LEVEL OF SATISFACTION OF ACCOUNTING TECHNOLOGY STUDENTS

TOWARDS JOLLIBEE PRODUCTS AND SERVICES

A Thesis
Presented to the Faculty of the
College of Business and Accountancy
University of Negros Occidental-Recoletos

In Partial Fulfillment
of the Requirement for the Degree
Bachelor of Science of Business Administration
Major in Marketing Management

Dhica A. Caguicla
Johny S. Mayongue
Joshua P. Flandez
Kashmer Clarice B. Cario
Ma. Bernadette Alegasin
Mechelle May D. Deviro
Riemann M. Borromeo
Sweetzel A. De La Cruz
William N. Silga Jr.
March 2016

APPROVAL SHEET

This paper entitled LEVEL OF SATISFACTION OF ACCOUNTING

TECHNOLOGY STUDENTS TOWARDS JOLLIBEE PRODUCTS AND
SERVICES, prepared by Bernadette Alegasin, Dhica A. Caguicla, Johny Mayongue,
Joshua Flandez, Kashmer Cario, Mechelle May D. Deviro, Riemann M. Borromeo,
Sweetzel A. De La Cruz, in partial fulfillment of the requirements for the degree
BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION, MAJOR IN
MARKETING MANAGEMENT has been reviewed and approved by the Panel of
Evaluators of the College of Business and Accountancy.

PANEL OF EVALUATORS

Clarita Tio Lacson, Ph.D

Member

Angelus Calansingin Diamante, Ph.D

Member

Crestita Jimenea-Dayot, MBA

Instructor

Rizalie Nueva Espana-Mibato, Ph.D

Adviser

Jelyn S. Gaspillo, Ph.D

Chairman/Dean, College of Business and Accountancy

EXECUTIVE SUMMARY

As marketing management students, the researchers choose the Jollibee Food

Corporation as to help their fast food chain to satisfy more customers in the future. To
indicate a good business is by measuring the satisfaction of the customers through the
products and services to meet or surpass the expectation of customers. The level of
satisfaction by the customers determines the positive feedback towards the success of the
business.
Jollibee Food Corporation started in 1975 by Tony Tan Caktiong at Cubao,
Quezon City. Jollibee is the largest fast food chain in the Philippines, operating a
nationwide network of over seven hundred fifty (750) stores. A dominant market leader in
the Philippines, Jollibee enjoys the lions share of the local market that is more than all
the other multinational brands combined. The company has also embarked on an
aggressive international expansion plan in the USA, Vietnam, Hong Kong, Saudi Arabia,
Qatar and Brunei, firmly establishing itself as a growing international capital QSR player.
The descriptive research examined the Level of Satisfaction of Accounting
Technology Students towards Jollibee Products and Services as a whole and when
grouped according to age, gender, and year level. Likert scale was utilized to measure the
Level of Satisfaction of Accounting Technology Students towards Jollibee Products and
Services. A self-made questionnaire was made and distributed to one hundred seventy
(170) random Accounting Technology Students of the University of Negros Occidental
Recoletos. The results revealed that Accounting Technology Students as a whole has a

high satisfaction students towards Jollibee products and services. In the level of
satisfaction of Accounting Technology students towards the products of Jollibee there
was no significant difference as a whole and when grouped according to age, gender, and
year level.
It is therefore recommended that the Jollibee offer new choices of foods that can
widen the choices of foods that can suit the cravings of the customer. Jollibee should also
enhance their services where they are low on because service quality is the important
thing that drives customer satisfaction, customer want their expectation to be met.
The result of the study was the basis for formulating a proposed program to
enhance the satisfaction of the customers by providing a new variety of product that is
healthy to the customer and promotes a healthy lifestyle. Jollibee Food Corporation
health awareness campaign offers a variety of product that helps body immune system,
keep consumable food nutritious and delicious

ACKNOWLEDGEMENT

Upon the development of this project, there were people whom the group would
like to express their deepest gratitude and appreciation. They were sources of strength,
knowledge, and inspiration for the group.
Gratification is the aftermath of a heart that understands a mind full of wisdom
and life lead by GOD. To the almighty GOD, whom we give all our best for His greater
glory. Without Him, all our efforts and sacrifices would be nothing at all and this book
would not be realized.

.Mrs. Crestita Dayot, our mentor, who motivated us to come to a decision on our

topic for this thesis and invaluable advice until the completion of our research paper.

Dr. Rizalie Mibato, our research adviser for guiding us throughout the course of

doing our thesis and for sharing her time and accommodation to us during those times
when we needed it.

Mr. Alfredo Alave, our statistician for his time and effort towards the survey and

calculation of the data gathered.

Dr. Jelyn Gaspillo, our College Dean for allowing us to conduct the survey and

giving us insights towards our study.

The member of the panel, Dr. Angeus Diamante, Dr. Lacson, Dean Gaspillo who

shared their knowledge in improving the content of this research paper.

To the BS-Accounting Technology students, our respondent for actively participating

and answering honestly on the survey.

To our families for unfailing supporters and our inspirations in accomplishing this

endeavor, without them, we wouldnt have succeeded.

Above all, to the Almighty God, for the strength, guidance, knowledge, light and
instruments that were to motivate the group to continue the study, Without Him, all our
efforts and sacrifices would be nothing at all, and none of these would be possible.

TABLE OF CONTENTS

Title Page

Approval Sheet

ii

Executive Summary

iii

Acknowledgement

Table of Contents

vii

List of Tables

ix

List of Figures

Chapter 1 INTRODUCTION

Statement of the Problem

Hypothesis

Theoretical Background and Related Literature

Scope of the Study/Scope and Limitations of the Study

Significance of the Study

Definition of Terms

Chapter 2 METHODOLOGY

Research Design

Participant

Measures

Procedures

10

Gathering Data

10

Data Analysis

10

Chapter 3 RESULTS, DISCUSSIONS AND IMPLICATIONS

12

Descriptive Results

13

Inferential Results

15

Implications

18

Chapter 4 CONCLUSIONS AND RECOMMENDATIONS

20

Conclusion

20

Recommendation

21

Chapter 5 PROPOSED PROGRAM

22

REFERENCES

30

APPENDICES

31

Appendix A. Research Instrument

31

Appendix B. Reliability and Validity results: RO Form 1

34

Appendix C. Letter

37

Appendix D. Service-Request-and-Conformity Forms:

38

RO From 2
Appendix E. SPSS Results

40

Appendix F. Endorsement Letters: RO Form 5, RO Form 6

Appendix G. Minutes of the Meetings: RO Form 9
46
Appendix H. Research Compliance Report: RO Form 10
49
Appendix I. Mutual Agreement Form for Thesis
50

44

Advising Work: RO Form 11

Appendix J. Authors Curriculum Vitae

52

LIST OF TABLES

1. Profile of Bachelor of Science in Accounting Technology

12
2. Level of Satisfaction of Accounting Technology Students Towards the Products of
Jollibee
13
3. Level of Satisfaction of Accounting Technology Students Towards the Services of
Jollibee
14
4. Significant Difference on the Level of Satisfaction of Accounting Technology
Students Towards the Products of Jollibee when group According to Gender and
Age
15
5. Significant Difference on the Level of Satisfaction of Accounting Technology
Students Towards the Products of Jollibee when group According to Year Level
16
6. Significant Difference on the Level of Satisfaction of Accounting Technology
Students Towards the Services of Jollibee when group According to Gender and
Age
17
7. Significant Difference on the Level of Satisfaction of Accounting Technology
Students Towards the Services of Jollibee when group According to Year Level
18

LIST OF FIGURES

1. Schematic Diagram