 13 presents the percentage of level of satisfaction for services offered by Jollibee in terms of quick service. 43 respondents which are 18.53% of the sample are very satisfied. 118 respondents which are 50.86% of the sample are satisfied. 56 respondents which are 24.13% of the sample are fairly satisfied. 13 respondents which are 5.6% of the sample are unsatisfied. 2 respondents which are .86% of the sample are very unsatisfied. This implies that most of the respondents are of satisfied level when it comes to quick service.

Table 14Level of Satisfaction of respondents for services in terms of cleanliness when it comes toStore Interior5%4%3%2%1%

(n=232)6126.312252.594418.9741.71.43

Table 14 presents the percentage of level of satisfaction for services offered by Jollibee in terms of cleanliness when it comes to store interior. 61 respondents which are 26.29% of the sample are very satisfied. 122 respondents which are 52.59% of the sample are satisfied. 44 respondents which are 18.97% of the sample are fairly satisfied. 4 respondents which are 1.72% of the sample are unsatisfied. 1 respondent which are .43% of the sample are very unsatisfied. This implies that most of the respondents are of satisfied level when it comes to cleanliness in store interior.

Table 15Level of Satisfaction of respondents for services in terms of cleanliness when it comes toStore Exterior5%4%3%2%1%

(n=232)

46

23.29

112

48.28

59

25.43

7

3.07

8

3.45

Table 15 presents the percentage of level of satisfaction for services offered by Jollibee in terms of cleanliness when it comes to store exterior. 46 respondents which are 26.29% of the sample are very satisfied. 112 respondents which are 48.28% of the sample are satisfied. 59 respondents which are 25.43% of the sample are fairly satisfied. 7 respondents which are 3.07% of the sample are unsatisfied. 8 respondents which are 3.45% of the sample are very unsatisfied. This implies that most of the respondents are of satisfied level when it comes to cleanliness in store exterior.

Table 16Level of Satisfaction of respondents for services in terms of cleanliness when it comes toService Counter5%4%3%2%1%

(n=232)

44

18.9

125

53.88

58

25

5

2.2

0

0

Table 16 presents the percentage of level of satisfaction for services offered by Jollibee in terms of cleanliness when it comes to service counter. 44 respondents which are 18.9% of the sample are very satisfied. 125 respondents which are 53.88% of the sample are satisfied. 58 respondents which are 25% of the sample are fairly satisfied. 5 respondents which are 2.16% of the sample are unsatisfied. None of the respondents are very unsatisfied. This implies that most of the respondents are of satisfied level when it comes to cleanliness in service counter.Table 17Level of Satisfaction of respondents for services in terms of cleanliness when it comes toDining Area5%4%3%2%1%

(n=232)4519.410746.127331.2741.731.29

Table 17 presents the percentage of level of satisfaction for services offered by Jollibee in terms of cleanliness when it comes to dining area. 45 respondents which are 19.40% of the sample are very satisfied. 107 respondents which are 46.12% of the sample are satisfied. 72 respondents which are 31.03% of the sample are fairly satisfied. 4 respondents which are 1.72% of the sample are unsatisfied. 3 respondents which are 1.29% of the sample are very unsatisfied. This implies that most of the respondents are of satisfied level when it comes to cleanliness in dining area.Table 18Level of Satisfaction of respondents for services in terms of cleanliness when it comes toComfort Room5%4%3%2%1%

(n=232)3916.8111047.416929.7493.8852.16

Table 18 presents the percentage of level of satisfaction for services offered by Jollibee in terms of cleanliness when it comes to comfort room. 35 respondents which are 16.81% of the sample are very satisfied. 110 respondents which are 47.41% of the sample are satisfied. 69 respondents which are 29.74% of the sample are fairly satisfied. 9 respondents which are 3.88% of the sample are unsatisfied. 5 respondents which are 2.16% of the sample are very unsatisfied. This implies that most of the respondents are of satisfied level when it comes to cleanliness in comfort room.

