Republic of the Philippines

Department of Education
Division of Quezon City
COMMONWEALTH HIGH SCHOOL
Ecols St. Commonwealth, Quezon City

Customers Purchase Preference on Online Reviews and Actual Experience in

McDonald at Commonwealth: A Comparative Study

Presented by:

Grade 12 FBS - Coleman

Marc Justin Layag

Vivian Mae Villena

Ashley Mhae Metuda

Julianne Ashley Elitiong

2024
ACKNOWLEDGEMENT
ABSTRACT
 TABLE OF CONTENTS

PRELIMINARIES Pages

Acknowledgment............................................................................................i

Abstract..........................................................................................................ii

Table of Contents..........................................................................................iii

CHAPTER I. THE PROBLEM AND ITS BACKGROUND

Introduction.......................................................................................................

Background of the Study...................................................................................

Statement of the Problem.................................................................................

Hypothesis..........................................................................................................

Scopes and Delimitation……………................................................................

Significance of the Study...................................................................................

CHAPTER II. REVIEW OF RELATED LITERATURE AND STUDIES

Related Literature..............................................................................................

Foreign………….................................................................................................

Local..............................................................................................................….

Related Studies........................................................................................…..….

Foreign........................................................................................…............
…......

Local........................................................................................
….........................

Synthesis..............................................................................................................
 Conceptual Framework.....................................................................................

Theoretical Framework.....................................................................................

Definition of
Terms…….....................................................................................

CHAPTER III. RESEARCH METHODOLOGY

Research Design………......................................................................................

Methods and Methodology………....................................................................

Data Gathering Procedure.

………....................................................................

Research Locale…………..………....................................................................

Samples and Sampling Technique…................................................................

Instrumentation………….………....................................................................

Statistical Analysis……….………....................................................................

Paradigm of the Study…...………....................................................................

CHAPTER IV. PRESENTATION, ANALYSIS, AND INTERPRETATION OF

DATA

CHAPTER V. SUMMARY, FINDINGS, AND RECOMMENDATIONS

Summary............................................................................................................

Conclusions........................................................................................................

Recommendations..............................................................................................

REFERENCES..............................................................................................................

APPENDICES...............................................................................................................

Appendix A.........................................................................................................
 Appendix B.........................................................................................................

CHAPTER I

THE PROBLEM AND ITS BACKGROUND

The first chapter of this paper introduces the study’s main goals as well as the

background research that will help you understand the rest of the paper. The problem

statement is also addressed by logical hypotheses. Overall, the chapter summarizes

the researcher’s investigation into the problem.

INTRODUCTION

This study seeks more knowledge on customer buying behaviors of online

feedbacks and actual visits to McDonald’s located at Ever Gotesco Commonwealth.

Knowledge of how these two factors affect customer behavior becomes crucial in the

fast-growing fast-food industry to improve customers’ satisfaction and loyalty. The

research study will be under the quantitative research design; thus, the authors shall

use structured questionnaires to conduct a survey on the patrons of McDonalds.

The main research question is to determine how the reviews at first point of

contact and the customers’ initial impressions connect with the real life situation in

the restaurant. The variables that will be used to compare online feedback with dining

experiences and subsequent purchasing behaviour include customer satisfaction,

perceived quality and service efficiency.

Semi structured questionnaires will be administered to customers, and the

results analyzed statistically to show different trends among customers. This approach

enables us to measure the effect of online reviews to the customer expectations as

well as match their expectations to realities. Finally, the conclusions will also help

McDonald to improve its effective marketing communication and organisational

performance in the context of digital and physical spaces, where customers spend

their time.
BACKGROUND OF THE STUDY

In recent years, online reviews have emerged as a significant factor shaping

consumer perceptions and expectations. Many customers consult digital platforms

before visiting a restaurant, relying on the experiences shared by others to inform

their choices. Positive reviews can enhance a brand's image and attract new

customers, while negative feedback can deter potential patrons. Conversely, the actual

dining experience—encompassing food quality, service speed, and overall

atmosphere—plays a vital role in determining customer satisfaction and loyalty.This

study aims to bridge the gap between these two influences by conducting a

comparative analysis of how online reviews and direct experiences affect customer

preferences at McDonald's in Commonwealth. By examining customer feedback from

both sources, the research seeks to uncover insights into consumer behavior that can

inform marketing strategies and operational improvements. Ultimately, this study will

provide valuable recommendations for McDonald's to enhance customer satisfaction

and maintain its competitive edge in the fast-food market.

STATEMENT OF THE PROBLEM

HYPOTHESIS

SCOPE AND DELIMITAITONS

SIGNIFICANCE OF THE STUDY

 CHAPTER II

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter contains the review of related literature and studies, as well as the

conceptual and theoretical framework that can aid in comprehending the study’s main

points.
REVIEW OF RELATED LITERATURE

Foreign Literature

Their results showed that direct effects of social media marketing activities had

a positive significant effect on value equity, brand equity, and relationship equity.

(Lamhot Keegan P, U. Suhud, and A. M. Sadat 2023). Moreover, their study that

examines how social media marketing activities affect customer purchase intention in

a local fast-food restaurant revealed positive and significant relationship between

social media marketing activities and customer purchase intention as well as brand

equity and relationship equity.

