“LEVEL OF CUSTOMER’S

SATISFACTION OF JOLLIBEE AND

MCDONALDS IN CONCEPCION, TARLAC:
COMPARATIVE ANALYSIS”

SAN FRANCISCO GROUP

QUEENIE E. ESGUERRA

JAIMIE D. LANDINGIN

JAMAICA B. DE GUZMAN
KARLSTEN C. CUTCHON

GABRIEL R. DE GUZMAN

NIÑO S. MENDOZA
 TABLE OF CONTENTS

Introduction……………………………………………….1

Statement of the Problem...………………………………2

Methodology………………………………………………3

I. Research Design

II. Participants of the Study

Results and Discussion……………………………………4

Conclusion…………………………………………………5

Recommendation………………………………………….5

References…………………………………………………6

Survey Questionnaires……………………………………7
 “The level of Customer’s satisfaction of

Jollibee and McDonalds in Concepcion: Comparative Analysis”

INTRODUCTION

This study discusses the comparison of two fast food chains. The purpose of this
research is to compare their marketing analysis. The way they serve customers, prepare
foods and their different marketing strategies.

Fast food chains in the Philippines refers to the foods that are being prepared and
served quickly to the customers. It is also known as a quick-service-restaurant. There are
numerous chain of fast food in the Philippines. The Jollibee Food Corporation which sells
hamburger, fries, spaghetti, chicken and jolly hotdog with local taste.

Jollibee Foods Corporation, known distinctively by its red and yellow bumblebee

mascot, operates a number of concept restaurants in the Philippines and beyond. The
company competes well with multinationals in the Philippines, and has began a large
expansion into the international markets including China and the US. Jollibee, the original
 flagship brand, together with its additional product concepts, dreams of becoming a global
powerhouse in the restaurant industry.

One of the biggest competitor of Jollibee is McDonald’s. McDonald’s is famous for

selling high quality foods and beverages. They also offer French
fries, fried chicken, Spaghetti, and their famous different flavors of Mcfloat like Jollibee. 

McDonalds was found by the McDonald brothers Richard and Maurice McDonald on

the year 1955, April 15 and originated in US, while Jollibee was found year 1978, January
28 and started here in the Philippines. The year that this to fast food chains were
established has 23 years gap, yet Jollibee stands for its name and continuous competing
to the worldwide fast food which is McDonald’s.

Filipino loves to eat. We spend money for foods rather than anything, and there are
lots of restaurants or fast food chains offering there cuisine to satisfy our taste. Fast food
chains here in the Philippines could be found anywhere. Like here in Concepcion, Tarlac
which both have such an establishment, and the people here will be the target participants
of this study. We will be conducting a survey to Jollibee and McDonalds about their market
analysis.

This research is proposed to answer the questions based on the observation of why
customers continue to patronize Jollibee and McDonalds and how this two fast food chains
give satisfaction to them.

STATEMENT OF THE PROBLEM

Competition of Jollibee and McDonald’s is a fierce battle for supremacy in the

Philippine fast food industry. The performance of these companies, however, does not rest
solely on the acceptance of the similar product lines and innovations each has to offer.

Thus, the research questions for this study will be:

QR: Based on the market analysis and strategies of Jollibee and McDonalds, who is
most likely to lead in terms of customer satisfaction and market performance and why?
1. What is the demographic profile of the respondents according to:

a. Age; and
b. Employment status?

2. Which fast food chain will the respondent is most likely to choose:

a. Jollibee; or
b. McDonalds?

3. What is the level of satisfaction according to the respondent’s choice, in

terms of:

a. Food quality;
b. Place;
c. Cleanliness;
d. Service; and
e. Staff?

2
 METHODOLOGY

Research Design

The researchers used the qualitative and quantitative type of research to gather all
the necessary data for the study. The use of qualitative research aimed to gather information
by interviewing the manager in which the researchers asked questions that customers cannot
answer. On the other hand, the use of quantitative research aimed to determine in which
factor the customers were not satisfied by the use of survey questionnaires.

Comparative research is primarily used to gain knowledge about two participating parties,
whether which one is better in terms of services and products. It provides specific data to
analyze or to develop hypotheses according to data provided by the chosen target
participants. Comparative research is useful for everyone because it gives better judgment
and wiser decisions to someone who is seeking for some useful information.

