CHAPTER 1

INTRODUCTION

1.1 Background of the Study

According to Family Income and Expenditure Survey (FIES), around 4.6 percent of

the total expenditure of a Filipino household is being allocated for food. Some of this

expenditure goes to fast food restaurants like Jollibee, McDonalds, KFC, etc. Generally, fast

food refers to a type of restaurant that offers quick services and affordable food.

Convenience is the main reason why fast food restaurant is popular. Convenience was cited

as the main reason consumers choose a fast food dining option which was further supported

by the fact that less than one-third of patrons 'dine-in' when eating fast food (Kleijngeld.,

n.d). This underscores the importance of restaurants assuring the drive-through experience is

positive for consumers in order to assure repeat business and gain brand loyalty. One of the

most popular fast food restaurants in the Philippines is Jollibee Corporation.

Jollibee Corporation is the largest fast food chain in the Philippines with 750 stores

operating nationwide and 80 stores operating outside the Philippines. They have 26

branches in United States of America, 32 branches in Vietnam, 11 branches in Brunei, 7

branches in Jeddah, Saudi Arabia, 1 branch each in Qatar, Hong Kong and Kuwait.

Jollibee Corporation considered as one of the most popular choice in terms of fast

food chain among all the Filipinos. Main reason why Filipino loves Jollibee first is because

most Filipinos grew up eating Jollibee, second is the delicious menu that touches the heart

of the Filipinos and lastly, the quick services that the Jollibee offered to their customers.

Although Jollibee Corporation is already established company, they still need to

maintain the loyalty of their customers and they should also take good care of their

5
 customers by giving them services that can meet their overall satisfaction. Moreover,

excellent service increases customer retention and leads to repeat customer purchase

behavior which ultimately increases the market share of the companies and generates high

revenues (Cronin J.J & Taylor S.A, 1992).

This study aims to find out the perception of the selected respondents on five service

quality dimensions of Jollibee Corporation in Dasmariñas City, Cavite. The research intends to

understand the perception of the customers in terms of the five dimensions of service quality

such as responsiveness, assurance, tangibles, empathy and reliability. It also includes the overall

satisfaction of the customers of Jollibee Corporation.

1.2 Statement of the Problem

This study aims to know the perception of customers on five Service Quality dimensions

of Jollibee Corporation in Dasmariñas City, Cavite to the respondents with the following

considerations:

1. What is the profile of the selected customer of Jollibee Corporation in terms of:

(f) Age

(g) Gender

(h) Civil Status

(i) Educational Attainment

(j) Income Level

(k) Time of Dining

6
2. What is the perception of the selected respondents on the service quality of Jollibee

Corporation in terms of their:

(a) Responsiveness

(b) Assurance

(c) Tangibles

(d) Empathy

(e) Reliability

3. Is there a significant difference between the demographic profile of the respondents and the

five dimensions of service quality of Jollibee Corporation?

1.3 Objectives of the Study

The main objective of this study is to determine the perception of customers on five

Service Quality dimensions of Jollibee Corporation in Dasmariñas City, Cavite to the

respondents.

1. To know the profile of the selected respondents based on age, gender, civil

status, educational attainment, income level, and time of dining.

2. To study the perception of the respondents in terms of the five dimensions of service

7
quality such as responsiveness, assurance, tangibles, empathy and reliability.

3. To know the significant difference between the demographic profiles of the respondents

and the five service quality dimension.

1.4 Significance of the Study

The significance of the study is the following:

a) This research study will serve as an additional knowledge to the customers to

understand the service quality of Jollibee Corporation.

b) This research study will serve as an opportunity to Jollibee Corporation to know if

their service quality is enough to meet the expectations of the customers and to identify

their weakness towards service quality.

c) This research study will help other fast food companies to improve their service quality.

d) This research study will serve as a reference for the future researchers in conducting

their research regarding the service quality of fast food chain like Jollibee.

1.5 Scope and Limitations

This study is focused on determining the perception of customers on five service quality

dimensions such as responsiveness, assurance, tangibles, empathy and reliability of Jollibee

Corporation only in Dasmariñas City, Cavite. These dimensions were based on the perspective

of the SERVQUAL model by Parasuraman et al. (1998). The researchers conducted an online

survey with the use of Google forms to the selected respondents ranging 18 years old and

above that eats in Jollibee in Dasmariñas City, Cavite.

8
 This learning involves the perception of the people that has different profession towards the

five service quality dimensions of Jollibee in Dasmariñas City, Cavite. This study is limited to

the respondents ranging 18 years old and above and would only focus on the perception of the

customers on the five service quality and the difference between it.

1.6 Definition of Terms

The following terms used in the study are defined for the better understanding of the readers.

Churn - Customer attrition, also known as customer churn, customer turnover, or customer

defection, is the loss of clients or customers.

Competence - A cluster of related abilities, commitments, knowledge and skills that enable a person (or

organization) to act effectively in a job or situation.

Constitute - (of people or things) combine to form (a whole).

Courtesy - behavior marked by polished manners or respect for others

Dimension- a measurable extent of some kind, such as length, breadth, depth, or height; an

aspect or feature of a situation, problem, or thing

Economic Risk - is the chance that macroeconomic conditions like exchange rates, government

regulation, or political stability will affect an investment, usually one in a foreign country.

9
Intangible - unable to be touched or grasped; not having physical presence

Perceived quality – customer's perception of the overall quality or superiority of a product or

service with respect to its intended purpose, relative to alternatives

Prompt – performed or executed without delay / quick or ready to act or respond

Prerequisite - Qualification required as a necessary condition for something to follow, such as

admission, advancement, award, benefit, privilege , etc.

SERVQUAL or Service Quality – is the degree to which customer’s perception of service meet

and/or exceeds their expectations

Valence - a length of decorative drapery attached to the canopy or frame of a bed in order to

screen the structure or the space beneath it.

10
 CHAPTER 2

REVIEW OF RELATED LITERATURE

This chapter serves as the main reference point in terms of the present study. It

involves citations made by different researchers that may serve as the basis to solve some

problems that may be encountered in the development of the study.

