DIVINE WORD COLLEGE OF BANGUED i.

The Level Of Customer Satisfaction Of Grade 12 DWCB Students

On The Service Of

Jollibee For The Month Of October

A Research Proposal To Be Passed To

Ms. Marjorie Gando Elveña

The Researchers:

Bucalong, Princess Leira C.

Castillo, Aimie G.

Librado, Tiffany B.

Martinez, Rollyiana Grace S.

Sacragon, Jasmine Grail G.

Yao, Junelyn Lei D.

2022
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Introduction

According to Kanyan et al. (2016), despite both the manufacturing and the service

sector producing a physical product, the way activities are done in the service sector and the

way activities are carried out in the manufacturing sector are not the same. Government, food

and shelter, transportation, insurance, and other operations that create intangible products like

maintenance and repair are examples of services. Meals and snacks are offered at

establishments referred to as food service outlets for immediate on-site consumption.

Commercial food service establishments really provided the bulk of the meals that were

eaten away from home. This category includes full-service restaurants, quick-service

restaurants, caterers, certain cafeterias, and other businesses that prepare, serve, and sell food

to the general public for a profit.

According to the Cambridge lexicon, "fast food" refers to inexpensive, frequently hot

food made and served rapidly at a restaurant. For example, fried chicken, French fries, and

hamburgers. Fast food restaurants concentrate on providing consumers or their clients with

an eating experience while also providing products and services to them. Their objectives are

to enhance customer loyalty and draw in new clients. There are distinctions among

restaurants in the products or services they provide, as well as in the architecture, business

practices, and cuisines. Downscale restaurants and upmarket eateries can be distinguished by

this (Rajput, A. & Gahfoor, R., 2020).

There are a lot of food businesses that are scattered around the municipality of

Bangued, Abra. Business owners have established their panciterias, carinderias, food

franchises such as Franks, etc., fast food restaurants like Jollibee and McDonalds, and many

more. In today’s time, people like to eat food that is convenient, suits their preferences, and
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additionally, affordable (Baldemor et al., 2017). Since eating is regarded as one of a person's

most basic requirements, there are a lot of restaurants and canteens lined up for business.

These restaurants and canteens encourage everyone to enjoy eating healthfully (Acnam et al.,

2018). According to Balaoag et al. (2017), these businesses are established in order to satisfy

the continuous needs of their consumers.

Every food business depends heavily on its customers. The way that consumers use the

food and services affects their development and advancement. A company's ability to provide

outstanding service may be enhanced by having positive interactions between consumers and

the firm itself. Customers are the most important and cost-effective type of advertising for

the company. Any sort of company in the market may boost its chances of success by

actually knowing the requirements and expectations of its clients (Ambrocio et al., 2018).

Customer interactions in service settings have been recognized in the literature for over

20 years as a significant part of the service experience and a driver of a customer's sentiments

of pleasure and loyalty with service organizations (Yoo et al., 2012). Positive customer

interactions, and positive customer service results in customer satisfaction. Everyone's

customer service path is unique. Some shoppers may make a short purchase and then go,

whilst others may return with a customer complaint or query. In any case, businesses and/or

organizations rely on customer service to maximize every connection and strengthen long-

term relationships with their customers (Anania, 2021).

How well a company's goods, services, and general customer experience live up to

consumer expectations is measured by customer satisfaction. By demonstrating how well a

business’ goods or services are received by customers, it represents the health of the firm.

Customers want speedy and effective customer service, but research suggests that there may
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be a discrepancy between what companies believe would satisfy customers and what really

does. Customer satisfaction is important since it demonstrates if the target audience approves

of what a business is doing. Excellent customer satisfaction, according to studies, promotes

customer retention, customer lifetime value, and corporate reputation. Customer

dissatisfaction is also significant. They may point out client annoyances and provide data-

backed suggestions on how to improve a business’ offering in terms of both services and

general customer pleasure (Franklin, 2022).

A key predictor of consumer repurchases, intentions, and loyalty is customer

satisfaction. It has a big impact on brand and product differentiation and helps consumers

determine how much money they will bring to a business (Balaoag et al., 2017).

Poor service and the inability to consider future factors are reasons why businesses fail

or file for bankruptcy. Additionally, not enough knowledge and expertise in the area plays a

big part in this. An establishment needs to provide top-notch service in order to expand and

prosper (Balubar et al., 2018). Customers are more inclined to make a repeat purchase if they

are happier (Mendoza, 2014). Customer satisfaction affects not just the financial line of a

company, but also boosts staff morale and retention rates (Chambers, 2022).

