Western Fast Food Market Satisfaction Survey in Macau: the case of Jollibee

This dissertation investigates consumer satisfaction with the Philippine fast food chain
Jollibee in the highly competitive and multicultural Macau market. The study adopts a mixed
method approach, combining semi-structured interviews with ten consumers (residents and
non-local tourists) to analyze the important factors driving satisfaction. The results show that
service quality, especially employee efficiency and the organization of events (such as
birthday parties), has a significant impact on satisfaction. However, language barriers and
cultural differences when ordering food pose challenges to non-local customers. Although
Jollibee's core products (especially fried chicken) are appreciated by many respondents for
their taste and freshness, the menu lacks diversity. It is not localized enough to meet
Macau's unique Chinese-Portuguese fusion dining preferences fully. Price sensitivity is very
significant, and Jollibee is often considered by customers to be more expensive than
competitors such as McDonald's, which affects their value perception. Therefore,
promotional strategies, especially experiential activities, should show effectiveness and
cultural resonance. Finally, the study proposed suggestions on improving service quality,
menu localization, strategic pricing, and culturally sensitive promotions to improve Jollibee’s
positioning in the Macau market and provide a reference for other Western fast food brands
to develop in the Macau market.