Republic of the Philippines

Department of Education
Region III
Division of Nueva Ecija
BARTOLOME SANGALANG NATIONAL HIGH SCHOOL
Barawid Street, St. John, Guimba, Nueva Ecija 3115

A Comparative Study of the Services Offered by three Fast food

Chains in Guimba Nueva Ecija

In partial fulfillment of the requirements in Research

in Daily life II

Mark JB Pascual Leth-leth Jose

Honey Fae Martinez Josephine Sagun

Krizel Ann Padre

COMPARATIVE STUDY OF THE SERVICES OFFERED BY THREE FAST FOOD CHAINS IN GUIMBA, NUEVA ECIJA 1

CHAPTER I

INTRODUCTION AND REVIEW OF RELATED LITERATURE

BACKGROUND OF THE STUDY

Fast food chain is a specific type of restaurant that

serves fast food services and has a little table service,

meaning that majority of the services has to be carried out by

them. The foods served in fast food chains are usually composed

of meat and sweets and is usually available for take home. Fast

food in fast food chains is highly processed and prepared in a

large quantity and is to be served rapidly inside cartons,

buckets and alike. Fast food products are made with ingredients

that are usually differing in taste, color, and aroma from other

types of restaurant. In the present day, fast food chains are

the most favorite place of eating destinations of most

Filipinos. They are the best choice of many in the reason that

in fast food chains, they don’t have to wait that long unlike

with other types of restaurant. Foods in fast food chains are

served in a rapid rate.

Fast food chain businesses at the Philippines are

skyrocketing in the past decades. In the present year, there are

already plenty of fast food chains in the Philippines, majority

are from foreign countries investing in our country. Three of

these fast food chains- namely, Jollibee, McDonalds, and Mang

COMPARATIVE STUDY OF THE SERVICES OFFERED BY THREE FAST FOOD CHAINS IN GUIMBA, NUEVA ECIJA 2

Inasal have been built at Guimba, Nueva Ecija in the last

decade. Competitions are inevitable as these fast food chains

are built almost next to each other geographically.

Fast food chains that were established in Guimba, provided

employment to the people, and also contributed to the growth of

the community in a way of paying their taxes that is used for

the development of the said locale. In return, people of Guimba

helped these fast food chains in the way of patronizing their

products and services. These fast food chains also have an

impact with customers in a way that customers are satisfied for

what they paid by enjoying good quality product and experiencing

good services. On the other hand, employees in these fast food

chains living in the same area had job opportunities while

helping the business grow by sharing their knowledge skills.

One of these fast food chains is the Jollibee corporations.

Jollibee is undeniably the most famous restaurant in the

Philippines having a total of about 2000 branches worldwide

(Wikipedia.com). Jollibee is opened in 1975 by Mr. Tony Tan

Caktiong at Cubao, Quezon City. The fast food chain started as

an Ice cream parlor, but soon converted into a fast food

restaurant. The present managing company of Jollibee- Jollibee

Food Corporation was only incorporated on January 1978 and is

rapidly growing until today.

COMPARATIVE STUDY OF THE SERVICES OFFERED BY THREE FAST FOOD CHAINS IN GUIMBA, NUEVA ECIJA 3

McDonald’s, on the other hand, originated from California,

United States and was founded in 1940 by the McDonald brothers.

Having a 36, 900 branches worldwide serving fast foods in over

100 countries- it is undeniably even larger than Jollibee in the

international scale (Bomkamp, 2016).

Other fast food chain is the Mang Inasal Inc. It is a

barbeque fast food restaurant chain established at Iloilo,

Philippines in 2003. It is founded by Edgar Sia when he was 26

of age, opening his first branch at a Robinson’s mall in Iloilo

city. But last April 2016, Mang Inasal was acquired by Jollibee

Food Corporations for 3 Billion Pesos (Wikipedia.com). Jollibee

Food Corporations is the same company managing the Jollibee fast

food chain.

