1
CHAPTER I
THE PROBLEM AND ITS BACKGROUND
Introduction
Electronic marketing refers to the form of product promotion and customer
relation conducted through the use of electronic media. It highly flexible and
allows companies to create targeted campaigns with broad reach. This form of
marketing is very cost effective because it makes possible for companies to reach
lots of consumers at a fraction of the cost for other types of advertising.
Internet marketing in particular is rich ground for marketers. This form of
electronic marketing can be generic, as in the case of banner ads placed on
websites. It can also be remarkably specific, tailored to internet use habits with the
goal; of reaching out to specific consumers. Marketers can serve different kinds of
ads, customized email marketing campaigns and use other techniques to reach
potential consumer on the internet.
In nineteenth century, electronic buying and selling started by telegraph.
With the advent and mass acceptance of the telephone, radio, TV, and then cables,
electronic media have become the dominant marketing force. New permutations of
these four electronic methods as well as the microcomputer explosion-continue to
create many new forms of electronic media.
2
In addition to media like television, radio and the internet, electronic
marketers can use media such as phones for conveying advertisements. Talking
ads mounted on bus stations and other public installations are another example.
Electronic kiosks in location like malls can be used for marketing purposes.
Marketers can create video brochures, internet ads in front of featured films, and
find a number of other ways to reach an audience via electronic means.
Marketing of products using electronic technology is used to determine the
consumer market. Electronic marketing is the type of micromarketing in which the
retail tracks consumer purchases using bar code scanner technology such as that
found in many supermarkets. When making purchases, consumers fill out the
computer readable cards with demographic and other pertinent information. This
information is logged into the database by the retailer who then uses it for:
mailings of special promotions; direct mailing coupon for product in which the
consumer has demonstrated interests; other special sales and promotions of
products already purchased by the consumer; or product that are complementary to
those the consumer has already purchased.
Customer satisfaction can help your business to achieve a sustainable
competitive advantage. It is about understand the way a customer feels after
purchasing a product or service and, in particular, whether or not that product or
service met the customer’s expectations. Customers primarily form their
3
expectations through past purchasing experiences, word-of-mouth from family,
friends and colleagues and information delivered through marketing activities,
such as advertising or public relations.
Monitoring customer satisfactions is important because we are much more
likely to tell our friends and family about a bad experience with a product or
service to thousands of people. And there’s always the threat of negative publicity
generated from current affairs programs or other media outlets. Satisfaction
surveys are an important method for collecting information about how your
customers
think
and
feel
about
your
brand,
product
or
service.
(http://anthillonline.com/marketing-customer-satisfaction)
The researchers make this study to identify and describe factors of customer
satisfaction for Kentucky Fried Chicken. Comparatively analyze customer
satisfaction for the electronic marketing of Kentucky Fried Chicken.
Statement of the Problem
The study assessed the electronic marketing of Kentucky Fried Chicken
towards customer satisfaction.
Specifically, the study sought answers the following:
1. What is the profile of the respondents in terms of:
1.1 gender;
4
1.2 age;
1.3 civil status;
1.4 educational attainment; and
1.5 family income?
2. What is the effect of applied electronic marketing of KFC in terms of:
2.1 place;
2.2 people;
2.3 promotion;
2.4 price; and
2.5 product?
3. Is there a significant relationship on the responses of the respondents when
group according to profile variables?
4. Based on the findings, what suggestions can be proposed to electronic
marketing of Kentucky Fried Chicken towards customer satisfaction?
Background of the Study
Together with Pizza Hut and Taco Bell, Kentucky Fried Chicken belong to
Yum! Brands Inc. Yum! Company is the world’s largest restaurant company in
terms of system units. It is the world’s largest fried chicken chain restaurant,
measured by sales. More than 11,000 Yum restaurant having opened in about 80
5
countries. One of these is located in first and second floor Llana Bldg. P. Burgos
Street Brgy.5 Batangas City. It started on May 3, 2011. Colonel Harland Sanders
founded it in 1952 by selling fried chicken. His kindly grandpa face also became
Kentucky Fried Chicken Logo. Today Kentucky Fried Chicken mainly sell fried
chicken, hamburgers, french fries, soft drinks and other western styles fast food.
By this time, the Kentucky Fried Chicken Company uses manual system in
forming those people in their particular product they were looking for. This
problem delays the customer in their transaction. In the harmony with this
problem, we need to improve and develop a solution that will help their company.
In the certain institution, we often hear the term electronic marketing and for
individuals involved in this kind of advertising, they already had a mindset of what
is taking place in the said system.
The researchers believe that our study should outcome in a better
advertising system. The researchers also hope that the proposed system will be
effective and useful to Kentucky Fried Chicken Company in pursuing the success
of their institution.
Conceptual Framework
The conceptual framework includes input process and output and is
manifested in Figure 1. The input contains the demographic profiles of the
6
respondent’s determined included gender, age, civil status, educational attainment
and family income. The status of Kentucky Fried Chicken was determined in
terms of place, people, promotion, price and products. The process contains
documentary analysis, questionnaire and interview. The output would be the
electronic marketing of Kentucky Fried Chicken focusing on customer
satisfaction.
INPUT
Profile of the
Respondents:
 gender
 age
 civil status
 educational
attainment
 family
income
Electronic
Marketing of KFC
in terms of:
 place
 people
 promotion
 price
 product
PROCESS
Documentary
Analysis
Questionnaire
OUTPUT
Electronic
Marketing of
Kentucky Fried
Chicken Towards
Customer
Satisfaction
Interview
Figure 1
Conceptual Framework of Electronic Marketing of Kentucky Fried Chicken
7
Hypothesis of the Study
There is no significant relationship between the responses of the
respondents and when group according to profile variables.
Scope and Limitation
The study determined the Electronic marketing of Kentucky Fried chicken
Focusing on Customer’s Satisfaction towards development of marketing
management. The study focuses on the status of Kentucky Fried Chicken in
application of electronic in terms of place, people, promotion, price and product.
The study will be limited to Kentucky Fried Chicken Company’s
management and employees in Batangas City.
Significance of the Study
This study will be beneficial to the following:
For the top management, this will help to have an easy way of promoting a
desired products and services using electronic marketing practices. It will
introduce to the top management the useful utilization of electronic marketing to
develop their proper altitude in manipulating sophisticated machines and help
them become aware of its use to the modern world.
8
For the managers, this will help improve their operation since it will reduce
the time consuming process. This will also provide a way for a change in their
manual transaction system to a new one that will make a system fast and accurate.
For the employees, this will serve a guide to move upward with a new idea
or partial changes to improve their work in KFC Company. They can also create a
new strategy to help company achieve their goal.
For private business sectors, this will help them realize that the knowledge
gained in this research can be a great help to the different business infrastructure
and they will be equipped to solve the problems on it.
For the future marketing managers, this will assist them to understand the
impact of using electronic marketing practices in developing their marketing
management
For the academe, this will greatly help them since the study will be a useful
reference material for students, teachers and other researchers who are undertaking
similar or related study.
For the future researchers, this will serve as a learning experience for them
and an opportunity to apply the knowledge and skills they acquired from the
Marketing Management program. It will also develop their skills in data gathering
and analysis.
9
Definition of Terms
Customer. This refers to the people who purchase goods and service from
another. (Webster dictionary, 2007). In this study, it refers to individuals who are
eating in fast food chains.
