JOLLIBEE FAST FOOD CHAIN RELATED FACTORS AND STUDENT’S

PERCEPTION OF GRANT INSTITUTE OF TRADE AND TECHNOLOGYSCHOOL

YEAR 2019 - 2020

A Thesis Presented to
The Faculty of Senior High School
GRANT INSTITUTE OF TRADE AND TECHNOLOGY
San Pablo City

MARK JAYSON L. MAGADIA

JOHN CARLO S. JAVIER
AUDREY A. ALVAREZ
BILLY BRYAN Z. PANGANIBAN
JOHN EMERSON D. CONSTATINO
EDMAR M. DELA CRUZ

July 2019
 Chapter 1
THE PROBLEM AND ITS BACKGROUND

Introduction

Jollibee Foods Corporation widely known as Jollibee is a fast food restaurant

chain based in the Philippines founded by Tany Tan Caktiong a Filipino Chinese in year
1975 it is an American style fast food restaurant with Filipino influenced dishes.
(www.academia.edu)

Here are the reasons why San Pablenos students love Jollibee first. Jollibee
played a huge part in their childhood going out when they were kids typically meant
going to Jollibee. Second, it brings the family together of us students who don’t loves
Jollibee? When the youngest say he/she want to go to Jollibee, the entire family will go
to the Jollibee and lastly it cheers us up when us are having trouble, the place and smell
is kind of therapeutic, isn’t it?

But behind all of this according to the researches on fast food and heart health
found having part food more than once a week was linked to a higher risk of a obesity,
while eating fast food more than twice a week was associated with a higher risk of
metabolic syndrome, type 2 diabetes and death from coronary heart disease
(www.whenin manila. Com)

With the researchers want determine the students perception regarding to the
Jollibee fast food chain.
Background of the study

Jollibee food is the largest fast food company in the Philippines and one of the
largest Asian fast food chains over all. The company started in 1975 as an ice cream
parlor in Cubao, Philippines, and grew to sale at 2 million Philippine pesos. By
1978,Seven stores operated in the metropolitan manila area that same year with the
yum-burger as the flagship product.

In 1895, Jollibee became the leading fast food company in the Philippines a year
later, the chain opened its first business in Taiwan, followed by a location in Brunei in
1987 that same year, the company supposed 570 million pesos in revenue five years
later sale rose to more than 3.3 billion pesos.

Jollibee under ownership by Tony Tan Caktiong, the son of a chief he stepped
down as CEO after nearly 40 years of leadership, but still holds the position of chairman
Caktiong is worth 2 billion, as his assets include nearly a dozen different restaurant
chains in the Philippines . the former CEO built his empire on brand names like Jollibee,
chowking, burgerking, and Greenwich pizza. The current president and CEO of Jollibee
is Ernesto Tan Mantiong

Jollibee is more than 2100 stores over world fast food restaurant account for
nearly 122 billion pesos in revenue in the Philippines, which make up 30% of countries
food service market (ask media group. LLC 2019)
 Independent variable Dependent variable

1. Personal Background
 Age
 Gender
 Year & Section Jollibee Fast Food Chain related
 Educational attainment
factors and Student’s Perception
 Income of Parents
2. Jollibee Fast Food Chain
related factors
 Drive thru:
 Service Quality:
 Comfort Rooms:
 Food Quality: and
 Location

Figure 1: This shows the relationship between the independent and dependent
variables.
Statement of the Problem

This study aims to determine the student`s perception towards Jollibee fast food chains
located at San Pablo City,Laguna.

Specifically, this study seeks to answer the following.

Questions

1.What is the profile of the respondent intermsof?

1.1 Age:

1.2 Gender:

1.3 Year & Section:

1.4 Educational Attainment:

1.5 Income of Parents

2. What is the student perception towards Jollibee fast food chain related factors?

2.1 Drive Thru:

2.2 Service Quality:

2.3 Comfort Room:

2.4 Food Quality: and

2.5 Location:

3.Is there a significant relationship between profile of the respondents and Jollibee fast
food chains related factors?

4.Is there a significant relationship between Jollibee fast food chain related factors and
student`s perception?
Hypothesis

The following hypothesis posidited the following:

1. There is no significant relationship between profile of the respondents and Jollibee

fastfood chain related factors.

2.There is no significant relationship between Jollibee fast food chains related factors
and students perception.