These fast food chains are undeniably competing for the top

at Guimba, Nueva Ecija Philippines in the reason that they are

all fast food chains, serving fast food services among

customers. Their services are probably having similarities as

they are all fast food chains. The only competition now is

earning their customer’s satisfaction.

In this study, the researchers aim to compare these three

fast food chains at Guimba, Nueva Ecija according to their

services and their customer’s satisfaction with their services.

COMPARATIVE STUDY OF THE SERVICES OFFERED BY THREE FAST FOOD CHAINS IN GUIMBA, NUEVA ECIJA 4

This study also aims to find out how the competition of these

fast food chains affects the satisfaction of their customers.

REVIEW OF RELATED LITERATURE

There are already studies done by other researchers

regarding the competition between fast food chains. Most common

of them is the competition of Jollibee and McDonalds. Jollibee,

with over 2,000 branches around the world, is continuing its

success in the Philippines in the last decades.

Factors Affecting Customers’ Preferences

Previous studies reported by Kaynak (2015) the least

important factors of a fast food chain were the price of foods

and promotional needs. Frequent customers considered variety,

speed, and friendly staff as the most important factors of their

fast food restaurant choice. To be able to compare the three

fast food chains, the researchers should consider the said

factor that affects customers’ preferences.

JOLLIBEE

Garcia (2013) stated in his article regarding an interview by

Forbes Asia, Tan talked about how his business managed the

American giant fast food chain McDonald’s in the Philippines.

According to Tan himself, they went to US to study McDonald

operations. They found out in their studies that McDonald’s food

COMPARATIVE STUDY OF THE SERVICES OFFERED BY THREE FAST FOOD CHAINS IN GUIMBA, NUEVA ECIJA 5

services suited American’s preferences, but not Filipinos.

Jollibee worked hard to compete with McDonalds and were

surprised how customers ranked them higher in courtesy and

services style. Forbes Asia said Jollibee now controls 18% of

the market in Metro Manila, beating McDonald’s which is said to

have only 10% share in the market (Garcia, 2013)

There are also people claiming the Jollibee is the Filipino

McDonald’s. According to De Leon (2014), the Jollibee’s fried

chicken captures the Philippines plate perfectly. It is a

testament to Filipino’s to apply their culture with their food.

Jollibee, according to him, is more than just a Filipino

Restaurant- it is a symbol of the Philippines itself,

delightfully cheesy but totally earnest with their beliefs.

Some studies states that Jollibee has already a competitive

advantage over McDonald’s as Jollibee is in its home market.

Jollibee was able to cope up very well during the oil crisis in

1977 with their innovative ideas. The ability of the management

to act sharp in a market crisis and their strategic decisions

carried out in this period was remarkable, defeating their main

competitor McDonald’s and other leading foreign investors at

that time(Paperap.com).

There are also studies stating that the foods offered by

Jollibee are affordable as perceive by Filipino customers

COMPARATIVE STUDY OF THE SERVICES OFFERED BY THREE FAST FOOD CHAINS IN GUIMBA, NUEVA ECIJA 6

themselves. According to Adan (2013), the foods offered by

Jollibee are really affordable for Middle to lower Filipino

families. The said fast food chain is the favorite eating place

in family bonding as the price of food in Jollibee meets the

family’s practical standards.

MCDONALD’S

With the Filipino’s paradigm stating that Jollibee is

better than any other fast food chain at the Philippines, the

McDonalds, on the other side, is on another level. McDonald’s is

one of the largest fast food chain in the whole world.

McDonald’s market share in the Philippines is currently 14% and

is expected to boost from 14% to 25% within the following years.

The foods, similar with Jollibee, are also affordable meaning

when the customer’s income increases, the purchases of foods at

the fast food chain also increases (studymoose.com).

Majority of McDonald’s customers from all around the world

give McDonald’s positive reviews. One of these positive reviews

is McDonald’s serves in a rapid rate, a positive trait for a

fast food chain. It is also said that extra sauce or gravy from

McDonald’s is free. The drive-thru service is also fast

according to some customers (tripadvisor.com).

