Factors Affecting Customer Satisfaction in Fast Food Restaurant “Jollibee” during the COVID-19 Pandemic
Abstract
:1. Introduction
2. Theoretical Framework
3. Methodology
3.1. Participants
3.2. Questionnaire
3.3. Statistical Analysis: Structural Equation Modeling
4. Results
5. Discussion
Limitations and Future Research
6. Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Acknowledgments
Conflicts of Interest
Appendix A. Instruments
I. Respondent Profile | ||||||
Gender: | ||||||
Age: | ||||||
___15 to 20 years old ___21 to 26 years old | ||||||
___27 to 33 years old ___34 to 40 years old | ||||||
___41 to 46 years old ___47 to 53 years old | ||||||
___54 and above. | ||||||
Number of times you eat in Jollibee: | ||||||
___once a week ___twice a week ___thrice a week | ||||||
___4 times a week and above | ||||||
___once a month | ||||||
Occupation: | ||||||
___Student ___Employed ___Unemployed ___Other | ||||||
Monthly Income: | ||||||
___₱11,999 and below ___₱12,000 to ₱20,999 | ||||||
___₱21,000 to ₱40,999 ___₱41,000 to ₱60,999 | ||||||
___₱61,000 to ₱80,999 ___₱81,000 and above | ||||||
Discount is one of the reasons why I eat in Jollibee: | ||||||
___Yes ___No ___Sometimes | ||||||
I often eat in Jollibee because I always have a discount card (senior citizen ID, PWD ID and others): | ||||||
___Yes ___No ___Sometimes | ||||||
Number of Children: | ||||||
II. Costumer assessment based on price, food quality and service quality | ||||||
Answer the following items by marking the column that corresponds to your answer. | ||||||
Rating Scale: | ||||||
5—Very satisfied | ||||||
4—Somewhat satisfied | ||||||
3—Neither satisfied nor dissatisfied | ||||||
2—Somewhat dissatisfied | ||||||
1—Very dissatisfied | ||||||
Tangibles | 5 | 4 | 3 | 2 | 1 | References |
T1. Virtual signs and messages for customers. | ||||||
T2. Staffs’ uniform. | ||||||
T3. Store appearance. | ||||||
T4. Reception Appearance (counters and waiting areas). | ||||||
T5. Accessibility to locations. | [11] | |||||
T6. Store hygiene. | [11] | |||||
Reliability | 5 | 4 | 3 | 2 | 1 | References |
REL1. Accommodation on customers. | [12] | |||||
REL2. Speed in serving the food orders of the customers. | [11] | |||||
REL3. Accuracy in responding to the food orders of the customers. | [11] | |||||
REL4. Staff returns personal belongings and other valuable items. | ||||||
Responsiveness | 5 | 4 | 3 | 2 | 1 | References |
RES1. Assistance provided by guards or other staffs upon entry. | [12] | |||||
RES2. Queue waiting time. | ||||||
RES3. Staffs promptly serve all customers. | [12] | |||||
RES4. Staff courteousness. | [12] | |||||
Assurance | 5 | 4 | 3 | 2 | 1 | References |
A1. Product knowledge of the staff. | [11] | |||||
A2. Product quality assurance. | [11] | |||||
A3. Staff communication skill. | [11] | |||||
A4. All customer concerns and requests were done. | [12] | |||||
Empathy | 5 | 4 | 3 | 2 | 1 | References |
E1. Staffs understand customer needs. | [12] | |||||
E2. Staffs apologize when committing mistakes. | [12] | |||||
E3. Staffs apologize when customer requests were not done. | [12] | |||||
E4. Staffs willingness to help. | [12] | |||||
E5. Staffs’ courtesy. | [12] | |||||
Overall Service Quality | 5 | 4 | 3 | 2 | 1 | References |
SQ1. Overall facility appearance. | [12] | |||||
SQ2. All the discussed services were done accurately. | [12] | |||||
SQ3. Overall staff responsiveness to customers. | [12] | |||||
SQ4. All services and requests done were explained. | ||||||
SQ5. Staff is competent in dealing with customer concerns. | ||||||
Food Quality | 5 | 4 | 3 | 2 | 1 | References |
FQ1. Quality of fried chicken among competitors. | ||||||
FQ2. Quality of yum burger among competitors. | ||||||
FQ3. Quality of the fries among competitors. | ||||||
