Customer Satifaction Essay Example

commitment to serving delicious food, upholding high operational standards, and embracing universal family values.

According to the Management team, the objective of this study was to evaluate customer satisfaction at Jollibee Foods Corporation. The team highlights their dedication to adhering to the company's guidelines in order to deliver excellent products to their valued customers. Furthermore, both management and crew members receive training on effectively addressing customer concerns from diverse backgrounds, guaranteeing swift resolution.

Jollibee Foods Corporation is a well-known company that offers affordable and tasty foods loved by people of all ages. Their tag line, "Sa Jollibee beeda ang saya," highlights their dedication to ensuring customer satisfaction. The conceptual framework identifies key factors that contribute to achieving this goal, as it addresses the challenges faced by Jollibee Foods Corporation. These factors serve as the foundation for the problem statement.

The objective of this study is to examine strategies for preserving customer satisfaction at Jollibee Foods Corporation. The researchers have identified specific areas of concern, such as product availability, customer handling, service quality, and store cleanliness. Moreover, the null hypothesis indicates that there is no connection between a customer's social status and their interaction and response to the company's services.
This study holds importance in its ability to enhance customer satisfaction at Jollibee Foods Corporation.

This study aims to provide a practical guideline for the company, specifically for the front liner department (counter and dining staff). The primary objective is to enhance the service quality of the front liner staff, ensuring they meet the needs and satisfaction of customers. If the study reveals a high score, the owner will be pleased with

the service. Conversely, if a low score is indicated, the owner will make improvements and implement a training program. Chapter II A. Related Literature 1. Foreign Literature

The history of fast food in America began on July 7, 1912, with the opening of the Automat in New York. This unique fast food restaurant showcased prepared foods behind glass windows and operated with coin-operated slots. The original Horn & Hardart Automat was established in Philadelphia in 1902, but it was their Broadway and 13th Street location in New York City that gained widespread recognition. The success of this restaurant led to the creation of multiple Automat restaurants throughout the United States.

During the 1920s and 1930s, Automats were extremely popular as they popularized the concept of “take-out” food. They used the slogan “Less work for Mother”. According to E. Tavares, some historians and secondary school textbooks credit A&W with being the first fast food restaurant. A&W started in 1919 and began franchising in 1921. White Castle, an American company, is widely recognized for opening the second fast-food outlet in Wichita, Kansas in 1921. From its inception, White Castle sold hamburgers for five cents each and served as inspiration for numerous competitors and imitators.

White Castle was the first to pioneer standardized production, appearance, and operation of fast-food hamburger restaurants. The White Castle System, created by William Ingram and Walter Anderson, established a supply chain that provided meat, buns, paper goods, and other essentials to their restaurants. They were the ones who introduced the concept of a multi-state hamburger restaurant chain and ensured consistency in the design and structure of their establishments. Moreover, they

had a construction division that produced and assembled pre-made restaurant buildings for the chain.

The McDonalds' Speedee Service System, Ray Kroc's McDonald's outlets, and Hamburger University were all inspired by the principles, systems, and practices introduced by White Castle from 1923 to 1932. The renowned fast food hamburger restaurant was established in 1940 in San Bernardino, California by two brothers originally from Nashua, New Hampshire.

The brothers decided to temporarily close their restaurant for three months after realizing that most of their profits came from hamburgers. When it reopened in 1948, the restaurant had undergone a transformation into a walk-up stand. The revised menu featured simplified options such as hamburgers, french fries, shakes, coffee, and Coca-Cola. These items were now served in disposable paper wrapping. This change allowed them to streamline production by continuously making hamburgers and fries without waiting for customer orders. They set the price of a hamburger at 15 cents, which was half the cost compared to regular diners. Their unique production method was called the "Speedee Service System" and drew inspiration from Henry Ford's innovations on the production line.

In 1954, the McDonald brothers' stand became the largest buyer of milkshake blending machines from restaurant equipment manufacturer Prince Castle. Ray Kroc, a salesman for Prince Castle, visited California to investigate why the company had purchased almost a dozen units instead of the typical one or two found in most restaurants at that time. Intrigued by the success of the McDonald's concept, Kroc entered into a franchise agreement with the brothers and started opening McDonald's restaurants in Illinois. By 1961, Kroc had acquired the brothers' business and formed what

is now known as the modern McDonald's Corporation.