Table 19Level of Satisfaction of respondents for services in terms ofAir Conditioning5%4%3%2%1%

(n=232)

56

24.14

107

46.12

66

28.45

2

.86

1

.13

Table 19 presents the percentage of level of satisfaction for services offered by Jollibee in terms of air conditioning. 56 respondents which are 24.14% of the sample are very satisfied. 107 respondents which are 46.12% of the sample are satisfied. 66 respondents which are 28.45% of the sample are fairly satisfied. 2 respondents which are .86% of the sample are unsatisfied. None of the respondents are very unsatisfied. This implies that most of the respondents are of satisfied level when it comes to air conditioning.

Table 20Level of Satisfaction of respondents for services in terms ofAmbiance5%4%3%2%1%

(n=232)

45

19.4

109

41.98

61

26.29

14

6.03

3

1.29

Table 20 presents the percentage of level of satisfaction for services offered by Jollibee in terms of ambience. 45 respondents which are 19.40% of the sample are very satisfied. 109 respondents which are 46.18% of the sample are satisfied. 61 respondents which are 26.29% of the sample are fairly satisfied. 14 respondents which are 6.03% of the sample are unsatisfied. 3 respondents which are 1.29% of the sample are very unsatisfied. This implies that most of the respondents are of satisfied level when it comes to ambience.

Table 21Level of Satisfaction of respondents for services in terms ofDining Area Space5%4%3%2%1%

(n=232)

30

13

97

41.8

79

34.05

20

8.62

6

2.59

Table 21 presents the percentage of level of satisfaction for services offered by Jollibee in terms of dining area space. 30 respondents which are 12.95% of the sample are very satisfied. 77 respondents which are 41.81% of the sample are satisfied. 79 respondents which are 34.05% of the sample are fairly satisfied. 20 respondents which are 8.62% of the sample are unsatisfied. 6 respondents which are 2.59% of the sample are very unsatisfied. This implies that most of the respondents are of satisfied level when it comes to dining area space.

Table 22Level of Satisfaction of respondents for services in termsSanitation5%4%3%2%1%

(n=232)

40

17.24

109

46.98

71

30.6

8

3.45

4

1.72

Table 22 presents the percentage of level of satisfaction for services offered by Jollibee in terms of sanitation. 40 respondents which are 17.24% of the sample are very satisfied. 109 respondents which are 46.98% of the sample are satisfied. 71 respondents which are 30.60% of the sample are fairly satisfied. 8 respondents which are 3.15% of the sample are unsatisfied. 4 respondents which are 1.72% of the sample are very unsatisfied. This implies that most of the respondents are of satisfied level when it comes to sanitation.

Table 23Level of Satisfaction of respondents for services in terms of Service PersonnelsPersonal Hygiene5%4%3%2%1%

(n=232)

37

15.95

113

48.71

74

31.9

5

2.6

3

1.29

Table 23 presents the percentage of level of satisfaction for services offered by Jollibee in terms of service personnels personal hygiene. 37 respondents which are 15.95% of the sample are very satisfied. 113 respondents which are 48.71% of the sample are satisfied. 74 respondents which are 31.9% of the sample are fairly satisfied. 5 respondents which are 2.16% of the sample are unsatisfied. 3 respondents which are 1.29% of the sample are very unsatisfied. This implies that most of the respondents are of satisfied level when it comes to service personnels personal hygiene.

Table 24Level of Satisfaction of respondents for services in terms of Service PersonnelsPoliteness5%4%3%2%1%

(n=232)3816.3812051.726728.8841.7231.3

Table 24 presents the percentage of level of satisfaction for services offered by Jollibee in terms of service personnels politeness. 38 respondents which are 16.38% of the sample are very satisfied. 120 respondents which are 51.72% of the sample are satisfied. 67 respondents which are 28.88% of the sample are fairly satisfied. 4 respondents which are 1.72% of the sample are unsatisfied. 3 respondents which are 1.29% of the sample are very unsatisfied. This implies that most of the respondents are of satisfied level when it comes to service personnels politeness.