FQ4. Quality of the jolly spaghetti among competitors. | ||||||
FQ5. Quality of the sundae among competitors. | ||||||
FQ6. Overall food quality | ||||||
Pricing | 5 | 4 | 3 | 2 | 1 | References |
5—Very cheap | ||||||
4—Somewhat cheap | ||||||
3—Neither costly nor cheap | ||||||
2—Somewhat costly | ||||||
1—Very Costly | ||||||
P1. Compatibility of the price to the food quality. | ||||||
P2. Pricing compared to other fast food restaurants. | ||||||
P3. Affordability (5—Very affordable and 1—Very expensive). | [11] | |||||
P4. Implementation of discount and buying package (5—Very satisfied and 1—Very dissatisfied). | [11] | |||||
P5. Satisfaction based on overall pricing (5—Very satisfied and 1—Very dissatisfied). | ||||||
COVID-19 Protocols | 5 | 4 | 3 | 2 | 1 | References |
5—Strongly agree | ||||||
4—Somewhat agree | ||||||
3—Neither agree nor disagree | ||||||
2—Somewhat disagree | ||||||
1—Strongly disagree | ||||||
CP1. The social distancing has not affected my satisfaction when ordering and queuing in Jollibee. | ||||||
CP2. It is better to eat my orders from Jollibee inside their restaurants than to take it at home. | ||||||
CP3. Quarantines do not stop me from buying foods to Jollibee (ordering through online transactions). | ||||||
CP4. The use of face mask and face shield didn’t stop me from queuing and ordering to Jollibee. | ||||||
CP5. I still prefer to eat in Jollibee even if there are restaurants nearer in my location. | ||||||
CP6. The COVID-19 pandemic didn’t affect the quality of their foods. | ||||||
CP7. The COVID-19 pandemic didn’t affect their customer service quality. | ||||||
CP8. The COVID-19 pandemic didn’t affect their food pricing. | ||||||
CP9. The total number of COVID-19 cases do not affect my habit from dining inside the Jollibee. | ||||||
Culture/Social Influence | 5 | 4 | 3 | 2 | 1 | References |
CI1.I like eating Jollibee because of their good TV commercials. | ||||||
CI2. I like eating to Jollibee because it has been with me since childhood. | ||||||
CI3. I like eating to Jollibee because I have good memories and experiences with it. | ||||||
CI4. I love going to Jollibee because it reminds me of the good Filipino tradition, through their influence in the commercial ads. | ||||||
CI5. I like eating to Jollibee because it reminds me of someone. | ||||||
Customer Satisfaction | 5 | 4 | 3 | 2 | 1 | References |
C1. Satisfaction regarding the price given. | ||||||
C2. Satisfaction regarding the overall service quality given. | ||||||
C3. Recommend Jollibee to a friend or peer. | ||||||
C4. Continue patronizing Jollibee’s foods and beverages. | ||||||
C5. Overall satisfaction. |
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Characteristics | Category | Frequency | Percentage (%) |
---|---|---|---|
Age | 15 to 20 years old | 31 | 10.20 |
21 to 26 years old | 173 | 57.09 | |
27 to 33 years old | 51 | 16.83 | |
34 to 40 years old | 25 | 8.250 | |
41 to 46 years old | 10 | 3.30 | |
47 to 53 years old | 10 | 3.30 | |
54 years old and above | 3 | 1.030 | |
Frequency of Eating in Jollibee | Once a week | 87 | 28.71 |
Twice a week | 67 | 22.11 | |
Thrice a week | 18 | 5.940 | |
4 times a week | 13 | 4.290 | |
Once a month | 118 | 38.95 | |
Occupation | Student | 64 | 21.12 |
Unemployed | 34 | 11.22 | |
Employed | 185 | 61.06 | |
Other | 20 | 6.60 | |
Number of Children | 0 | 233 | 76.90 |
1 | 38 | 12.54 | |
2 | 15 | 4.950 | |
3 | 11 | 3.630 | |
4 and above | 6 | 1.980 | |
Monthly Income | ₱11,999 and below | 87 | 28.71 |
₱12,000 to ₱20,999 | 78 | 25.74 | |
₱21,000 to ₱40,999 | 93 | 30.69 | |
₱41,000 to ₱60,999 | 21 | 6.930 | |
₱61,000 to ₱80,999 | 11 | 3.630 | |
₱81,000 and above | 13 | 4.290 | |
Customers Who Eat because of Discount | Yes | 57 | 18.81 |
No | 146 | 48.18 | |
Sometimes | 100 | 33.00 | |
Customers Who Eat because of permanent discount | Yes | 31 | 10.23 |