The story of Jollibee is one of the many "rags to riches" stories about an aspirational

family succeeding in better times. Tony Caktiong’s parents left Southeast China with the

entire family. They made their home in Davao and established a restaurant there. Marketing

expert Manuel Lumba, who first met Tan Caktiong in 1978 when Jollibee was still known as

"Jolibe" and the now-prolific CEO required guidance on where to direct the company next, is

credited with initiating Jollibee's initial branding initiatives (Uy, 2019).

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Tony Tan Caktiong created the Jollibee Group in 1975. They began everything with a

tiny family company selling ice cream in the streets of Manila with the aid of his wife Grace,

family, and in-laws. The family realized they could have hot meals three years after they first

started. With the help of that idea, they have grown from a single brand to a restaurant group

with 17 well-known names and more than 5,800 locations throughout 34 countries. One of

the top five restaurant corporations in the world is something that the group strives to achieve

via its objective to spread the joy of dining to everyone.

One of Jollibee’s branches is situated in the Bangued, Abra, municipality and is close to

the plaza, Centro mall, and schools. From the moment it opens in the morning until it shuts at

night, Jollibee is quite busy. Since people are at work and at school throughout the week, it is

busiest then. Even if all of Jollibee's tables are already filled around lunchtime, folks are still

entering and placing orders. Students who have just been dismissed from class visit Jollibee

for snacks or their "early supper" before leaving for home in the afternoon.

The Chicken Joy, which is popular for being crispy on the exterior and soft and juicy on

the inside, is what their customers typically order. The Jolly Spaghetti, which is popular for

being covered with Jollibee's distinctive sweet-style sauce and laden with chunky chunks of

delicious ham, ground pork, and hotdog, is what parents with children typically order when

they enter.

To assure quality control and to negotiate the best conditions for their product

placement, they enter into agreements with partner agents in various nations and

marketplaces. Jollibee builds customer loyalty by establishing positive customer interaction

and strong customer service.

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The researchers have discovered a significant correlation between customer

satisfaction, good customer service, and Jollibee's monthly success.

Conceptual Framework

The paradigm illustrates the process flow that will be used to evaluate the level of

satisfaction of grade 12 DWCB students on the service of Jollibee.

Input Process Output

The researchers want The process involves The researchers expect

to learn about the level gathering data from to collect enough
of satisfaction of grade past researches, needed information to
12 DWCB students on journals, and articles. prove the importance
the service of Jollibee. Furthermore, it of their study. They
Additionally, the involves interviews also want to achieve
researchers conducted and information their objectives on why
this study to determine collection from Grade they conducted this
how Jollibee builds 12 DWCB students study. Moreover, they
long-term relationships who are loyal are expected to
with their customers. customers of Jollibee. determine if the Grade
It also involves posing 12 DWCB customers
research questions to are actually satisfied
the selected with Jollibee’s
respondent, then customer service.
analyzing and
interpreting their
responses using a
theme analysis.
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Statement Of The Problem

Because they can draw in new consumers while retaining their current ones, Jollibee is

successful. Their success is largely due to their thorough understanding of the needs and

preferences of their clients. Customer satisfaction is one of their top priorities since they

cherish their patrons.

The purpose of this study is to evaluate the degree of Jollibee service satisfaction

among Grade 12 DWCB students.

Moreover, this study sought to answer the following aspects:

1. How does Jollibee value the Grade 12 DWCB students as its consumers?

2. How much money do the Grade 12 DWCB students spend at Jollibee?

3. Is Jollibee’s customer service positive or negative?

4. How does Jollibee and its crew interact with their customers?

5. What is the marketing strategy of Jollibee?

6. How does Jollibee differentiate their products and build brand differentiation?

7. What is Jollibee’s strategy on building customer loyalty?

Significance Of The Study

Jollibee was founded in 1975, and since then the franchise has grown to include outlets

in provinces and municipalities. Jollibee is still well-known in Bangued, Abra despite

competition from places like Mang Inasal, McDonald's, and Chowking. Students fill the fast
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food eatery to capacity both during lunch and in the late afternoon. Weekends are very busy,

particularly Sundays when many have just left the weekly service.

This study emphasizes the importance of positive customer satisfaction on the income

and overall performance of Jollibee.

The Grade 12 DWCB Students

They are informed about how customer service may impact customer satisfaction as

well as business success and revenue by the data acquired and analyzed in this study. In this

study, they learn how Jollibee treats and appreciates its clients and how it forges enduring

bonds with them.

The Jollibee Crew

This study will aid in their analysis and subsequent investigation of the relationship

between customer satisfaction and customer service. This research contains data on the level

of satisfaction of their Grade 12 DWCB customers as well as other consumer feedback that

may be used to enhance services and customer interactions and maintain high customer

satisfaction.

The Future Researchers

New researchers will be able to use the basic knowledge, data and results mentioned

and provided in this study as a foundation and learn more about their subject. It may aid them

in realizing or developing a research question on issues related to this study.