2.1 Service Quality

In every company, service is a must in order to reach the customers. These services

differ from each other and it depends on the kind of product or the organization. One author

says service as “any intangible act or performance that one party offers to another that does

not result in the ownership of anything” (Kotler P. & Keller K., 2009). Service is a valuable

action, deed, or effort performed to satisfy a need or to fulfill a demand. In all, it can also be

defined as an intangible offer of someone to another in exchange of monetary value for

pleasure.

Quality is one of the things customer look for a product and services. It can also be

defined as the totality of features and characteristics of a product or service that can satisfy

needs and wants (Kotler P. et al, 2002). It is evident that quality is related to the value of a

product or services; it can evoke the satisfaction and/or dissatisfaction of a customer.

Service Quality in marketing is the degree to which customer’s perception of service

meet and/or exceeds their expectations (Bowen R. & David E., 2005). Thus service quality

can be used in a way to in which customer are served in a good or poor manner. Business

Dictionary defines service quality as an assessment of how well a delivered service

conforms to the client's expectations. Service business operators often assess the service

11
 quality provided to their Customers in order to improve their service, to quickly identify

problems, and to better assess client satisfaction. It is argued that the difference between

perceived and expected service was a valid way of identifying gaps in what service is being

offered.

The aim of providing quality services is to satisfy customers. Measuring service

quality is a better way to dictate whether the services are good or bad and whether the

customers will or satisfied with it. Haywood J. (1998) listed in his study: “three components

of service quality, called the 3 “Ps” of service quality”. In the study, service quality was

described as comprising of three elements:

a) Physical facilities, processes and procedures;

b) Personal behavior on the part of serving staff, and;
c) Professional judgment on the part of serving staff but to get good quality service

Haywood J. (1988), stated that “an appropriate, carefully balanced mix of these three

elements must be achieved.” What constitutes an appropriate mix, according to him will, in

part, be determined by the relative degrees of labor intensity, service process customization,

and contact and interaction between the customer and the service process. From the look of

things, this idea of his could be design to fit with evaluating service quality with the

employee perspective.

One of the most useful measurements of service quality is the dimensions from the

SERVQUAL model. It has been proven that the SERVQUAL scale or the gap model of

Parasuraman A. et al (1998) is one of the best ways to measure the quality of services

provided to customer. Some authors have said that it is also proven consistent and reliable

(Brown T. et al, 1993). It is held that, when the perceived service is less than the expected

12
service; it means that the service quality is less than satisfactory; and when the perceived

service is more than expected service, the inference would be that the service quality is more

than satisfactory (Jain S. et al, 2004). Based on the studies, it could be implied that the idea of

SERVQUAL fits the evaluation of service quality from the perspective of customers. As it

was stated “perceived” and “expected” service, means that it goes thru the person, who is

going to consume or is consuming the service.

The 10 dimensions stated below are from the study of Parasuraman A. et al., (1998):

a) Tangibles: the appearance of physical artifacts and staff members connected with
the service (accommodation, equipment, staff uniforms, and so on).
b) Reliability: the ability to deliver the promised service.

c) Responsiveness: the readiness of staff members to help in a pleasant and effective way.

d) Competence: the capability of staff members in executing the service.

e) Courtesy: the respect, thoughtfulness, and politeness exhibited by staff members who
are in contact with the customer.
f) Credibility: the trustworthiness and honesty of the service provider.

g) Security: the absence of doubt, economic risk, and physical danger.

h) Access: the accessibility of the service provider.

i) Communication: an understandable manner and use of language by the service provider.

j) Understanding the customer: efforts by the service provider to know and

understand the customer.

In the first SERVQUAL model had 22 pairs of Likert-type items, one part is used to

measure the perceive level of service provided by an organization and the other part measure

the expected level of service quality by respondents (Kuo Y., 2003). In further investigation

lead to the findings that, among the 10 dimensions were some correlated.

After refinement, the 10 dimension we reduced to 5 dimensions as presented below:

13
 Tangibility: physical facilities, equipment, and appearance of personnel

Reliability: ability to perform the promised service dependably and

accurately Responsiveness: willingness to help customers and provide

prompt service

Assurance: knowledge and courtesy of employees and their ability to inspire trust and

Confidence

Empathy: caring individualized attention the firm provides to its customers

2.2 Importance of Service Quality

Service quality can be described as a rationale of differences between expectation and

competence along the important quality dimensions. Parasuraman, Zeithaml and Berry identified

ten requirements useful for customers’ evaluation of the quality of services: reliability,

responsiveness, tangibles, communication, credibility, security, competence, courtesy,

understanding the customers and service accessibility (Parasuraman A. et al., 1985). Zeithaml,

Parasuraman, and Berry (Zeithaml V.A, et al., 1990) proposed a service quality scale

(SERVQUAL), a generic instrument that has 5 dimensions of service quality: reliability,

responsiveness, assurance, empathy and tangibles, the constructs were found to have high

correlation. (Zeithaml V.A, et al., 1990)

This instrument continues to be widely used in marketing studies of customer satisfaction

and consumer preference (Kotler P. & Armstrong G., 2000), despite some argument that other

models may be better (Othman A. Q. et al., 2001) The stage of performance that a top quality

service will need to give was conditioned through the expectation of the customers. Service

quality is judged low when the performance was below expectation.

The SERVQUAL model is a common diagnostic tool used to measure customer service

14
 and perceived satisfaction. Reliability is the service company ability to deliver promises on

time. In this study we focused on five factors that could predict the quality of the service

provided by the investigated telecommunication service provider. Responsiveness is the degree

to which customers perceive service providers’ readiness to assist them promptly. Assurance is

the degree of courtesy of service providers’ workers and their ability to communicate trust to

customers. Empathy is the care and importance the service provider gives to an individual

customer, and the degree to which specific customer needs and preferences can be understood

and articulated. Lastly, tangibility is the evidence of facilities, personnel, and communication

materials used by the company while offering services to customers. (Hernon P. et al., 2001)

Service quality is commonly noted as a critical prerequisite and determinant of

competitiveness for establishing and sustaining satisfying relationships with customers. Previous

studying suggests that service quality is an important indicator of customer satisfaction.

