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ABM 02-P, GROUP 1 - CHAPTER 1, 2, 3 - THE FACTORS AFFECTING THE SATISFACTION OF THE PHINMA-COC GRADE 11 ABM STUDENTS TOWARDS JOLLIBEE FOOD DELIVERY SERVICES-1
ABM 02-P, GROUP 1 - CHAPTER 1, 2, 3 - THE FACTORS AFFECTING THE SATISFACTION OF THE PHINMA-COC GRADE 11 ABM STUDENTS TOWARDS JOLLIBEE FOOD DELIVERY SERVICES-1
By:
COC-B1-G11-ABM-02-P – GROUP 1
NOVEMBER 17, 2023
1
APPROVAL SHEET
This Action Research attached hereto, entitled, THE FACTORS AFFECTING THE
Research Instructor
Accepted in partial fulfillment of the requirements for the Course APP 005: Practical
Research 1
_________________________
Principal
________________________
Date
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TABLE OF CONTENTS
CHAPTER I
INTRODUCTION....................................................................................................................... 4
THEORETICAL FRAMEWORK.................................................................................................8
RESEARCH PARADIGM......................................................................................................... 11
CHAPTER 2
RELATED LITERATURE......................................................................................................... 12
CHAPTER 3
RESEARCH DESIGN.............................................................................................................. 19
RESEARCH ENVIRONMENT................................................................................................. 20
RESEARCH INSTRUMENT.................................................................................................... 21
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CHAPTER I
INTRODUCTION
In recent years, there has been a noticeable trend towards the widespread usage of food
delivery services. With the accessibility and convenience it provides, more individuals are
choosing to use this service to have their preferred meals delivered right to their doorstep.
Jollibee, one of the top fast-food businesses in the Philippines, has entered the market for food
delivery, giving its customers a practical choice. Although food delivery services are very
popular now, consumers' happiness and satisfaction still matter in deciding how successful
these services are. particularly among the students, and it is crucial to comprehend the
variables that affect consumers' happiness with Jollibee's food delivery services. Understanding
these factors and their impact on student satisfaction is important for Jollibee, as it helps them
identify areas for improvement and enhance the overall customer experience.
understanding of how consumers shape their opinion and satisfaction towards Jollibee’s food
delivery services, how Jollibee and other fast food chain can improve their services based on
the recommendations of the PHINMA-COC ABM students, and how small or startup businesses
can use this study as their guide and start with their food delivery services with much more
insights on what their customers would prefer to experience. Several factors, including delivery
time, food quality, pricing, and convenience, may significantly affect the satisfaction of
PHINMA-COC Grade 11 ABM students with Jollibee food delivery service. Specifically, it is
expected that shorter delivery times, higher food quality, reasonable pricing, and improved
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The purpose of this research paper is solving the consumers' satisfactions and their
preferences towards Jollibee food delivery services and how Jollibee and other fast food chains
improve their services to raise customers’ satisfaction. The surveys and questionnaires will also
help us gather and analyze data more accurately. Because of this, it will be easier for the
researchers to gather information within the consumers preferences and their opinions towards
the Jollibee food delivery services. With the information and opinions of the consumers, it will
also raise questions such as what are the factors that influence this problem and how does this
The study is important because the researchers want to understand why customers feel
satisfied or dissatisfied with how Jollibee delivers their food. It is needed to figure out if
customers like the way Jollibee delivers their food and if they're happy with it. To do that, there
are things to consider like: how quickly the food arrives, whether the food is still good when it
gets there, if they make mistakes with the orders, how friendly the delivery people are, and how
easy it is to order.
With this study, the researchers get a better picture of what makes customers happy or
unhappy when it comes to Jollibee's food delivery. It will help with which things matter the most
and how they affect people's overall satisfaction with Jollibee's delivery service. This information
will be really useful for understanding how Jollibee can improve its food delivery service.
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STATEMENT OF THE PROBLEM
This study aims to identify the factors that affect customer satisfaction and identify the
percentage of ABM students of PHINMA-COC Puerto who use Jollibee’s food delivery service
Specifically, this study sought to answer these research questions to solve the case.
1. What is the percentage of students who uses Jollibee food delivery service based
on:
a. age
b. gender
2. What are the factors that affect the satisfaction of PHINMA-COC Grade 11 ABM
students in Puerto?