Table 25Level of Satisfaction of respondents for services in terms of Service PersonnelsPromptness5%4%3%2%1%

(n=232)4921.1210846.556829.3141.7231.3

Table 25 presents the percentage of level of satisfaction for services offered by Jollibee in terms of service personnels promptness. 49 respondents which are 21.12% of the sample are very satisfied. 108 respondents which are 46.55% of the sample are satisfied. 68 respondents which are 29.31% of the sample are fairly satisfied. 4 respondents which are 1.72% of the sample are unsatisfied. 3 respondents which are 1.29% of the sample are very unsatisfied. This implies that most of the respondents are of satisfied level when it comes to service personnels promptness.

Table 26Level of Satisfaction of respondents for services in terms of Service PersonnelsEfficiency5%4%3%2%1%

(n=232)4421.1210846.556829.3141.7231.3

Table 26 presents the percentage of level of satisfaction for services offered by Jollibee in terms of service personnels efficiency. 44 respondents which are 28.17% of the sample are very satisfied. 107 respondents which are 46.12% of the sample are satisfied. 73 respondents which are 31.47% of the sample are fairly satisfied. 5 respondents which are 2.15% of the sample are unsatisfied. 3 respondents which are 1.29% of the sample are very unsatisfied. This implies that most of the respondents are of satisfied level when it comes to service personnels efficiency.

Table 27Level of Satisfaction of respondents for services in terms ofSecurity5%4%3%2%1%

(n=232)

61

26.29

104

44.83

52

22.41

14

6.03

1

.44

Table 27 presents the percentage of level of satisfaction for services offered by Jollibee in terms of security. 61 respondents which are 26.29% of the sample are very satisfied. 104 respondents which are 44.83% of the sample are satisfied. 52 respondents which are 22.41% of the sample are fairly satisfied. 14 respondents which are 6.03% of the sample are unsatisfied. 1 respondent which is .43% of the sample are very unsatisfied. This implies that most of the respondents are of satisfied level when it comes to security.

Problem 4: What are the common problems encountered with regard to food and service offered by Jollibee?Table 28Common Problems encountered by respondents with regard to food:Undercooked Food4%3%2%1%

(n=232)

11

4.74

67

28.88

94

40.52

60

28.86

Table 28 presents the percentage of times respondents encounter undercooked foods problem in Jollibee. 11 respondents which are 4.74% of the sample answered always. 67 respondents which are 28.88% of the sample answered sometimes. 94 respondents which are 40.52% of the sample answered seldom. 60 respondents which are 25.86% of the sample answered never. This implies that most of the respondents answered sometimes.

Table 29Common Problems encountered by respondents with regard to food:Overcooked Food4%3%2%1%

(n=232)

8

3.45

48

20.69

102

43.98

74

31.88

Table 29 presents the percentage of times respondents encounter overcooked foods problem in Jollibee. 8 respondents which are 3.45% of the sample answered always. 48 respondents which are 20.69% of the sample answered sometimes. 102 respondents which are 43.98% of the sample answered seldom. 74 respondents which are 31.88% of the sample answered never. This implies that most of the respondents answered seldom.

Table 30Common Problems encountered by respondents with regard to food:Bloody Chicken Joy4%3%2%1%

(n=232)

12

5.61

62

26.72

98

42.28

59

25.43

Table 30 presents the percentage of times respondents encounter bloody chicken joy problem in Jollibee. 13 respondents which are 5.61% of the sample answered always. 62 respondents which are 26.72% of the sample answered sometimes. 98 respondents which are 42.28% of the sample answered seldom. 59 respondents which are 25.43% of the sample answered never. This implies that most of the respondents answered seldom.

Table 31Common Problems encountered by respondents with regard to food:Poor Food Sanitation4%3%2%1%

(n=232)

2

.86

52

22.41

87

37.5

91

39.22

Table 31 presents the percentage of times respondents encounter bloody chicken joy problem in Jollibee. 2 respondents which are 3.45% of the sample answered always. 52 respondents which are 67.53% of the sample answered sometimes. 87 respondents which are 37.5% of the sample answered seldom. 91 respondents which are 39.22% of the sample answered never. This implies that most of the respondents answered seldom.