Customer service. This refers to the series of act. Design to enhance the
level of satisfaction that is the feeling that a product or service has met the
customer expectation (http://en.wikipidia.org/wiki/Customer_service). In this
study, it refers to how the fast food chain satisfies needs and expectation of
customers by using the electronic media.
Customer Satisfaction. It refers to the feeling that a product has met or
exceeded that customers expectation (Lamb,Hair and Daniel 2011). In this study,
the term refers to the customer perception on the service provided to them by the
electronic marketing.
Electronic marketing. It refers to marketing of products using electronic
technology to determine the consumer market. This information is logged into a
database by the retailer who then uses it for: mailings of special promotions; direct
mailing coupons for products in which the consumer has demonstrated interest;
other special sales promotions of products already purchased by the consumer; or
products that are complementary to those the consumer has already purchased.
(http://www.allbusiness.com/glossaries/electronic-marketing/4966288-1.html). In
10
this study, this refers to the marketing technique used by Kentucky Fried Chicken
to their customers.
People.
Place.
Price.
Product
Promotion. This refers to act of communicating the benefits and value of
your product to consumer. It then involves persuading general consumers to
become customers of the business by using methods such as advertising, direct
marketing,
personal
selling
and
sales
promotion
(http://toolkit.smallbiz.nsw.gov.au/part/3/12/56). In this study, these are the efforts
put up by the business so that customers would avail of the goods offered by the
electronic marketing.
11
CHAPTER II
REVIEW OF LITERATURE
This chapter presents conceptual literature and studies that have a bearing
in the present study, the researchers gathered these relevant details from the book,
unpublished theses and other printed materials.
Conceptual Literature
Despite many attempts to measure and explain consumer satisfaction,
there is still does not appear to be consensus regarding its definition or
determinants. Consumer satisfaction is typically defined as being the results of an
evaluative process that contrasts repurchase expectations with perceptions of
performance during and after the consumption has been experience. That is also
the view taken by this paper, although it is recognized that such definition may not
fully explicate the satisfaction construct (Anderson, 2000).
Several alternative explanations of consumer satisfaction have been
advanced, but the expectations-disconfirmations paradigm has been the most
popular. This accounts predicts that expectations and disconfirmation are the two
variables that the best consumer satisfaction. Disconfirmation can be defined as
the difference between expected and perceived product performance, and
expectations of future performance. The inclusions of expectations suggest that the
12
product fulfilling high expectations are predicted to generate greater consumer
satisfaction than products that meet low expectations. Some researchers employ
perceived
performance
as
an
additional
explanatory
of
satisfaction.
(http://www.amazon.com/s/ref=nb_sb_noss/183-3802948-1974520?url=searchalias%3Daps&field-keywords=customer+satisfaction)
After purchase, the consumer can compare expectations with perceptions of
product performance, a process that confirms or disconfirms the earlier
expectations. Disconfirmation can be used in two ways as it: First is provides
information for future purchases; and second is serves as a major determinant of
overall satisfaction with the purchased product. In the next purchased cycle the
consumer has experience with the previously chosen product, and if
disconfirmation that may alter expectations for the second purchase cycle. Any
other new data can also be used to revise expectations. And eventually another
purchase will be made. However, this second purchase and all future purchases
will also be influenced by the intention to repurchase created by switching arising
from earlier purchases. These two factors provide a strong rationale for repeat
purchase behavior, and could be employed to asses a consumer’s likelihood of
repurchasing of a given product, his or her intention to repurchase. (Applegate,
2000)
13
Consumers buy products or services to satisfy their needs and wants.
Consumers make decision first before buying products or rendering services. Each
consumer considered purchase decision process when it comes to buying or
repurchasing products and services. In purchasing decision, the initial step is by
recognizing problem, to be able to perceive the differences between person’s ideal
and actual situations which is big enough to trigger the decision. (Bacos, 2001)
In general almost all company managers utilize computers or a high
technology machines to improve manpower efficiency and at the same time
produce quality products. These systems answer the customer’s needs and
expectations on the product being processed or sold. Damodaran illustrates the
functions of the managers at the tactical strategic planning levels in a computerbased system. These include (1) transaction processing which involves in wages
payment, preparation of invoices, calculating the raw material , (2) operational
control which consists of determining the need for overtime working, credit
control and determining reorder levels, (3) managerial control involved in training
and recruitment of staff, determining for pricing structure and deciding on a
change supplier and (4) planning which includes manpower planning forecasting
market changes and predicting long-term availability of raw materials.
On Computer Application System penetrates the business world since more
powerful computers are available at substantially lower cost than the products they
14
replace. A larger department store, computers often appeared first in accounting
department. Therefore, it was not surprising that accounting and finance people
retained control not only of the money related functions of their company but also
of the computer itself (Calem, 2000).
Advertising positions are available in three kinds of organizations:
advertisers, media companies, and agencies. Advertisers include manufacturers,
retail stores, service firms and many other types of companies. Often they have
and advertising and placing their own ads. Advertising careers are also possible
with the media, television, radio stations, magazines and newspaper. Finally,
advertising agencies often job opportunities through their use of account
management research, media and creative services. Starting position with
advertiser and advertising agencies are often as assistants to employees with
several years of experience. An assistant copywriter facilitates the development of
the message, or copy, in an advertisement. Assistant art director participants in the
design or visual components or advertisement entry level media positions involve
buying the media that will copy the ads or selling on radio or television, page
space in print media (Eaton, 2000).
In business, managers at all the levels make decision. Each level has its
own needs for specific types of information. Managers are responsible for
planning, staffing, organizing, defining and controlling. The success of every
15
company lies on good management coupled with efficient employees. Good
managers play vital roles in the acquisition of prestige and name in the business
area (Gurbaxabi,V. and S. Whang, 2001).
In purchasing decision the initial step is by recognizing problem, to be able
to perceive the differences between person’s ideal and actual situations which is
big enough to trigger the decision. After recognizing the problem, the consumers
begin to search information. This is especially needed with past experience or
knowledge is insufficient. The risk of making a wrong purchase of decision is high
and the cost of gathering information is low. Consumer evaluates alternatives
before buying products or rendering services. Having examined the alternatives,
consumer makes purchase decision that is often impulsive not following directly
from alternatives evaluation (Goodman, 2001).
Satisfaction has been linked to firm profitability and repurchasing
probability. Demonstrating such a relationship is valuable, for explaining why
consumer behavior and consumer psychology. This aspect is being considered by
so many researchers to analyze and interpret data given the respondents’ profile.
Demographic variable are easier to measure than most other variables. Even the
market segments are defined their demographic characteristics must know order to
assess the size of the target market and to reach it efficiently. The single most
important demographic trend is the changing age structure of the populations will
16
results in different growth rates for used groups over the decade, and those
differences will strongly affect marketers targeting strategies (Jarvenpaa, S and
P.A. Todd, 2001).
Computer is a major tool in the products and use of information, the use of
computer is important to the operations and management of the business firm,
government agencies and the rest of the society due to the rapidly growing use of
micro-computer. People must learn to use such tool properly in order to harness
the information resource in today’s dynamic information. Thus information system
which transform data information for users represent a major part of cost doing
business, a major factor in employee morale and customer satisfaction, a major
source of information needed for effective decision-making by the manager of an
organization and vital dynamics and expanding career opportunity for millions of
men and women. Therefore, opportunities can be increased for employment and
advancement by becoming knowledgeable users of computers and information
technology. Business firms and organization need people who can help them
manage their resources (Kalakota, R. and A.B. Whinston, 2001).