According to Wang and Wang, service quality is a form of an attitude, related but not equivalent

to satisfaction that results from the comparison of expectation with performance. The customer s

generally use certain criteria to evaluate service quality by examining reliability, responsiveness,

assurance, empathy and physical aspects. (Wang C Wang Z., 2006)

Customer Loyalty means the relationship between the relative attitude toward an entity

(service) and patronage behavior (Gefan., 2002). Loyalty involves a psychological bond to the

service provider and means you are at a certain high degree of customer satisfaction and

commitment.

According to Suda and Sarunya, customer satisfaction does not only express a happy

customer, but rather complex than that ref. It is actually a term most widely used in the business

and commerce industry. It is a business term explaining about a measurement of the kind of

15
products and services provided by a company to meet its customer’s expectation (Suda S &

Sarunya L., 2001).

2.3 Customer Satisfaction

An individual or organization that buys goods and services is called a customer. The

primary goal of businesses is to attract customer, as they are the one who creates demands for

goods and services (Customer, n.d). Sometimes, customer and consumer are often used

conversely, but a customer and consumer are not always the same. Essentially, customers buy

the products while consumers use them. A customer may be a customer and a consumer can

be a customer, however, there are cases where it is not. Generally, your marketing efforts

should point to the consumer, rather than the customer (Joseph C., n.d).

Satisfaction is when a customer and/or a consumer are contented with the product or

service. It is the fulfillment of one's wishes, expectations, or needs, or the pleasure derived

from this. Satisfaction can also be a person’s feelings of contentment or discontent that

results from differentiating a product’s perceived performance or outcome with their

expectations (Kotler P. & Keller K., 2009). In marketing, the term customer satisfaction

measures how products of services supplied by a company meet or surpass the expectations

of the customer/consumer.

Customer satisfaction is important as it used as a metric to manage and improve the

businesses by the marketers and business owners (Beard R., 2014)

Seventy one percent of 200 senior marketing managers found that a metric in

customer satisfaction is useful in managing and monitoring their businesses.

Beard R. (2014) says the top six reasons why customer satisfaction is so important:

16
 a) It’s a leading indicator of consumer repurchase intentions and loyalty

b) It’s a point of differentiation

c) It reduces customer churn

d) It increases customer lifetime value

e) It reduces negative word of mouth

f) It’s cheaper to retain customers than acquire new ones

Measuring customer satisfaction could be very difficult at times because it is an

attempt to measure human feelings. It was for this reason that some existing researcher

presented that “the simplest way to know how customers feel, and what they want is to ask

them” this applied to the informal measures (Levy P., 2009,; NBRI, 2009,; Agbor J.M.,

2011).

Levy P. (2009) suggested three ways of measuring customer satisfaction:

a) A survey where customer feedback can be transformed into measurable quantitative data

a) Focus group or informal where discussions orchestrated by a trained moderator

reveal what customers think.

b) Informal measures like reading blocs, talking directly to customers.

The advantage of asking customer is that you can know everyone’s thoughts and

feeling, and disadvantageous as information is collected from each customer. (NBRI, 2009).

The National Business Research Institute (NBRI) suggested possible dimensions that one can

use in measuring customer satisfaction, e.g.:

a) Quality of service

17
 b) Innocently

c) Speed of service

d) Pricing

e) Complaints or problems

f) Trust in your employees

g) The closeness of the relationship with contacts in your firm

h) Other types of services needed

i) Your positioning in clients‟ minds

2.4 Service Quality and Customer Satisfaction

Customer satisfaction and service quality are inter-related. The higher the service quality,

the higher is the customer satisfaction. Thus, competitive advantage through high quality service

is an increasingly important weapon to survive. As a process in time, service quality takes place

before, and leads to overall customer satisfaction (Caruana & Malta., 2002)

Service quality has been found to be an important input to customer satisfaction (Caruana

& Malta., 2002). Cronin and Taylor originally hypothesized that satisfaction is an antecedent of

service quality (Cronin JJ & Taylor SA., 1992). They argued also that service quality appears as

the only one of the service factors contributing to customers’ satisfaction judgments.

Lasser et al. cited by Suda S and Sarunya L examined the effects of service quality on

customer satisfaction in private banking sector by using two well-known measures, the

SERVQUAL and the technical/ functional quality (Suda S.L, 2001) They compared and

contrasted empirically SERVQUAL and technical/functional quality model. They tried to

compare the various dimensions of the two quality service models and their effects on

satisfaction. They mentioned that customer satisfaction is a multidimensional construct, and that

these dimensions will be differentially impacted by the various components of service quality.

18
 CHAPTER 3

THEORETICAL FRAMEWORK

3.1 Assumption of the Study

The following have been perceived to be the assumption of the results:

1. The customers of Jollibee are receiving a good service quality that they deserved.

2. The customers of Jollibee are satisfied with the service quality that they needed.

3. The customers of Jollibee are aware of the service quality of Jollibee Corporation.

3.2 Hypothesis of the Study

The researchers aim to determine the perception of the customers on five service

quality dimensions of Jollibee Corporation. The researchers come up to this hypothesis of

the study:

Ho: There is no significant difference in the customer perception regarding the five

dimension service quality of Jollibee.

Ha: There is a significant difference in the customer perception regarding the five dimension

service quality of Jollibee.

3.3 Theoretical Framework

There are several theories proposed to understand service quality dimensions. One of

them is proposed by Michael Brady and Joseph Cronin or also called as “Brady and

Cronin‟s model”. Brady M. and Cronin J. (2001) proposed one model where they combined

the three- component model made by Rust R.T and Oliver R. (1994) and the model of

19
 Dabholkar et al --- the multilevel conceptualization of service quality. According to Brady

M. and Cronin J., service quality was formed by three primary dimensions such as

interaction quality (attitude, behavior and experience), physical environmental quality

(ambient conditions, design and social factors) and outcome quality (waiting time, tangibles

and valence).