COMPARATIVE STUDY OF THE SERVICES OFFERED BY THREE FAST FOOD CHAINS IN GUIMBA, NUEVA ECIJA 7

MANG INASAL

Aside from Jollibee and McDonald’s, one of the most famous

fast food chain in the Philippines is the Mang Inasal. Mang

Inasal is well known for one of its famous service- the

unlimited rice service. You can buy one piece of grilled chicken

and unlimited rice- you can order rice as long as the chicken is

still has flesh in it. One of the strengths of Mang Inasal as a

fast food chain is Mang Inasal food services is locally adopted,

meaning its services is favored by our own Filipino culture. The

food being offered by this fast food chain is a testament of our

own culture too. But unlike the other two fast food chain, Mang

Inasal food service is not that affordable for Middle to lower

class families in the Philippines, making it not that practical

as an eating place for family bondings (Banzuela et.al, 2015).

According to some people, the waiting time for food service in

Mang Inasal is long, having a negative trait for a fast food

chain (Lokeren, 2018)

Mang Inasal currently runs in 433 branches across the

country, and is now the second largest fast food chain in the

Philippines next to Jollibee and ahead of McDonald’s. In the

present time, Mang Inasal is present in 70% of the cities, and

is continuously being built around the country

(termpaperwarehouse.com).
COMPARATIVE STUDY OF THE SERVICES OFFERED BY THREE FAST FOOD CHAINS IN GUIMBA, NUEVA ECIJA 8

On a SWOT (Strength, Weakness, Opportunity, Threats) study

by De Jesus (2015), Mang Inasal is a fast-growing company

rapidly scattering throughout the country. The crews in these

fast food chains are well-oriented and trained, according to the

study. As said before, the food at Mang Inasal is locally

adapted, using our own Filipino Culture as its basis. However,

the Mang Inasal fast food chain’s menu is limited, having its

customers only a few food choices to choose from. Mang Inasal

also earns a lot of customer complaints. According to one of its

critics, Mang Inasal chicken is not the archetypal chicken

nasal- it is only a saltier honey chicken barbeque and

recommended another fast food chain similar with Mang Inasal. In

the contrary of the strength saying Mang Inasal’s crews are

well-trained, some customers say that Mang Inasal’s crews

doesn’t know what they are doing.

According to the same study, Mang Inasal, while giving

opportunities with many Filipinos, Mang Inasal also poses

threats with our own culture. The said study says that Mang

Inasal changes customer taste in a negative way. Mang Inasal

also is implicitly advertising unhealthy eating habits in its

customers with their unlimited rice service.

Aside from these positive and negative reviews from

customers and critics, Mang Inasal is still continuing to grow.

COMPARATIVE STUDY OF THE SERVICES OFFERED BY THREE FAST FOOD CHAINS IN GUIMBA, NUEVA ECIJA 9

Stated in an essay in (bartleby.com), Mang Inasal is the answer

to an increasing demand for Barbeque fast food chains. In

today’s environment, it is becoming increasingly difficult to

differentiate one fast food chain from another because the

services and food of these fast food chains are very similar. On

the other hand, Mang Inasal is unique. Sooner or later, Mang

Inasal will be positioned as an international franchise, meaning

Mang Inasal will soon can be found at foreign cities around the

world.

STATEMENT OF THE PROBLEM

In this study, we aim to answer the following questions;

1. What are the Socio-Demographic Profiles of the respondents?

in terms of ;

a.) age

b.) gender

c.) financial status

2. What are the services offered by the three fast food chains?

3. What are the differences of services offered by these fast

food chains?

4. How does the competition of services of these three fast food

chains affects the satisfaction of customers?

COMPARATIVE STUDY OF THE SERVICES OFFERED BY THREE FAST FOOD CHAINS IN GUIMBA, NUEVA ECIJA 10

HYPOTHESIS

1. There are no significant differences of services offered by

these three fast food chain.

* There are significant differences of services offered by

these three fast food chain.

2. The Competition of these three fast food chain has no

significant effect on customer’s satisfaction.