Qualitative research is primarily an exploratory research. It is used to gain an understanding

of underlying reasons, opinions, and motivations. It provides insights into the problem or
helps to develop ideas or hypotheses for potential quantitative research. Qualitative research
is also used to uncover trends in thought and opinions, and dive deeper into the problem.

Quantitative research is used to quantify the problem by way of generating numerical data or
data that can be transformed into useable statistics. It is used to quantify attitudes, opinions,
behaviors and other defined variables, and generalize results from a larger sample population.

Participants of the Study

The respondents were composed of students, employed and unemployed persons.

The respondents are those who have eaten already in Jollibee or McDonalds in Concepcion,
Tarlac so that they will be capable of giving their best answers based on what they
experienced. Including the statement of managers of each fast food chain in providing their
different marketing strategies.
 3

RESULTS AND DISCUSSION

Below are the results of the gathered data.

Demographic Profile of the Respondents.

Table 1. Distribution of respondents by age in Jollibee and McDonalds

Frequency Percent
Teens 6 30%
Adults 14 70%
Total 20 100%

Table 2. Distributions of respondents by employment status in Jollibee and McDonalds

Frequency Percent

Students 7 35%
Employed 10 50%
Unemployed 3 15%
Total 20 100%

Table 2 shows the percentage distribution according to their employment status. In

this research, it shows that majority of their customers is employed persons with 50 percent.
The least were unemployed with 15 percent and 35 percent to students.

Table 3.1 Overall rating for customer satisfaction in Jollibee

Interpretation

Food Quality Satisfied

Place Satisfied
Cleanliness Satisfied
Service Satisfied
Staff Satisfied
 4

Table 3.2 Overall rating for customer satisfaction in McDonalds

Interpretation

Food Quality Satisfied

Place Satisfied
Cleanliness Satisfied
Service Satisfied
Staff Satisfied

CONCLUSION

The respondents were customers who have eaten in Jollibee and McDonalds in
Concepcion, Tarlac. The researchers surveyed 20 customers. In the survey questionnaires, the
researchers included the demographic profile to determine the relation to the level of
satisfaction based on the survey.

1. The age of most customers range from 15-62 which are adults and employed.
2. Most of Jollibee and McDonald’s customers are usually employed persons because
they will be able to satisfy their needs.
3. Almost all of customers in Jollibee and McDonalds are satisfied with the service but
there are some points that need to be improved like background music, ventilation and
restrooms.
4. Cleanliness, attitude of the crew, and fast service attract customers to go back again in
a certain restaurant which are the critical factor of every restaurant which Jollibee and
McDonalds should focus on.
5. Food quality must be considered because it affects the level of satisfaction of
customers. Food quality is the greatest factor a customer is seeking for in a restaurant.

RECOMMENDATION

Based on a careful review of the findings and analysis of data, the researcher come
out with the following recommendations that could serve as guidelines for the level of
satisfactions of costumers of Jollibee and McDonalds in Concepcion, Tarlac.

1. For the management, compared with competitors, Jollibee and McDonalds should use
critical success factors in order to know their competitive edge to others. They may
 also continue their existing SOP if they believe that it is still applicable and effective,
but if not, adopt or create new one to avoid problems in the future.

5
2. For future researchers, include other variables like financial ratios as dependent
variable and may also add expectations of costumers prior to actual rating by
following the service quality model which compares the expectations of the costumers
with the actual ratings, in order for the management to determine which are the
critical aspects to quality. They may also use the areas of Balance Scoreboard for
better control and prepare strategic plan based on the strategic options. This study
may serve as foundation to have further knowledge and may conduct similar studies
using other variables not mention in this paper.

REFERENCES

https://www.coursehero.com/file/p5jln4b/The-competition-between-two-giant-fast-
food-chains-Jollibee-and-McDonalds-has/

https://www.scribd.com/document/333279419/jollibee-topic-docx

https://www.scribd.com/document/282960360/Comparative-Analysis-JFC-GADC-
Chapter-1-3-and-Questionnaire-docx

https://lpulaguna.edu.ph/wp-content/uploads/2016/08/Level-Of-Satisfaction-Of-
Mang-Inasal-Customers-In-Sto.-Tomas-Batangas.pdf
 6

SURVEY QUESTIONNAIRES

AGE: 17

Employment Status: Student

1) Which do you prefer?

