Customer Satisfaction of Fast-Food Chains in San Carlos City, Pangasinan

Abstract

The customer is the foundation of any business's success. This study entitled “Customer Satisfaction of Fast-food Chains in San Carlos City” sought to determine the factors behind customer satisfaction. Specifically, it described the profile of the respondents, the level of satisfaction in terms of food quality, price, physical environment, sanitation, and service of staff/crew, and the problems encountered by the respondents.

The study employed Descriptive Survey research. It involved three fast-food chains in San Carlos City, Pangasinan namely Jollibee, Chowking, and McDonalds. It only took one hundred fifty (150) customers as respondents. A checklist survey questionnaire has been used as the data-gathering tool. Frequency counts, percentages, and means were the statistical tools employed.

Based on the study, many of the respondents belonged to the age 14-20 years old, or 32%. In terms of sex, the majority are female having a frequency of eighty-three (83). Many of the respondents were College graduates with a frequency of forty-eight (48) or 32%. The level of customer satisfaction which has the highest mean is in terms of the physical environment with 4.22 as Very Much Satisfied. Moreover, in terms of price and service crew/staff has a mean of 4.07 as Much Satisfied. The problems encountered with the highest percentage were long waiting lines and that some staff/service staff are not friendly/courteous.

The study recommended that fast-food chains must observe cleanliness and orderliness at all times, strengthen food safety and sanitation practices, improve their queuing service to minimize or even avoid long waiting lines, and continuously improve quality service delivery by training staff to provide quick service to customers and to treat them fairly, positively, and consistently. Further research should also be conducted on Customer Satisfaction of Fast Food chains in a wider scope to vindicate the results of the study.