Influential Fast Food Chains Affecting Customers’ satisfaction: Basis of Crafting Guidelines in

Putting up Food Business

Researchers:

Kim Gerald A. Salaveria

Prince Jeffrey G. Fernando

Vince Eugene M. Pagdanganan

Baby Jane Avendano

Maedhen DG. Lopez

Philline E. Lugue

Earl Myccie Rubio

12-ABM-NEDCARCOSIA, Group 1
Marcelo H. del Pilar National High School
Senior High School Department

A research paper submitted to Rosita A. Elopre-subject teacher

as a requirement in Research in Daily Life II

October 2017

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 Abstract

Customers to be satisfied are what the business aims for. Customers must be satisfied by

what the business can offer and provide by means of product or service. The main objective of

the study is to describe how the influential fast food chains affect the customer satisfaction of the

12th Grade students of Accountancy Business and Management in Marcelo H. Del Pilar National

High School. Descriptive type of quantitative research design was used in this study. A total of

92 content-validated survey questionnaires were given to the randomly selected Senior High

School student taking ABM Strand. To be accurate for the analysis of data, the researchers used

probability type of sampling, particularly stratified sampling. This study concluded that services,

prices, tastes, food values, and atmospheric qualities affect the customers’ satisfaction in various

aspects. Mc Donald’s is the most influential fast food chain and portrays all of the qualities that

satisfy the customers. The researchers recommend to the future researchers to conduct this study

with a larger population and to try other factors on the customer preferences such as age, gender

and social class.

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 Introduction and Review of Related Literature

According to Johnson (2008), a fast-food or quick-service restaurant provides the

quickest service and food at the cheapest prices. The décor in most fast-food restaurants is

simple. Fast-food restaurants are often franchises of a brand with many locations. The largest fast

food chains operate globally. Some individuals choose to open small, local, non-chain fast food

restaurants. Fast-food restaurants often include a place to dine, while some may possess only

drive-through or walk-up windows for customers to order and pick up food. Fast-food restaurants

often serve hamburgers, chicken, sub sandwiches, or ice cream.

Fast food chain offers fast service in terms of preparing and serving cheaper food to the

customers. Fast food chain started to grow during 1950's. It is for the people who usually prefer

to eat already made food and for the people who are in a hurry. McDonald's, KFC, Subway,

Pizza Hut, Starbucks, Burger King, Domino's Pizza, Dunkin Donut, Dairy Queen and Papa

John's are the globally well known fast food chain that are loved by many people.

According to Nielsen (2005), the Philippines has one of the most developed fast food

restaurant segments in Asia. Nearly all Filipinos (99 percent) are fast food patrons, and the

Philippines are third in the world in terms of the frequency of fast food restaurant visits. Business

Asia (2000), estimated that there are a total of 2000 fast food restaurant outlets in the Philippines,

and contributing to 2 percent of total food service outlets in the country.

Here in Phillipines, people love to eat in different fast food chains because of it's

affordability. Jollibee is the country's largest and well known fast food chain here in Philippines.

Some fast food chains that are people love going to are Mang Inasal, Chowking, Greenwich

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Pizza and Tropical Hut. Lots of customers prefer to eat in fast food chain because of the service

and food they provide.

Customer satisfaction measures the product and service effectiveness of the business on

meeting the expectations of the customers. This is an indicator to measure customer loyalty,

identify unhappy customers, reduce churn and increase revenue. Knowing how the business

satisfies the customers help the business to know what to do in order to improve the product or

the service. Customer's satisfaction has an important role within the business in terms of gaining

or earning profit from the customers. If the customer was satisfy with the product or service,

revenue will increase knowing that the customer will keep on coming back and spend more

money for the product or services offered by the business.

Customer satisfaction depends on how customer compares a perceived of a perceived

performance of a product and their expectations; customer will feel satisfied if the perceived

performance is better than their expectation. Customers who get satisfied will purchase

repeatedly and would like to share their good experience to other people. (Kotler & Armstrong,

2010)

Aaijaz, N., & Ibrahim, M. (2011) found that customers ascribe vast importance to quality

of food, facility layout, service quality, speed, and cleanliness. Hence, for a fast food chain to do

well, great consideration must be given to the first two groupings to develop customers' trusts of

these factors. 