One of the key aspects of Kroc's business plan was to emphasize the importance of cleanliness in his restaurants, especially considering the increasing number of Americans who were becoming conscious of food safety concerns. To demonstrate his dedication to cleanliness, Kroc himself would frequently participate in cleaning duties at his Des Plaines, Illinois location, such as hosing down garbage cans and removing gum from the cement. Additionally, Kroc introduced large sections of glass that allowed customers to observe the food preparation process, a practice that is still seen in chains like Krispy Kreme.

Kroc's strategy to differentiate McDonald's from its rivals and achieve remarkable success included creating a clean atmosphere. Kroc aimed to make his restaurants appealing to suburban families. At the same time, in Miami, Florida, James McLamore and David Edgerton opened a franchise that would eventually evolve into Burger King while Kroc was establishing McDonald's Corporation.

McLamore visited the original McDonald's hamburger stand owned by the McDonald brothers. He saw potential in their assembly line production system and wanted to open a similar operation. Eventually, McLamore and his partner decided to invest in Insta-Burger King, based in Jacksonville, Florida. The chain was founded in 1953 by Kieth J. Kramer and his wife's uncle Matthew Burns, and their first stores were built around the Insta-Broiler equipment.

In order to cook burgers effectively, all franchises were mandated to have the successful Insta-Broiler oven. By 1959, McLamore and Edgarton had numerous locations in Miami-Dade and were experiencing rapid growth. Despite their success, they encountered a challenge with the design of the insta-broiler which

caused degradation of the heating elements due to beef patty drippings. To address this issue, the partners created a mechanized gas grill that revolutionized the cooking process for meat patties within the unit.

In 1959, the original company faced difficulties and was later acquired by McLamore and Edgerton. They subsequently renamed it Burger King. Unlike other restaurants, fast food establishments usually offer seating for customers to eat on-site. However, their main focus is takeaway orders, and table service is not common. Typically, customers order and pay at a spacious counter, then wait there to receive a tray or container for their food. Additionally, Burger King provides a "drive-through" option where customers can place their order from their cars and collect it without leaving the vehicle.

Fast food has evolved from being meant to be quickly consumed with bare hands to becoming a popular choice for finger food. It includes various options such as fish and chips, sandwiches, pitas, hamburgers, fried chicken, french fries, chicken nuggets, tacos, pizza, and ice cream. Some fast food restaurants even offer slower dishes like chili, mashed potatoes and salads. In terms of local literature, the earliest fast food outlets were small stalls that served rice and cooked meals. These establishments are commonly referred to as "turo turo," which translates to point-point in English.

It is highly likely that a determined housewife could own multiple stores in the same area, staffed by a sister or family member. These stores would technically be classified as fast food establishments. If we specifically refer to Western-style menu chains, KFC was established in 1967. In 1975, Mr. Tony Tan and his family

opened a Magnolia Ice cream parlor at Cubao, which eventually became the first Jollibee Outlet. During the postwar period, Brown Derby operated three branches of a burger-and-shakes business but now only has a single takeout stand near the QC-Manila boundary.

If you want to explore the history of ice cream confections, you should look into the backgrounds of Magnolia, Selecta (the original), and DQ. However, if you also want to include Chinese restaurants that offered fast service for porridge, noodle soup, steamed buns, and even an oniony burger sandwich, then you might find the histories of Ma Mon Luk, Charlie Wanton, and Kowloon House interesting. B. Related Studies 1. Foreign Studies Over the years, McDonald's has remained the top quick service restaurant in the world. With over 33,000 locations across more than 120 countries globally, McDonald's has served billions of customers since their first restaurant opened in 1955.

McDonald's history commenced prior to the Second World War, with the establishment of a drive-in restaurant business in Riverside California by brothers Dick and Mac McDonald. Their menu primarily featured 10-cent hamburgers and other drive-in products. Subsequently, the brothers introduced a novel restaurant concept in San Bernardino, California, which was identified by a character named "Speedee". Due to the remarkable success of Dick and Mac's enterprise, others expressed interest in obtaining franchises from them.

Ray Kroc, the exclusive sales distributor for Multimixer, visited the brother's "Speedee System" in San Bernardino in 1954. When he returned to Chicago, Kroc obtained the exclusive licensing rights to the brothers' system and became the National Franchise Agent in April of the same year. Construction began on the first

restaurant for Mcdonald's System Inc. In 1981, the famous Golden Arches made their way to the Philippines when George T. Yang, president of McGeorge Food Industries, was awarded the franchising privilege by McDonald's international in the country.