The Grade 12 ABM Researchers

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The findings of this research will help them evaluate the degree to which Grade 12

DWCB students were satisfied with Jollibee's service throughout the month of October.

Operational Definition of Key Terms

Customer Satisfaction – In this research, this refers to how satisfied the Grade 12 DWCB

students are regarding the service of Jollibee.

Customer Service – In this research, this refers to how Jollibee and its crew serve and

interact with their customers.

Customer Interaction – This refers to any type of communication between Jollibee and its

customers.

Fast Food Industry - This includes eateries that cater to people or consumers who wish to

buy meals that will be served promptly. For example, McDonalds, Jollibee, Mang Inasal,

Mister Donut, and Chowking.

Food Business - It refers to any company, enterprise, or activity involving the management

of food.

Fast Food - This refers to meals prepared and served rapidly at specialized restaurants. For

example, hamburgers, French fries, doughnuts, ice cream, pizza, hot dogs, and etc.

The Respondents – In this research, the respondents are 50 selected students from the three

strands of the Grade 12 SHS Department at Divine Word College of Bangued.

The Researchers - They are the Grade 12 students of the ABM strand at Divine Word

College of Bangued.
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Scope and Limitations

This research aims to examine the degree of customer satisfaction of Grade 12 DWCB

students with Jollibee's service throughout the month of October.

The researchers used a platform to measure the respondents' extent in order to

determine whether there is a favorable customer relationship between the respondents and the

Jollibee staff of the Bangued, Abra branch. The researchers also want to evaluate customer

satisfaction that results from a positive and/or a negative customer service.

The study's respondents were fifty (50) Grade 12 students from Divine Word College in

Bangued.

Online tools such as social media apps (Messenger) were utilized to distribute the

sample to the responders. The researchers used a 10-item online questionnaire to gauge

respondents' opinions on Jollibee's customer service, as well as input on whether they were

happy or not.

A thematic analysis will be employed to give descriptive interpretation and analyzation

of the respondents' response or responses.

This research was carried out on the campus of Divine Word College of Bangued

during the school year 2022-2023. The overall goal of this study is to examine the

perspectives of DWCB Grade 12 students regarding Jollibee service throughout the month of

October.
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Methodology

Research Design

The researchers in this study will employ the descriptive technique of quantitative

research. Quantitative research employs a number of methodologies that employ statistical or

numerical data to explore social issues in a methodical manner. As a result, quantitative

research is based on measurement and assumes that the phenomena under study can be

quantified. Its goal is to look for patterns and connections in the data as well as to confirm

the measurements (Watson, 2015). Although qualitative research can be used for descriptive

purposes, it is frequently classified as a subtype of quantitative research. The study design

should be properly created to ensure that the findings are accurate and trustworthy. Through

descriptive research, a population, circumstance, or phenomenon is intended to be accurately

and methodically described. Questions about what, where, when, and how can be answered,

but questions about why cannot (McCombes, 2019). The quantitative descriptive technique

will be employed in this study to describe the degree of customer satisfaction of Grade 12

DWCB students with Jollibee service solely for the month of October.

Population and Locale

The respondents of this study is composed of 50 Grade 12 Senior High School students

of DWCB. The researchers utilized random sampling in choosing the respondents for this
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study. The researchers conducted this study at Divine Word College of Bangued Senior High

School Department during the school year 2022-2023.

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Research Instrument

Numerical Scale Statistical Limits Qualitative Descriptive

Descriptive Equivalence
4 3.25-4.00 Strongly Agree Very High (VH)

3 2.50-3.24 Agree High (H)

2 1.75-2.49 Disagree Moderate (M)

1 1.00 – 1.74 Strongly Disagree Low (L)

Additionally, the main instrument used in gathering data in this research is a survey

questionnaire developed by the researchers. The survey questionnaire consists of two parts;

the first part deals with the student’s profile which includes their age and sex, and the second

part deals with statements that relate to the degree of customer satisfaction of Grade 12

DWCB students with Jollibee service solely for the month of October.

Data Gathering Procedure

The researchers collected data by sending survey questionnaires to their respondents

through Google Forms. The URLs to the Google forms are provided via group chats or direct

messaging among the Grade 12 pupils. The acquired data was received while the responder

filled out the questions on the Google forms. Following the replies of the respondents, the

data was collected and instantly analyzed and interpreted.

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Statistical Treatment of Data

While analyzing the data, the researchers treated the responder profile with frequency

count and percentage. The researchers will utilize the Weighted Mean approach and the

Pearson r calculation to assess the degree of customer satisfaction of Grade 12 DWCB

students with Jollibee service solely for the month of October.

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Results and Discussion

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