The Levels of Customer Satisfaction of selected Fast food stalls in

SM Sta. Rosa as Perceived by their Customers

 CHAPTER 1
THE PROBLEM AND ITS BACKGROUND

Introduction

Consumer loyalty assumes a critical job in the all-out business pattern for the
exchange and different business exercises. Individuals think about different results
of other consumer in determining their own satisfaction with a transaction.
Companies now recognize that the economy had changed. Nowadays,
multi- tasking individuals increased their expectations and preferences including
the product and services that they purchase. Measuring customer's
satisfaction is generally interesting and is one of the most current ideas to
numerous organizations which are recently centered around the pay articulations
and monetary records. Another increased competition with little product
differentiation but has continual sales development have shown the present
contenders that their center must change. Client administration is another
important factor to be consider, retailers build a sustainable upper hand by
offering client administration fast food eateries, for example, Jolibee, Mcdonalds,
Mang insal offer a delicious foods as well as warm support of their clients. The
majority of the fast food eateries increase the estimation of their administration
some may offer an all day, every day, drive-thru so clients may make the most of
their food in little amount whenever any place. Increasing challenge is
constraining organizations to give considerably more consideration to satisfying
clients, including giving solid client administration. Su ccessful recognizing of
consumer loyalty is a basic weapon that can bring increased market share and
expanded benefit and notwithstanding for item and administration development.
The inquire about issue is intended to give the scientists the information on factors
that sway the client's procurement, utilization and air of goods, administrations
and thoughts. A considerable lot of individuals thought little of the intensity of
feedback, the relationship that when clients rate their fulfillment level as very
satisfied, their devotion is exceptionally high. At whatever point products,
administrations, thoughts or encounters are exchanged starting with one substance
then onto the next, a trade happens. The analyst's might want to ponder clients
fulfillment to completely comprehend the present pattern for business as far as the
system, activities and forms and the new methodology which is the "lifetime
esteem" of clients that incorporates consumer loyalty and try to build it. The
specialists pick comfort stores that radiate vitality with its cutting edge
imaginative, warm and enjoyably perfect vibe. The company's extraordinary
combo position makes it the just accommodation store that serves in -store
arranged nourishment item 24/7.It adjusts to the requirements of the customers
with both innovativeness and reasonableness, and constant acquaints new items
with supply the changing needs of the market. The specialists meant to
demonstrate that building consumer loyalty and faithfulness is the key to gainful
business.

BACKGROUND OF THE PROBLEM

An expansive factor in deciding the like hood of accomplishment and benefits in
an association is consumer loyalty. At the point when there is client dependability,
the client consistency standard is high and business result will in general pursue.
Without the client, it is incomprehensible for any business to support itself and to
proceed with its tasks. Accomplishing wanted outcome is as often as possible an
aftereffect of client activities. Any business without spotlight on consumer loyalty
is helpless before the market. Without a faithful clients in the end a contenders will
fulfill those craving and your client consistency standard will diminish. Giving the
products and ventures that the client needs in the bundling they need in retail
outlets which are helpfully to utilize or expend and all around put. It is clear about
consumer loyalty's is that client well on the way to welcome the merchandise and
ventures that they purchase on the off chance that they are made to feel
uncommon. This happens when they feel that the merchandise and enterprises that
they purchase have been extraordinarily created for them or for individuals like
them. The retail changes after some time and a shrewd retailer should move in the
direction of making business goal itself. Comfort stores are basically found in
neighborhoods. They give restricted measure of stock at more than normal costs
with a fast checkout. The stores are perfect for crisis and prompt purchases small
stores frequently with the all-inclusive hours and some being open 24
hours. We the researchers choose fast food restaurants at SM Sta. Rosa. On 1981
George Yang open the first Mcdonalds in the Philippines. The restaurant mission is
to “to be our customers’ favorite place and way to eat and drink.” this statement of
purpose features the criticalness of clients as the business center, while keeping up
the organization as a noteworthy effect on their sustenance and drink buy choices.
Jollibee was founded by Tony Tan and his family with its humble beginnings as an
Ice Cream Parlor which later grew into an emerging global brand. At the heart of
its success is a family-oriented approach to personnel management, making
Jollibee one of the most admired employers in the region with an Employer of the
Year Award from the Personnel Management Association of the Philippines, Best
Employer in the Philippines Award from Hewitt Associated and a Top 20
Employer in Asia citation from the Asian Wall. Jollibee is the largest fast food
chain in the Philippines, operating a nationwide network of more than 750 stores.
A dominant market leader in the Philippines, Jollibee enjoys the lion’s share of the
local market that is more than all the other multinational brands
combined.(https://www.jollibee.com.ph/about-us/) Mang inasal The company was
started by Edgar Sia, who owned his first business at the age of twenty. Sia
engaged in the food business at twenty-six years of age, opening the first Mang
Inasal branch in December 2003 at the Robinsons Mall Carpark in Iloilo City. The
restaurant was an instant success, despite stiff competition from other, more
established grilled-food restaurants.In October 2010, 70% of Mang Inasal was
acquired by Jollibee Foods Corporation (JFC), for ₱3 billion ($68.8
million).(https://en.m.wikipedia.org/wiki/Mang_Inasal)