Table 32Common Problems encountered by respondents with regard to food:Under Portioned Serving Size4%3%2%1%

(n=232)

8

3.45

65

28.02

107

46.12

52

22.47

Table 32 presents the percentage of times respondents encounter under portioned serving size problem in Jollibee. 8 respondents which are 3.45% of the sample answered always. 65 respondents which are 28.02% of the sample answered sometimes. 107 respondents which are 46.12% of the sample answered seldom. 52respondents which are 22.41% of the sample answered never. This implies that most of the respondents answered seldom.

Table 33Common Problems encountered by respondents with regard to food:Poor Food Presentation4%3%2%1%

(n=232)

2

.87

52

22.41

87

37.50

91

39.22

Table 33 presents the percentage of times respondents encounter poor food presentation problem in Jollibee. 2 respondents which are 6.87% of the sample answered always. 52 respondents which are 22.41% of the sample answered sometimes. 87 respondents which are 37.50% of the sample answered seldom. 91 respondents which are 39.22% of the sample answered never. This implies that most of the respondents answered never.

Table 34Common Problems encountered by respondents with regard to service in terms of place:Unclean Dining Area4%3%2%1%

(n=232)

27

11.64

78

33.62

74

31.9

53

22.84

Table 34 presents the percentage of times respondents encounter unclean dining area problem in Jollibee. 27 respondents which are 11.64% of the sample answered always. 78 respondents which are 33.62% of the sample answered sometimes. 74 respondents which are 31.90% of the sample answered seldom. 53 respondents which are 22.84% of the sample answered never. This implies that most of the respondents answered sometimes

Table 35Common Problems encountered by respondents with regard to service in terms of place:Insufficient Air Conditioning4%3%2%1%

(n=232)

18

7.76

56

24.14

92

39.65

66

28.45

Table 35 presents the percentage of times respondents encounter insufficient air conditioning problem in Jollibee. 18 respondents which are 7.76% of the sample answered always. 56 respondents which are 24.14% of the sample answered sometimes. 92 respondents which are 39.65% of the sample answered seldom. 66 respondents which are 18.45% of the sample answered never. This implies that most of the respondents answered seldom.

Table 36Common Problems encountered by respondents with regard to service in terms of place:Lack of Security4%3%2%1%

(n=232)114.744619.839239.658335.78

Table 36 presents the percentage of times respondents encounter lack of security problem in Jollibee. 11 respondents which are 4.74% of the sample answered always. 46 respondents which are 19.83% of the sample answered sometimes. 92 respondents which are 39.65% of the sample answered seldom. 83 respondents which are 35.78% of the sample answered never. This implies that most of the respondents answered seldom.

Table 37Common Problems encountered by respondents with regard to service in terms of place:Lack of Dining Chair and Table4%3%2%1%

(n=232)

29

12.5

79

34.05

65

28.02

59

25.43

Table 37 presents the percentage of times respondents encounter lack of dining chairs and tables problem in Jollibee. 29 respondents which are 12.5% of the sample answered always. 79 respondents which are 34.05% of the sample answered sometimes. 65 respondents which are 28.02% of the sample answered seldom. 59 respondents which are 25.43% of the sample answered never. This implies that most of the respondents answered sometimes.

Table 38Common Problems encountered by respondents with regard to service in terms of place:Unsanitized Comfort Room4%3%2%1%

(n=232)

18

7.76

58

25

86

37.07

70

30.17

Table 38 presents the percentage of times respondents encounter unsanitized comfort room problem in Jollibee. 18 respondents which are 7.76% of the sample answered always. 58 respondents which are 25% of the sample answered sometimes. 86 respondents which are 37.07% of the sample answered seldom. 70 respondents which are 30.17% of the sample answered never. This implies that most of the respondents answered seldom.

Table 39Common Problems encountered by respondents with regard to service in terms of Service Personnel:Discourteous4%3%2%1%

(n=232)

5

2.16

39

16.81

82

35.34

106

45.69

Table 39 presents the percentage of times respondents encounter discourteous problem in Jollibees service personnel. 5 respondents which are 2.16% of the sample answered always. 39 respondents which are 16.81% of the sample answered sometimes. 82 respondents which are 35.34% of the sample answered seldom. 106 respondents which are 45.69% of the sample answered never. This implies that most of the respondents answered never.