* The Competition of these three fast food chain has a

significant effect on customer’s satisfaction.

CONCEPTUAL FRAMEWORK

The data gathering procedure of this study will be made up

of the three stages as illustrated below:

PHASE I
PHASE II PHASE III
PREPARATION
Distribution of the survey Data analysis and
Pre-testing of the
questionnaire interpretation
survey questionnaire
for validity and
reliability
 COMPARATIVE STUDY OF THE SERVICES OFFERED BY THREE FAST FOOD CHAINS IN GUIMBA, NUEVA ECIJA 11

In phase I, the researchers formulated the possible research

instrument, based on related literatures available. In Phase II,

the researchers distributed the survey questionnaires to the

voluntary respondents. In Phase III, upon the retrieval of the

survey instruments, raw data gathered is encoded for analysis

and interpretation.

RESEARCH PARADIGM

The paradigm of the study illustrates the input, process,

and output of the research about the comparison of the services

offered by the said three fast food chains at Guimba, Nueva

Ecija. It also illustrates the customer’s satisfaction on the

competition of the three fast food chains

PROCESS
INPUT
DATA GATHERING
SOCIO-DEMOGRAPHIC PROFILE OF TECHNIQUES
THE RESPONDENTS
 Survey Questionnaires
 Age  Unstructured Interviews
 Gender
 Social status STATISTICAL TREATMENTS
 Monthly Income
 Weighted means
SERVICES OFFERED BY FAST FOOD  Frequency counts
CHAINS  Percentage
 Correlation
 Fast food serving
 Delicious Food
 Multiple food & drinks to choose
from OUTPUT
 Unlimited rice
 Good waiters and staff Best services offered by the three
 Unlimited gravy fast food chains at Guimba, Nueva
 Take-out services Ecija .
 Pleasing environments
 Efficient parking for customers
 Free wifi

SATISFACTION OF CUSTOMERS
COMPARATIVE STUDY OF THE SERVICES OFFERED BY THREE FAST FOOD CHAINS IN GUIMBA, NUEVA ECIJA 12

SIGNIFICANCE OF THE STUDY

The result of the study will be beneficial to be following:

1. Customers – it will benefit the customers by knowing the

quality of the services offered by the 3 fast food chain in

Guimba. With this study, customers will have knowledge on which

of these three fast food chains they should patronize.

2. The Students - it will give the researcher or student a

broader knowledge about the services that the fast food chain

offered & what are their differences to each other by comparing

those fast food chains in Guimba. By this, researcher will know

and realize also the characteristics of a good employee while

the researcher is on the process of gathering data and it will

serve as a guide to her/his and to the future researcher and

readers.

3. The Teacher/Parents - this research will show the differences

of the services that the 3 fast food chain in Guimba offered. It

will give them the idea w/c fast food place they can eat and

spend their money that will give them satisfaction.

4. Community – Research like this will contribute the community

in a way of spreading or sharing the important data’s that the

researchers have gathered.

COMPARATIVE STUDY OF THE SERVICES OFFERED BY THREE FAST FOOD CHAINS IN GUIMBA, NUEVA ECIJA 13

5. Future Researchers – It would help the future researches that

are interested in this study. It will serve at their basis and

their background about their research.

SCOPE AND LIMITATIONS

The study will be conducted at Guimba, Nueva Ecija and will

use the Snowball Sampling method to gather respondents.

This study focuses on comparing the three fast food chains

in Guimba, Nueva Ecija, and would not gather data from other

branches of fast food chains outside the said region. The

researchers will also use the survey questionnaire to acquire

information regarding the satisfaction of customers with the

competition of these fast food chains. The study will only focus

on the competition of these fast food chains, and will not

gather information about the marketing strategies, decisive

strategies, and other economic strategies of these specific fast

food chains. The possible respondents will only be limited to

the number of 50-100 respondents for the reason of not everybody

visits these fast food chains frequently.