In the bustling university area of Morayta, the first McDonald's store was opened. Soon after, a second store was established in the prime commercial area of Cubao beside New Frontier Theater. With the goal of providing Filipino customers high quality food and service that meet global standards, George T. Yang opened the first McDonald's store along Morayta, Manila in 1981. McDonald's has since introduced numerous innovations that have captured the hearts of Filipinos. McDonald's was the pioneer in offering Value Meals and the Happy Meal, as well as providing employment opportunities for students.

And it was McDonald's who took the initiative to assist the community through McDonald's Charities, which led to their remarkable growth. McDonald's is currently a multi-billion-peso company with nearly 274 stores nationwide, under the leadership of Kenneth S. Yang. Moreover, Tony Tan Caktiong's ice cream shop in Cubao, Quezon City became the unexpected origin of a cartoon bee character that would eventually symbolize delicious, affordable, and fast food in the Philippines.

Jollibee started as an ice cream parlor and has since diversified its menu to include items like hamburgers, which have been instrumental in their success. Today, Jollibee is a well-known food chain in the Philippines, serving popular dishes such as Yumburger and ChickenJoy. In less than ten years, by 1984, Jollibee achieved sales worth 500 million piso. Another important milestone came in 1989 when Jollibee became the first fast food chain

in the Philippines to reach sales of 1 billion piso.

Jollibee, founded by Tony Tan Caktiong, became one of the top 100 companies in the Philippines in 1987 and was the first food service company to be listed on the Philippine Stock Exchange. In 2004, Tony Tan Caktiong received the prestigious title of "World Entrepreneur of the Year" for his inspiring contributions. Additionally, Jollibee has been consistently recognized as "The Most Admired Company" in the Philippines by the Far Eastern Economic Review for six consecutive years. The success of Jollibee may be attributed to their innovative marketing strategies and distinct branding within the fast food industry.

The success of Jollibee in the fast food industry in the Philippines is due to its dedication to preserving traditional Filipino culture and maintaining its status as a beloved local restaurant, despite having numerous locations nationwide. With 600 stores in the Philippines and over 30 international locations, Jollibee's goal is to ensure that Filipinos everywhere can satisfy their cravings. This study seeks to highlight the challenges faced by Jollibee Foods Corporation in terms of customer satisfaction.

According to research, Jollibee frequently encounters dissatisfied customers who become upset when they have to wait for their ordered products. Many of these customers choose to cancel their orders rather than wait. The management team has implemented solutions to address these issues and ensure effective management of customer dissatisfaction. The study aims to provide answers regarding the respondents' profiles, including the quality of food served, the quality of service provided by the management and crew, cleanliness and condition of the store, age, gender, civil status, educational attainment, economical status, and religion. In

addition to this information gathering, the study also seeks to identify problems faced by respondents and collect suggestions for improving company services. Chapter III Research Methodology and Procedure will thoroughly explain how the research will be conducted including its purpose and data collection method. The Data Gathering Procedure involves two major approaches for obtaining information about a situation person problem or phenomenon while keeping intact.

The two main types of data collection are Secondary data and Primary data. Secondary data is acquired from sources like government publications and personal records, while primary data is gathered through methods such as observation, interviews, and questionnaires. Qualitative research involves three basic procedures for collecting data: Observations, Interviews, and Documents. In this study, a quantitative survey is being conducted to collect the data.

The study aims to categorize customer perspectives on service quality dimensions in the dining experience. A questionnaire was designed to collect information from 15 users, with 10 individuals providing responses. The survey serves as a means to gather primary data on beliefs, opinions, attitudes, lifestyles, demographics (such as gender, age, education, income), and customers' viewpoints on dining experiences.

Surveys are used in research to collect information from multiple individuals. The questionnaire was created based on the research question and frame of reference, with the order of service quality dimensions in the frame of reference determining the logical structure of the questionnaire. A 5-point scale (5 = very satisfied, 4 = satisfied, 3 = neutral, 2 = poor, 1 = very poor) was used to assess the importance and satisfaction of each service quality dimension. The breakdown of respondents according to their overall rating on

dining experience is as follows:

1. Very Satisfied: 6 (60%)
2. Satisfied: 1 (10%)
3. Neutral: 1 (10%)
4. Poor: 2 (20%)
5. Very Poor: 0 (0%)

In total, there were a total of 10 respondents accounting for all responses.