This study aims to discover the factors that affect the satisfaction of customers that use
Jollibee’s food delivery services. In the academic year 2023–2024, this study will involve Grade
11 ABM students at PHINMA-COC. This study exclusively comprises Grade 11 ABM students
and asks them about their opinions of Jollibee food delivery services and how their preferences
relate to their personal situations. The researchers will use a survey or questionnaire to verify
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SIGNIFICANCE OF THE STUDY
Jollibee can make informed decisions in improving the quality and affordability of their
food delivery services. By identifying the factors that influence student satisfaction, future
studies can develop a deeper understanding of how to improve the overall customer
experience. This knowledge can drive improvements in service quality, delivery efficiency, and
customer engagement, ultimately leading to increased satisfaction for all food delivery
customers. This study would be significant for the following groups of people:
Jollibee. It can help to contribute potential valuable insights to Jollibee and understand the
understanding of customer satisfaction and service quality will be beneficial in their future
Future food chain delivery service owners. This study also has the potential to contribute to
the overall enhancement of the food delivery market, as other services can learn from Jollibee's
best practices in providing customer satisfaction. And as a result, this can lead to a more
Future researchers. This study's findings can serve as a foundation for further research in the
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THEORETICAL FRAMEWORK
The study is supported by the theory of the Technology Acceptance Model by Fred Davis
(1986 - 1989), or TAM, where there are two factors that determine its potential users: (1)
perceived usefulness, and (2) perceived ease of use. The feature of this model is its underlying
perception of the potential user. This model is about observing people's perceptions and their
rational actions or irrational actions. It depends on the potential user's perception and their
choices on what to do with the device. TAM posits that individuals' satisfaction and adoption of
technology are determined by their perceived usefulness and ease of use of the technology,
Additionally, TAM considers behavioral intention and actual usage as key outcomes. The
relevance of using the Technology Acceptance Model (TAM) in this study about student
satisfaction with Jollibee food delivery services lies in its ability to provide a structured way to
explore why students choose to use or not use the service. TAM helps the researchers
investigate factors like how useful and user-friendly the service is, giving insights into what
influences student satisfaction. By applying TAM, it can predict whether students will continue
using the service and identify potential improvements. Additionally, TAM acknowledges the
impact of external factors like social influence, which is important in a student context.
Therefore, TAM serves as a valuable framework for this research to understand the dynamics of
technology adoption and COC's students satisfaction with the Jollibee delivery service.
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The "Theory of Consumption Values'' is one of the theories that can be used to support
the study of "The Factors Affecting the Satisfaction of the PHINMA-COC Grade 11 ABM
Students Towards Jollibee Food Delivery Services." It was proposed by Sheth et al. (1991). The
TCV is a method for studying customer behavior while choosing products and services. It
proposes five consumption values: functional, emotional, social, epistemic, and conditional
values (Sheth et al., 1991, pp. 160–163). In the context of Jollibee Food Delivery Services, the
theory could be used to estimate student satisfaction with the service. For example, the
PHINMA-COC Grade 11 ABM students who have a positive attitude towards Jollibee Food
Delivery Services, who believe that their friends and family think they should use the service,
and who also believe that the service is easy to use, are more likely to be satisfied with the
service. Consumption values may be used to describe factors that influence PHINMA-COC
Grade 11 ABM students' happiness with Jollibee food delivery services. Consumption values
refer to the personal benefits that consumers seek when making purchasing decisions. These
values can include functional value (such as convenience and reliability), emotional value (such
as enjoyment and happiness), and social value (such as fitting in with peers or expressing one's
identity). Students in PHINMA-COC Grade 11 ABM choose to buy or use a product, like Jollibee
food delivery services, according to the consumption values they relate to it. For example,
students are more likely to prefer Jollibee's delivery service over other meal delivery choices if
they believe it to be convenient, dependable, and pleasant. This theory is relevant to the
make decisions about Jollibee's meal delivery services. The researchers can study which of
these is more significant in creating student choices and satisfaction when it comes to ordering
meals from Jollibee by using this theory of consumption values. It also intends to collect
information on how to help food industry entrepreneurs build their businesses in order to learn
more about consumer satisfaction and how these aspects impact it. The values of society may
also be influenced.
