IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i22p15477-d979761.html
   My bibliography  Save this article

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

Author

Listed:
  • Ardvin Kester S. Ong

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

  • Yogi Tri Prasetyo

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

  • Klint Allen Mariñas

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

  • Jehorom Px Alegre Perez

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

  • Satria Fadil Persada

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

  • Reny Nadlifatin

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

  • Thanatorn Chuenyindee

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

  • Thapanat Buaphiban

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

Abstract

Jollibee is one of the most widely known fast food in Filipino-based restaurants in the world. However, the COVID-19 pandemic has impacted restaurants across the world. The decrease in profit and dividend, and even closure of branches were evident. This study aimed to determine the relationships between Jollibee’s price, food quality, culture/social influence, and service quality through the SERVQUAL dimensions on customer satisfaction during the COVID-19 pandemic using the structural equation modeling (SEM) approach. A total of 303 respondents were recruited using a purposive sampling approach to answer an online survey through social media platforms. This study found that among the factors mentioned, responsiveness, reliability, and assurance dimensions yielded to be statistically insignificant to the service quality. Due to the normal attributes the staff and restaurant have, the different factors were deemed insignificant. At the same time, the service quality was observed to have the largest significant direct relationship with customer satisfaction, followed by the cultural influence, food quality, COVID-19 protocols, and pricing. It was also seen that cleanliness and appearance, empathetic staff, food quality, price, and proper implementation of COVID-19 protocol prevention would lead to high levels of satisfaction among customers in Jollibee fast-food restaurant. Moreover, cultural/social influence has played a big role seeing that the indicators represent the feeling of belongingness since childhood. This study is the first study that analyzed the factors affecting the customer satisfaction of Jollibee. Finally, this study could be used as a basis for fast-food companies and service-related industries to increase its performance by enhancing customer satisfaction worldwide.