Brady M. and Cronin J. (2001) suggest that the concept of valence is to know the

perception of the customers in the service either good or bad regardless on the service they

are experiencing. This good/bad belief reflects the degree to which the object of interest is

considered favorable or unfavorable (Mazis M.B et al., 1975).

Even though the model of Brady M. and Cronin J. receives lots of criticism before

because of their unclear directions in the level of service quality the experts still

recommended them as an excellent basis for proposing the attributes of service quality.

Figure 1
Framework of the Study
Adapted from Brady and Cronin Model of Service Quality (2001)

20
 3.4 Conceptual Framework

Figure 2 describes the conceptual framework of the study wherein the input is about the

profile of the respondents in terms of the following: Age, Gender, Civil Status, Educational

Attainment and Income level. It also includes the preferred time of dining, if its breakfast, lunch

or dinner.

On the next column, the process being used is through survey, to determine the

perception of the selected respondents on the service quality of Jollibee Corporation in terms of

their: Responsiveness, Assurance, Tangibles, Empathy and Reliability. The output is the

improvement and the expected outcome of the service quality.

The researchers aim to know the Perception of Customers on Five Service Quality

Dimensions of Jollibee Corporation in Dasmariñas City, Cavite. The figure shows how the

researchers researched and how they conduct their survey and to be able to get and interpret the

results.

INPUT PROCESS OUTPUT

Profile of the respondents

Five service quality
in terms of their:
dimension: Loyalty of the
custom ers
 Age
 Responsiveness
 Gender Positive
 Assurance
 Civil Status feedback from
 Tangibles
custom ers
 Educational  Empathy
Attainment  Reliability
  Income Level
 Time of Dining

Figure 2
Conceptual Framework

21
 CHAPTER 4

RESEARCH METHODOLOGY

This chapter indicates the methods used by the researchers on how the study was

conducted. It includes the research design of what research method was used, the participants of the

research study, and the research instrument of how the survey was organized and how the data is

collected.

4.1 Research Design

The researchers used a Descriptive type of research method by the use of survey to the

respondent’s perception towards the five service quality dimension of Jollibee Corporation. The

approach used in the study is quantitative method to be able to understand better the situation and

the perception of the population it involves.

4.2 Research Locale

The respondents of this study are mainly composed of customers of Jollibee ranging 18

years old and above and visited Jollibee in Dasmariñas City, Cavite. Jollibee has a lot of

branches in Dasmariñas because of its popularity. City of Dasmariñas is one of the fastest

growing local government units in Cavite that has a numerous commercial establishments.

4.3 Research Instrument

The researchers used Likert scale for quantitative research to identify the perception of

the respondents towards the five service quality dimension of Jollibee Corporation and check list

to know the demographic profile of the respondents and the overall satisfaction towards the

22
service quality of Jollibee Corporation. The part one of the survey questionnaires was all about

the profile of the respondents, the second part was for the five service quality dimension that was

answerable by using a 4 point Likert scale ranging from Strongly Agree, Agree, Disagree and

Strongly Disagree.

Table 1
Scale of Effectiveness

ASSIGNED VALUES MEAN INTERVAL VERBAL INTERPRETATION

4 3.50-4.00 STRONGLY AGREE

3 2.50-3.49 AGREE

2 1.50-2.49 DISAGREE

1 1.00 - 1.49 STRONGLY DISAGREE

4.4 Sampling Procedure

This research study is composed of 30 respondents who are 18 years old and above that

eats in Jollibee in Dasmariñas City, Cavite. The sampling method used by the researchers is

Simple Random sampling, this type of sampling is very relevant in this research because the

researchers will select respondents randomly and each member of the population has an equal

probability of being chosen.

4.5 Method of Data Collection/Data Collection Procedure

For the data collection method, the researcher prepared a survey. The survey was

conducted among the respondents. After gathering the data, the researchers tabulated all the

23
 results and interpret the results with the use Microsoft Excel. This will be analyzed by the

researchers through the use of SPSS and is used for the formation of the findings of the study.

4.6 Analytical Procedures/Method Analysis Formula:

Sample Size Formula:

( )

Where:

c = confidence level

Q = percentage of half of the population

P = percentage of half of the population

e = marginal error

Percentage Frequency Distribution Formula:

Sample Mean Formula:

Average Weighted Mean Formula:

24
 CHAPTER 5

RESULTS AND DISCUSSION

I. Profile of the Respondents

The following table shows the demographic profile of the respondents according to their age,

gender, civil status, educational attainment, income level and time of dining.

Age

Table 2 is based on the age of the respondents, twenty-one (21) or fifty percent (70%) of the

respondents are ages between 18-22 years old while thirty-one (8) or twenty-six point seven

percent (26.67%) of the respondents ages between 23-27 years old. However, three point thirty-

three percent (3.33%) of the respondents ages 28-32 years old, zero percent (3%) ages 33-37

years old and 37 years old above.

Table 2
Age of the Respondents

Particulars Frequency (f) Percentage (%)

18 to 22 years old 21 70

23 to 27 years old 8 26.67

28 to 32 years old 1 3.33

33 to 37 years old 0 0

37 years old above 0 0

Total N=30 100%

25
Gender

On Table 3, majority or sixty-three point thirty-three percent (63.33%) of the respondents are

female while thirty-six point thirty-seven percent (36.37%) are males.

Table 3
Gender of the Respondents

Particulars Frequency (f) Percentage (%)

Female 19 63.33%
Male 11 36.37%
Total N=30 100%

Civil Status

Table 4 is based on the civil status of the respondents, all or one hundred percent (100%) are

single, and zero percent (0%) are married, widowed and divorced.

Table 4
Civil Status of the Respondents

Particulars Frequency (f) Percentage (%)

Single 30 100%

Married 0 0%

Divorced 0 0%

Widowed 0 0%

Total N=30 100%

26
Educational Attainment

Table 5 is based on their educational attainment of the respondents, majority or fifty-three

point three percent (53.3%) of the respondents are college undergraduate followed by thirty percent

(30%) are college graduate. However, ten percent (10%) of the respondents are high school graduate,

and three point three percent (3%) are high school undergraduate and elementary graduate.