They often engaged the visitors in an interactive experience involving
games, contest and quizzes with electronic coupon and other gifts as prices.
Procter and Gamble has separate websites for dozens of its leading brands,
including
Vidal
Sassoon
hair
products
(www.vidalsassoon.com).
Scope
17
mouthwash
(www.getclose.com)
and
pampers
diaper
(www.papers.com).
Promotional sites are effective in generating interest in and trial a company’s
products. General Motors reports that 80 percent of the people visiting a Saturn
lead come from its websites.
Promotional websites also can be used to support a company’s traditional
marketing channel and build customers relationships. This is the objective of the
Clinique Division of Estee’s Lauder.Inc., which markets cosmetics though
departments stores. Clinique reports that 80 percents of current customers who
visits its website (www.clinique.com).
There six several products and services categories that dominate online
consumer buying today and for the foreseeable future. One category consists of
items for which product information is an important part of the purchase decision,
but repurchases trial is not necessarily critical. Items such as computer, computer
accessories and consumer electronic sold by Dell.com fall into this category. So do
books which accounts for the sales growth of Amazon.com and Barnes and Noble
(www.barnesandnoble.com). Both sellers publish short reviews of new books that
visitors to their websites can read before making a purchase decision.
A second category includes items for which audio and video demonstration
is important. This category consists of CD’s, videos, and DVDs sold by Columbia
House.com. The third category contains items that can be delivered digitally,
18
including reservations and confirmations, financial brokerage services and
electronic ticketing. Popular websites for these items include Travelocity.com,
Schwab.com and Ticketmaster.com.
As a group, online consumer are more likely to be women that man in tend
to be better educated, younger, and more affluent than the general U.S. population,
which makes the man attractive market. Even though online shopping and buying
is growing in popularity, a small percentage of online consumers is still account
for a disproportionate share of online retail sales in the United States. It is
estimated that 20 percent of online consumer who spent $1,000 plus per year
online account for 87 percent of total consumers online sales. Also, women tend to
purchase more goods and services online than man.
Numerous marketing research firms studied the lifestyles and shopping
hobbits of online consumers. A recurrent insight is that online consumers are
diverse and represent different kinds of people seeking different kinds of online
experiences. Promotional websites have a very different purpose than transactional
sites. They advertise and promote a company’s products and services and provide
information on how items can be purchased (Malone, 2000).
Related Studies
The literature on service quality has followed a similar disconfirmation
approach with Parasuraman, Zeithami, and Berry’s original “gaps” model.
19
However, there is a debate in marketing regarding the differences and similarities
between the consumer satisfaction and service quality constructs. The debate will
not be joined here except to state that desire any conceptual differences between
the two way that they are typically measured is quite comparable. This is because
measures of service quality usually represent customer perceptions rather than
objective indicators of quality, and how service quality and customer satisfaction
therefore tends to be highly correlated.
There have been many refinements and extensions to the gas models, but
the essential ingredients have hardly changed. For example, despite the discussion
in the marketing literature regarding what forms of expectations are most
appropriate for measuring consumer satisfaction and service quality, there is a
comparison between some form of expectations and perceived performance.
According to Oliver, satisfaction is defined as the consequence of
comparing expectations with perceptions of performance, and therefore appears
the result from a dynamic process. However, expectations, perceptions of
performance, and difference between the two typically measured simultaneously
despite evolving at different points in the time. Such an approach may be
appropriated because some researchers believe that consumer satisfaction is
limited to individual transactions. On the other hand, satisfaction is affected by
20
prior
experiences
than
conditions
expectations
(http://techweb.cmp.com/iw/583/csc.htm).
According to Mcdonough (DATE), movie media reaches up to 75 million
viewers each month, and theater advertising recalls are four times higher than ads
placed on television. Cinema advertising reaches targeted consumers with
innovative messages that engage moviegoers in a highly effective manner. It will
help customer choose the right cinema ad strategy for their campaign whether it's
Static Slides, Digital Ads or Rolling Stock. Effective cinema advertising can also
include one-to-one promotions, partnering with events or sponsorships and can be
conducted at the venues themselves, with marketing teams promoting a variety of
products to consumers as they are waiting in line or approaching the theater.
(http://billboardconnection.com/products/cinema-advertising)
Promotions is different form of activities for attracting and getting attention
of customer to purchase the product or service through personal selling, public
relations, sales promotions and advertising. According to Khatibi, promotion of
product or service helps in the best way to builds relationship with customers,
because everyone is looking for the best suitable deal for them. Website is the
advanced ways use for the promotion, to aware the consumer and to satisfy them
with offering vast array of function and features. Before making choice of product
21
offering, potential customer has an opportunity through website to make a detailed
comparison Khatibi (2007).
Customer satisfaction can change over the period of time, it is a dynamic
process. Customer satisfaction is reflected when he recognized the quality. While
using the web, the (user interface) web is a service and customer is user. They surf
the internet retrieve the information and share the information when interact over
the internet with others. The quality of internet service plays a greater role than the
service quality providing to the customers in other sectors, like hotels and hospital.
He describe in his study that in the new millennium providing customers a unique
experience is the major key to capture the market and wining their hearts and
mind. Satisfaction or dissatisfaction is the consequences of customer’s
consumption or experiences of services or expectation.
Branding is one of the factors which has been identified repeatedly
customer choice in the selected product. Branding has impact on purchase decision
of consumers. The more a brand is succeeded in their earlier period the more value
for its brand can be generated. Company formal introduction today is branding.
Brand is a set of guidelines or a promise in customer’s mind. Brand is a product
which adds other dimensions some way to differentiate it from other products.
Brand helps the customer the product and how he describes the company to others,
opportunities can avail by branding. Brand is described by the American
22
marketing association as a “name, sign, symbol or combination of them to identify
and to differentiate the goods and service, or sellers from their competitors”
(Skindaras, 2007).
In what maybe the only example of empirical research investigating
satisfaction change within a purchase cycle, Mazurky and Geva (2000) find that
the effect of satisfaction on intentions to repurchase decreases over time, which
“emphasizes the need for considering timing of measurement as a relevant factor
in predicting purchase and choice behavior.” In contrast, several studies have
evaluated satisfaction across purchased periods.
According to Dr. Jordan Sparks (DATE), he has done most of the
programming. He has done the many thousands of hours of programming in his
spare time over the last few years. But since the software is now beginning
popular, he is beginning to cut back on dentistry to devote more of his time in
programming. His goal on his project was to make his software the world standard
software to make it easy to access and shared data. With the use of his dental
directory, the patients can now easily know the prescribed medicines for their
toothache.
Hussnain (DATE) said the Wi-Fi service has enabled KFC Australia to
promote targeted offers to customers while they browse the Internet. "We
sometimes promote coupons using the free Wi-Fi home page. Sales uplift for those
23
coupons has been higher than stores that don't have Wi-Fi," he said. When
customers access free Wi-Fi and complete a verification process for a specific
device, they get sent an email confirming that they can use the service for an
extended period of time. Because the Wi-Fi platform links to a CRM system,
Hussnain said marketing messages can be personalized.
