Taste of Feeling: The Marketing Strategy of Jollibee Foods Corporation in Cavite City

January-February 2019

Statement of the Problem

Central Question:

How would the customer describe the marketing strategy of Jollibee Foods Corporation?

Sub-Question:

1. What is the demographic profile of Senior High Students of San Sebastian College Recoletos de
Cavite interns of:
a. Sex
b. Age
c. Strand
2. What is the level of satisfaction of the respondents on the marketing strategy of Jollibee Foods
Corporation?
3. What are the factors that affects the satisfaction of the respondents to the marketing strategies offered
by the Jollibee Foods Corporation?

Objective of the Study

The objective of the study are as follows:

1. To determine the demographic profile of Senior High School Students of SSCR – de Cavite
in terms of:
a. sex;
b. age;
c. strand;
2. To determine the marketing strategy used by the Jollibee Foods Corporation in Cavite City.
3. To determine the feedback of the customers towards the marketing strategy of Jollibee Foods
Corporation.
Significance of the Study

The study will discuss information about the satisfaction of customer in the service offered by the
Jollibee Foods Corporation in Cavite City. The beneficiaries are the following;

Customers of Jollibee Foods Corporation in Cavite City will have the knowledge on choosing the
product that offers great service and foods.

Employees of Jollibee will have information on how to interact with the customers. It will also
give the employee the motivation to strive better in their respective jobs.

Manager of Jollibee Foods Corporation in Cavite City will have an idea on what to adjust and
when to adjust. It will help them to decide on how are they going to improve the performance and quality
of the food and employee’s services to maintain their good performance if they have good service.

Owners of Jollibee Foods Corporation in Cavite City will be given an idea if they will take an
action about the business. This will allow the owner to know if the business is profitable enough. This will
also help to adjust and to improve the business to satisfy the customer’s needs and wants.

Other Researchers will also gain some ideas and knowledge from the study that will allow
them to enhance and to pursue their current paper. The main purpose of this research is to obtain
feedbacks from the customers specifically in identifying the marketing strategy existed in the Jollibee
Foods Corporation. Interpreted data can also be a good information for the other researchers to make a
comparative analysis.

Definition of Terms

The following terms and concepts were used and defined within the concept of the study:

Efficiency Refers to the action designed to achieve something.

In this study, efficiency is used as the quality or the
performance of the employee towards the
customers.

Marketing Strategy Refers to the approach set by the company in order

to achieve the companies competitive advantage. In
this study, marketing strategy is defined as the
 technique used by the Jollibee Foods Corporation
to attract customers.

Service Refers to the action of helping or doing work for

someone, a system supplying a public need such as
transport communication, or utilities such as
electricity and water. In this study, service is
defined as the action of fast food chains crew in
terms of serving the meals of the customers,
maintaining the cleanliness of the surrounding and
attitude towards their customers.

Satisfaction Refers to the pleasure of one wishes, expectations,

needs or pleasure. In this study, satisfaction refers
to the happiness or fulfilment by Senior high school
students after receiving the service they are
expecting to have like quality food, price,
approaches of crew, sanitation and efficiency of
fast food chain.

Scope and Delimitation

This study will focus only on the level of satisfaction of Senior High School students of San
Sebastian College Recoletos de Cavite on the service of Jollibee Foods Corporation in Cavite City. The
respondents will be limited to Grade 12 Accountancy, Business, and Management (ABM) of Senior High
School.

This study is limited only to the factors that’s affects the satisfaction of the respondents and to the
marketing strategies offered by the Jollibee Foods Corporation.
Conceptual Framework

Marketing Strategy

Demographic Profile
Customer Satisfaction

Price

Reliability Factors

Quality

Figure 1. Shows the Conceptual Framework of the study.

The independent variables of the study are the demographic profile, marketing strategy, and factors such

as price, quality and reliability while, the dependent variable of the study is the customer satisfaction.

The factors: price, quality and reliability, marketing strategy, and the demographic profile of the

respondents: age, sex and strand is influencing the satisfaction of the students on the marketing

strategies offered by the Jollibee foods corporation. According to Khurana (2014) conduct a research on
four (4) primary insurers. In this study, the researchers examined the variations in perceived service

great among distinctive age, groups, schooling and gender. the results advise that adult males and

females are overall, identical in their perceptions of claims provider quality. however, there are distinct

variations in perceptions between the different age, gender, groups and educational level.

REVIEW OF RELATED LITERATURE

In this chapter the researchers purpose is to provide an review of related literature in order to
understand customer satisfaction. This RRL contains

Customer satisfaction is the evaluation of the difference between importance and the real
performance of the product (Kjell. L., & Lars, S., 2003). Every fast food chain aims to provide a quality
foods and services to fulfil their customer’s satisfaction. Services comes with expectation and as a
company, giving the best service is a must. Satisfying customers is providing them service with a smile.
But today, most of the service company preferred to be service guarantee and consumer friendly. Service
is not the same as having product warranty because warranty will repair or replace the product but when
it comes to service, dissatisfied customers will ask for refund, discount, or free service.

According to Lambert, T. (2003) all the restaurant are care about satisfaction of their customer.
They watch and study the customer reactions. Manager and Owner use this to the customers. “As an
independent operator, I’m responsible for all aspects of food, service, and the dining environment, as well
as the quality and integrity of each”. (Hodgson, R. 2008. p.3).

Most of the restaurant and fast food corporation apply the meal management specially it’s 5m’s
which are the man hour, materials, methods, money and manpower. This 5m’s are commonly used in
planning, purchasing and preparing and serving. It is usually applied for the sanitary and safe condition
of the company. (Claudio, L., Leocadio, L. & Escudero, E. 2008). As a part of the food industry it will
take a long process to start the 5m’s, it will take time to plan and manage each aspect.

A restaurant without workers is like empty box. The most important thing needed in the restaurant
are the workers. Hatten (2008) stated that “All staff, members of the restaurant, will be required to attend
training, which will be held the week prior to opening or vacant of the worker.”(p.530). This can help the
workers to be more efficient and professional to their job. It will attract more and nurture the satisfaction
of the customers. In developing satisfaction to the customer they care the service they provided to
customers. Satisfaction of the customer is based on what they feel and his evaluation of services provided
by restaurant (Roos, Johnson, & Gustafsson, 2005).

Moreover, friendly workers and kindness at the fast food chain, it leaves a positive and good
impression to the customers which lead to customer satisfaction (Rosengren & Soderlund, 2008).

Guasch, J., De Garcia, E. & Esgra, G. (2008) a satisfied customer is a number one public relation
that can spread the good rumors and what their experience about the food and services. Customer has
different perception in satisfying their needs in terms of food and services. There are many reason that can
affect the satisfaction of customer to the fast food chain. One of the factors in food processing
establishment and food services, is the cleanliness and the personal hygiene of fast food chain workers
(Alvarez, H. & Cabuhal, G. M., 2010). Taste can be another reason to the satisfaction of customer. Price
is also a big influence in gaining loyalty of customer.

Satisfaction of customer makes them loyal to one fast food chain. Previous researchers have out
found that satisfaction of customers can help to long last the relationships of company and the customers
(Topi, Eshghi, & Haughton, 2007). This satisfaction may influence the buying behavior of customer to
buy the wants specially their favorite food.