Suggested Citation

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

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/22/15477/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/22/15477/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Sheth, Jagdish, 2020. "Impact of Covid-19 on consumer behavior: Will the old habits return or die?," Journal of Business Research, Elsevier, vol. 117(C), pages 280-283.
    2. Nattakit Yuduang & Ardvin Kester S. Ong & Yogi Tri Prasetyo & Thanatorn Chuenyindee & Poonyawat Kusonwattana & Waranya Limpasart & Thaninrat Sittiwatethanasiri & Ma. Janice J. Gumasing & Josephine D. , 2022. "Factors Influencing the Perceived Effectiveness of COVID-19 Risk Assessment Mobile Application “MorChana” in Thailand: UTAUT2 Approach," IJERPH, MDPI, vol. 19(9), pages 1-19, May.
    3. Gerpott, Torsten J. & Rams, Wolfgang & Schindler, Andreas, 2001. "Customer retention, loyalty, and satisfaction in the German mobile cellular telecommunications market," Telecommunications Policy, Elsevier, vol. 25(4), pages 249-269, May.
    4. Mensah, Ishmael & Dei Mensah, Rebecca, 2018. "Effects of Service Quality and Customer Satisfaction on Repurchase Intention in Restaurants on University of Cape Coast Campus," MPRA Paper 88449, University Library of Munich, Germany.
    5. Fernando Gimeno-Arias & José Manuel Santos-Jaén & Mercedes Palacios-Manzano & Héctor Horacio Garza-Sánchez, 2021. "Using PLS-SEM to Analyze the Effect of CSR on Corporate Performance: The Mediating Role of Human Resources Management and Customer Satisfaction. An Empirical Study in the Spanish Food and Beverage Man," Mathematics, MDPI, vol. 9(22), pages 1-21, November.
    6. Dash, Ganesh & Paul, Justin, 2021. "CB-SEM vs PLS-SEM methods for research in social sciences and technology forecasting," Technological Forecasting and Social Change, Elsevier, vol. 173(C).
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Yung-Tsan Jou & Charmine Sheena Saflor & Klint Allen Mariñas & Michael Nayat Young, 2023. "Determining Factors Affecting Perceived Customer Satisfaction on Public Utility Bus System in Occidental Mindoro, Philippines: A Case Study on Service Quality Assessment during Major Disruptions," Sustainability, MDPI, vol. 15(4), pages 1-21, February.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Dash, Ganesh & Alharthi, Majed & Albarrak, Mansour & Aggarwal, Shalini, 2024. "Saudi millennials’ panic buying behavior during pandemic and post-pandemic: Role of social media addiction and religious values and commitment," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    2. Das, Manish & Saha, Victor & Jebarajakirthy, Charles & Kalai, Anjana & Debnath, Nirmalya, 2022. "Cultural consequences of brands' masstige: An emerging market perspective," Journal of Business Research, Elsevier, vol. 146(C), pages 338-353.
    3. Ali Zackery & Joseph Amankwah-Amoah & Zahra Heidari Darani & Shiva Ghasemi, 2022. "COVID-19 Research in Business and Management: A Review and Future Research Agenda," Sustainability, MDPI, vol. 14(16), pages 1-32, August.
    4. Kusa, Rafał & Suder, Marcin & Duda, Joanna, 2023. "Impact of greening on performance in the hospitality industry: Moderating effect of flexibility and inter-organizational cooperation," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    5. Morais, Ana Catarina & Ishida, Akira & Matsuda, Ruriko, 2024. "Ethical food consumption drivers in Japan. A S–O-R framework application using PLS-SEM with a MGA assessment based on clustering," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    6. Kautish, Pradeep & Paço, Arminda & Thaichon, Park, 2022. "Sustainable consumption and plastic packaging: Relationships among product involvement, perceived marketplace influence and choice behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    7. Andi Amran Asriadi & Muslim Salam & Rahmawaty Andi Nadja & Letty Fudjaja & Didi Rukmana & Muhammad Hatta Jamil & Muhammad Arsyad & Rahmadanih & Rafiqah Maulidiyah, 2024. "Determinants of Farmer Participation and Development of Shallot Farming in Search of Effective Farm Management Practices: Evidence Grounded in Structural Equation Modeling Results," Sustainability, MDPI, vol. 16(15), pages 1-30, July.
    8. Sangryeong Lee & Soo-Kyoung Lee & Jin-Woo Park, 2024. "The Effect of Service Quality and Sustainability Practices on Brand Equity: The Case of Korean Air Passengers," Sustainability, MDPI, vol. 16(11), pages 1-20, May.
    9. Elena Bonel & Mauro Capestro & Eleonora Di Maria, 2023. "How COVID-19 impacted cultural consumption: an explorative analysis of Gen Z’s digital museum experiences," Italian Journal of Marketing, Springer, vol. 2023(2), pages 135-160, June.
    10. Chopdar, Prasanta Kr & Paul, Justin & Prodanova, Jana, 2022. "Mobile shoppers’ response to Covid-19 phobia, pessimism and smartphone addiction: Does social influence matter?," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
    11. Chang, Hsin-Li & Yang, Cheng-Hua, 2008. "Explore airlines’ brand niches through measuring passengers’ repurchase motivation—an application of Rasch measurement," Journal of Air Transport Management, Elsevier, vol. 14(3), pages 105-112.
    12. Hongyi Sun & Bingqian Zhang & Wenbin Ni, 2022. "A Hybrid Model Based on SEM and Fuzzy TOPSIS for Supplier Selection," Mathematics, MDPI, vol. 10(19), pages 1-19, September.
    13. Tabi, Andrea & Hille, Stefanie Lena & Wüstenhagen, Rolf, 2014. "What makes people seal the green power deal? — Customer segmentation based on choice experiment in Germany," Ecological Economics, Elsevier, vol. 107(C), pages 206-215.
    14. Kuang-Sheng Liu & Ming-Hung Lin, 2021. "Performance Assessment on the Application of Artificial Intelligence to Sustainable Supply Chain Management in the Construction Material Industry," Sustainability, MDPI, vol. 13(22), pages 1-15, November.
    15. Karolus Karni Lando & Achmad Sudiro & Wahdiyat Moko & Nur Khusniyah Indrawati, 2024. "The Effect of Service Quality on Recertification. Mediated by Customer Satisfaction and Relationship Commitment," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 6, pages 160-179.
    16. Dogra, Nikhil & Adil, Mohd & Sadiq, Mohd & Dash, Ganesh & Paul, Justin, 2023. "Unraveling customer repurchase intention in OFDL context: An investigation using a hybrid technique of SEM and fsQCA," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    17. Roberta Capello & Andrea Caragliu, 2021. "Regional growth and disparities in a post‐COVID Europe: A new normality scenario," Journal of Regional Science, Wiley Blackwell, vol. 61(4), pages 710-727, September.
    18. Mauro Bambi & Daria Ghilli & Fausto Gozzi & Marta Leocata, 2021. "Habits and demand changes after COVID-19," Papers 2107.00909, arXiv.org, revised Mar 2022.
    19. Ana León-Gómez & José Manuel Santos-Jaén & Daniel Ruiz-Palomo & Mercedes Palacios-Manzano, 2022. "Disentangling the impact of ICT adoption on SMEs performance: the mediating roles of corporate social responsibility and innovation," Oeconomia Copernicana, Institute of Economic Research, vol. 13(3), pages 831-866, September.
    20. S. Rajeswari & Yarlagadda Srinivasulu & S. Thiyagarajan, 2017. "Relationship among Service Quality, Customer Satisfaction and Customer Loyalty: With Special Reference to Wireline Telecom Sector (DSL Service)," Global Business Review, International Management Institute, vol. 18(4), pages 1041-1058, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:14:y:2022:i:22:p:15477-:d:979761. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.