Factors Affecting Customer Satisfaction in Fast Food Restaurant “Jollibee” during the COVID-19 Pandemic

Abstract

Jollibee is one of the most widely known fast food in Filipino-based restaurants in the world. However, the COVID-19 pandemic has impacted restaurants across the world. The decrease in profit and dividend, and even closure of branches were evident. This study aimed to determine the relationships between Jollibee’s price, food quality, culture/social influence, and service quality through the SERVQUAL dimensions on customer satisfaction during the COVID-19 pandemic using the structural equation modeling (SEM) approach. A total of 303 respondents were recruited using a purposive sampling approach to answer an online survey through social media platforms. This study found that among the factors mentioned, responsiveness, reliability, and assurance dimensions yielded to be statistically insignificant to the service quality. Due to the normal attributes the staff and restaurant have, the different factors were deemed insignificant. At the same time, the service quality was observed to have the largest significant direct relationship with customer satisfaction, followed by the cultural influence, food quality, COVID-19 protocols, and pricing. It was also seen that cleanliness and appearance, empathetic staff, food quality, price, and proper implementation of COVID-19 protocol prevention would lead to high levels of satisfaction among customers in Jollibee fast-food restaurant. Moreover, cultural/social influence has played a big role seeing that the indicators represent the feeling of belongingness since childhood. This study is the first study that analyzed the factors affecting the customer satisfaction of Jollibee. Finally, this study could be used as a basis for fast-food companies and service-related industries to increase its performance by enhancing customer satisfaction worldwide.

Determining Factors Affecting Perceived Customer Satisfaction on Public Utility Bus System in Occidental Mindoro, Philippines: A Case Study on Service Quality Assessment during Major Disruptions

“…Further, the SERVQUAL model has been successfully utilized in different areas by several scholars. This model was used in assessing online payment in an electric company [29], in a fast food restaurant [30], in shopper's behavioral intentions in urban shopping malls during the COVID-19 pandemic [31], and in determining customer satisfaction in urban transportation in the Philippines [32]. Yet, none of the scholars used this model in assessing customer satisfaction in the utility bus system.…”

“…On the other hand, positive feedback can occur when the performance exceeds expectations. According to this theory, contentment is proportional to the magnitude and direction of the disconfirmation experience [30]. Using these statements, the following hypotheses were identified: H1.…”

Faktor-faktor yang Mempengaruhi Kepuasan Pelanggan

“…Harga adalah jumlah uang atau nilai tukar yang harus dibayar oleh pelanggan untuk memperoleh suatu produk atau layanan dari Perusahaan [9]. Harga merupakan faktor penting dalam keputusan pembelian pelanggan karena dapat mempengaruhi persepsi mereka tentang nilai produk atau layanan yang ditawarkan oleh Perusahaan [10].…”

Prevalence of motorcycle accidents among food delivery drivers and its relation to knowledge, attitudes, and practices in urban areas in Bangkok, Thailand

“…Delivery driver jobs are attracting numerous new riders in urban areas worldwide [ 1 , 2 ]. In addition, restaurant businesses are changing their service channels to accommodate online food delivery services, which reflects changing consumption patterns [ 3 ]. As an increasing number of consumers now seek to place online food-delivery orders, it is crucial that enough drivers are available to carry out the required deliveries [ 2 ].…”