圖書館

ABSTRACT

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.