Table 40Common Problems encountered by respondents with regard to service in terms of Service Personnel:Unhygienic4%3%2%1%

(n=232)83.443615.528637.0710243.97

Table 40 presents the percentage of times respondents encounter unhygienic problem in Jollibees service personnel. 8 respondents which are 3.44% of the sample answered always. 36 respondents which are 15.52% of the sample answered sometimes. 86 respondents which are 37.07% of the sample answered seldom. 102respondents which are 43.97% of the sample answered never. This implies that most of the respondents answered never.

Table 41Common Problems encountered by respondents with regard to service in terms of Service Personnel:Delay Service4%3%2%1%

(n=232)156.467431.907431.906929.74

Table 41 presents the percentage of times respondents encounter delayed service problem in Jollibees service personnel. 15 respondents which are 6.46% of the sample answered always. 74 respondents which are 31.90% of the sample answered sometimes. 74 respondents which are 31.90% of the sample answered seldom. 69 respondents which are 29.74% of the sample answered never. This implies that most of the respondents answered sometimes and seldom.

Table 42Common Problems encountered by respondents with regard to service in terms of Service Personnel:Lack of Service Crew4%3%2%1%

(n=232)

21

9.05

38

16.38

88

37.93

85

36.64

Table 42 presents the percentage of times respondents encounter lack of service crew problem in Jollibee. 21 respondents which are 9.05% of the sample answered always. 38 respondents which are 16.38% of the sample answered sometimes. 88 respondents which are 37.93% of the sample answered seldom. 85 respondents which are 36.64% of the sample answered never. This implies that most of the respondents answered seldom.

Table 43Summary of Level Of Satisfaction of 3rd Year Marketing Management Students of Polytechnic University of the PhilippinesFACTOR54321WMVIRank

FOOD

Taste8710634234.17S1

Price35100821413.66S5

Packaging4112357743.82S2

Quantity3955983463.63S6

Food Presentation42103179623.76S3

Food Sanitation481081611323.68S4

Service

Quick Service43118561323.81S7

Cleanliness

Store Interior6112244414.03S2

Store Exterior4612259783.78S10

Service Counter441255853.9S5

Dining Area4510773434.74VS1

Comfort Room3911069953.69S14

Air Conditioning5610766213.93S3

Ambiance45109611433.77S11

Dining Area Space3097792063.54S15

Sanitation4010971843.75S13

Service Personnel

Hygiene3711374533.76S12

Politeness3812067433.8S8

Promptness4910868433.84S6

Efficiency4410773533.79S9

Security61104521413.91S4

Legend:VI- Verbal InterpretationWM- Weighted MeanMeaningVIScale

Very SatisfactoryVS5

SatisfactoryS4

Fairly SatisfactoryFS3

UnsatisfactoryUS2

Very UnsatisfactoryVUS1

Table 44Summary of common problems encountered by 3rd year marketing students of polytechnic university of the philippinesPROBLEM4321WMVIRANK

FOOD

Undercooked116794602.13S1

Overcooked848102741.96S2

Bloody Chicken Joy136298592.13S1

Poor Food Sanitation856174911.85S3

Under Portioned Serving Size865107522.13S1

Poor Food Presentation25251911.85S3

SERVICE

Unclean Dining Area277874532.34SM1

Insufficient Air Conditioning185692662.11S3

Lack of Security114692831.94S6

Lack of Chairs and Tables297965592.34SM1

Unsanitized Comfort Room185886702.1S4

Service Personnel

Discourteousness 539881061.75S8

Unhygienic836861021.76S7

Delayed Service157474692.15SM2

Lack of Service Crew213888851.98S5

Legend:VI- Verbal InterpretationWM- Weighted MeanMeaningVIScale

AlwaysA4

SeldomS3

SometimesSM2

NeverN1

CHAPTER VSUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONSThis chapter summarizes the findings of the study, presents the gist of the conclusion and researchers some recommendations.The researchers focused on the level of satisfaction of 3rd MM students in relation to foods and services offered by Jollibee. This includes the following questions:1. How often do the respondents eat at Jollibee?2. When do the respondents usually eat?3. What is the level of satisfaction of the respondents in relation to Jollibees foods and services?4. What are the common problems encountered with regard to food and service offered by Jollibee?The descriptive type of research was the appropriate method used in evaluating the level of satisfaction of 3rd MM students in relation to foods and services offered by Jollibee. The researchers used survey questionnaires to gather data. The respondents of this study were two hundred thirty two (232) third year MM students of the Polytechnic University of the Philippines enrolled during the school year 2010-2011.