Food quality is one of the most critical components of a dining experience (Namkung and

Jang,2007; Sulek and Hensley, 2004). Clark and Wood (1999) confirmed that food quality is

a primary factor influencing customer loyalty in restaurant choice. While, Susskind and Chan

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(2000) persisted that from the customer’s perspective, food quality is a key determinant for

visiting a restaurant. Mattila (2001) considered food quality as a key predictor of customer

loyalty in casual-dining restaurants and Sulek and Hensley (2004) found that when compared

with other aspects of the restaurant, such as environmental components and service quality, food

quality is the most important element of customer satisfaction. Namkung and Jang (2007) tested

the impact of food quality on customer satisfaction and behavioral intentions and found

a positive relation between food quality and satisfaction or behavioral intentions. Kivela et al.

(2000) considered several aspects of food quality such as tastiness of food, menu variety, and

nutrition to examine the effect of excellent food on customer satisfaction and return patronage.

Darian and Tucci (2011) added that nutrition food making consumers more health over time. For

Raajpoot (2002), he used food presentation, serving size, menu design, and variety of food to

measure product quality (food quality) in the food service industry.

Recently, customers have been progressively aware about quality of service (Soriano,

2002). Service quality is often viewed from two perspectives that are from the customer’s

cognitive evaluation of the service provided (Taylor and Baker, 1994) and a multidimensional

construct created by an evaluation of attribute performance (Parasuraman et al., 1988). Service

quality is usually defined as the customer’s judgment of the overall excellence or superiority of

the service (Zeithaml, 1988). Thus, it is the customer’s subjective evaluation formed by

comparingexpectations and perceived performance (Bolton and Drew, 1991; Parasuraman et al.,

1985,1988). Based on this gap theory, Parasuraman et al. (1988) developed SERVQUAL as a

mechanism to measure service quality. SERVQUAL consists of five dimensions that are

reliability, responsiveness, empathy, assurance, and tangibles. In addition, since perceived levels

of service in restaurants are based on the relationship between customers and service providers

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(Nikolich and Sparks, 1995), customer’s perceptions and evaluation of service quality may be

highly dependent upon the service provider’s performance during service delivery.

Previous studies have identified atmospherics as another important element of the dining

experience and reported that atmospherics influence customer’s emotions and expectations

regarding service and food quality (Baker et al., 1994; Reimer and Kuehn, 2005; Wall and Berry,

2007). Usually, a customer first perceives the atmospherics when he or she enters a restaurant,

which occurs before any actual services or foods are delivered. Thus, the emotions created by the

perception of the atmospherics may affect the customer’s reaction to the actual services and

foods in restaurants (Bitner, 1990; Zeithaml et al., 1993). In addition, Ryu et al, (2012) point out

that consumer’s perception of a restaurant’s image will return customer’s cumulative

consumption such as food, atmospherics, and service. That is, if a customer has a high perception

of the atmospherics, then customers’ expectations for service and food quality could also be

higher.

Turley and Milliman (2000) stated that during the past several decades, physical

environment has become an important area in the study of hospitality and retail environment,

with researchers beginning to study the influence of such physical environments of a restaurant

or store environment on consumer behavior. Ambience was investigated by other researchers

that may give restaurants a competitive edge (Horeco, 2000). Also, the importance of a

comfortable atmosphere is increasing in restaurants.

Review of Related Studies

On a study conducted by Banzuela, Marifel, Lopez et al, (2015), it was said that there

were also a significant relationship between the employment status and food quality which

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comes up to the conclusion that the level of satisfaction depends on how much the restaurant

focuses on food quality. Maintaining the cleanliness, providing better food quality for the

customers, having fast service, and alertness of the staff were also factors in customer retention.

This then concludes that the higher the satisfaction level, the higher is the sentimental attachment

According to Sabir, Ghafoor, Hafeez et al.(2014), promotion is one variable through

which you can enhance the satisfaction level in promotion through personal selling and

public relation ,advertising. According to the (Khan, et. al., 2012) promotion of product and

service helps to build the relationship with customers. As well as it is necessary to check the

customer needs and wants.

According to his study, Marlon B. Raquel (2017) showed that customers were loyal in

terms of repurchase intentions, word-of-mouth and first-in-mind. This study also found that these

three dimensions are highly correlated to customer loyalty. Based on these findings, fast food

restaurants should increase return patronage by meeting their customers’ needs and expectations.