Theoretical Framework

According to Levy &Weitz (2007) stated from their book entitled Retailing
Management that the theory of Martin Fishbein provides a useful way to
summarize how customers use the information they have about alternative
products, evaluate the alternatives and select the one that best satisfies their needs
for developing a retailing strategy. Clients see a retailer, an item, or an
administration as an accumulation of traits or attributes. Individuals will in general
like items that are related with great qualities and aversion objects they accept have
awful attributes. Fishbeins hypothesis is intended to anticipate a client’s
assessment of an item, administration, or retailer dependent on its execution on
pertinent properties and the significance of those ascribes to the consumer loyalty.
According to theory of Abraham Maslow on the Hierarchy of Needs described that
you need to motivate customer for them to act. Understanding how buyers satisfy
their needs provide guidelines for marketing actions. Consumers attempt to match
their needs with the products that satisfy their needs. People have variety of needs
including basic physiological needs (food, clothing, shelter); the need for safety
(security, stability of life); the need for relationships with other people (family,
friendship, work group companion); esteem needs (prestige, respect for
others);According to McManus & Olson (2008) as stated from the book entitled
Consumer behavior and Marketing strategy that views the customer satisfaction as
the degree to which a product or services provides a pleasurable level of
consumption-related fulfillment. It is how much an items exhibition surpasses the
purchasers It is how much an items act surpasses the customers desire for it.
Consumer loyalty is a basic idea in showcasing thought and shopper inquire about.
In principle, if buyers are happy with an item, administrations, or brand, they will
be bound to keep on acquiring it and educate others concerning their ideal
involvement with it. On the off chance that they are disappointed they will more
probable switch items or brands and whine to makers, retailers, and different
shoppers. Disconfirmation alludes to the contrast between the two: Pre-buy desires
and the Post-buy discernments. Pre-buy desires are the purchasers convictions
about foresees execution of the item. Post-buy recognitions are the shopper’s
considerations about how well the item performed

Statement of the Problem

The main purpose of this research is to determine the Levels of Customer
Satisfaction of selected fast food restaurants in SM. Sta. Rosa It will inspect the
dimensions of customer satisfaction of the respondents and provides an analysis
that will consider the particular factors that fill in as reason for defining
arrangement. The proposed investigation fills in as reference manual for the
scientists in connection to the examinations that would be basic in discovering data
about the dimensions of client satisfaction. Furthermore it will profit the eateries
on the best way to oversee and to comprehend the consumer loyalty on their
eateries so they can give better and improve products for the growing
trends. And also to the future business visionaries the examination may be useful
to make an increasingly helpful item and administrations that best fulfill
customer’s needs

The main purpose of this research is to determine the customer levels of

satisfaction of the selected fast food restaurants in Sm. Sta. Rosa. Here are the
questions that will be answer.

Demographic profile

1. Age

2. Gender

3. Occupation

4. Salary

Level of customer satisfaction according to this factors

1. Service

2. Food
3. Price

Scope and limitations

This research will covers the subject on being satisfied alongside the given
components identified with the clients fulfillment to the accompanying, for
example, item, cost, and administrations towards clients, atmosphere and store
spread out of fast food eateries. The aftereffects of the examination will be
resolved an example clients of given fast food eateries at SM Sta. Rosa. Hence, the
outcomes must be procured to the individuals who ate in the foundations. In any
case, the outcome from this investigation will probably be relevant to certain extra
accommodation stores, however not for all comfort store. This examination is
constrained since just a distinct review research will be led to the clients of comfort
stores at the said spot for an aggregate of multi week. Specifically, the analysts will
take the 50%of its store hours Thus, the outcomes may not speak to various time or
days of the week. The specialists made surveys that will be replied by the
respondents who are at the fast food eateries in the given time span.

Summary of Findings

This chapter sums up all the findings situated in the study. It intends to make a
contribution in the improvement of the business knowledge by studying the
Customers Satisfaction of fast food restaurants at SM Sta. Rosa. The researchers
may endorse to the significance of customer satisfaction to their business, and the
recommendations are as follow:
1. The researchers commended that the administration may endeavor to make new
procedures that will grab the eye of the considerable number of clients with various
ages. They may likewise give token of gratefulness like markdown, devotion cards,
and wager coupons to their client.

2. The management may offer items that are likewise relevant to grown-up clients
that will suits their taste and inclinations. What's more, keep on finding more items
that will energize and hold existing clients uniquely understudies.

3. The researchers recommend the management offer more products that suit the
income capacity of the majority of the respondents who’s earning a minimum
income level.

Definition of Teems
 Chapter II

Research Methodology

This chapter deals with the methods and procedures to be utilized to enable the readers to see
how the study will be conducted. In order to gather the necessary data, the researchers utilized
the descriptive method, using quantitative approach.

Research Design

The research entitled “The Levels of Customer Satisfaction of selected Fast food stalls in SM Sta. Rosa
as Perceived by their Customers.” In this study, the researchers use a Quantitative and Descriptive
method. Descriptive research is a type of research that aims to observe, describe and document
the aspect of a situation as it naturally occurs. It seeks to describe the current status of an
unidentified variable, provide systematic information about a phenomenon and observe the
subjects without intervention. It can provide information about the attitudes of an individual,
health status, and many more. It is a study to depict the respondents in an accurate way. It has
three parts: Observational, Case Study, and Survey. An anonymous questionnaire on motivation
is delivered after the treatment instruction.