Specifically

Significance of the study

To the Manager – The person who control all th activities and assist their team, if
the manager see the costumers satisfied and happy while eating at their store. This will
gives more encouragement for him to do their duties as a manager and to become more
productive and capable to the position.

To the Employees – As an employees or crew they are responsible to attend the

costumers demand and completing other assigned task. The employee is fully engaged
to their works it gives more satisfaction for them to perform better in their workplace.
Especially when they see that the costumers is happy, enjoy and satisfied to their
service.

To the Costumers – They recieved happiness from Jollibee while eating there.
They feel happy because of the deliciousness of the food, they get from the employees.

To the Future Researchers – The ideas presented may be used as reference

data in conducting new researches or in testing the validity of other related findings.
This study will also serve as their cross-reference that will give them a background.

Scope and Limitation

The study deals with the Jollibee fast food chain related factors and student`s
perception A.Y 2019-2020 the respondents of this study compresesThirthy (30) senior
high school students.

Definition of terms

Perception - is the organization, identification, and interpretation of sensory information

in order to represent and understand the presented information, or the environment.

Obesity - is a medical condition in which excess body fat has accumulated to an extent
that it may have a negative effect on health.
Metabolic Syndrome - is a cluster of conditions that occur together, increasing your risk of
heart disease, stroke and type 2 diabetes.

Age – it refers to the length of time that a person lived

Gender – it is either of the two sexes (male & female)

Educational Attainment – it refers to what school you from or attended

Service Quality –is a comparison of perceived expectations of a servicewith perceived

performance, giving rise to the equation. This conceptualistion of service quality has its
origins in the expectancy-disconfirmation paradigm.

Comfort Rooms – it is a room with toilets in a public place can be referred to as a

restroom, a comport station or a washroom

Food Quality– is the quality characteristics of food that is acceptable to consumers.

Location – it refers to a particular place or position

 Chapter 2

Review of Related Literature and Studies

Jollibee’s Fast Food Chain in the Philippines

Fast food has become part of the culture, with national and international chains in many
towns. All meals at fast-food restaurant include rice, although French fries also tend to
be on the menu. Banana ketchup is preferred, although the international chains serve
tomato ketchup. [Source: everyculture.com /=/]

A survey by A.C, Nielsen found that 54 percent of Filipino interviewed eat at a fast food
restaurant at least once a week, compared to 35 percent in the United States.
McDonald’s, Kentucky Fried Chicken and Pizza Hut all operate in the Philippines but
they only have a small share of the Philippines fast food market. They receive stiff
competition from local favorites: Chow King, the top Chinese food chain, Greenwich, the
leading pizza and pasta chain, and Jollibbes.

The Philippines fast food industry is dominated by Jolibees, a Philippine-owned

company that controls 46 percent of the quick service restaurant market and 80 percent
of the burger-based meals market. The Jollibee Company owns Chow King and
Greenwich. As of 2001 the company had 722 restaurants and planned to open 175
more in 2002. It also runs restaurants in California, Hong Kong and Dubai, places where
there are large Filipino communities. As of 2013, it boasted 2,581 Jollibees and other
fast-food restaurants under various brands.

Jollibee’s is the Philippines main nationwide fast food chain. Launched with just two
outlets in the mid 1970s, it had grown into a 365-unit chain by the mid 1990s. It is as
popular on the lesser islands of the Philippines as it is in Manila, where it is estimated
that the average Manileno eats at least twice a week at a Jollibees. The mascot for
Jollibees is a jolly bee.

Sunshine Lichauco de Leon wrote in Forbes: “Jollibee’s red-and-white bumblebee logo

is a familiar sight in the Philippines, where there are now 2,040 outlets after roughly 120
were added in past three years. It controls 18 percent of the Metro Manila market,
compared with 10 percent for McDonald’s, according to a report on last year’s third
quarter compiled for internal use. ” [Source: Sunshine Lichauco de Leon, Forbes,
February 11, 2013]

Jollibee’s outlets are especially crowded at lunch time, when every seat s taken and
there are long lines in front of all six cashiers. Customers are often forced to sit on the
ground or on the steps outside. In Manila you can find boarded up McDonald’s that
dared to go head to head against Jollibees.
 Jollibee’s success lies in its ability to set up nationwide supply lines and offer things that
Filipinos like at cheap prices. It offers longganisa pork sausage and fried rice for
breakfast, Aloha burgers, topped with pineapple and bacon and meals with fried chicken
and spaghetti for lunch and dinner along with palabok (tofu served on rice noodles with
an aromatic sauce spiced with dried fish flakes and spring onions) and chicheron (dried,
ground pork skin). In the 1990s a typical customer paid 35 pesos for breakfast, 65
pesos for lunch and 55 to 65 pesos for dinner.

