=PRACTICAL RESEARCH II

NAME OF THE LEADER: Gallardo, Shekainah Rose R.

ASSISTANT LEADER: Dumagan, Lovely Faith J.
NAME OF THE MEMBERS:

1. Babor, Mavic 6. Fortich, Paul Christian 11. Sanez, April Joy O.

2. Balaoing, Princess Ann 7. Gonzales, Axl 12.
3. Dela Cruz, Kristine 8. Jimenez, Jhuneclaire 13.
4. Ela, Abegail 9. Mesa, Alvin 14.
5. Flores, Jean Mariel 10. Peralta, Daniel Sean 15.

GROUP 1 FOR APPROVAL

STRAND NAME & SECTION: ABMG12-PM_BMSEC3 (THIS PART IS FOR
VALIDATION)
DATE & TIME: March 1, 2024 – 8 AM TEACHERS’ EVALUATION
I. PROPOSED RESEARCH TITLE

“A COMPARATIVE STUDY ON CUSTOMER SATISFACTION BETWEEN JOLLIBEE AND MCDONALD'S

AMONG GRADE 12 STUDENTS AT SOUTH EAST ASIA INSTITUTE OF TRADE AND TECHNOLOGY
FAIRVIEW BRANCH”

II. BACKGROUND OF THE STUDY

Customer satisfaction is necessary aspect of any business, as it directly affects the

success and reputation of a company. In the fast-food industry here in the Philippines,
customer satisfaction plays an important role in determining the competitiveness of popular
chains such as Jollibee and McDonald's. In a study by Anderson and Sullivan (1993), the authors
emphasize the importance of customer satisfaction in driving customer loyalty and repeat
business. They argue that satisfied customers are more likely to become loyal patrons and
advocates for a brand, which can lead to increased sales and profitability. The choice of Jollibee
and McDonald's as the focus of this study is based on their popularity and market dominance
in the fast-food industry. Both companies have a strong presence in the Philippines and are
known for their diverse menu offerings and efficient service. By examining the perceptions of
Grade 12 students, researchers seek to gain insights into the preferences and experiences of
students’ who are likely to be frequent patrons of fast-food establishments. This study aims to
compare and analyze the levels of customer satisfaction between Jollibee and McDonald's
among Grade 12 students at South East Asia Institute of Trade and Technology Fairview
Branch. The researchers conducted the study to help the owner of the both product on how to
give more satisfaction to their customers. The researchers want to know how did Jollibee and
Mcdonald’s make and build their strategies to be able to give satisfaction to their respective
customers. Related to this, researchers ought to know how important satisfaction is in each
fast-food industry. Through this research, the researchers will be able to show the outcomes of
the survey that the researchers conducted. After seeing the results, the researchers will
compare the answers between Jollibee and Mcdonald’s. The study was conducted to know the
contribute to the body of knowledge on customer satisfaction in the fast-food industry and
provide practical recommendations for Jollibee and McDonald's to enhance their customer
experience.
III. STATEMENT OF THE PROBLEM

1. What is the level of customer satisfaction to Jollibee in terms of:

1.1 service
1.2 taste
1.3 ambiance
1.4 price
2. What is the level of customer satisfaction to Mcdonald’s in terms of:
2.1 service
2.2 taste
2.3 ambiance
2.4 price
3. What Level of customer satisfaction varies between Jollibee and Mcdonald’s

IV.RESEARCH DESIGN

The research analysis uses the casual-comparative, which is a non-experimental

approach that aims of researcher to compare the differences in customer satisfaction between
the two fast-food chains. According to the typology by Friedman and Wyatt (2006),
comparative studies take on an objective view where events such as the use and effect that
can be defined, measured and compared through a set of variables to prove or disprove a
hypothesis. To enable to researchers to gather data for this study, a survey will be utilized as
the primary data collection method. The survey will be distributed to Grade 12 students at the
South East Asia Institute of Trade and Technology Fairview Branch. The survey will include
questions related to their perceptions of customer satisfaction, such as food quality, service,
price, and ambiance at the two fast-food chains. The survey will be designed to gather
quantitative data, which can be analyzed using statistical methods to enable to the researchers
to identify any significant differences in customer satisfaction between Jollibee and
McDonald's. The data collected will be analyzed using descriptive statistics to summarize the
responses and inferential statistics to test for any significant differences between the two fast-
food chains.

CONCEPTUAL FRAMEWORK

INSTRUCTORS’ COMMENT: REMARKS

(APPROVED/REVISED):
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