Track: Case Studies

Abstract

Fast food restaurant has become extremely popular in the modern age as it provides fast service when it comes to food without the customers to prepare their food. Then it was evolved into the digital era, where the fast-food brands started to develop ideas of having an online delivery system in which customers can order fast food without having to go to the actual restaurant. This research study used the analytical hierarchy process to compare the in-house online delivery system of the three fast-food chains, namely Jollibee, McDonald’s, and KFC based on the criterion. The criterion identified in this study is convenience, flexibility, accuracy, reliability, user-friendly, and quality. This study aims to distinguish which of the criteria is the most significant for customer satisfaction and which of the three fast-food chains is the most preferred. The findings of this study show that KFC is the most preferred fast-food chain, and the three most influential criterion is the convenience, accuracy, and quality. On the other hand, user-friendly and flexibility show to have the least significant factor.