Table 5
Educational Attainment of the Respondents

Particulars Frequency (f) Percentage (%)

Elementary Graduate 1 3.3%

High School Graduate 3 10%

High School Undergraduate 1 3.3%

College Graduate 9 30%

College Undergraduate 16 53.3%

Master’s Degree 0 0%

PhD 0 0%

Total N=30 100%

27
Income level

Table 7 is based on the income level of the respondents, majority or forty-three point three

percent (43.3%) of the income level of the respondents are Php. 10,000 & below, twenty percent

(20%) are Php 25,00 & above, thirteen point three percent (13.3%) are Php 15,001 to 20,000and Php

20,001 to Php 25,000, and ten percent (10%) are Php 10,001 to 15,000.

Table 6
Income level of the Respondents

Particulars Frequency (f) Percentage (%)

Php 10,000 & below 13 43.3%

Php 10,001 to 15,000 3 10%
Php 15,001 to 20,000 4 13.3%
Php 20,001 to Php 25,000 4 13.3%
Php 25,000 & above 6 20%
Total N=30 100%

Time of Dining

On Table 8, majority of the respondents goes to Jollibee is sixty percent (60%) which is during

dinner time, twenty-six point seven (26.7%) is Lunch time, and thirteen point three percent (13.3%)

goes for Breakfast.

Table 7
Time of dining of the Respondents

Particulars Frequency (f) Percentage (%)

Breakfast 4 13.3%
Lunch 8 26.7%
Dinner 18 60%
Total N=30 100%

28
II. Perception of the Selected Respondents

Responsiveness

Table 9 shows the respondents perception towards the service quality of Jollibee in

Dasmariñas City in terms of responsiveness. Data showed that the highest rank is Q1: “Service crew

of Jollibee gives prompt service.” that has a mean score of 3.20 and its verbal interpretation is

“Agree”, followed by Q2: “Service crew of Jollibee is never too busy to respond to requests.” that has

a mean score of 3.13 and its verbal interpretation is “Agree”, Q5: “Service crew of Jollibee is willing

to answer questions regarding their product or services.” Got the rank 3 and has a mean score of 3.00

and its verbal interpretation is “Agree” and Q4: “Service crew of Jollibee take actions immediately

when there are complaints about their services.” got rank 4 and has a mean score of 2.97 and its

verbal interpretation is “Agree.”

However, the lowest rank is Q3: “Service crew of Jollibee is always willing to help whenever

problem arises.” that has a mean score of 2.83 and the verbal interpretation is “Agree”.

Table 8
Responsiveness

Particulars Mean Score Ranking Verbal

Interpretation
1. Service crew of Jollibee gives prompt
3.20 1 Agree
service.
2. Service crew of Jollibee is never too
3.13 2 Agree
busy to respond to requests.
3. Service crew of Jollibee is always
2.83 5 Agree
willing to help whenever problem arises.
4. Service crew of Jollibee take actions
immediately when there are complaints 2.97 4 Agree
about their services.
5. Service crew of Jollibee is willing to
answer questions regarding their product 3.00 3 Agree
or services.
Total 3.03 - Agree

29
Assurance

Table 10 shows the respondents perception towards the service quality of Jollibee in

Dasmariñas City in terms of assurance. Data showed that the highest rank is Q10: “Service crew of

Jollibee is well informed to answer questions regarding their product or services.” And Q7: “The

service crew of Jollibee guarantees their services.”, that has mean scores of 3.13 and the verbal

interpretation is “Agree” followed by Q6: “The service crew of Jollibee appears to know what they are

doing.” that has mean scores of 3.07 and the verbal interpretation is “Agree” and Q8: “Service crew of

Jollibee is very helpful.” that has a mean score of 3.00 and the verbal interpretation is “Agree”.

However, the lowest rank is Q9: “Service crew greets customers warmly with smile.” that has

mean score of 2.83 and the verbal interpretation is “Agree”.

Table 9
Assurance

Particulars Mean Score Ranking Verbal

Interpretation
6. The service crew of Jollibee appears to
3.07 3 Agree
know what they are doing.
7. The service crew of Jollibee guarantees
3.13 1 Agree
their services.
8. Service crew of Jollibee is very helpful. 3.00 4 Agree
9. Service crew greets customers warmly
2.83 5 Agree
with smile.
10. Service crew of Jollibee is well
informed to answer questions regarding 3.13 1 Agree
their product or services.
Total 3.03 - Agree

30
Tangibles

Table 11 shows the respondents perception towards the service quality of Jollibee in

Dasmariñas City in terms of tangibles. Data showed that the highest rank is Q13: “Service area is

clean.” that has a mean score of 3.10 and the verbal interpretation is “Agree” followed by Q14:

“Appearance of the physical facilities is consistent with the type of service industry.” And Q15:

“Jollibee store has modern equipment”, that both got rank 2 and has a mean scores of 3.00, and Q11:

“The service crew of Jollibee is dressed neatly.” got the rank 4 and has a mean score of 2.97 and the

verbal interpretation is “Agree”.

However, the lowest rank is Q12: “Jollibee store is visually appealing.” that has mean score of

2.73 and the verbal interpretation is “Agree”.

Table 10
Tangibles

Particulars Mean Score Ranking Verbal

Interpretation
11. The service crew of Jollibee is dressed
2.97 4 Agree
neatly.
12. Jollibee store is visually appealing. 2.73 5 Agree
13. Service area is clean. 3.10 1 Agree
14. Appearance of the physical facilities is
consistent with the type of service 3.00 2 Agree
industry.
15. Jollibee store has modern equipment. 3.00 2 Agree
Total 2.96 - Agree

31
Empathy

Table 12 shows the respondents perception towards the service quality of Jollibee in

Dasmariñas City in terms of empathy. Data showed that the highest rank is Q18: “The service crew

of Jollibee shows politeness, respect and friendliness towards their customers.” that has a mean score

of 3.17 and the verbal interpretation is “Agree” followed by Q19: “The service crew has a pleasant

attitude towards their customers.” that has a mean score of 3.13 and the verbal interpretation is

“Agree”. Rank 3 is Q17: “The Service crew understands customer specific needs” that has a mean

score of 2.97 and the verbal interpretation is “Agree” followed by rank 4 which is Q16: “The service

crew of Jollibee listens carefully to customer needs.” that has a mean score of 2.93 and the verbal

interpretation is “Agree”.

