• Multi-Criteria Decision Analysis in Fast Food Selection: A Comparative Analysis of Customer Preferences on Restaurant Design and Service Quality

  • Greetings! We are the 4th year, Bachelor of Science in Industrial Engineering students of Mapúa Malayan Colleges Mindanao. We would like to invite you to this comprehensive survey for our capstone/thesis entitled: "Multi-Criteria Decision Analysis in Fast Food Selection: A Comparative Analysis of Customer Preferences on Restaurant Design and Service Quality" regarding your preferences in choosing a fast-food restaurant.

    In line with this, your survey response will also serve as a ticket to our compensation raffle draw in making time with us. Note that, your ticket will only be valid once you also provide us your active emails for contact purposes.

    TERMS AND CONDITION:
    Only authorized members are allowed to access or process your data, and we keep such information strictly confidential. We limit access to information to anybody who wishes to know/obtain such information without justification.

    Any data security occurrence or breach that comes to our attention will be recorded and disclosed in accordance with the Data Privacy Act of 2012. We, the researchers, shall take all necessary and reasonable actions to rectify any event or breach and mitigate any negative impact. If there is a strong suspicion that an event has affected your personal information, the researchers will inform you in an efficient manner.

    Should you have any questions please reach any of us to help you answer your concerns.

    Bryan Justin Solatar (bjsolatar@mcm.edu.ph)
    Miko Kanazawa (mlKanazawa@mcm.edu.ph)
    Noelzerdl Mangui-ob (nzManguiOb@mcm.edu.ph)

  • Initial Qualification

  • The following images are the branches of McDonald's (Located at Gen. Douglas MacArthur Hwy, Talomo, Davao City), Jollibee (Located at MTS Compound, Gen. Douglas MacArthur Hwy, Matina, Davao City), and Kentucky Fried Chicken (KFC) (Located at Ground Flr & 2nd Floor, Santos Building Gov. Duterte St, Corner Elpidio Quirino Avenue, Quirino, Davao City)

  • Have you visited the following fast-food branches 5 times or better?*

  • Background Information

  • Gender:*
  • Which age group do you belong?*
  • Are you employed? If yes, kindly specify your income earning (Monthly). If no, please choose "allowance" as your purchasing power.*

  • Fast-food Restaurant Selection

    Evaluate the fast-food chain based on satisfaction scale of the following dimensions.

  • Instruction: Rate the following fast-food restaurants based on the criteria shown in the section. Please, refer to the Scale of Satisfaction to select your answers:


    Satisfaction Scale

     

    Note: Mobile phone users may need to scroll sidewards to view other choices

  • Tangibles

    This refers to the physical facilities, equipment and staff.
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  • Reliability

    This refers to the capacity to perform the promised service accurately.
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  • Responsiveness

    This refers to the willingness of staff to aid customers and the ability to carry out expected service promptly.
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  • Assurance

    This refers to the competence and politeness of staff in order to impart confidence towards the customer in the service of the establishment.
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  • Empathy

    This refers to the personalized assistance for the customers of the establishment.
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  • Price-Value

    This refers to the perceived value from the product quality.
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  • Self-service Technology

    This refers to customers performing services on their own without requiring direct assistance from the service provider using their self-service technologies (e.g., beepers, kiosk machines, and among others).
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  • Fast-food Restaurant Selection

    Evaluate the fast-food chain dimensions based on their level of importance.

  • Instruction: Drag your cursor either left or right in which negative values pertain to element (B), while positive values pertain to element (A)

    Please refer to the following description of each criterion below:


    Please use the table below, the Scale of Importance, to select your answers:

     

    Examples:

    • "(B) Reliability is 5 times more important than (A) TANGIBLES"

     

    • "(A) TANGIBLES is 4 times more important than (B) Reliability" 

  • Final Thoughts?

  • What areas of challenges or issues do you encounter when dining at the mentioned fast-food chains? (Check as many as preferred).
  • What recommendations would you suggest to improve the dining experience at a fast-food chain based on your personal experiences? (Check as many as preferred).

  • Thank you for taking the time to complete our survey. Your insights and feedback are invaluable in helping our capstone/thesis. We truly appreciate your input and participation!

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