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The Theory of Planned Behavior (TPB) is a psychological theory that helps understand
and predict human behavior. It suggests that individuals' intentions and attitudes toward a
specific behavior are influenced by three factors: their beliefs about the behavior, subjective
norms, and perceived behavioral control. study on the satisfaction of PHINMA-COC Grade 11
ABM students towards Jollibee food delivery services, the TPB can be connected through
beliefs about the behavior, subjective norms, and perceived behavioral control. Beliefs about
behavior refers to the student's perception and evaluation of the behavior in question, which is
using Jollibee food delivery services. In this study, the researchers will analyze the students'
beliefs about the convenience, quality, variety, and speed of food delivery. Their perceptions of
these factors will likely influence their satisfaction with the service. Subjective norms refers to
the social influences that shape an individual's behavior. The researchers will examine the
influence of peers, friends, and family members on the students' satisfaction with Jollibee food
delivery services. If their social circle holds positive views about the service, it may influence the
individual's perception of their ability to engage in a particular behavior. The researchers will
assess the students' perception of the ease or difficulty in ordering from Jollibee, the accuracy of
fulfilling their preferences, and the overall control they feel they have over the delivery process.
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RESEARCH PARADIGM
The model illustrates the relationship between the three primary components of
the research paradigm: the input, process, and output.
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CHAPTER 2
methodologies, and others. The data included in this chapter helps in familiarizing information
RELATED LITERATURE
consumer behavior, seeks to understand the several consumption values that influence what
consumers buy in order to shed light on the reasons behind those decisions. The article by
Ceyda Tanrikulu, "Theory of consumption values in consumer behavior research: A review and
future research agenda," which was released in March 2021, is a significant contribution in this
understanding of TCV and establish a comprehensive research agenda for future investigations.
The review's primary findings show that this theory has undergone constant change, that it is
frequently applied to explain why consumers make certain decisions, and that it is still relevant
has improved; however, some issues still require more investigation. To encourage and improve
understanding of value through TCV, more specific recommendations for future studies are
created. As a result, the research article promotes the development of knowledge in the field by
providing a thorough reference for researchers and educators who are interested in this
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This study is also supported by the theory of the Technology Acceptance Model by Fred
Davis, or TAM, where there are two factors that determine its potential users: (1) perceived
usefulness, and (2) perceived ease of use. The feature of this model is its underlying perception
of the potential user. This model is about observing people's perceptions and their rational
actions or irrational actions. It depends on the potential user's perception and their choices on
what to do with the device. TAM posits that individuals' satisfaction and adoption of technology
are determined by their perceived usefulness and ease of use of the technology, Additionally,
TAM considers behavioral intention and actual usage as key outcomes. The relevance of using
the Technology Acceptance Model (TAM) in this study about student satisfaction with Jollibee
food delivery services lies in its ability to provide a structured way to explore why students
choose to use or not use the service. TAM helps the researchers investigate factors like how
useful and user-friendly the service is, giving insights into what influences student satisfaction.
By applying TAM, it can predict whether students will continue using the service and identify
potential improvements. Additionally, TAM acknowledges the impact of external factors like
social influence, which is important in a student context. Therefore, TAM serves as a valuable
framework for this research to understand the dynamics of technology adoption and Cagayan
de Oro College Grade 11 ABM students’ satisfaction with the current Jollibee delivery service.
Another theory that supports this research is the Theory of Planned Behavior (TPB)— a
psychological theory that helps understand and predict human behavior. TPB suggests that
individuals' intentions and attitudes toward a specific behavior are influenced by three factors:
their beliefs about the behavior, subjective norms, and perceived behavioral control. study on
the satisfaction of PHINMA-COC Grade 11 ABM students towards Jollibee food delivery
services, the TPB can be connected through beliefs about the behavior, subjective norms, and
perceived behavioral control. Beliefs about behavior refers to the student's perception and
evaluation of the behavior in question, which is using Jollibee food delivery services. In this
13
study, the researchers will analyze the students' beliefs about the convenience, quality, variety,
and speed of food delivery. Their perceptions of these factors will likely influence their
satisfaction with the service. Subjective norms refers to the social influences that shape an
individual's behavior. The researchers will examine the influence of peers, friends, and family
members on the students' satisfaction with Jollibee food delivery services. If their social circle
holds positive views about the service, it may influence the students to have a higher level of
engage in a particular behavior. The researchers will assess the students' perception of the
ease or difficulty in ordering from Jollibee, the accuracy of fulfilling their preferences, and the
overall control they feel they have over the delivery process. Their perceived control can
RELATED STUDIES
Local
A study entitled “The Level of Customer Service Satisfaction of the Online App in
Jollibee Waltermart Dasmarinas Cavite” authored by Airine G. Sarono, Maria Elizabeth B. Diza,
Lawrence C. Doria, and Mr. Frederico C. Abut. This study was published on the 14th day of July
2020, and it starts by knowing what the common positive and negative effects are that
customers attain using this online app to order food when it comes to their demographic profile.