However, the lowest rank is Q20: “The service crew of Jollibee refrains from acting busy when

customers ask questions.” that has a mean score of 2.77 and the verbal interpretation is “Agree”.

Table 11
Empathy

Particulars Mean Score Ranking Verbal

Interpretation
16. The service crew of Jollibee listens
2.93 4 Agree
carefully to customer needs.
17. The Service crew understands
2.97 3 Agree
customer specific needs.
18. The service crew of Jollibee shows
politeness, respect and friendliness 3.17 1 Agree
towards their customers.
19. The service crew has a pleasant
3.13 2 Agree
attitude towards their customers.
20. The service crew of Jollibee refrains
from acting busy when customers ask 2.77 5 Agree
questions.
Total 2.99 - Agree

32
Reliability

Table 13 shows the respondents perception towards the service quality of Jollibee in

Dasmariñas City in terms of reliability. Data showed that the highest rank is Q21: “When problems

regarding their services arise, they show interest in solving It.” and Q23: “The performance of the

service crew of Jollibee is right the first time.”, that has a mean scores of 3.37 and the verbal

interpretation is “Agree”. Rank 3 is Q24: “The level of services of the service crew is the same

every day.” And Q25: “The service crew of Jollibee provides services as they promised.” that has

mean scores of 3.23 and verbal interpretation is “Agree”.

However, the lowest rank is Q22: “If a response is promised in a certain time by their

service crew, it happens immediately.” that has mean score of 2.93 and the verbal interpretation is

“Agree”.

Table 12
Reliability

Particulars Mean Score Ranking Verbal

Interpretation
21. When problems regarding their
services arise, they show interest in 3.37 1 Agree
solving it.
22. If a response is promised in a certain
time by their service crew, it happens 2.93 5 Agree
immediately.
23. The performance of the service crew
3.37 1 Agree
of Jollibee is right the first time.
24. The level of services of the service
3.23 3 Agree
crew is the same every day.
25. The service crew of Jollibee provides
3.23 3 Agree
services as they promised.
Total 3.23 - Agree

33
Five Dimensions of Service Quality

The table 14 shows the mean scores of the 5 dimensions of Service Quality, Reliability is

ranked 1 with a mean score of 3.227, and its verbal interpretation is “Agree”, Assurance is ranked 2

with mean scores of 3.033, and its verbal interpretation is “Agree”, Responsiveness is ranked 3

with mean scores of 3.027, and its verbal interpretation is “Agree”, Empathy is ranked 4 with a

mean score of 2.993, and its verbal interpretation is “Agree” and Tangibles is ranked 5 with a mean

score of 2.960, and its verbal interpretation is “Agree”

The average weighted mean is 3.048, and its verbal interpretation is “Agree”. Reliability has

the highest mean score and Tangibles has the lowest mean score.

Table 13
Five Dimensions of Service Quality

Five Dimensions of Service Quality Mean Score Ranking Verbal

Interpretation
Responsiveness 3.027 3 Agree

Assurance 3.033 2 Agree

Tangibles 2.960 5 Agree

Empathy 2.993 4 Agree

Reliability 3.227 1 Agree

Avg. Mean 3.048 - Agree

34
III. Difference between the demographic profile of the respondents and the five dimensions of

service quality of Jollibee Corporation.

Quantitative treatment of data and Interpretation for Age

Based on the age category of the demographic profile, the table 14 shows that the p-value of

dimension of Responsiveness is .994, Assurance is .458, Tangibles is .136, Empathy is .354, and

Reliability is .122. All of the dimensions has a greater than p-value of .05 which means that the

decision is to” Accept” the Ho, therefore there is no significant difference in the customer

perception regarding the five dimensions service quality of Jollibee Corporation in Dasmariñas

City, Cavite.

Table 14
Quantitative treatment of data and Interpretation for Age

Particulars P-value (ANOVA) Verbal Interpretation Decision

Responsiveness .994 Insignificant Accepted
Assurance .458 Insignificant Accepted
Tangibles .136 Insignificant Accepted
Empathy .354 Insignificant Accepted
Reliability .122 Insignificant Accepted
*margin error: 5%

If p-value is greater than critical value = 0.05, hypothesis is ACCEPTED

If p-value is less than critical value = 0.05, hypothesis is REJECTED

35
Quantitative treatment of data and Interpretation for Gender

Based on the gender category of the demographic profile, the table 15 shows that the p-

value of dimension of Responsiveness is .628, Assurance is .506, Tangibles is .679, Empathy is

.736, and Reliability is .272. All of the dimensions has a greater than p-value of .05 which means

that the decision is to” Accept” the Ho, therefore there is no significant difference in the customer

perception regarding the five dimensions service quality of Jollibee Corporation in Dasmariñas

City, Cavite.

Table 15
Quantitative treatment of data and Interpretation for Gender

Particulars P-value (ANOVA) Verbal Interpretation Decision

Responsiveness .628 Insignificant Accepted
Assurance .506 Insignificant Accepted
Tangibles .679 Insignificant Accepted
Empathy .736 Insignificant Accepted
Reliability .272 Insignificant Accepted
*margin error: 5%

If p-value is greater than critical value = 0.05, hypothesis is ACCEPTED

If p-value is less than critical value = 0.05, hypothesis is REJECTED

36
Quantitative treatment of data and Interpretation for Civil Status

Based on the civil status category of the demographic profile, the table 16 shows that we

cannot perform a computation as there is fewer than two groups in the statistics for civil status ass

all of the respondents are single.