The results on the study of Noor Baizura Binti Muhammad (2013) revealed that core

service quality (the promise) and perceived value were the most important drivers of customer

satisfaction with relational service quality (the delivery) a significant but less important driver. A

direct link between customer satisfaction and future intentions was established. A major

conclusion was that both perceived value and service quality dimensions should be incorporated

into customer satisfaction models to provide a more complete picture of the drivers of

satisfaction.

The result on the study of Agnes K.Y. Law, Y.V. Hui, Xiande Zhao, (2004) indicate that

waiting time and other service factors such as staff attitude, environment, seat availability and

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food quality significantly influence the customers’ return frequency. Results also show that

waiting time, staff attitude, food quality and food variety all significantly affect customer

satisfaction. It is also found that the significance of the relationship depends on the timing of the

visits. These models will help managers to understand the critical factors that influence customer

loyalty and satisfaction in the fast food industry and help them make improvements accordingly.

In terms of marketing, customer satisfaction is a term that measures how products or

services provided by a company meet or exceed customers’ expectation. (Beard, 2014) Customer

satisfaction has been one of the top aims of a business. In order achieve that satisfaction, a

business must attend or offer the customer what he needs and at the same time, what he wants. In

this study, it is focused on how fast food chains satisfy customers. Fast food is no longer just

cheeseburgers and French fries. Instead, it is being redefined by consumers who are searching for

fast, worth menu items of value in modern dining rooms all through the quick-service industry.

(Journalistic Inc., 2010) Here in the Philippines fast food chains are patronized by many, any

type of people with different social class come and dine in fast food chains especially the

influential fast food chains owned by the Jollibee Food Corporation (JFC) namely: Jollibee,

Greenwich, Chowking, Burger King and MangInasal and of course their strongest competitor,

Mc Donalds.

Since fast food chains are dominated here in the Philippines the researchers decided to

make a research about how do fast food chains satisfy Filipino customers. There are a lot of

types of business but in this research, it would only focus on the service type of business and

those that are serving food in a fast speed but with good quality. In a service type of business

there are ups and downs, the service is not always consistent, and that is the root of customer

disappointment that is the opposite of satisfaction which every business does not during their

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operating hours. This study would give information on how a customer gets satisfied or not by

the top influential fast food chains located here in the Philippines especially in Malolos those fast

food chains are: Jollibee, Mcdonalds, Chowking, Mang Inasal, KFC, Pizza Hut, Greenwich

Pizza, AYC, Amelito’s and Gerry’s Grill and awareness on how can a fast food chain satisfy a

specific type of customer based on everyday walk-in customers around the vicinity.

Conceptual Framework

Price of food

Quality of food

Taste of food Customers’ satisfaction

Services

Atmospheric quality of fast food chain

Statement of the Problem

The researchers conducted this study to answer the following questions:

1. What are the top five (5) frequently visited fast food chains in Malolos?

2. How do these fast food chains affect customer satisfaction in terms of :

 Service

 Price

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  Taste

 Food value

 Atmospheric quality

Significance of the study

The study is beneficial to the students taking up the strand Accountancy Business and

Management (ABM) and other business management courses since it covers the topics customer

satisfaction and marketing strategies. It would give the students additional information on how

do fast food chains serve customers in order to achieve customer satisfaction. This study will be

helpful to ABM students, the future entrepreneurs, future small business-owners who want to

take risk in the field of food businesses. Also, this would be beneficial to the Research Division

of the Marketing Team of selected fast food chains since this study shows the reflection of their

service based on the findings of the study. The data that will be gathered might be an additional

basis for them in order to innovate ways on how they would satisfy customers.

Hypothesis

 Fast food chains do not affect customer satisfaction in terms of its service.

 Fast food chains do not affect customer satisfaction in terms of the price of food.

 Fast food chains do not affect customer satisfaction in terms of the taste of food.

 Fast food chains do not affect customer satisfaction in terms of food quality.

 Fast food chains do not affect customer satisfaction in terms of its atmospheric quality.

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Scope and Limitations

The study will only focus on how the influential fast food chains affect the rate of

customer satisfaction. The researchers only included ten (10) top influential fast food chains

namely: Jollibee, Mcdonalds, Chowking, Mang Inasal, KFC, Pizza Hut, Greenwich Pizza, AYC,

Amelito’s and Gerry’s Grill. The type of business is only limited to service type of business that

offers food. The study will take no longer than one (1) month. The method that will be used for

the data collection is the survey method and the gathering of data will last for two (2) days. The

respondents is only limited to 92 Accountancy, Business and Management students of Marcelo

H. del Pilar National High School (MHPNHS) in the department of Senior High School.

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 Method

This section covers the methods and procedures used, including research design,

participants or sample population and the research setting. In addition, instrumentation, other

data collection techniques and ethical considerations are presented. Finally, this section discusses

the data analysis of this study.