Secondly, know what the main causes are of these effects on customer satisfaction, and lastly,
finalize the data by creating a tabulation of all the data collected from the customers. The
ultimate aim of this study is to know the satisfaction customers get when they use this online
app to order their food at Jollibee Waltermart Dasmarinas. An online survey in the form of
Google Forms was used as a methodology to gather data from 100 out of the population in
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Dasmarinas, Cavite, who voluntarily took the survey. Results indicated that the majority of the
people who use this application are female, and people in the range of 25 years old and older
who are single and employed are satisfied with using this online app to order food at Jollibee
Waltermart Dasmarinas. The overall similarities in this study is that it also aims to determine
customer satisfaction while using the online app to order Jollibee food. While the differences in
this study are that the people who use delivery applications are often female or people who
This relates to a study conducted by Arvin M. Adan in March 2015 titled "Analysis of
How Much Jollibee Foods Corporation's Food Costs for Filipino Customers." The study
examines the affordability of Jollibee Foods Corporation's products and their benefits to the
public, as well as how Filipinos actually perceive them. The aim is to clarify how Jollibee decides
on pricing and how customers feel about this popular fast food chain in the Philippines. The
research examines the cost of Jollibee's food options in the local market, taking into account
various factors such as pricing, value for money and customer sentiment. This helps us analyze
the details obtained from Jollibee's patrons on their pricing and value perceptions to identify
their tastes and differences in affordability views, although the research did not contain any
In addition, Ardvin Kester S.Ong, Yogi Tri Prasetyo, Klint Allen Mariñas, Jehorom Px
Alegre Perez, Satria Fadil Persada, Reny Nadlifatin, Thanatorn Chuenyindee, and Thapanat
Buaphiban, with their research entitled Factors Affecting Customer Satisfaction in the Fast Food
business focuses on strategies that will provide a competitive advantage over the others. When
it comes to strategic responses in food businesses, competitive prices, sales promotion, quality
of the food, and good customer service are the key drivers for customer patronization and
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satisfaction, which will lead to customer loyalty. Customer loyalty is also known to be linked with
customer satisfaction. The researchers conducted a survey, and a total of 303 people answered
the survey. They were the individuals who regularly eat at Jollibee or any fast food restaurant.
The researchers conducted the survey through an online questionnaire due to the strict
lockdown caused by the COVID-19 pandemic. The data were collected from December 2021
until January 2022 through the use of different social media platforms. The survey suggested
that 62.6 million Filipinos, or 10% of the margin of error, of the 100 participants can be utilized.
After collecting the data, it was seen that 36.12% of the result was obtained, lower than the 50%
threshold. Generally, the results of this study showed that tangibles and empathy significantly
affect service quality; at the same time, the service quality, COVID-19 protocols, food quality,
Philippines during the COVID-19 pandemic. Utilizing SEM, different results were seen such as
Foreign
The study titled "Factors Affecting Customer Satisfaction in Fast Food Restaurant
'Jollibee' during the COVID-19 Pandemic," conducted by Ong, Prasetyo, Mariñas, Perez,
Persada, Nadlifatin, Chuenyindee, and Buaphiban, was published on November 21, 2022. This
study investigates the SERVQUAL aspects of price, food quality, culture, and social impact as
they relate to customer satisfaction at Jollibee. The research indicated that pricing, cultural
influence, food, and service quality had significant relationships with consumer satisfaction,
responsiveness, reliability, and assurance that contained small but significant effects on service
quality. The study highlights the impact of cultural and societal influences on Jollibee customers'
satisfaction and emphasizes the significance of cleanliness, staff friendliness, food quality, and
price in satisfying Jollibee customers. Additionally, this study was related to "Factors Affecting
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the Satisfaction of the PHINMA-COC Grade 11 ABM Students Towards Jollibee Food Delivery
Services" because both of them focused on grasping the factors that affect consumer
satisfaction in relation to fast food restaurant chain Jollibee. However, there are some
differences between the two studies. For instance, the second study is exclusively focused on
students who use Jollibee's food delivery services, whereas the first study focuses on
consumers who visit branches of Jollibee during the COVID-19 pandemic. Thus, the first study
aims to provide insights into how fast-food chains may increase customer satisfaction during the
pandemic, while the second seeks to provide insights into how Jollibee can enhance its meal
delivery services in order to meet the demands and preferences of its customers.