Table 16
Quantitative treatment of data and Interpretation for Civil Status

Particulars P-value (ANOVA) Verbal Interpretation Decision

Responsiveness - - -
Assurance - - -
Tangibles - - -
Empathy - - -
Reliability - - -

ANOVA Table a,b,c,d,e

a. Fewer than two groups - statistics for

Responsiveness - Average * Civil Status cannot be

computed.

b. Fewer than two groups - statistics for Assurance

- Average * Civil Status cannot be computed.

c. Fewer than two groups - statistics for Tangibles

Average * Civil Status cannot be computed.

d. Fewer than two groups - statistics for Empathy -

Average * Civil Status cannot be computed.

e. Fewer than two groups - statistics for Reliability -

Average * Civil Status cannot be computed.

*margin error: 5%

If p-value is greater than critical value = 0.05, hypothesis is ACCEPTED

If p-value is less than critical value = 0.05, hypothesis is REJECTED

37
 Quantitative treatment of data and Interpretation for Educational Attainment

Based on the educational attainment category of the demographic profile, the table 17 shows

that the p-value of dimension of Responsiveness is .752, Assurance is .332, Tangibles is .596,

Empathy is .733, and Reliability is .330. All of the dimensions has a greater than p-value of .05 which

means that the decision is to” Accept” the Ho, therefore there is no significant difference in the

customer perception regarding the five dimensions service quality of Jollibee Corporation in

Dasmariñas City, Cavite.

Table 17
Quantitative treatment of data and Interpretation for Educational Attainment

Particulars P-value (ANOVA) Verbal Interpretation Decision

Responsiveness .752 Insignificant Accepted
Assurance .322 Insignificant Accepted
Tangibles .596 Insignificant Accepted
Empathy .733 Insignificant Accepted
Reliability .330 Insignificant Accepted
*margin error: 5%

If p-value is greater than critical value = 0.05, hypothesis is ACCEPTED

If p-value is less than critical value = 0.05, hypothesis is REJECTED

38
Quantitative treatment of data and Interpretation for Income Level

Based on the income level category of the demographic profile, the table 18 shows that the

p-value of dimension of Responsiveness is .444, Assurance is .630, Tangibles is .445, Empathy i s

.553, and Reliability is .508. All of the dimensions has a greater than p-value of .05 which means

that the decision is to” Accept” the Ho, therefore there is no significant difference in the customer

perception regarding the five dimensions service quality of Jollibee Corporation in Dasmariñas

City, Cavite.

Table 18
Quantitative treatment of data and Interpretation for Income Level

Particulars P-value (ANOVA) Verbal Interpretation Decision

Responsiveness .444 Insignificant Accepted
Assurance .630 Insignificant Accepted
Tangibles .445 Insignificant Accepted
Empathy .553 Insignificant Accepted
Reliability .508 Insignificant Accepted
*margin error: 5%

If p-value is greater than critical value = 0.05, hypothesis is ACCEPTED

If p-value is less than critical value = 0.05, hypothesis is REJECTED

39
Quantitative treatment of data and Interpretation for Time of Dining

Based on the time of dining category of the demographic profile, the table 19 shows that the

p-value of dimension of Responsiveness is .967, Assurance is .227, Tangibles is .983, Empathy is

.076, and Reliability is .069. All of the dimensions has a greater than p-value of .05 which means

that the decision is to” Accept” the Ho, therefore there is no significant difference in the customer

perception regarding the five dimensions service quality of Jollibee Corporation in Dasmariñas

City, Cavite.

Table 19
Quantitative treatment of data and Interpretation for Time of Dining

Particulars P-value (ANOVA) Verbal Interpretation Decision

Responsiveness .967 Insignificant Accepted
Assurance .227 Insignificant Accepted
Tangibles .983 Insignificant Accepted
Empathy .076 Insignificant Accepted
Reliability .069 Insignificant Accepted
*margin error: 5%

If p-value is greater than critical value = 0.05, hypothesis is ACCEPTED

If p-value is less than critical value = 0.05, hypothesis is REJECTED

40
 CHAPTER 6

SUMMARY, CONCLUSION, AND RECOMMENDATION

6.1 Summary

This research study aims to know the Perception of Customers on five Service Quality

dimension of Jollibee Corporation in Dasmariñas City in Cavite City. The researchers used a

Descriptive research method by the use of survey and used a Likert scale for quantitative

research to identify the perception of the respondents towards the five service quality dimension

of Jollibee Corporation and checklist to know the profile of the respondents. The respondents of

this study are mainly composed of customers of Jollibee ranging 18 years old and above and

visited Jollibee in Dasmariñas City, Cavite.

After gathering the data, the results shows that the customers are satisfied with the five service

quality dimension of Jollibee Corporation in Dasmariñas City in Cavite.

6.2 Conclusion

Based on the findings of the research, the following conclusions are presented:

1. Table 8 shows that the degree of responsiveness of Jollibee to the customer with a

weighted means of 3.027, with a verbal interpretation of “Agree”. This implies that the service

crew of Jollibee gives prompt service to their customers.

2. Table 9 shows that the degree of assurance of Jollibee to the customer with a weighted

means of 3.033, with a verbal interpretation of “Agree”. This implies that the service crew of

Jollibee guarantees theirs service and is well informed to answer questions regarding their products

or services.

41
3. Table 10 shows that the degree of tangibles of Jollibee to the customer with a weighted

means of 2.960, with a verbal interpretation of “Agree”. This implies that the service area of

Jollibee is clean.

4. Table 11 shows that the degree of empathy of Jollibee to the customer with a weighted

means of 2.993, with a verbal interpretation of “Agree”. This implies that the service crew of

Jollibee shows politeness, respect and friendliness towards their customers.

5. Table 12 shows that the degree of reliability of Jollibee to the customer with a weighted

means of 3.227, with a verbal interpretation of “Agree”. This implies that the service crew shows

interest in solving problem and that their performance is right the first time.

