A system study on Jollibee Foods Corporation - Manila City Plaza Branch

Date of Publication

2006

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Industrial Engineering

College

Gokongwei College of Engineering

Department/Unit

Industrial and Systems Engineering

Thesis Adviser

Bryan Gobaco

Defense Panel Member

Debbie Nacu

Eric Siy

Bryan Gobaco

Abstract/Summary

Jollibee Foods Corporation, being a large-scale fast food business, is expected to deliver fast and quality service at all times. This study then takes the view of the customer on how they perceive the service of Jollibee. Data respondents and observations are gathered in a specific high-volume store of Jollibee which is the Manila City Plaza Branch in Quiapo, Manila.

This system study, focusing on service quality, is employed by using the different service management tools in the appraisal and problem analysis of the study. First aspect of the study is to determine the expectation and perception of the customers through the service quality survey. The results of the survey are used in the Quality Function Deployment. Also, Gap Analysis and Hypothesis Testing are verification tools to identify the weaknesses and problems of the study.

Based from these, the main problem of the study is the resulting average satisfaction level (3.36 out of 5) with the service responsiveness dimension of service quality.

Service responsiveness is specifically attributed to the problems of queuing and long turn around times. Both have very low satisfaction ratings, 2.649 for queuing time and 2.856 for waiting time at counter or turn around time. Specific and significant factors or causes are identified through cause and effect analysis and regression analysis. Furthermore, the critical fail points in the overall service process is identified with the use of the service blueprint.

At present, the standard turn around time is set at 90 seconds during peak periods. Observations and analysis were done to test the validity of this standard in terms of the demand and quantity of the products ordered by the customers. This is done to establish the problem of long turn around time that exceeds the standard even if it is proven to be achievable. But then again, actual observations indicate an average turn around time of only 132.67 seconds, thus having a deviation of 32% from standard.

Meanwhile, the queuing time is considered based from the customer requirements. Through a survey, it is found out that at five minutes about 60% of the customers are still willing to wait in line. Since majority of the respondents, have a positive response until five minutes, this is the set customer requirement for queuing time. However, the actual queuing time observed is 355.67 seconds, having a deviation of 16% from the customer requirements.

The identified factors for queuing and turn around time are made-to-order products, soft serve items, pending, voiding, discounting and personnel. Based from these specific causes, the alternative solutions are generated. These alternatives are subjected to the Kepner-Tregoe Decision Analysis.

Based from these alternatives, the proposed solutions are discussed. These solutions are integrated to one proposed system which is described as a technological service innovation. This proposal includes a proper implementation of pending policy, designation of soda, fries and soft serve person and also assignment of head cashier for voiding and discounting orders. The technological advancement involve is the use of a duplicate receipt printer to ensure simultaneity of activities and to accommodate more customer transactions. Simulation of the counter service transaction is also included to show estimated improvements when the significant factors of delay are solved.

The objectives of reducing the deviations are reached and even exceeded, as reducing the preparation time of food items alone through the designation of soda person, fries person and soft serve person lead to a 43% reduced in turn around time. Lesser queuing time is a direct effect of a faster turn around time. Basically, there are more benefits realized with the solutions to these objectives, particularly the reduction of number of customers experiencing delay in turn around time and TAT benefits which is translated to sales benefits.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU13832

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

xx, 385 leaves : col. ill. ; 28 cm.

Keywords

Fast food restaurants--Philippines--Management; Jollibee Foods Corporation

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