According to Crell Brown (DATE), an interior kiosk with a touch screen in
Vienna Austria is a computer terminal that provides information access via
electronic methods. Interactive kiosks sometimes resemble telephone booths, but
can also be used while sitting on a bench or chair: Interactive kiosks are typically
place in high foot traffic settings such as hotel, lobbies and airport. Integration of
technology allows kiosks to perform a wide range of functions.
For example, kiosks may enable user to enter a public utility bill account
number in order to perform an online transactions, or collect cash in exchange for
merchandise. Customized components such as coin hoppers, bill acceptors, card
readers and thermal printers enable kiosks to meet the owners specialized needs
(Booch, 2001).
According to J2 Retail System (DATE), a leading manufacturer of the state
of the touch screen technology used within the retail, hospitality, finance,
healthcare and industrial marks and was one of the leaders of the retail IT
revolution when it was founded 20 years ago.
24
Similarity Moster.com and carrier builders.com are online databases of
employments ads, candidate, resumes, and other career related information. Some
of the information resources include career guidance, a cover letter library,
occupational profiles, resumes templates, and networking services. Employers
may contact students directly when the candidate’s qualifications meet their
specific job requirements. Much still needs to be learned about online purchase
behavior. Although research has documented the most frequently purchased
products and services bought online, marketers also need to know why these items
are popular in the digital marketplace. (http://www.monster.builders.com.ph)
Many companies are aiming for high satisfaction because customers who
are justified still find it easy to switch when a better offer comes along. Those who
are emotionally bond with the brand, not just rational preference. The result is
high customer loyalty. Xerox senior management, believes that a very satisfied or
delighted customer is worth 10x as much to the company as a satisfied customer.
A very satisfied customer is likely to stay with Xerox many more years and buy
more than a satisfied customer will.
From past buying experience, friends and associates advice, and the
marketers and competitors’ information and promises, if marketers raise
expectations too high, the buyer is likely to be disappointed. For example, Holiday
Inn ran a campaign a few years ago called “No Surprise “. Yet hotel guests still
25
encountered a host of problem, and holiday Inn had to withdraw the campaign.
However, if the company sets expectations too low, it won’t attract enough buyers.
(National Association of Realtors, “Realtors Information Network and
Corporation, http://www.realtor.com/.)
Lim (2010) Customer’s ultimate satisfaction may have significant affect of
atmosphere. Physical surroundings are helpful to create image in the mind of
customer and to influence their behavior. Physical atmosphere of the restaurants
have the significant impacts on the customers satisfaction. Lightning, furnishing,
sent, music and different other atmospheric factors among them influence on
customer satisfaction. There are millions of products in this world having different
prices. Pricing a product is difficult thing to do. Prices are set according to the
value of the product. Price from marketing mix state that one of the most flexible
element that changed quickly. The most important factor indicated for customer
satisfaction is price, because most of the customers estimate the value of the
product or obtained service through price. Lim, for the customer it is not necessary
that a better quality can be a better taste, if customer like the taste of food he/she
will be willing to pay for the it. Based on previous researches, in customer
satisfaction and taste, there is a significant correlation found between them.
Researchers found that good taste of food has positive influence on customer’s
satisfaction and it also increase the customer’s retention rate which is also depends
26
upon customer’s satisfaction. Therefore, restaurants focus is on taste of the food
and
services
that
has
influence
on
customer’s
satisfaction
(http://www.facultyjournal.com/, 2012).
The computer should preserve more in their endeavor to obtain minor
details of customer’s demand through customer feedback system. The researchers
found this study relevant to their present work since both the studies are concerned
with customer satisfaction and efficient customer relations. However, the present
study does not conduct a customer feedback system to rate customer satisfaction.
Satisfaction is a person’s feeling of pleasure or disappointment resulting from
comparing a product’s perceived performance and expectations. If the
performance falls short of expectations, the customers dissatisfied. If the
performance exceeds expectations, the customer is highly satisfied or delighted
(http://www.yahoo.com/Business and Economy).
According to Ricky Deez (DATE) just about every successful marketer
acknowledges that in order to produce visitors to discover you, you have to deliver
respectable advertising. Retail sales outlets assign large amounts of money into
sales fliers, radio advertising's, TV commercial messages, and regular billboards.
A few even have got free items that they give away with their logo or company
slogan or name mentioned with them. Those things generally do not function as
well when you're attempting to gain clients online through your website, and
27
nearly every online business can not afford to promote on television when they
would like to capture and gain visitors and people to their site. As an alternative,
they have to rely on promoting with the Internet.
As with anything, determining the correct space to promote equals the
direction to be sure your effort is thriving. If you're starting to sell household
items, advertising where for the most part young teens hang out isn't really going
to do your business much good. You have to localize your publicizing wherever
the correct audience will examine it. Possibly advertising on a internet site that has
real
estate
listings
could
make
up
a
more
effective
selection
(http://www.rickydeez.com/marketing/promoting-on-the-internet/).
Synthesis
The researchers found out that the cited literature are significant to the
study. The respondents have different reaction on the electronic marketing of
Kentucky Fried Chicken. Like the previous study done by the other researchers,
the study considered the demographic profile of the viewers needed. Other papers
assessed the electronic marketing of Kentucky Fried chicken in terms of place,
people, promotion, price and products like what the researchers did in these study.
Today competition is very stiff: one way to make one’s product known in the
market is advertising. With regards to TV advertising and online advertising, the
researchers found out that the different marketing strategies should be done, it
28
needs to be understood by the viewers to know the relevance of product because
it is the major reason for advertising online through electronic marketing
strategies.
To be more effective, electronic marketing must be frequently shown and
must be implemented. Applegate L.W. McFarland, Calem, B.E., Eaton, Kalakota,
R. A.B. Whinston, Beale Thomas, Kerin, Hartley, Redelius, Malone T.W,
Gurbaxabi V., Booch Grady and Calem, R.E are similar to the study of Electronic
Marketing of Kentucky Fried Chicken Towards Customer Satisfaction and
difference to the study of Bacos, S.Whang, Goodman S.E and Jarvenpaa, S.
29
CHAPTER III
RESEARCH METHODS AND PROCEDURE
This chapter focuses on the research method used, research environment,
research design, subjects of the stud, data gathering instrument, and statistical
treatment of data.
Research Design
This study focused on determining the electronic marketing of Kentucky
Fried Chicken towards customer satisfaction. Since the problem to be resolved is
to determine and analyze the influence of online advertisement about the products
and services of Kentucky Fried Chicken in P. Burgos Street, Batangas City. The
researchers used the descriptive method of research because descriptive research is
the observation and description to capture the consumer’s interest in the industry.
The researcher also used the survey method in the acquisition of the
necessary data in the accomplishment of this study through questionnaire design to
understand the customers views by online advertisement measuring their
expectation toward electronic marketing of Kentucky Fried Chicken to their
products or services, whether their desire or intention to purchase is because of the
influence of the online advertisement to convey a complete understanding of the
30
perception of the consumers towards the said fast food restaurants or the product
brand.
Subjects of the Study
The respondents of the study involved fifty (50) customers from Batangas
City. It can be gleaned from Table 1 the distribution of respondents and its
corresponding population and percentage. Moreover, the table showed one to two
groups of respondent each having 25 sample populations.
