ABSTRACT
Every quick-service restaurant’s primary concern was to improve the quality of its products and services, as well as its overall organizational efficiency, to achieve customer satisfaction especially if the restaurant wanted to introduce its products and services globally.
The purpose of the study was to determine if efficiency, service quality, and customer preference had a significant relationship to a quick-service restaurant’s success and might achieve customer satisfaction. The researcher proposed an enhancement program that might help Jollibee Food Corporation to achieve customer satisfaction and dominance in the quick-service restaurant industry.
The descriptive correlational method of research was utilized in this study. The respondents of the study were 100 customers of Jollibee quick-service restaurant and fairly divided into 50 participants each from Jollibee Canlubang and Jollibee Calamba Crossing. A validated research-made survey instrument was used for gathering data. The result showed that the level of efficiency as assessed by the customers was highly efficient which implied that the customer had an easy time ordering their food. Moreover, the level of service quality and customer preference as assessed by the customers were very high which indicated that the restaurant had employees that provided prompt services and great food that led to customer satisfaction. As an output, an enhancement program was proposed for the restaurant to maintain high customer satisfaction and business growth.
Keywords - efficiency, service quality, customer preference, quick-service restaurant
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