Research Design

Research design provides the glue that holds the research project together (Trochim,

2015). A design is used to structure the research, to show how all of the major parts of the

research project work together to try to address the central research questions. This study used

quantitative approach as the research method. Quantitative methods emphasize objective

measurements and the statistical, mathematical, or numerical analysis of data collected through

polls, questionnaires, and surveys, or by manipulating pre-existing statistical data using

computational techniques.

In order to achieve the purpose of the study, the researchers used the descriptive type

quantitative research design. The main objective of the study was to describe how the influential

fast-food chains affected the customer satisfaction of the people in Cainta or primarily the

respondents of this study in terms of the psychological factor, physiological factor,

environmental factor and convenience factor of those influential fast-food chains, the method

used is appropriate.

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Respondents and Sampling Method

The study was conducted in Marcelo H. del Pilar National High School. The researchers

distributed the survey questionnaires to the randomly selected Senior High School students of

Accountancy, Business and Management strand as the respondents of the study.

The researchers used probability type of sampling. Specifically, stratified sampling is

used in this study. This form of sampling referred to population divided into subgroups and

members are randomly selected from each group. This type of sampling will help the study to be

reliable and for the data to be accurate because all of the respondents were also considered

customers of various fast-food chains. From the total population of Cainta people, it was divided

into subgroups mainly the two barangays that can be found in Cainta, Barangay San Isidro and

Barangay San Juan, but the researchers used to select respondents from barangay San Juan. Since

this barangay has the majority of population among all barangay in Cainta Rizal with a total

population of 98,849 (Census of Population 2015) the researchers will just acquire a total of

1000 inhabitants in the given population. The total of 92 respondents were randomly selected

regard or regardless with their strands. To get the sample size of 92 respondents, Slovin’s

Formula was used. It is computed as:

n = N / (1+Ne^2)

whereas: 

n = no. of samples

N = total population (119 total population of ABM students)

e = error margin / margin of error (0.05)

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 n = 119 / ((1+(119*0.05^2))

n= 91.71483622

n= 92 respondents

Instruments

The researchers used a content-validated survey questionnaire to gather data to evaluate

the 5 most influential fast food chains in Malolos. Also, this instrument was used to evaluate the

answer on how did the influential fast food chain affected the customers satisfaction of the

respondents /customers.

The instrument was a two-part survey questionnaire that included: Part 1- identifying the

5 most influential fast food chains in the City of Malolos and Part 2- identifying the customers

satisfaction in terms of the qualities, tastes and prices of food, the qualities of services and lastly,

the atmospheric qualities of the fast food chains. The instrument was validated by Mrs. Rosita

Elopre who was in authority of the subject matter. This was done to identify the weaknesses and

strengths of the instrument and to give suggestions or recommendations for the revision of the

items in survey questionnaire.

Data Collection Procedure and Ethical Considerations

The researchers will personally visit the respondents in their respective rooms, ask the

respondents to participate in the research and explain the objectives of the study. All the

randomly selected respondents will be encouraged to answer all the items in the questionnaires

honestly as possible to create an accurate evaluation of data. The survey will be conducted for

almost 2 days due to the hectic schedule of the respondents. After gathering the data, the

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researchers will discuss and analyse the questionnaires that will last for approximately 7 hours.

Lastly, after getting the results, the researchers will prepare for the interpretation of data.

The researchers considered ethical issues upon conducting the study. The researchers

kept on not being subjected to harm to the respondents. The respondents will not be forced to

answer the questionnaire. Instead, the researchers will obtain full consent from the respondents

prior to the study. The researchers will explain the aims and the objectives of the research

without full exaggeration and any deception. Any type of communication in relation to the

research will be done with honesty and transparency. And lastly, the final representation of

primary data findings will not be biased.