COMPARATIVE STUDY OF THE SERVICES OFFERED BY THREE FAST FOOD CHAINS IN GUIMBA, NUEVA ECIJA 14

DEFINITION OF TERMS

Competition – this refers to the process in which fast food

chains tries to find and create better services to surpass the

other.

Customers– this refers to the person who buys goods and uses

services of these fast food chains.

Fast Food Chains – this refers to the restaurant that offers

fast food services

Fast Food Chains– this refers to the food service in which the

restaurant serves food at a short period of time.

Food Services– this refers to the service of providing

delicious, healthy, and cheap foods among customers.

Services – the overall work of fast food chains to satisfy their

customers.
COMPARATIVE STUDY OF THE SERVICES OFFERED BY THREE FAST FOOD CHAINS IN GUIMBA, NUEVA ECIJA 15

CHAPTER II

METHODOLOGY

This chapter shows the methods, instruments, and procedures

used by the researchers.

Research Design

This study will use descriptive method of research. It is a

method which does not answer questions about how, when and why

the characteristics occurred but only addresses the “what”

question. According to ( Calmorin, 2010), “Descriptive research

supports in decision making process by providing the best

solution among available”. The use of quantitative research

design aims to determine certain services in which the customers

are satisfied or not satisfied. According to (Grove, 2005), the

quantitative research design is used to quantify the problem by

the way of generating numerical data or data that can be

transformed into useable statistics.

Research Environment

The study will be conducted at Guimba,

Nueva Ecija. It is a first class municipality

of Nueva Ecija in the Region III located at the

island of Luzon in the Philippines.

Figure 1. Guimba, located on the map of

Nueva Ecija
COMPARATIVE STUDY OF THE SERVICES OFFERED BY THREE FAST FOOD CHAINS IN GUIMBA, NUEVA ECIJA 16

Research Respondents

The respondents of this study will be the customers of these

three fast food chains living at Guimba, Nueva Ecija as they are

the customers frequently experiencing the services of the said

fast food chains. The researchers will use Snowball Sampling

method to gather respondents.

Research Instruments

1. The Questionnaire – The main research instrument that

will be used in this study will be the survey

questionnaire, which will be formulated by the

researchers themselves.

1.1 Description, The questionnaire has three parts

Part I deals with the socio-demographic profile of the

respondents, which includes their age, gender, marital status,

and monthly income. Their name can be given voluntarily by the

respondents.

Part II deals with the following services that can be

experienced at these fast food chains. It includes fast food

services, food taste, efficient environment, and alike.

On the other hand, Part III deals with the satisfaction of

the respondents with the services offered by the said fast food
COMPARATIVE STUDY OF THE SERVICES OFFERED BY THREE FAST FOOD CHAINS IN GUIMBA, NUEVA ECIJA 17

chains. It measures their satisfaction by rating specific number

of agreements

1.2 Scoring. The items in parts II and III in the

questionnaire will put a check on the following responses with

the equivalents and verbal interpretations below:

VALUE RANGE INTERPRETATIONS

4 3.20-4.00 Strongly Agree / Very Satisfied

3 2.40-3.19 Agree / Satisfied

2 1.60-2.39 Disagree / Not satisfied

1 1.00-1.59 Strongly Disagree / Poorly Satisfied

1.3 Validation. The first part of the questionnaire will be

subjected to face validation because it is formulated by the

researchers personally with the help of their adviser. A draft

of this will be tried out among 15 respondents in Guimba, Nueva

Ecija where all are residing at the said area. The try-out phase

will be personally conducted by the researchers themselves to

solicit feedbacks to the complexity of the items to be answered.

The comments and suggestions given by the advisers and volunteer

COMPARATIVE STUDY OF THE SERVICES OFFERED BY THREE FAST FOOD CHAINS IN GUIMBA, NUEVA ECIJA 18

respondents will be considered in revising the final

questionnaire.

1.4 Reliability of the Questionnaire. To test the

reliability of the questionnaire, the test-retest method will be

applied. The dry run will be done twice to test the

questionnaire’s reliability.