6. Table 13 shows that the five dimension of Service Quality of Jollibee to the customer with

a weighted mean of 3.048, with a verbal interpretation of “Agree”. This implies that the performing

the service right the first time matters the most.

7. Table 14 shows that the age category of the customer with all dimensions of having a p –

value greater than .05. This implies that there is no significant relationship between the age of the

respondents and the five dimension of service quality of Jollibee Corporation in Dasmariñas City in

Cavite.

8. Table 15 shows that on the gender category of the customers with all dimensions of having

a p –value greater than .05. This implies that means there is a no significant relationship between

the gender of the respondents and the five dimension of service quality of Jollibee Corporation in

Dasmariñas City in Cavite.

9. Table 16 shows that the civil status of the customers with all dimensions of having a p –

value greater than .05. This implies that there is no significant relationship between the civil status

of the respondents and the five dimension of service quality of Jollibee Corporation in Dasmariñas

City in Cavite.

42
10. Table 17 shows that the educational attainment of the customers with all dimension of

having a p –value greater than .05. This implies that there is no significant relationship between the

educational attainment of the respondents and the five dimension of service quality of Jollibee

Corporation in Dasmariñas City in Cavite.

11. Table 18 shows that the income level of the customers with all dimension of having a p –

value greater than .05. This implies that there is a significant relationship between the income level

of the respondents and the five dimension of service quality of Jollibee Corporation in Dasmariñas

City in Cavite.

12. Table 19 shows that the time of dining of the customers with all dimension of having a p –

value greater than .05. This implies that there is a significant relationship between the time of

dining of the respondents and the five dimension of service quality of Jollibee Corporation in

Dasmariñas City in Cavite.

6.3 Recommendation

The following recommendations are based on the results and findings of the research:

1. Based on the conclusion of the table 8 that the degree of responsiveness of Jollibee has a

weighted means of 3.027, “Agree”. We recommend to Jollibee that they should improve more on

always willingly helping customers whenever problem arises.

2. Based on the conclusion of the table 9 that the degree of assurance of Jollibee has a weighted

43
means of 3.033, “Agree”. We recommend to Jollibee that they should improve more on greeting

their customers warmly with a smile on their faces.

3. Based on the conclusion of the table 10 that the degree of tangibles of Jollibee has a weighted

means of 2.960, “Agree”. We recommend to Jollibee that they should improve more on making

their store more appealing in the eyes of their customers.

4. Based on the conclusion of the table 11 that the degree of empathy of Jollibee has a weighted

mean of 2.993. We recommend to Jollibee that they should improve more on refrain from acting

busy whenever their customers asking them questions.

5. Based on the conclusion of the table 12 that the degree of reliability of Jollibee has a weighted

mean of 3.227. We recommend to Jollibee that they should improve more on making their

promised response happen immediately.

6. Based on the conclusion of Table 13 that has an average weighted mean of 3.048, “Agree”. We

recommend that Jollibee Corporation should improve on everything especially on the dimension of

Tangibles as it got the lowest score out of all dimensions. Jollibee should especially improve on

dressing their service crew neatly and making their store more visually appealing to the customers.

44
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47
 APPENDICES
Survey Questionnaire
This survey form is in completion of our MKTG309: Marketing Research 2 subject. We would
like to ask for your time to answer the questions below. Please answer thoroughly and with all
honesty.
Name (Optional): ______________________________
Age:
o 18 to 22 years old
o 23 to 27 years old
o 28 to 32 years old
o 33 to 37 years old
o 37 years old above

Gender:
o Male
o Female

Civil Status:
o Single
o Married
o Divorced
o Widowed

Educational Attainment:
o Elementary Graduate
o High School Graduate
o High School Undergraduate
o College Graduate
o College Undergraduate
o Master’s Degree
o PhD

Income Level (Monthly):

o Php 10,000 & below
o Php 10,001 to 15,000
o Php 15,001 to 20,000
o Php 20,001 to 25,000
o Php 25,001 & above

Time of Dining:
o Breakfast
o Lunch
o Dinner

48
 STRONGLY STRONGLY
RESPONSIVENESS AGREE DISAGREE
AGREE DISAGREE
1. Service crew of Jollibee
gives prompt service.
2. Service crew of Jollibee is
never too busy to respond to
requests.
3. Service crew of Jollibee is
always willing to help
whenever problem arises.
4. Service crew of Jollibee take
actions immediately when there
are complaints about their
services.
5. Service crew of Jollibee is
willing to answer questions
regarding their product or
services.
STRONGLY STRONGLY
ASSURANCE AGREE DISAGREE
AGREE DISAGREE
6. The service crew of Jollibee
appears to know what they are
doing.
7. The service crew of Jollibee
guarantees their services.
8. Service crew of Jollibee is
very helpful.
9. Service crew greets
customers warmly with smile.
10. Service crew of Jollibee is
well informed to answer
questions regarding their
product or services.
STRONGLY STRONGLY
TANGIBLES AGREE DISAGREE
AGREE DISAGREE
11. The service crew of Jollibee
is dressed neatly.
12. Jollibee store is visually
appealing.
13. Service area is clean.
14. Appearance of the physical
facilities is consistent with the
type of service industry.
15. Jollibee store has modern
equipment.
STRONGLY STRONGLY
EMPATHY AGREE DISAGREE
AGREE DISAGREE
16. The service crew of Jollibee

49
listens carefully to customer
needs.
17. The Service crew
understands customer specific
needs.
18. The service crew of Jollibee
shows politeness, respect and
friendliness towards their
customers.
19. The service crew has a
pleasant attitude towards their
customers.
20. The service crew of Jollibee
refrains from acting busy when
customers ask questions.
STRONGLY STRONGLY
RELIABILITY AGREE DISAGREE
AGREE DISAGREE
21. When problems regarding
their services arise, they show
interest in solving it.
22. If a response is promised in
a certain time by their service
crew, it happens immediately.
23. The performance of the
service crew of Jollibee is right
the first time.
24. The level of services of the
service crew is the same every
day.
25. The service crew of Jollibee
provides services as they
promised.

50