Table 1
Distribution of Respondents
Respondents
Population
Percentage
Office workers
25
100%
Students
25
100%
Total
50
100%
(Customer of KFC)
To acquire the needed answer for the researchers used convenience
sampling for customer of Kentucky Fried Chicken from Batangas City.
The
31
researchers took 25 respondents from office workers and 25 students who visit and
dined in Kentucky Fried Chicken.
The 100 percent retrieval of questionnaire from one group of respondents
was made possible. But still they were some constraints in retrieval of the
questionnaire due time, confidentially of information of some students.
Data Gathering Instrument used
The major tool employed in gathering the necessary data was the
questionnaire. Part I of the questionnaire, ask for the profile of respondents in
terms of gender, age, civil status, educational attainment, and family income.
Part II includes the factors of electronic marketing of KFC with regards to
product, price, place, people, and promotion. This part also used the following
scale:
Options
Range
Verbal Interpretation
4
3.50-4.00
Strongly Agree
3
2.50-3.49
Agree
2
1.50-2.49
Moderately Agree
1
1.00-1.49
Disagree
32
To supplement this study, the researchers were also oriented by the thesis
adviser with the Dean of the College of Education and Business Administration in
order to prepare a more valid and relevant data gathering instrument. The
researchers conducted a content validation of the questionnaire with the help of the
more experienced in the field and incorporated their suggestions.
Data Gathering Procedures
The researchers spent much of their time in the library to read books,
magazines, brochures, and other unpublished thesis and by browsing internet to
have some information for the study. The researchers formulated the questionnaire
and submitted it to research adviser for the comments, and for further
improvement of the questionnaire. Several revisions were done in making the
questionnaire.
The validation of the questionnaire was done through the help of our
research adviser and to the Dean of department. From their knowledge and
expertise, significant revisions were done which made the questionnaire accurate.
The questionnaires are distributed to the customers of Kentucky Fried
Chicken in Batangas City in order to gather the needed data. After the respondents
had finished answering the questions, their answer were tabulated, interpreted and
analyzed.
33
Statistical Treatment of Data
The researcher employed the following descriptive statistical tools in
analyzing the data gathered.
Frequency. It is the actual number of the respondents to a specific question
or item In the questionnaire. It is also referred to the number of tally marks for
each category or item.
Percentage. This is a numerical analysis to describe or compare the
magnitudes of the given data. It could be defined as part per hundred of the total
sampling population.
Weighted Mean. It is the center of gravity of the distributions of scores. In
this study, it is used to measure the effectiveness electronic marketing
advertisement to customer satisfaction of the target respondents.
Composite Mean. This was used to determine to determine the factors
affecting the electronic marketing of Kentucky Fried Chicken towards customer
satisfaction.
Rank. This was used to present the level and order of each item that affects
the performance of the employees.
Pearson R. This was used to determine the relationship on the responses of
the respondents according to profile variable.
34
CHAPTER IV
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
This chapter presents the analysis and interpretation of data regarding
Electronic Marketing of Kentucky Fried Chicken towards Customer Satisfaction.
1. Profile of the Respondents
The profile of the respondents regarding electronic marketing of Kentucky
Fried Chicken towards customer satisfaction according to their gender, age, civil
status, educational attainment and family income.
1.1 Gender. Table 2 presents the distribution of the respondents according
to their gender.
Table 2
Distribution According to Gender
Gender
Frequency
Percentage
Male
20
40.00
Female
30
60.00
Total
50
100.00
From the table, it can be seen that 30 respondents or 60 percent are females
and 20 or 40 percent are male. It appears that most of the respondents who
35
participate in data gathering are female. Therefore, the study concludes that there
are more female who are more willing to go on Kentucky Fried Chicken fast food
chain.
1.2 Age. Table 3 presents the distribution of the respondents according to
their age.
Table 3
Distribution According to Age
Number of Employees
Frequency
Percentage
10-19 years old
17
34.00
20-29 years old
16
32.00
30-39 years old
9
18.00
40-49 years old
4
8.00
50 and above
4
8.00
Total
50
100.00
From the table, the age range from of the respondents was from 10-50 and
above with a frequency of fifty (50) and percentage of 100 percent. The young
ones aged from 10-19 years old serve as the highest number of respondents who
participate in the said activity, while the oldest serve as the lowest number of
respondents with a frequency of four (4).
36
1.3 Civil Status. Table 4 presents the distribution of the respondents
according their civil status.
Table 4
Distribution According to Civil Status
Civil Status
Frequency
Percentage
Single
23
46
Married
24
48
Widow
2
4
Separated
1
2
Total
50
100.00
From the table, it can be seen that 24 of the respondents or 48 percent are
married; 23 or 46 percent of the respondents are single; 2 or 4 percent of the
respondents are widowed; and the least one are separated.
1.4 Educational Attainment. Table 5 presents the distribution of the
respondents according to their educational attainment.
Out of the 50 respondents,7 or 14 percent were elementary graduates, 22 or
44 percent were high school graduate and 20 or 40 percent were college graduate,
while one have taken post graduate courses.
37
Table 5
Distribution According to Educational Attainment
Educational Attainment
Frequency
Percentage
Elementary Education
7
14
High School Education
22
44
College Education
20
40
Others, please specify
1
2
Total
50
100.00
1.5 Family Income.
Table 6 presents the distribution of the respondents
according to their family income.
Table 6
Distribution According to Family Income
Family Income
Frequency
Percentage
Php 10,000 and below
19
38.00
Php 11,000- Php 20,000
14
28.00
Php 21,000- Php 35,000
8
16.00
Php 36,000- Php 49,000
8
16.00
Php 50,000 and above
1
2.00
Total
50
100.00
38
From the table, it can be seen that the most number of respondents came
from the first income group with Php10,000 and below 38 percent of the total
respondents respectively. There were only 2 percent of the total respondents that
falls under the fifth income group with Php50,000 and above.
2. Factors affecting the Electronic Marketing of Kentucky Fried Chicken
towards Customer Satisfaction.
The place, people, promotion, price, and product as factors affecting
electronic marketing of Kentucky Fried Chicken towards customer satisfaction
were discussed in this study.
2.1
Place. Table 7 presents electronic marketing of Kentucky Fried
Chicken towards customer satisfaction in terms place.
Table 7
Electronic Marketing of Kentucky Fried Chicken towards on
Customer Satisfaction in Terms of Place
Items
1.
2.
3.
4.
5.
Accessibility for all places.
Availability in all outlets.
Visibility of KFC.
Advertisement of online service is available.
Attractiveness building structure.
Composite Mean
Legend:
VI – Verbal Interpretation
WM – Weighted Mean
A - Agree
MA – Moderate Agree
WM
VI
Rank
3.44
3.22
3.30
3.44
3.54
3.39
MA
MA
MA
MA
A
MA
2.5
5
4
2.5
1
39
With the mean 3.54, customers were agreeable that they were able to
distinguish that the building was KFC’s property through its logo was proven be
the top most factor in terms of place. The study is similar to the study of Crell
Brown that an internet kiosk with touch screen in Vienna Austria is computer
terminal that provides information access via electronic methods.
2.2
People.
Table 8 presents electronic marketing of Kentucky Fried
Chicken towards customer satisfaction in terms of people.