Data Analysis

Descriptive statistics was used in analysing data. The researchers find the weighted mean

of the answers of respondents to every corresponding item. The researchers first rank the top 5

most visited fast food chain in Malolos and get the weighted mean of all the items in

questionnaires in relation to the aspects of the food quality, product or food prices, restaurant

services and atmospheric quality of the most influential fast food chain. The computed weighted

mean for every item was tallied according to the answers of the respondents/students of Marcelo

H. Del Pilar National High School (MHPNHS). The researchers used graphical representation

like tables to interpret the data gathered. Tables were separated in terms of the price and taste of

food, the services offered, and atmospheric qualities of the most influential fast food chain. With

those graphical representations, it helped to identify the things that influence the customer’s

satisfaction.

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 Results and Discussion

This section discusses the interpretation of data and the results from 92 questionnaires that

completed by the students in ABM A, B and C. The questionnaires showed what fast food chain

satisfied the most of the students. The purpose of this study was to identify what factors affecting

the satisfactions of the ABM students in the said fast food chains.

Questionnaires were given to the ABM students. A total of 92 students completed the

questionnaires. The data from the questionnaires were analysed by the researchers. The findings

are discussed according to the sections of the questionnaire. The 7 sections of the questionnaire

were:

 List of 10 familiar fast food chain in the city of Malolos, Bulacan

 The top 5 best fast food chain

 The reason for choice of favorite restaurant

 The quality of the food

 The product prices

 The restaurant service

 The ambiance of the fast food chain

 The overall ratin of satisfaction

Fast Food Chain Total

Mc Donald’s 86
Jollibee 81
KFC 54
Mang Inasal 56
Chowking 35
Pizza Hut 42
Greenwich Pizza 41
Gerry’s Grill 25
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AYC (Amo Yamie 12

Crib)
Amelito’s 42
 Table 1: List of 10 Familiar fast food chains in the city of Malolos, Bulacan

The table 1 showed that most of the students in ABM were satisfied in the fast food chain

Mc Donald's with the total of 86 respondents and the least fast food chain that satisfied the ABM

students was AYC (Amo Yamie Crib) with the total of 12 respondents

Fast Food Chain Total

1st Mc Donald's 86
2nd Jollibee 81
3rd Mang Inasal 56
4th KFC 54
5th Pizza Hut 42

Table 1.1: The top 5 best fast food chains

The table 1.1 showed the top 5 fast food chains that satisfied the respondents. Mc Donald's

is the 1st best fast food chain, 2nd is Jollibee, the 3rd is Mang Inasal, 4th is KFC and the 5th is

Pizza Hut.

Reasons for choice of Favourite Total

Restaurant
Price is Affordable 59
Choice of food they offer 52
Service they provide 41
Promotions 38

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 Table 2: The reason for choice of favorite restaurant

The table showed that the respondent's reason for their choice in the said fast food chain is

that the price is affordable and the least reason why they chose the said fast food chain is the

promotion.

Food Quality Weighted Mean

ABM - A ABM - B ABM - C TOTAL
The food is served hot 4.45 4.34 4.5 4.43
4.28 4.17 4.43 4.29
The menu has a good variety of items
The quality of food is excellent 4.34 4.23 4.5 4.36
The food is tasty and flavorful 4.48 4.17 4.43 4.36
The food is fresh 4.17 3.97 4.39 4.18

Table 3: The quality of the food

The table showed the satisfaction of the respondents based on the food quality of the

influential fast food chain. ABM-A students are more satisfied in the fast food chain because the

food is tasty and flavourful while the ABM-B students are more satisfied because the foods are

served hot. ABM-C students are satisfied because the menu has a good variety of items and the

food is tasty and flavorful. Overall the students are satisfied because the food is served hot with

the weighted mean of 4.43.

Product Prices Weighted Mean

ABM - A ABM - B ABM - C TOTAL
4.14 4.2 4.14 4.16
The food is a good value for the money
Prices are competitive 3.76 4.17 4.32 4.08

Table 4: The product price

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 The table showed the satisfaction of the respondents based on the product prices. The

students in ABM-A are satisfied because the food is a good value for the money while students

in ABM B and C are satisfied because the prices are competitive. Overall the ABM students are

satisfied because the food is a good value for the money with weighted mean of 4.16.

Restaurant Service Weighted Mean

ABM - A ABM - B ABM - C TOTAL
4.31 4.23 4.39 4.31
My food order was correct and complete
4 4.57 4.32 4.3
Employees are patient when taking my order
I was served promptly 4 3.94 4.29 4.08
4.34 4 4.32 4.22
The menu board was easy to read
Employees speak clearly 4.14 3.97 4.18 4.1
4.1 3.91 4.14 4.05
Employees are friendly and courteous
The service is excellent 3.93 3.97 4.11 4

Table 5: The restaurant service

The table showed the satisfaction of the respondents based on the restaurant service. The

ABM-A students are satisfied because the menu board was easy to read. The ABM-B students

are satisfied because employees are patient when taking the order. While ABM-C students are

satisfied because the food order was correct and complete. Overall the students are satisfied

because the food order was correct and complete with the weighted mean of 4.31.