In 2013, analysts expected Jollibee to earn $102 million, or 22 percent more than in
2012, and for revenue figures to reach $2 billion, double the 2009 sales. Meantime, the
stock jumped 11 percent in 2012.

Drive Thru

Fast Food should be...Fast, Fast food that lives up to its name gains more
business than fast food that is actually slow (Linda, 2006). Many people grab fast food
on the way to work or to another destination. The reason that drive-through windows are
popular is that people don't even want to take the time to get out of the car. Multiple
service windows and traffic lanes add assurance that one customer won't tie up an
entire drive-through operation. The faster a restaurant can provide the ordered food, the
happier the customer is. Setting up efficient and standardized kitchens and focusing on
foods that can be cooked quickly are two of the ways that Jollibee became so
successful in this competitive industry, according to Business Week. Restaurants that
deliver food off-site should make the delivery service speedy as well to prevent
customer dissatisfaction with long waits.

Service Quality

Due to the rapid growth in importance of services in an organisation and in an industry,

several researches have been carried out extensively to develop service quality theories
and models over the decades. Researchers have found difficulties in defining the
concept of service quality (Parasuraman et al., 1985). These difficulties are mainly due
to the way the services were produced, consumed and evaluated (Chelladurai, 1999).
Gronroos (1984) and Zeithaml et al. (1990) argue that service quality is more
complicated than product quality. The physical attribute of products enables errors in the
production to be easily detected and thus necessary solutions can be taken immediately
to correct the mistakes before they are sold to customers. Compared with product
quality, service quality is difficult to measure physically because services are abstract
entities with characteristics such as intangible, perishable, heterogeneous and
simultaneous Service Quality Food Quality Perceived Value Customer Satisfaction
Behavioural Intentions 17 (Lovelock, 2001). Consequently, several definitions have
been given to service. Among the definitions for services are “actions that transfer
values” (O’Sullivan et al., 2002), “the transaction with the absence of ownership”
(Lovelock, 2001), “deeds, processes and performances” which come with their own
inherent qualities to differentiate them from goods (Zeithaml, 1998). Resulting from the
variance in the definitions of service quality, many methods have been formulated to
measure service quality. Parasuraman et al. (1985) develop a 22- item SERVQUAL
scale, which consists of five dimensions, namely Tangible, Reliability, Responsiveness,
Assurance and Empathy, to measure service quality. The SERVQUAL instrument posits
that service quality is the difference between customers’ expectation and their perceived
perceptions of the actual service, which is known as disconfirmation approach. Based
on this approach, the customers’ expectation and perceptions are measured after
service is provided. There are three possibilities under the disconfirmation approach
namely positive, negative and zero. The positive disconfirmation happens when the
perceived service is higher than the expectation while if the perceived service quality is
lower than the expectation, the negative disconfirmation exists. The zero
disconfirmation is referring to the scenario when the perceived service is the same as
expectation.

Comfort Rooms

Restaurants of any size are regulated by a variety of local and national laws
dealing with health and safety for customers and employees. A critical component of
restaurant design is providing restrooms for customers and employees, and for both
men and women in each category. This includes the physical facilities and signage, as
well as provision for handicapped or wheelchair access. Comfort room or rest room for
customers must be accessible to handicapped persons and equipped to be used by
individuals in wheelchairs. The Republic Act for Person with disabilities is the governing
law for this. Facilities for the disabled must be clearly labeled. They must have special
amenities such as level or ramp access, wider doors, and hand rails. They may be
separate or combined; a multi-stall facility, for instance, can have a single handicap-
access stall, but separate access facilities are required for men and women. According
to Alleghany County Health Department: Minimum Construction and Equipment
Requirements SHRM: Bathroom Business: OSHA’s Restroom Rules Chat Conversation
End and Philippines PWD Act of 2015-10754.