Table 8
Electronic Marketing of Kentucky Fried Chicken towards
Customer Satisfaction in Terms of People
Items
1. Promotion of its products using television and
radio.
2. Promotion of products online.
3. Can search information of KFC online.
4. Rights of people to tell their comments,
suggestions and opinions about KFC.
5. Displaying advertisements in video sharing
sites.
Composite Mean
WM
VI
Rank
3.72
A
1
3.58
3.54
3.56
A
A
A
2
4
3
3.52
3.58
A
A
5
Legend:
VI – Verbal Interpretation
WM – Weighted Mean
A - Agree
Table 8 presented the electronic marketing of Kentucky Fried Chicken
towards customer satisfaction in terms of people. With the mean 3.72, the results
interpret that the respondents agree with all the proposed plans, which consist of
40
promoting the product to the people through TV, radio, commercials, etc. The
composite mean showed that the respondents agree that people affects the
electronic marketing of Kentucky Fried Chicken towards customer satisfaction.
2.3 Promotion. Table 9 presents electronic marketing of Kentucky Fried
Chicken towards customer satisfaction in terms of people.
Table 9
Electronic Marketing of Kentucky Fried Chicken towards
Customer Satisfaction in Terms of Promotion
Items
1. Promote through online sharing
2. Promote on movie theaters.
3. Advertisement on TV and radio.
4. Promote in tablets and smart phones.
5. Promote on internet.
Composite Mean
WM
VI
Rank
3.46
2.88
3.64
3.18
3.56
3.34
MA
MA
A
MA
A
MA
3
5
1
4
2
Legend:
VI – Verbal Interpretation
WM – Weighted Mean
A - Agree
MA – Moderate Agree
Table 9 presented the electronic marketing of Kentucky Fried Chicken
towards customer satisfaction in terms of promotions. With the mean 3.64, the
respondents assessed that advertisement on T.V. and radio are effective. The
weighted mean 2.88 showed that respondents moderately agree that Kentucky
Fried Chicken promote even on movie theaters before movie starts. The composite
mean 3.34 respondents are moderately agrees that promotion affects the electronic
41
marketing of Kentucky Fried Chicken towards customer satisfaction. The study is
similar to the study of Kalakota R. that computer is a major tool in the products,
and use of information and computer is important to the operations and
management of the business firms.
2.4 Price. Table 10 presented the electronic marketing of Kentucky Fried
Chicken towards customer satisfaction in terms of price.
With the mean 3.52, the respondents agree that Kentucky Fried Chicken
has online promos to get discounts on regular meals. Whereas, respondents
disagree that Kentucky Fried Chicken offers discount through purchasing and
paying with the use of credits cards.
Table 10
Electronic Marketing of Kentucky Fried Chicken towards
Customer Satisfaction in Terms of Price
Items
1. Purchasing discount using credit cards.
2. Prices information accessibility.
3. Online brochures and availability.
4. Online discount promos on regular meals.
5. Discounts through joining text promos.
Composite Mean
Legend:
VI – Verbal Interpretation
WM – Weighted Mean
A - Agree
MA – Moderate Agree
DA - Disagree
WM
VI
Rank
2.30
3.32
3.40
3.52
3.34
3.18
DA
MA
MA
A
MA
MA
5
4
2
1
3
42
The composite mean of 3.18 showed that respondents moderately agree that
the price affects the Electronic Marketing of Kentucky Fried Chicken towards
customer satisfaction. The table concludes that the respondents are moderate agree
with the plans of encoding online information about the product’s prices, having
online brochures and giving discounts joining text promos. The study is similar to
the study of Martin (date) that the functions of computer application in a
department store have customer satisfaction, unusual items are more sold quickly,
there is better turnover of stock and department stores offer faster customer
services.
2.5 Products. Table 11 presented the electronic marketing of KFC focusing
on customer satisfaction in terms products.
Table 11
Electronic Marketing of Kentucky Fried Chicken Towards
Customer Satisfaction in Terms of Products
Items
1. Attractiveness in commercials.
2. Product information accessible online.
3. Attractiveness of products.
4. Advertisement product surveys.
5. Good display and appearance.
Composite Mean
Legend:
VI – Verbal Interpretation
WM – Weighted Mean
A - Agree
WM
VI
Rank
3.82
3.68
3.74
3.70
3.74
A
A
A
A
A
1
5
2.5
4
2.5
3.74
A
43
With the mean 3.82, respondents agree that KFC shown in commercials
look attractive for the customers. Whereas, product information is accessible
online was the least one with a weighted mean of 3.68. The composite mean of
3.74 showed that respondents agree that the products having a presentable and
more attractive advertisement affects the Electronic Marketing of KFC towards
customer satisfaction.
The respondents are moderate agree with all the proposed plans which
consist of having a presentable and attractive advertisement, online product
information and performing evaluations for the ratings of the products. The study
is similar to the study of J.L. McKenny that the consumer can compare
expectations with perception of products performance, a process that confirms or
disconfirms the earlier expectations.
3. Relationship on the Responses of the Respondents to Profile Variables
The relationship on the responses of the respondents according to profile
variables regarding electronic marketing of Kentucky Fried Chicken in terms of
gender, age, civil status, educational attainment and family income. The Pearson’s
r correlation was used to answer the null hypothesis of significant relationship.
Table 12 presents the relationship on the responses of the respondents to
gender.
44
Table 12
Relationship on the Responses of the Respondents to Gender
Absolute
Factors
Decision Ho
Interpretation
Pearson’s r value
Place
0.089
Accept
Not Significant
People
0.328
Reject
Significant
Promotion
-0.309
Reject
Significant
Price
0.309
Reject
Significant
Product
0.062
Accept
Not Significant
Level of significance () = .05
Degrees of Freedom (df) =49
Critical Pearson’s r value = 0.2732
Based from the table, the relationships on the respondents had different
responses according to place, people, promotion, price and products. The obtained
computed absolute Pearson’s r values were 0.328 (people), -0.309 (promotion) and
0.309 (price) were greater than the critical Pearson’s r value of 0.2732 at .05 level
of significance with 49 degrees of freedom. This rejected the null hypothesis.
Therefore there is a significant relationship between the responses of respondents
on people, promotion, and price to gender.
On the other hand, the computed absolute Pearson’s r value of 0.089 (place)
and 0.062 (product) were less than the critical Pearson’s r value of 0.2732 at .05
45
level of significance with 49 degrees of freedom and suggest no significant
relationship to age. It appears that in term of gender, female and male had different
assessment on the place, people promotion, price and products of electronic
marketing of Kentucky Fried Chicken towards customer satisfaction. The study is
similar to the study of Malone (date) that as a group, online consumer are more
likely to be women that man intend to be better educated, younger and more
affluent which makes the man attractive market.
Table 13 presents the relationship on the responses of the respondents to
age.
Table 13
Relationship on the Responses of the Respondents to Age
Absolute
Factors
Decision Ho
Interpretation
Pearson’s r value
Place
-0.112
Accept
Not Significant
People
-0.008
Accept
Not Significant
Promotion
0.021
Accept
Not Significant
Price
-0.208
Accept
Not Significant
Product
-0.173
Accept
Not Significant
Level of significance () = .05
Degrees of Freedom (df) =49
Critical Pearson’s r value = 0.2732
46
The obtained computed Pearson’s r value ranging from -0.008 to -0.208
were less than the critical Pearson’s r value of 0.2732 at .05 level of significance
with 49 degrees of freedom which suggest the null hypothesis is accepted.
