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

Author

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  • Ardvin Kester S. Ong

    (School of Industrial Engineering and Engineering Management, Mapúa University, 658 Muralla St., Intramuros, Manila 1002, Philippines)

  • Yogi Tri Prasetyo

    (School of Industrial Engineering and Engineering Management, Mapúa University, 658 Muralla St., Intramuros, Manila 1002, Philippines
    International Program in Engineering for Bachelor, Yuan Ze University, 135 Yuan-Tung Road, Chung-Li 32003, Taiwan
    Department of Industrial Engineering and Management, Yuan Ze University, 135 Yuan-Tung Road, Chung-Li 32003, Taiwan)

  • Klint Allen Mariñas

    (School of Industrial Engineering and Engineering Management, Mapúa University, 658 Muralla St., Intramuros, Manila 1002, Philippines
    Department of Industrial and Systems Engineering, Chung Yuan Christian University, Taoyuan 320, Taiwan)

  • Jehorom Px Alegre Perez

    (School of Industrial Engineering and Engineering Management, Mapúa University, 658 Muralla St., Intramuros, Manila 1002, Philippines
    School of Graduate Studies, Mapúa University, 658 Muralla St., Intramuros, Manila 1002, Philippines)

  • Satria Fadil Persada

    (Entrepreneurship Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta 11480, Indonesia)

  • Reny Nadlifatin

    (Department of Information Systems, Institut Teknologi Sepuluh November, Kampus ITS Sukolilo, Surabaya 60111, Indonesia)

  • Thanatorn Chuenyindee

    (Department of Industrial Engineering and Aviation Management, Navaminda Kasatriyadhiraj Royal Air Force Academy, Bangkok 10220, Thailand)

  • Thapanat Buaphiban

    (Department of Industrial Engineering and Aviation Management, Navaminda Kasatriyadhiraj Royal Air Force Academy, Bangkok 10220, Thailand)

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.

Suggested Citation

  • Ardvin Kester S. Ong & Yogi Tri Prasetyo & Klint Allen Mariñas & Jehorom Px Alegre Perez & Satria Fadil Persada & Reny Nadlifatin & Thanatorn Chuenyindee & Thapanat Buaphiban, 2022. "Factors Affecting Customer Satisfaction in Fast Food Restaurant “Jollibee” during the COVID-19 Pandemic," Sustainability, MDPI, vol. 14(22), pages 1-19, November.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:22:p:15477-:d:979761
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    References listed on IDEAS

    as
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    Cited by:

    1. Yung-Tsan Jou & Charmine Sheena Saflor & Klint Allen Mariñas & Michael Nayat Young, 2023. "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," Sustainability, MDPI, vol. 15(4), pages 1-21, February.

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