Food Quality

Today, restaurant business, specifically the business dealing with fast food, is
characterised as a highly competitive market. Food is a core product and it plays a
crucial role in the restaurant business (Liu and Jang, 2009). Several researchers have
provided strong support that food quality is one of the key factors for success (Du and
San, 2005; Lawless, 1995). Empirical evidences reveal that food quality has a
significant impact on a firm’s long term financial performance due to its ability to create
a favourable preference for the firm’s products when consumers can 20 differentiate its
product quality from others in a meaningful way (Du and San, 1995). Hence, to be able
to gain competitive advantage and survive in the market, it is therefore essential for the
restaurant managers to identify which attributes are vital and reachable to consumers
and to know which parameters have impacts on the purchase decision (Bryhni et al.,
2002). The definition of food quality is a very subjective matter (Moskowitz, 1995). Each
individual has different perception on food quality as food quality is a heterogeneous
term (Rohr, Luddecke, Drusch, Muller and Alvensleben, 2005). Peri (2006) defines food
quality as “a system of product requirements both material and immaterial, related to the
product in itself, the production context, the product-packaging system and the product-
market system”. Bredahl (2003) includes the sensory, health, convenience and process
dimensions in his definition of food quality. Customers are clear about what kind of food
quality they want, which has led to the growth of food industry. However, there is still a
lack of well-defined concept of food quality (Cardello, 1995). Cardello (1995) claims that
the dearth of proper definitions of food quality is because interest in defining food quality
was found only among food scientists who formed a minority among those concerned
with food quality. Darby and Karni (1973) have argued that quality is generally classified
into three dimensions which are search, experience and credence. Search dimensions
are related to the quality which can be determined by the customer at the time of
purchase while experience dimensions are related to the quality which can be
determined only after the purchase. Lastly, credence dimensions are related to the
quality which customers 21 can never determine neither upon nor post-purchase but
with no choice, they have to trust the comments of others (Bech-Larsen &Grunert,
2001). In general, food quality can be evaluated in objective and subjective ways. A
number of studies have been undertaken to distinguish objective and subjective food
quality (Grunert, 1997; Brunso et al., 2004). ‘Objective quality’ is concerned with the
product- and process-oriented quality. More precisely, product-oriented quality is related
to the physical attributes of the foods such as fat content and use of pesticides in the
food while process-oriented quality refers to the quality control and quality consistency
in the food production. On the other hand, ‘Subjective quality’ considers consumers as
the central component and their perception towards quality. Therefore, ‘subjective
quality’ can be defined as consumer-oriented quality. The marketing and food literature
has confirmed consistently that food quality has an effect on customer satisfaction and
behavioural intentions. This hypothetical concept is constantly supported by many
empirical studies (Liu and Jang, 2009; Sulek and Hensley, 2004; Ha and Jang, 2010). In
a restaurant business, food is a core product and it plays a crucial role (Liu and Jang,
2009). Similarly, Namkung and Jang (2007) and Sulek and Hensley (2004) have
described food quality as a fundamental component of a dining experience. Many food
service providers believe that people go to restaurants for the food. Thus, customers
are satisfied if they get the food they want (Andaleeb and Conway, 2006). However, this
assumption may not be applicable to full service restaurant customers 22 because their
main intention is to transact business or to enjoy the company of others such as friends,
family and spouse (Andaleeb and Conway, 2006). Other notable studies are those
conducted by Sulek and Hensley (2004). They examine the importance of food, physical
setting and service in full-service restaurant. Their findings show that food quality is the
most important factor influencing customer satisfaction and predicting behavioural
intention in restaurant choice. In addition, Ha and Jang (2010) have evidenced a
positive relationship between food quality and customer satisfaction as well as loyalty in
Korean restaurants. Another seminal work is the study conducted by Dube et al. (1994).
Dube et al. (1994) have provided theoretical and empirical evidence for the relationship
between food quality and repeat-purchase intention in an upscale restaurant setting.
They also have evidence that among the seven restaurant characteristics, food quality
is the most influencing factor in repeat-purchase intention among restaurant customers.
The greater the food quality, the greater customer satisfaction and behavioural
intentions are. In the similar vein, Kivela et al. (2000) use various attributes such as
tastiness of food, menu variety and nutrition to investigate the influence of excellent
foods on customer satisfaction and repurchase intentions. Furthermore, in a study
conducted by Raajpoot (2002), food presentation, serving size, menu design and food
variety were used to examine product quality in the food service industry. Sulek and
Hensley (2004) categorise food quality into three general characteristics namely safety,
appeal and 23 diet acceptability. Appeal category consists of taste, presentation,
texture, color, temperature and portion size.

