FACTORS AFFECTING CUSTOMER SATISFACTION IN A FAST FOOD RESTAURANT A CASE STUDY OF JOLLIBEE IN MACAO

This study seeks to identify the key factors influencing customer satisfaction and
identify the most significant factor that impacts customer satisfaction with Jollibee in
Macao. This study conducted a quantitative research methodology. The author used a
questionnaire made in Google Forms and used non-probability convenience sampling
to collect data from the customers who frequently purchase food from Jollibee.
Additionally, the data gathered from the participants was analyzed by SPSS, using a
descriptive method and regression analysis to identify the connection between variables.
A total of 152 valid responses were collected from customers and analyzed for the
findings. As a result, Jollibee's customers in Macao are generally young and diverse,
with a significant majority of female customers and a large percentage of people under
the age of 35, mostly students. Furthermore, the majority of Jollibee customers, both
local and non-local, eat at Jollibee at least 2-3 times every month.
The five variables, including Service Quality, Food Quality, Price, Personal
Factors, and Situational Factors, are carefully investigated. Among all five variables
analyzed, Food Quality and Personal factors had a statistically significant positive
impact on customer satisfaction at Jollibee Macao. That finding indicates that food
quality is the most significant and effective factor of customer satisfaction, followed by
personal factors. In contrast, Service Quality, Price, and Situational Factors have been
found to have no significant effect on customer satisfaction in this study.