CHAPTER 2
REVIEW OF RELATED LITERATURE
This chapter presents the review of related literature and studies about service quality of Jollibee.
The researchers conducted a study entitled, “The Level of Satisfication of Marketing
Students to the Service Quality of Jollibee Corporation in Roxas City”
Related Studies
According to (Zygiaris S, Hameed Z, Ayidh Alsubaie M and Ur Rehman S, 2022) the findings,
empathy, reliability, assurance, responsiveness, and tangibles have a significant positive
relationship with customer satisfaction. Our findings suggest that it is critical for workshops to
recognize the service quality factors that contribute to customer satisfaction.
According to (Ali, B. J., Saleh, Akoi, S., Abdulrahman, A. A., Muhamed, A. S., Noori, H. N., Anwar, G.
(2021). As it’s known business rely on the customers it means the profitability of any company
change depending on customer demand. Due to that, it’s necessary to treat customer as the king
of the market. In another meaning, Customer satisfaction is very important issue to company’s
product which it measures the level of probability between company’s product and customer
belief in which the happier customer with quality and types of products more products and more
profit will occur.
According to The ( Muhammad Irfan, 2014). Restaurant industry has become one of the most
profitable industries in the world. International and local restaurant chains are satisfying the
demand of customers in variety of range of products and services. Basically this is the era of
globalization and due to advancement of media world is shrinking in terms of culture and habits
so the fashions as well as eating patterns are also being opted among all over the world and this
the reason for such a huge spread of restaurants industry in the world. Customer satisfaction is
very important for every organization; either they are service sector or the private sector.
Customer are the actual agents or stakeholders for determining or best judging the success of
any product or service.
According to ( Ram Bo, 2015) he that Fast Food restaurants is considered as one of the fastest
growing business in the Philippines. One of the most popular fast food restaurants is Jollibee
Corporation. Jollibee is a major international brand of with its heart in the Philippines and its
strength born of Asian pride. Uncompromising in its standards, flexible and responsive, every
outlet in Jollibee chain offer customers wholesome, fun and affordable, superior taste food
served in a bright, clean and imaginative environment. Jollibee's phenomenal growth is perceived
in the lifestyles of every Filipino .
According to (Dr. Milind A Marathe, Dr. Parag Kalkar, Mr. Amar V Yedake, 2021)
The perception of customers about fast-food restaurants are made through positive word-of-
mouth communication, vulnerability in promotion activities from fast food restaurants and
former personal experiences. Fast food restaurants are one of the prominent businesses that can
gain profit quickly because it salves the human’s primary need: Food. Making a good quality
food is not a key differentiator in food restaurant business. It also includes other key elements
from marketing mix like pricing, location and promotions mix strategies.
According to ( Se-Hak Chun and Ariunzaya Nyam-Ochir, 2020) International and local
restaurant chains are trying to satisfy the demand of
customers for a variety of products and services. People prefer to use fast food restaurants for
their convenience and to save time, and there have been certain changes in consumer trends that
have increased the popularity of eating out; therefore, the fast food restaurant industry is growing
rapidly Like other industries, customer satisfaction is an essential business issue for restaurant
businesses. In the competitive hospitality sector, customer satisfaction has become a key element
of business strategy. Restaurants wish to maximize the positive experience of a consumer in
order to increase their intentions of revisiting.
According to ( Travis Vu, 2021) According to research, customers are not satisfied with
unprofessional service providers, unorganized schedule, and pricing that do not meet
expectations. Results of the research will be backed up with statistical evidence and discussed
comprehensively. Moreover, further research should be considered to gather more information
that were not accessible due to the limitations of this study.findings revealed that food quality is
not a significant influence on customer satisfaction but service quality, price and physical
environment have positive impacts. This paper provides potential ways for restaurateurs to
improve customer satisfaction by improving their understanding of the roles of the price, service
quality, and physical environment.
According to (Shaher Murad, 2015) In today highly competitive environment the restaurant
industry is fast growing industry in every country of the globe. So in order to provide best food
and best quality service the industry should make efforts to make the service quality a benchmark
for every customer to gain the competitive advantage in the restaurant market. Even there is also
the need of service quality in all sectors of business. So these studies are purely based on the
service quality measures and techniques to makes customer happy and retain the customer to
maximize the profitability. Considering the importance of client maintenance to the fast-food
restaurant's growth the fast-food restaurant has to to adjust to the changing and leaning of clients
and provide food its administration to attractive interest of the spot customers. Case in point, the
late climb in gas costs may restrain a few customers to eat at the nearby fast-food restaurant or
make fewer outings to the fast-food restaurant that is a more noteworthy separation from their
area.
According to (S. Santhana Jeyalakshmi1 and Dr. S. Meenakumari, 2016) Service quality is
defined as a comparison of customer expectations with service performance. The organizations
with high service quality meet the customer needs and also remain most economical in terms of
competition as improved service quality also makes the firm more competitive. High service
quality is achieved by knowing operational process through identifying problems in service and
defining measures for service performances & outcomes as well as level of customer satisfaction.