Summary of FindingsAge When it comes to the age of respondents, findings showed that most of them are 18 years old which was 40% of the total sample.Gender Results of the study showed that most of the respondents are female which was 60% of the total sample.1. No. of times respondents eat at Jollibee Most of the respondents, which were 49.14% of the total sample, visit Jollibee only once a month. 2. Usual time of the day respondents eat at Jollibee. Majority of the respondents, which were 44.4% of the total sample, usually eat at Jollibee during their snack time.3. Level of Satisfaction in relation to: Food Taste of Jollibees food got the highest weighted mean of 4.17, equivalent to the Satisfied Level, which means respondents are most satisfied to Jollibees food taste. Respondents are least satisfied in quantity (serving size) which got the lowest mean score of 3.63. Service Cleanliness when it comes to dining area got the highest weighted mean of 4.74, equivalent to Very Satisfied Level, which means respondents are most very satisfied to Jollibees cleanliness in dining area. Respondents are least satisfied with dining area space which got the lowest mean score of 3.54.

4. Common Problems encountered with regard to:Food Undercooked, bloody chicken joy, and under portioned serving size of Jollibees foods got the same weighted mean of 2.18, which is the highest and is equivalent to Seldom, and is ranked 1.Service Unclean dining area and lack of chairs and tables got the highest weighted mean of 2.34, equivalent to sometimes, and is ranked 1.ConclusionBased on the findings of the study, the researchers concluded that: Jollibee is highly patronized by 3rd year MM students of PUP for only once a month and mostly during snack time. Taste is the primary factor that gives satisfaction to students towards Jollibees foods. Students are more comfortable to go to Jollibee because they see that their service crews observe maintenance in the cleanliness of the dining area. But students also perceived that space in the dining area is not enough to accommodate all customers. Most of the students experienced receiving undercooked food, bloody chicken joy, and under portioned serving size. It is because of lack of monitoring in cooking and preparing these foods. Unclean dining area is one of the most common problems encountered by the respondents. This is in contrast with the satisfaction they get from the cleanliness of Jollibees dining area. Its because service crews arent able to clean the dining area as soon as customers leave after eating their meals. Lack of chairs and tables is another problem encountered by the respondents. This usually happens during peak hours.RecommendationsIn the light of these findings, the researchers hereby state the following recommendations:1. Proper, organized, and clean sanitation of foods and facilities should always be regulated by Jollibee management. 2. Jollibee staffs should always observe proper monitoring in terms of cooking and preparation of foods to be served so as to maintain the quality of these foods. 3. Management of Jollibee should always maintain their standard time in serving the customers which is 99 seconds per transaction. Also customers must and always be entertained when delayed service arises. 4. Jollibee management should add more store facilities to make their customers feel more satisfied with the services they offer.5. Quick service should be maintained and prioritized by Jollibee since it is well known as one of the leading fast food chain. In line with these, they must provide enough number of employees, who are fit to do the job, to serve the customers efficiently. Lack of service crew leads to delay in service. 6. Jollibee must see to it that cleanliness of the store interior and exterior are always observed. Like an always good looking and fresh smelling comfort room and lobby.7. Create more sales promotions intended for students to entice them more to eat at Jollibee.

.

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http://www.abs-cbnnews.com/business/05/14/10http://www.qualitydigest.com/sept00/html/satisfaction.html - Kevin Cacioppohttp://www.mb.com.ph/node/170558 - Manila Bulletinhttp://en.wikipedia.org/wiki/Jollibeehttp://www.jollibee.com.ph/

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