Therefore, there is no significant relationship between the responses of
respondents on the factors of electronic marketing to age.
The relationship on the responses of the respondents to civil status was
manifested in Table 14.
Table 14
Relationship on the Responses of the Respondents to Civil Status
Absolute
Factors
Decision Ho
Interpretation
Pearson’s r value
Place
0.067
Accept
Not Significant
People
0.322
Reject
Significant
Promotion
0.065
Accept
Not Significant
Price
-0.365
Reject
Significant
Product
-0.414
Reject
Significant
Level of significance () = .05
Degrees of Freedom (df) =49
Critical Pearson’s r value = 0.2732
Based from the table, people, price and product obtained computed
Pearson’s r values ranging from 0.322 to 0.414 were greater than the critical
47
Pearson’s r value of 0.2732 at .05 level of significance with 49 degrees of freedom
and this rejects the null hypothesis. On the other hand, the computed absolute
Pearson’s r values of 0.067 and 0.065 for place and promotion, respectively, were
less than the critical Pearson’s r value of 0.2732 at .05 level of significance with
49 degrees of freedom. This suggests the null hypothesis is accepted. Therefore,
there is no significant relationship between the responses of respondents on place
and promotion to civil status.
The relationship on the responses of the respondents to educational
attainment was presented in Table 15.
Table 15
Relationship on the Responses of the Respondents to Educational Attainment
Absolute
Factors
Decision Ho
Interpretation
Pearson’s r value
Place
-0.443
Reject
Significant
People
-0.316
Reject
Significant
Promotion
-0.333
Reject
Significant
Price
-0.359
Reject
Significant
Product
-0.470
Reject
Significant
Level of significance () = .05
Degrees of Freedom (df) =49
Critical Pearson’s r value = 0.2732
48
Based on the table, the obtained computed Pearson’s r value ranging from 0.316 to -0.470 were greater than the critical Pearson’s r value of -0.2732 at .05
level of significance with 49 degrees of freedom which suggest the null hypothesis
is rejected. It appears that in terms of educational attainment, the relationship of
the responses of the respondents were significant.
Table 16 presents the relationship on the responses of the respondents to
family income.
Table 16
Relationship on the Responses of the Respondents to Family Income
Absolute
Factors
Decision Ho
Interpretation
Pearson’s r value
Place
-0.329
Reject
Significant
People
-0.354
Reject
Significant
Promotion
-0.322
Reject
Significant
Price
-0.415
Reject
Significant
Product
-0.316
Reject
Significant
Level of significance () = .05
Degrees of Freedom (df) =49
Critical Pearson’s r value = 0.2732
Based from the table, the obtained computed Pearson’s r value ranging
from -0.316 to -0.415 were greater than the critical Pearson’s r value of -0.2732 at
.05 level of significance with 49 degrees of freedom. The null hypothesis is
49
rejected. It appears that the family income had a significant relationship to place,
people, promotion, price and products of electronic marketing of Kentucky Fried
Chicken towards customer satisfaction.
4. Proposed Electronic Marketing of Kentucky Fried Chicken
REVISED
YOUR
PROPOSAL…
THIS ONE IS WRONG…
The respondents proposed that wi-Fi visibility should be available for every
customer in all branches. According to Hussnain, the Wi-Fi service has enabled
KFC Australia to promote targeted offers to customers while they browse the
Internet. Therefore, they conclude that through Wi-Fi visibility Kentucky Fried
Chicken should meet the customer satisfaction.
Moreover, people get to know through displaying advertisement in video
sharing site. The respondents agree that through displaying advertisement in video
sharing site it will affects the electronic marketing of Kentucky Fried Chicken
towards customer satisfaction.
In terms of promotion, Kentucky Fried Chicken should be visible in movie
theaters before movies starts. According to Mcdonough the effective cinema
advertising can also include one-to-one promotions, partnering with events or
50
sponsorships and can be conducted at the venues themselves, with marketing
teams promoting a variety of products to consumers as they are waiting in line.
Therefore the respondents moderately agree that through product promotion in
movie theaters before movie starts will help to promote products easily.
Consequently, Kentucky Fried Chicken offers discounts through purchasing
and paying with the use of credit cards. Based on the finding the respondents
disagree in the electronic marketing of Kentucky Fried chicken in terms of prices.
The weighted mean 2.30, respondents did not satisfy with this offer in terms of
electronic marketing. With composite mean 3.18 the respondents moderately agree
as a whole. Therefore, discount by using credit cards, will help to increase
customer satisfaction of electronic marketing of Kentucky Fried Chicken. They
need to have more discounts promos in using credit cards to convince busy people
to use this strategy in availing products.
Finally, product information is accessible online. Based on the findings the
respondents moderately agree in the electronic marketing of Kentucky Fried
Chicken in terms of products. As with anything, determining the correct space to
promote equals the direction to be sure your effort is thriving. If you're starting to
sell household items, advertising where for the most part young teens hang out
isn't really going to do your business much good. You have to localize your
publicizing wherever the correct audience will examine it. Possibly advertising on
51
a internet site that has real estate listings could make up a more effective selection.
Therefore, customer satisfaction increased with the help of improving products
information via internet.
52
Revised your chapter 5….
CHAPTER V
SUMMARY, FINDINGS, CONCLUSIONS AND RECOMMENDATION
This chapter presents the summary, finding, conclusions drawn, and
recommendations of the study.
Summary
Findings
Conclusion
Recommendation
53
BIBLIOGRAPHY
A. Books
Applegate, L.W.Mcfarlan and J.L. McKinney, Corporate Information Systems
Management: Text and Cases, Erwin, Chicago 2000
Bacos, J.Y.,”A Strategic Analysis of Electronic Market Places,” MIS Quarterly,
15, 3, 2001). 295-3
Calem, R.E.,”Auto Sales Are Booming on the Web ,” The New York Times:
CyberTimes, October 17,2000
Eaton,., “ Slow Transition in investing a market Meets the Internet,” The New
York Times: Cybertimes, October 2000
Gurbaxabi,V. and S. Whang, “ The Impact of Information System on Organization
and Markets,” Communication of the ACM, 34, 1 (2001) 59-71.
Goodman,S.E., L.I. Press, S.R. Ruth, and A.M. Rutkowski, “ The Global
Diffusion of the Internet: Patterns and Problems.” Communications of the
ACM,34, 1 (2001) 27-31
Jarvenpaa, S and P.A. Todd, “Consumer Reactions to Electronic Shopping on the
World Wide Web,” International Journal of Electronic Commerce, 1,2, 2000.
Kalakota, R. and A.B. Whinston, Frontiers of Electronic Commerce, AddisonWesley Publishing Company, Inc., Reading, MA, 2001
Malone, T.W., J.Yates, and R.I. Benjamin, “Electronic Markets and Electronic
Hierarchies,” Communication of ACM, 30, 6, 484 – 497, 2000
Assessment on the Effect of Television Advertising in Buying Behavior of
Selected High School Students in Batangas City, October 2007
Gurbaxabi, V. and S. Whang, “The Impact of Information Systems on
Organizations and Markets,” Communication of the ACM, 34, 1, 81- 88, 2001
Journal of the American Society for Information Science, November 2000, Booch
Grady, Objects Oriented Analysis and Design 2001
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Marketing:The Core, Online consumer behavior and Marketing Practice in
Marketing, Kerin.,Hartley.,Rudelius
Calem, R.E., “Auto Sales Are Booming on the Web,” The New York Times:
CyberTimes, October 17,2000
B. INTERNET
Amazon books, http:www.amazon.com/.