2. The Unstructured Interview. Another research instrument

to be used to gather data is the unstructured interview with

some of the respondents during the administration of the

questionnaires by the researchers. These will be done to

validate and substantiate the responses the respondents give in

the questions/items posed in the questionnaire.

Data Gathering Procedure

The researchers will make a request (written or oral) to be

addressed with the respondents to be gathered by snowball

sampling method. Upon obtaining the approval of the said

request, the researchers will personally distribute the

questionnaires to the respondents. The researchers will wait

until the time the respondents accomplished the questionnaires.

The researchers will then ask the respondents for other

respondents similar with their Socio-Demographic Profile

(Snowball Sampling) so that the researchers will make a request

COMPARATIVE STUDY OF THE SERVICES OFFERED BY THREE FAST FOOD CHAINS IN GUIMBA, NUEVA ECIJA 19

again to be addressed with the recommended respondents. When

distributing the questionnaire, the researchers will also

commence unstructured interviews with some of the respondents at

the same time.

Statistical Treatment of Data

The researchers will use the following statistical tools

such as the frequency count, percentage, weighted mean, and

correlation

In the describing of the Socio-Demographic profile of the

respondents, as stated in Question 1, frequency counts and

percentage will be used. The formula for percentage is:

P = F/N x 100

Where F = Frequency

N = Number of respondents

P = Percentage

To interpret and analyze the data on the similarities

differences in the services offered by these fast food chains

and the satisfaction of the customers as well, the weighted mean

will be used. The formula for weighted mean is:

WM = TFV/N
COMPARATIVE STUDY OF THE SERVICES OFFERED BY THREE FAST FOOD CHAINS IN GUIMBA, NUEVA ECIJA 20

Where:

WM = weighted mean

TFV = total frequency value

FV = frequency x value

N = number of respondents

In establishing significant relationship between the

profiles variables of the respondents and their capability,

Spearman correlation will be used.

In establishing the differences in the services offered

made by three fast food chains, t-test will be used.

Data Collection

Permit to conduct the study will be requested to the

researchers’ adviser, and upon approval, coursed to the

voluntary respondents who will accomplish the questionnaires.

The researchers will be present at the moment the respondents

accomplished the instruments to ensure the retrieval of the said

research instruments.

Data analysis

The researcher will use the frequency and percentage

distribution for the profile of the respondents. The weighted

mean and verbal interpretations will be used to interpret the

COMPARATIVE STUDY OF THE SERVICES OFFERED BY THREE FAST FOOD CHAINS IN GUIMBA, NUEVA ECIJA 21

respondents’ responses to the Comparison of the services offered

by the three fast food chains at Guimba, Nueva Ecija.

For the relationship between the respondents’ profile and

their satisfaction, Spearman correlation will be used.

COMPARATIVE STUDY OF THE SERVICES OFFERED BY THREE FAST FOOD CHAINS IN GUIMBA, NUEVA ECIJA 22

CHAPTER III

PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA

This chapter presents, analyzes, and interprets data that were

gathered from the respondents for the study entitled

“Comparative Study of the Services Offered by Three Fast Food

Chains in Guimba, Nueva Ecija”.

SOCIO-DEMOGRAPHIC PROFILE OF THE RESPONDENTS

The socio-demographic profile of the respondents includes

their personal data such as their age, gender, social status,

monthly income, and name—which is optional.

TABLE 1

AGE OF THE RESPONDENTS

AGE FREQUENCY PERCENTAGE

15-20 113 75%

21-25 111 7%

26-30 8 5%

31-35 6 4%

35-40 12 8%
COMPARATIVE STUDY OF THE SERVICES OFFERED BY THREE FAST FOOD CHAINS IN GUIMBA, NUEVA ECIJA 23
COMPARATIVE STUDY OF THE SERVICES OFFERED BY THREE FAST FOOD CHAINS IN GUIMBA, NUEVA ECIJA 24

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COMPARATIVE STUDY OF THE SERVICES OFFERED BY THREE FAST FOOD CHAINS IN GUIMBA, NUEVA ECIJA 25

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