Jollibee

McDonalds

Unsatisfied Average Satisfied

2) Food Quality
Place
Cleanliness
Service
Staff a

AGE: 17

Employment Status: Student

1) Which do you prefer?

Jollibee

McDonalds

Unsatisfied Average Satisfied

2) Food Quality
Place
Cleanliness
 Service
Staff a

AGE: 34

Employment Status: Employed

1) Which do you prefer?

Jollibee

McDonalds

Unsatisfied Average Satisfied

2) Food Quality
Place
Cleanliness
Service
Staff a

AGE: 33

Employment Status: Unemployed

1) Which do you prefer?

Jollibee

McDonalds

Unsatisfied Average Satisfied

2) Food Quality
Place
Cleanliness
Service
 Staff a

AGE: 21

Employment Status: Student

1) Which do you prefer?

Jollibee

McDonalds

Unsatisfied Average Satisfied

2) Food Quality
Place
Cleanliness
Service
Staff a

AGE: 27

Employment Status: Unemployed

1) Which do you prefer?

Jollibee

McDonalds

Unsatisfied Average Satisfied

2) Food Quality
Place
Cleanliness
Service
 Staff a

AGE: 21

Employment Status: Employed

1) Which do you prefer?

Jollibee

McDonalds

Unsatisfied Average Satisfied

2) Food Quality
Place
Cleanliness
Service
Staff a

AGE: 25

Employment Status: Employed

1) Which do you prefer?

Jollibee

McDonalds

Unsatisfied Average Satisfied

2) Food Quality
Place
Cleanliness
 Service
Staff a

10

AGE: 40

Employment Status: Employed

1) Which do you prefer?

Jollibee

McDonalds

Unsatisfied Average Satisfied

2) Food Quality
Place
Cleanliness
Service
Staff a

AGE: 15

Employment Status: Student

1) Which do you prefer?

Jollibee

McDonalds

Unsatisfied Average Satisfied

2) Food Quality
Place
Cleanliness
 Service
Staff a

11

AGE: 36

Employment Status: Employed

1) Which do you prefer?

Jollibee

McDonalds

Unsatisfied Average Satisfied

2) Food Quality
Place
Cleanliness
Service
Staff a

AGE: 42

Employment Status: Employed

1) Which do you prefer?

Jollibee

McDonalds

Unsatisfied Average Satisfied

2) Food Quality
Place
Cleanliness
 Service
Staff a

12

AGE: 19

Employment Status: Employed

1) Which do you prefer?

Jollibee

McDonalds

Unsatisfied Average Satisfied

2) Food Quality
Place
Cleanliness
Service
Staff a

AGE: 17

Employment Status: Student

1) Which do you prefer?

Jollibee

McDonalds

Unsatisfied Average Satisfied

2) Food Quality
Place
Cleanliness
 Service
Staff a

13

AGE: 17

Employment Status: Student

1) Which do you prefer?

Jollibee

McDonalds

Unsatisfied Average Satisfied

2) Food Quality
Placed
Cleanliness
Service
Staff a

AGE: 29

Employment Status: Employed

1) Which do you prefer?

Jollibee

McDonalds

Unsatisfied Average Satisfied

2) Food Quality
 Place
Cleanliness
Service
Staff a

14

AGE: 20

Employment Status: Unemployed

1) Which do you prefer?

Jollibee

McDonalds

Unsatisfied Average Satisfied

2) Food Quality
Place
Cleanliness
Service
Staff a

AGE: 62

Employment Status: Employed

1) Which do you prefer?

Jollibee

McDonalds

Unsatisfied Average Satisfied

2) Food Quality
Place
 Cleanliness
Service
Staff a

15

AGE: 50

Employment Status: Employed

1) Which do you prefer?

Jollibee

McDonalds

Unsatisfied Average Satisfied

2) Food Quality
Place
Cleanliness
Service
Staff a

AGE: 21

Employment Status: Student

1) Which do you prefer?

Jollibee

McDonalds

Unsatisfied Average Satisfied

2) Food Quality
Place
Cleanliness
Service
Staff a

16