Beale
Thomas,
Eiffel
Business
http//www.deepthougt.com.au/IT/Eiffel/eif_bus_sys/main.book.pdf
System:
“The Rise o Electronic Community,” Information Week, CSC Index, 2000,
URL=http://techweb.cmp.com/iw/583/csc.htm
“Realtors
Information Network
and Corporation,
http://www.realtor.com/
55
APPENDIX A
GOLDEN GATE COLLEGES
P. Prieto St. Batangas City
Certificate of Statistical Analysis
This is certify that this researched entitled “Electronic Marketing of
Kentucky Fried Chicken Towards Customer Satisfaction” written by Ronalyn M.
Bajeta and Sandra Aiza B. Quitain, SY 2013 – 2014 has undergone statistical
analysis for reability and data analysis.
This certification is issued to ensure that the institution received quality
research work.
(SGD) JEFFREY P. MARANAN, D.B.A.
Statistician
56
APPENDIX B
GOLDEN GATE COLLEGES
P. Prieto St. Batangas City
Certification
This is certify that the paper entitled “Electronic Marketing of Kentucky
Fried Chicken Towards Customer Satisfaction” for the fulfillment of the Degree of
Bachelor of Science in Business Administration was checked by an official
grammarian to verify the clarity and organization of thoughts and construction of
the paper.
This certificate is issued to ensure that the institution received quality
research work.
Patrocinio E. Sanchez
Grammarian
57
APPENDIX C
LETTER TO THE RESPONDENTS
REPUBLIC OF THE PHILIPPINES
GOLDEN GATE COLLEGES
COLLEGE OF BUSINESS ADMINISTRATION
BATANGAS CITY
Tel. Nos. 723-2663/ 723-2077/ 723-2471 / 723-771/ 300-7642
Fax No. (043) 723-2077
___________________
___________________
Sir/Madam:
Greetings!
The undersigned are working on their thesis entitled “Electronic Marketing
of Kentucky Fried Chicken Towards Customer Satisfaction,” and are presently
enrolled in Introduction to Research, one of the subjects for the degree of Business
Administration in this College.
In this regard, may we request you to answer the attached questionnaire and
kindly respond to the questions and statements as honestly as possible? Rest
assured that all responses will be treated to the utmost confidentiality.
Thank you very much and more power!
Respectfully yours,
Ronalyn M. Bajeta
Sandra Aiza B. Quitain
Noted:
(SGD) SHIRLEY E. MARANAN
Thesis Adviser
58
APPENDIX D
SURVEY QUESTIONNAIRE
PART I. Profile of the Respondents
Instructions: Please put a check mark (✓) on the space that corresponds to your
answer.
1.1 Age
( ) 10 – 19 years old
( ) 20 – 29 years old
( ) 30 – 39 years old
( ) 40 – 49 years old
( ) 50 and above
1.2 Gender
( ) Male
( ) Female
1.3 Civil Status
( ) Single
( ) Married
( ) Widowed
( ) Separated
1.4 Educational Attainment
( ) Elementary Education
( ) High School Education
( ) College Education
( ) Others, please specify: ________________
59
1.4 Family Income
( ) below – 10,000
( ) 11,000 – 20,000
( ) 21,000 – 35,000
( ) 36,000 – 49,000
Instructions: Put a check mark (✓) on the box that corresponds to your answer.
4 - Strongly Agree
3 - Agree
2 - Moderately Agree
1 – Disagree
PLACE
4
3
2
1
4
3
2
1
1. KFC’s contact number for delivery services is accessible for those
who live in far places.
2. KFC’s free Wi-Fi zone is available for every customer in all
branches.
3. KFC’s electronic sign boards help them get more recognition and
make it easily visible for customers.
4. KFC’s information for every branch is available online.
5.
KFC’s pictures of building is attractive to customers.
PEOPLE
1. People get to know KFC through promotion of its products using
television and radio commercials
2. People get to know KFC through promotion of its products through
online available for internet users.
60
3. People can easily search online to have more information about KFC
and convenient way of buying their products.
4. People have the right to tell their comments, suggestions and opinions
about KFC and its product thought official online forums and calls.
5. People get to know KFC through displaying advertisements in video
sharing sites.
PROMOTION
4
3
2
1
4
3
2
1
4
3
2
1
1. Promote KFC through online sharing sites like YouTube and
Facebook.
2. Promote KFC even on movie theaters before movie starts
3. Advertisement commercials on TV and radio
4. Promote KFC even in tablets and smart phones.
5. Promote KFC even in internet.
PRICE
1. KFC offers discounts through purchasing and paying with the use of
credit cards.
2. KFC offers the consumers to have accesses on the information about
prices through KFC website.
3. KFC has online brochures.
4. KFC has online promos to get discounts on regular meals
5. KFC offers discounts through joining text promos
PRODUCTS
1. Product of KFC shown in commercials looks attractive
2. Product information is accessible online.
3. Product promotions of KFC can attract customers online
4. Product advertisements use surveys in rating the product’s quality in
terms of its taste.
5. Products in advertisements should have good display and appearance.
61
CURRICULUM VITAE
Name: RONALYN MARASIGAN BAJETA
Address: Bulsa, San Juan, Batangas
Date of Birth: October 09, 1991
Age: 22 years old
Sex: Female
Civil Status: Single
Religion: Roman Catholic
Fathers Name: Antonino Hernandez Bajeta
Mothers name: Ma. Paz Marasigan Bajeta
EDUCATIONAL ATTAINMENT
SCHOOL
DEGREE/COURSE
INCLUSIVE DATE
Bulsa Elementary School
Primary
1997-2003
Laiya National High School Secondary
2003-2007
Batangas State University
Bachelor of Science in
2010-2012
Business Administration
Golden Gate Colleges
Bachelor of Science in
2012-2014
Business Administration
TITLE
Achiever
AWARD RECEIVED
SCHOOL
Bulsa Elemetary School
SEMINAR ATTENDED
TITLE
SPONSORING AGENCY
Journey to a Remarkable Success Batangas State University
Trends and Issues on research
Batangas State University
DATE
March 2003
DATE
Sept. 10, 2010
Dec. 6, 2010
62
CURRICULUM VITAE
Name: SANDRA AIZA B. QUITAIN
Address: Pallocan West Batangas City
Date of Birth: January 02, 1995
Age: 19 years old
Sex: Female
Civil Status: Single
Religion: Born Again Christian
Fathers Name: Simon T. Quitain
Mothers name: Aida B. Quitain
EDUCATIONAL ATTAINMENT
SCHOOL
DEGREE/COURSE
INCLUSIVE DATE
Jose C. Pastor Memorial
Primary
2006 - 2007
Elementary School
Golden Gate Colleges
Secondary
2010 - 2011
High School
Golden Gate Colleges
Bachelor of Science in
2011 - 2014
Colleges
Business Administration
TITLE
Achiever
AWARD RECEIVED
SCHOOL
Jose C. Pastor Memorial
Elementary School
DATE
April 2007