Ambiance of the Fast Food Chain Weighted Mean

ABM – ABM - B ABM - C TOTAL

A
4.03 4.06 4.18 4.09
The color scheme is good to the eyes

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The area is spacious 3.9 3.74 4.14 3.93
4.07 3.77 4.04 3.96
The lighting suits the color scheme of the restaurant
3.97 3.86 4.04 3.96
Decorative walls are attractive and pleasing to the eyes
3.9 3.86 4.18 3.98
Tables and chairs’ design are complementary
4.07 3.6 4.14 3.94
Sounds make me feel comfortable and relaxing
Conditioners/electric fans are enough for all the 3.83 3.74 4 3.86

customers

Table 6: The ambiance of the fast food chain

The table showed the satisfaction of the respondents based on the ambiance of the fast

food chain. The students in ABM-A are satisfied because the lighting suits the color scheme of

the restaurant and the the sounds make the respondents feel comfortable and relaxing. The

students in ABM-B are satisfied because the color scheme is good to the eyes. While students in

ABM-C are satisfied because the color scheme is good to the eyes and the tables and chairs'

design are complementary. Overall the respondents are satisfied because the color scheme is

good to the eyes with the weighted mean of 4.09.

Rate of Satisfaction Weighted Mean

ABM - A ABM - B ABM - C TOTAL
Overall how would you rate 4.24 4.09 3.79 4.04

your favorite fast food chain?

(5 as the highest and 1 as the

lowest)

Table 7: The overall rating of satisfaction

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 The table showed the overall rating of the respondents in their chosen fast food chain. The

ABM-A students rated their chosen fast food chain with a weighted mean of 4.24 while the

ABM-B students have 4.09 weighted mean. The students in ABM-C have the least weighted

mean 3.79. Lastly the overall rating in their chosen fast good chain has a weighted mean of 4.04.

Conclusion

The researchers conclude that the top 5 frequently visited fast food chains in Malolos are:

Mc Donald's, Jollibee, Mang Inasal, KFC, and Pizza Hut respectively. Out of 10 specified fast

food chains in the questionnaires, those 5 fast food chains are the most frequent answers among

92 respondents from Grade 12 Accountancy, Business and Management of MHPNHS Senior

High School Department. With regards of choosing the best restaurant, the researchers conclude

that the affordable and reasonable price of food is the top reason. Services, prices, tastes, food

values, and atmospheric qualities affect the customers’ satisfaction. In terms of food quality,

customers are satisfied when the food is served hot, the quality of food is excellent, the food is

tasty and flavorful, the menu has a good variety of items, and the food is fresh. In terms of food

prices, customers are satisfied when the food is a good value for the money, and prices are

competitive. In terms of restaurant services, customers are satisfied when the food order was

correct and complete. Also, employees who are patient when taking orders, speak clearly,

friendly, courteous and serve promptly have an equivalent satisfaction to customers. Since the

service is excellent, customers are surely satisfied. In terms of the ambiance/atmospheric quality

of the fast food chain, customers are satisfied if the area is spacious, the tables and chairs are

complementary, the color scheme, lighting, decorative walls are good to the eyes, air

conditioners/electric fans and even sounds make them feel comfortable. Overall, Mc Donalds as

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the most influential fast food chain and portrays all of the qualities that is why a lot of customers

are satisfied to Mc Donalds.

Recommendation

The researchers advise the future researchers to conduct this study with a larger

population. Since this study is only limited to the Senior High School students, the future

researchers may try to include other grade levels especially in Junior High School to gain more

information on how the influential fast food chains affect the satisfaction of customers. Also,

they may make an effort to try other factors on the customer preferences such as age, gender and

social class because these factors will have a great effect on how they will answer the questions.

They may continue this study for future purposes for this can help them or they can gain more

knowledge on how to deal with customer satisfaction in terms of food businesses. If possible, the

researchers may try other fast food chains that are also influential in the future rather than Mc

Donalds, Jollibee, Mang Inasal and KFC.

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