For the Study of the Effects of Customer Service Quality and Product Quality on
Customer Satisfaction and Customer Loyalty, conducted by Altejar, Lyndell Urbano, Deloria,
Juniele Dagodog and Dizon, Camille De Guzman. Published in October 2019. The researchers
address the effects of customer service quality and product quality on customer satisfaction and
customer loyalty. As for their juicy and delicious Chicken Joy, the Jollibee is now a top food
chain in the Philippines. Results of the study show that product and customer service quality
only has a small effect on customer satisfaction; and customer satisfaction does not guarantee
the loyalty of the customers. Both Study of the Effects of Customer Service Quality and Product
Quality on Customer Satisfaction and Customer Loyalty and The study on the factors affecting
the satisfaction of PHINMA-COC Grade 11 ABM students towards Jollibee food delivery
addressing the effects of product quality on customer satisfaction, but there is also differences
between Effects of Customer Service Quality and Product Quality on Customer Satisfaction and
Customer Loyalty and The study on the factors affecting the satisfaction of PHINMA-COC
Grade 11 ABM students towards Jollibee food delivery services, because their study focuses
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customers loyalty and satisfaction and this study focuses on Jollibee food delivery services
satisfaction.
Lastly, from the study “How to Make Jollibee Popular in China Mainland Market by
Taking the Advantages of Four Principles of Contagiousness?” by Tianchang Wang, the author's
discussion primarily centers around leveraging the four principles of contagiousness to enhance
Jollibee's popularity in the Chinese mainland market. They emphasize the significance of
creating a sense of exclusivity and prestige through Jollibee's unique offerings and distinctive
flavors, while also highlighting the practical benefits of affordability, convenience, and quality. the
researchers gathered data for their study on 'How to Make Jollibee Popular in the China
Mainland Market by Leveraging the Four Principles of Contagiousness.' The data collection
process involved three key sources: iiMedia Research, which likely provided market-related data
and trends; the U.S. Bureau of Labor Statistics, which could have contributed insights into labor
and employment factors; and 'Six Principles of Contagiousness' by Jonah Berger, which
presumably informed the study's marketing strategies. These sources played a crucial role in
acquiring the diverse data necessary to draw meaningful conclusions for the research.
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CHAPTER 3
RESEARCH METHODOLOGY
This study discusses the research design, research setting, sampling procedure, research
Research Design
The study will use the qualitative approach, to dig deeper into students' lived
experiences and thoughts and give them the chance to voice their individual opinions and
feelings about food delivery services. The purpose of this qualitative study is to examine the
variables that affect the Grade 11 ABM students at PHINMA-COC's satisfaction with food
delivery services. Surveys, interviews, and observations can be done using this simple yet
effective method. Additionally, to fully understand the respondents' points of view, it emphasized
the significance of the findings and provided a thorough and complete explanation. It could be
easier for the researchers to focus on the study if there were fewer respondents. Furthermore, it
helps researchers explore captivating topics in further detail and determine correspondent
satisfaction. This design is appropriate since it encourages participants to express their thoughts
and feelings in their own words, facilitating a comprehensive understanding of their satisfaction.
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Research Environment
The study will be conducted in the division of Cagayan de Oro City, also known as "The
City of Golden Friendship". Specifically, in the PHINMA Cagayan de Oro College Puerto
Campus. Cagayan de Oro is located in the province of Misamis Oriental. It also serves as the
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Respondents of the Study
The participants in this study will be Grade 11 ABM students from the Senior High
backgrounds and characteristics. Specifically, this study is exclusive to Grade 11 ABM students
at the PHINMA-COC Puerto Campus who use food delivery services. In order to validate and
support the qualitative results, fewer students will be selected for in-depth interviews. For
participants to provide an in-depth understanding of the variables impacting how satisfied they
are with these services, selection criteria will take into account factors including frequency of
Research Instrument
In this study, the researchers will use survey questionnaires as its research instrument.
The questionnaire is a set of questions that have been thoughtfully organized to be answered by
With the permission from the head/adviser, the researchers would be able to perform a
survey for the purpose of gathering information from the respondents which are the Grade 11
ABM students at the PHINMA-COC Puerto Campus who use food delivery services. The
researchers may use survey questionnaires for data collection. After collecting the answers of
the respondent, the researchers will need to organize the data for easier transfer to the final
paper.
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