The main purpose of this study is to know how satisfied the consumers are with

(Chao-Sen Wu 2022) in fast food restaurants. This study results indicated that, in

general, consumers' purchases of fast-food purchase behavior have a significant

positive impact on, while satisfaction has no significant impact on restaurants. Also, it

shows that the consumers are not affected by the purchase of fast-food restaurants.

Whether they fast-food restaurant satisfaction is finally this will not satisfy or not,

they will not continue to visit fast food restaurants has no significant impact on

consumer loyalty, and thus dissatisfaction with fast food restaurants whatever will not

affect consumers' loyalty.

Otherwise, Hengyun Li, Karen L. Xie, and Zili Zhang 2020 established that

using a data-set including restaurant reservations and online reviews, the empirical

analysis shows that there is a reverse U-shaped relation exists between experience and

posting timing of online review, that is, strongly dissatisfying or satisfying consumers

will post online reviews faster than consumers with moderate experience. Dis-
confirmation in terms of difference between the customers’ experience and the

average rating of prior reviews has a negative impact on the consumer’s online review

posting speed and the impact of dis-confirmation on the review posting speed is high

with the consumers who have strongly dissatisfying or satisfying experiences but

weak when the consumer experience is moderate on online review posting speed was

investigated on their study.

However, according to correlation analysis done by Bharat Rai, Rajshree R

Rawal 2019, the research found out that there exist positive relationships between

taste, price, ambience and location and brand preference. By using regression analysis

the research study has identified that taste, ambience and location are significant and

positively influencing the consumer preference for fast food items. What it implies is

that consumers are much more conscious and sensitive to these features when

consuming the fast food. Likewise, price has a lesser or no impact on consumers’

preference of fast-food items for the respondents included in the study. Consumers

also brought out, educated and assessed on aspects influencing their choice of fast

food products in the Kathmandu Valley.

However, Muhammad Asghar Ali, Ding Hooi Ting, Muhammad Ahmad Ur

Rahman, and Shoukat Ali (2021) find out that Perceived crowding and online reviews

affects the consumer purchase intentions in a positive way. Besides that it is also

important to stated is the fact that hype of relation between review ratings and

purchasing intentions is positively contingent on a customer’s perceived crowding in

a restaurant. That means at a place that is unknown, and the likelihood of its being
overcrowded from the customer’s perception is high, the restaurant will have a high

online review rating.

Local Literature

Gladiewin B. Dela Peña and John Matthew Aquino 2023 fueled by the growing

adoption of store-brand self-ordering kiosks in fast-food joints that most restaurants

find more efficient in terms of cost and service. More specifically, little research has

been done to determine consumers’ attitudes towards this product and how they affect

the consumer’s decision to use the technology. Their study based upon which they

learned that the customer perception towards the self-ordering kiosks has an impact

on the intention to use the system.

While Jean Paolo Gomez Lacap, Arnee Lugue, Cherry Dawn Bongon, Annalie

Dimapilis, Fernando Altar 2024 stated that “Mediation analysis revealed that pleasure

indirectly influences the relationship between both aesthetic appeal and revisit

intention, and aesthetic formality and revisit intention. On the other hand, arousal was

found to mediate only the relationship between aesthetic formality and revisit

intention.” in page 24 of Consumer and Organizational Behavior in the Age of AI that

examines how the aesthetic appeal and formality of self-order kiosks affect customer

revisit intention in fast-food restaurants.

However, according to Maria Thely Cordova, Nenette Padilla, and Joel Bual

(2024), there is likelihood that customer will visit the restaurant again only when the

restaurant provides quality services to its customers. This also provided an evaluation

on the responsiveness/assurance, empathy/equity, dependability, and tangibility of a

neighborhood restaurant in a heavily urbanized city in Central Philippines for the

different service categories. Similarly, it measured their likelihood to repurchase with

perceived value, commitment, customer satisfaction, and customers’ trust.

 However, research by Fernando Messala (2023) shows that in fast-casual dining

environment, it is essential to know what creates customers’ satisfaction. The case of

Vaccine is perhaps the most typical example on this front, Analysis whereby was

conducted by A recent study published in the Academic Journal of Interdisciplinary

Studies in May 2022 offers important insights about this front. The actual study takes

place in Nueva Vizcaya, Philippines with emphasis on concepts of service quality and

customer satisfaction in two popular fast-casual dining restaurants.

Conversely, Maria Thely Cordova, Nenette Padilla, and Joel Bual (2024) stated

that, apart from service quality and customers’ repurchase intention that are crucial in

the proper functioning of restaurants. Therefore, this measured the service quality of a

local restaurant in a highly urbanized city in Central Philippines in

responsive/assurance, empathy/equity, reliability and tangible factors in reference to

the types of services. In the same way, it defined their repurchase intention in terms of

customer satisfaction, customer trust, customer commitment, and perceived customer

value.
 CHAPTER III

RESEARCH METHODOLOGY

This chapter describes the research method and research instrument used in

this study. Moreover, it presents the data gathering procedures and the statistical

treatment of data.
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