No | 272 | 89.77 |
Hypothesis | Preliminary Model | Final Model | |||
---|---|---|---|---|---|
Effect (β) | p-Value | Effect (β) | p-Value | ||
1 | A → SQ | 0.173 | 0.153 | - | - |
2 | T → SQ | 0.355 | 0.000 | 0.359 | 0.002 |
3 | REL → SQ | 0.155 | 0.186 | - | - |
4 | RES → SQ | 0.151 | 0.195 | - | - |
5 | E → SQ | 0.552 | 0.000 | 0.676 | 0.002 |
6 | SQ → C | 0.281 | 0.001 | 0.319 | 0.001 |
7 | CP → C | 0.327 | 0.002 | 0.245 | 0.019 |
8 | FQ → C | 0.371 | 0.000 | 0.265 | 0.004 |
9 | P → C | 0.221 | 0.019 | 0.209 | 0.018 |
10 | CI → C | 0.389 | 0.001 | 0.282 | 0.001 |
Latent Variables | Items | Cronbach’s α | Factor Loadings | Average Variance Extracted (AVE) | Composite Reliability (Re) | Variance Inflation Factor (VIF) |
---|---|---|---|---|---|---|
A | A1 | 0.876 | 0.76 | 0.65 | 0.879 | 4.990 |
A2 | 0.74 | |||||
A3 | 0.84 | |||||
A4 | 0.84 | |||||
T | T1 | 0.864 | 0.67 | 0.57 | 0.869 | 3.480 |
T2 | 0.76 | |||||
T3 | 0.79 | |||||
T4 | 0.78 | |||||
T6 | 0.84 | |||||
REL | REL1 | 0.825 | 0.79 | 0.55 | 0.827 | 3.829 |
REL2 | 0.74 | |||||
REL3 | 0.68 | |||||
REL4 | 0.73 | |||||
E | E1 | 0.935 | 0.81 | 0.73 | 0.930 | 4.209 |
E2 | 0.84 | |||||
E3 | 0.89 | |||||
E4 | 0.85 | |||||
E5 | 0.86 | |||||
CP | CP1 | 0.875 | 0.65 | 0.48 | 0.878 | 2.673 |
CP3 | 0.56 | |||||
CP4 | 0.62 | |||||
CP5 | 0.69 | |||||
CP6 | 0.78 | |||||
CP7 | 0.82 | |||||
CP8 | 0.81 | |||||
CP9 | 0.51 | |||||
FQ | FQ1 | 0.853 | 0.75 | 0.46 | 0.834 | 2.318 |
FQ2 | 0.72 | |||||
FQ3 | 0.58 | |||||
FQ4 | 0.68 | |||||
FQ5 | 0.66 | |||||
FQ6 | 0.84 | |||||
CI | CI1 | 0.834 | 0.53 | 0.53 | 0.842 | 1.582 |
CI2 | 0.82 | |||||
CI3 | 0.90 | |||||
CI4 | 0.78 | |||||
CI5 | 0.51 | |||||
P | P1 | 0.900 | 0.77 | 0.63 | 0.897 | 1.995 |
P2 | 0.80 | |||||
P3 | 0.79 | |||||
P4 | 0.80 | |||||
P5 | 0.84 | |||||
SQ | SQ1 | 0.927 | 0.77 | 0.56 | 0.864 | 4.467 |
SQ2 | 0.90 | |||||
SQ3 | 0.82 | |||||
SQ4 | 0.88 | |||||
SQ5 | 0.90 | |||||
C | C1 | 0.914 | 0.78 | 0.50 | 0.831 | - |
C2 | 0.87 | |||||
C3 | 0.72 | |||||
C4 | 0.71 | |||||
C5 | 0.80 |
Goodness of Fit Measures of the SEM | Parameter Estimates | Minimum Cut-Off | Recommended By |
---|---|---|---|
Goodness of Fit Index (GFI) | 0.802 | >0.80 | [64] |
Adjusted Goodness of Fit Index (AGFI) | 0.811 | >0.80 | [64] |
Root Mean Square Error of Approximation (RMSEA) | 0.065 | <0.07 | [65] |
Incremental Fit Index (IFI) | 0.886 | >0.80 | [64] |
Tucker Lewis Index (TLI) | 0.873 | >0.80 | [64] |
Comparative Fit Index (CFI) | 0.885 | >0.80 | [64] |
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Ong, A.K.S.; Prasetyo, Y.T.; Mariñas, K.A.; Perez, J.P.A.; Persada, S.F.; Nadlifatin, R.; Chuenyindee, T.; Buaphiban, T. Factors Affecting Customer Satisfaction in Fast Food Restaurant “Jollibee” during the COVID-19 Pandemic. Sustainability 2022, 14, 15477. https://doi.org/10.3390/su142215477
Ong AKS, Prasetyo YT, Mariñas KA, Perez JPA, Persada SF, Nadlifatin R, Chuenyindee T, Buaphiban T. Factors Affecting Customer Satisfaction in Fast Food Restaurant “Jollibee” during the COVID-19 Pandemic. Sustainability. 2022; 14(22):15477. https://doi.org/10.3390/su142215477
Chicago/Turabian StyleOng, Ardvin Kester S., Yogi Tri Prasetyo, Klint Allen Mariñas, Jehorom Px Alegre Perez, Satria Fadil Persada, Reny Nadlifatin, Thanatorn Chuenyindee, and Thapanat Buaphiban. 2022. "Factors Affecting Customer Satisfaction in Fast Food Restaurant “Jollibee” during the COVID-19 Pandemic" Sustainability 14, no. 22: 15477. https://doi.org/10.3390/su142215477
APA StyleOng, A. K. S., Prasetyo, Y. T., Mariñas, K. A., Perez, J. P. A., Persada, S. F., Nadlifatin, R., Chuenyindee, T., & Buaphiban, T. (2022). Factors Affecting Customer Satisfaction in Fast Food Restaurant “Jollibee” during the COVID-19 Pandemic. Sustainability, 14(22), 15477. https://doi.org/10.3390/su142215477