Service quality becomes the crucial issue for the education industry and the theory of service
quality has evolved over long period of time through testing and trials in service sector. The
demanding customers and increased sense of customer satisfaction led to the use of the new
service parameters making education institutions to implement quality management as an
effective aid. During the last few decades there is phenomenal change experienced in the
education industry and the reason being is Service Quality. Knowing that both service quality
and value is difficult to measure, education institutions heavily rely on student’s quality
perception and expectations. It could be achieved by asking students questions related to
expectations and their perceptions of the service quality through carefully designed surveys.
Various studies have been carried out to consolidate the dimensions of service quality and
servqual has been accepted as well constructed instrument to measure service quality.
According to ( Norfadzilah Abdul Razak, Zaidi Mohd Aminuddin,Ayu Rohaidah Ghazali, 2020)
they mentioned that Maintaining the service quality is the main strategies to tackle the customer
to remain satisfied and loyalty with the restaurant service. Fail to maintain good service, and the
restaurant may lose the customer and struggle to survive in the market and industry. Hence, the
purpose of this paper is to investigate the underlying key dimensions of service quality in
selected local restaurants influence customer satisfaction.
Accoring to ( Abdul Khalique Talukder, 2018) In a competitive market place where businesses
compete for customers, customer satisfaction (Customer Satisfaction) is seen as a key
differentiator and increasingly has become a key element of business strategy. Customer
Satisfaction has become a major area of marketing that has received considerable publications
from practitioners and scholars in the last two decades. There is a substantial body of empirical
literature that establishes the benefits of Customer Satisfaction for firms. It is well established
that satisfied customers are key to long-term business success. Higher Customer Satisfaction
leads to greater customer loyalty and in turn higher economic returns for firms.
According to ( Kabu Khadka & Soniya Maharjan 2017). Satisfaction means to feel content after
what the person desired or wanted. It is difficult to know whether the customers are satisfied with
the availability of the product or services. So, giving satisfaction to the customers is not an easy
task, for this different factor is needed to be taken into consideration. Nowadays, competition can
be noticed between the business organizations and marketplaces everywhere and has been one of
the challenging tasks for the competitors. Every business organization`s success depends on the
satisfaction of the customers. Whenever a business is about to start, customers always come
“first” and then the profit. Those companies that are succeeding to satisfy the customers fully
will remain in the top position in a market. Today’s business company has known that customer
satisfaction is the key component for the success of the business and at the same time it plays a
vital role to expand the market value. In general, customers are those people who buy goods and
services from the market or business that meet their needs and wants. Customers purchase
products to meet their expectations in terms of money. Therefore, companies should determine
their pricing with the quality of the product that attracts the customer and maintains the long-
term affiliation. The organization should make sure that they are providing full service,
equivalent to their monetary value. This will increase the number of customers and holds the
long-term relationship between the customer and the organization. And the existing customer
will help to attract the new customers by providing or sharing the information about the products
and services of the companies. Moreover, in the absence of the customer, a business organization
would not exist. In order to increase the number of the customers, development of customer’s
satisfaction is very important. In terms of achieving business goals, these two terms are very
important. Hence, the relation of customers and the business organization or market is, therefore,
the most important one.
REFERENCE
Author (Zygiaris S, Hameed Z, Ayidh Alsubaie M and Ur Rehman S, 2022)
https://www.frontiersin.org/articles/10.3389/fpsyg.2022.842141/full
Author (Ali, B. J., Saleh, Akoi, S., Abdulrahman, A. A., Muhamed, A. S., Noori, H. N., Anwar, G.
(2021).
https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3839031
Author ( Muhammad Irfan, 2014).
file:///C:/Users/admin/Downloads/2-104-4(1)2014-JABS-18-31%20(2).pdf
Author ( Ram Bo, 2015)
https://www.scribd.com/document/273572919/47717831-RESEARCH
Author (Dr. Milind A Marathe, Dr. Parag Kalkar, Mr. Amar V Yedake, 2021)
http://sersc.org/journals/index.php/IJFGCN/article/view/36406
Author ( Se-Hak Chun and Ariunzaya Nyam-Ochir, 2020)
file:///C:/Users/admin/Downloads/sustainability-12-07435.pdf
Author ( Travis Vu, 2021)
https://www.researchgate.net/publication/
356592279_Service_Quality_And_Its_Impact_On_Customer_Satisfaction
Author ( Sharer Murad, 2015)
https://singaporeanjbem.com/pdfs/SG_VOL_4_(6)/6.pdf
Author (S. Santhana Jeyalakshmi1 and Dr. S. Meenakumari, 2016)
https://www.shanlaxjournals.in/pdf/MGT/V3N4/MGT_V3_N4_005.pdf?
fbclid=IwAR1MGHmZ8sqo5rD0CDiB_uzQ5-xxX5SBR0yC6eVzs_Mve4jKfkZR1LHVzGk
Author ( Norfadzilah Abdul Razak, Zaidi Mohd Aminuddin,Ayu Rohaidah Ghazali, 2020)
https://www.europeanproceedings.com/article/10.15405/epsbs.2020.10.20
Author ( Abdul Khalique Talukder, 2018) https://www.ijcrt.org/papers/IJCRT1802540.pdf?
fbclid=IwAR3BhdZFMl0bS4AWT-BRt75m7ksgXJgTgjo8oO0lPk2da9Oh6y9rvVDhod8
Author ( Kabu Khadka & Soniya Maharjan 2017).
https://core.ac.uk/download/pdf/161421179.pdf.