Location

Fast food is about convenience, so to be successful a fast food outlet should be

located in a high-traffic area, Maxwell et al (2004). Fast food isn't typically considered a
destination; customers won't travel into the countryside for a bag of fries in the same
way that they would for a special restaurant experience. By locating outlets in shopping
malls and on busy commercial strips, fast food companies gain business and impulse
purchases from customers who had no pre - planned patronage of the restaurant. High-
traffic areas, though commanding proportionally high rents, also insure a steady stream
of foot or car traffic (or both) passing by your restaurant. According to (4) Bplans: Fast
Food Restaurant Business Plan University of Pennsylvania; Wharton School of
Business; Success and Failure in the Chinese Fast Food Industry: It's All About
Standardization; May 2006 Customer Service Zone :

Chapter 3
 Research Methodology

This chapter presents the discussion on the research design of the study,
population and sampling techniques, research procedure, research instrument and
statistical treatment of data that will be uses for accurate data analysis and
interpretation.

Research Design

The Descriptive method was employed in this study. The use of this method
justified the intention and purpose of the researchers to describe the Jollibee Fast Food
Chain Related Factors and Student’s Perception of Grant Institute of Trade and
Technology. David (2005) defined research design as a plan or course of action which
the research follows in order to answer the research question/s or solve the research
problem, an explanatory study or correlational research that goes beyond description of
the problem or situation and a type of research that investigates relationships between
factors or variables. Descriptive-correlational study aims to examine the extent of
relationship between the factors variables by determining how one relate to other
changes.

Population and Sampling Techniques

This study was conducted at Grant Institute of Trade and Technology. The target
population was thirty (30) selected senior high school students. It will use the random
sampling technique.

Research Instruments

The primary instrument to be used in gathering information is a survey

questionnaire. It consists of two parts. Part 1 aims to gather information about the
Profile of the Respondents. Part 2 aims to gather information on related factors of
Student’s Perception towards Jollibee Fast Food Chain.

Research Procedure

The researchers will write a letter of request to the Grant Institute of Trade and
Technology’s Principal. The questionnaire will be administered to the respondents. The
researchers aim to obtain 100% return rate of all questionnaires. The data will be tallied,
tabulated, and treated statistically.

Statistical Treatment of Data

 To answer the problem of the study, the data was subjected to the following
statistical tools. Simple Descriptive Statistics such as weighted mean and Standard
Deviation, the Pearson Product Moment, Correlational Coefficient was used to measure
the degree of relationship between Independent and Dependent variables.
 JOLLIBEE FAST FOOD CHAIN RELATED FACTORS AND STUDENT’S
PERCEPTION OF GRANT INSTITUTE OF TRADE AND TECHNOLOGYSCHOOL
YEAR 2019- 2020

Survey Questionnaire

A. Personal Background

Instruction: Fill in the needed information and put a check (/) on the place provided.

Name (optional): ____________________________________

Age: _____________

Gender: _____________

Year & Section: ___________________________

Educational Attainment

____ College Graduate ____ High school Undergraduate

____ College Undergraduate ____ Elementary Graduate

____ High school Graduate ____ Elementary Undergraduate

Parents Monthly Income

____ Php 5,000 and below ____ Php 15,000 – Php 20,000

____ Php 5,001 – 10,000 ____ Php 20,001 – Php 25,000

____ Php 10,001 – 15,000 ____ Php 25,001 and above

B. Related Factors

Instruction: The following are related factors associated to Jollibee Fast Food Chain.
Put a check (/) mark in the box that corresponds to your answer. Be guided with
rating scale below.
5 – Strongly Agree 4 – Agree 3 - Neutral

2 – Disagree 1 – Strongly Disagree

Drive thru 5 4 3 2 1
The Drive thru helps lessen the time of ordering
for those busy people.
The Drive thru, help to make ordering easier.
Drive thru allow costumer to purchase products
without leaving their vehicles.

Service Quality 5 4 3 2 1
You can eat the food they served anytime.
The service crew can serve the customers with a
short period of time.
The ingredients used in cooking meal are all fresh.

Comfort Rooms 5 4 3 2 1
The C.R of Jollibee have enough toilet bowls for
the customer
The customers are comfortable using the comfort
room.
The equipment needed inside the comfort room
like toilet, tissue paper is always sufficient.

Food Quality 5 4 3 2 1
The food they served in the Jollibee will surely
satisfy your taste.
The price of the food is really worth it.
They always have the fresh food to serve.

Location 5 4 3 2 1
It is better to eat Jollibee rather than Carenderias
near our house because of high quality though it is
quite far.
It is very comfortable to use the parking lot.
Jollibee food store location are accessible to
people.