Service Management Strategies for Jollibee Singapore

This presentation provides a detailed analysis of Jollibee Singapore's service management. It begins with an overview of Jollibee as a fast-food chain, highlighting its market position and global expansion. The presentation then explores key elements of the servicescape, including atmosphere, c...Read More

Running Head : SERVICE MANAGEMENT
Service Management
Name of the Student
Name of the University
Author Note

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Slide 1- The selected company is Jollibee Singapore and I will proceed with providing an
overview of the fast food chain.
Slide 2- Table of content
Slide 3 - The Jollibee is found to be the largest fast food chain situated in the Philippines having
1,150 stores throughout the world. It is the dominant market leader in the Philippines and
Jollibee for the enjoy the share of the local market that is larger than the other multinational
brands for stop the company also has impact on significant aggressive global expansion plan in
Brunei, Vietnam, Hong Kong, Macau, United States, Saudi Arabia, Canada, Kuwait, Italy,
Oman, Bahrain, Singapore and the United Kingdom.\
Slide 4- It is a company which was established by Tony Tan along with his family as an ice
cream parlor that grew later into one emerging International brand. It has a family oriented
approach which is at the heart of its success to personnel management that makes Jollibee one of
the most appreciated employers in Philippines.
Slide 5-Apart from promoting the family-oriented work Ambience the values of the brand are
also reflected on the marketing and Advertising. Jollibee also knows well the target audience.
Slide 6- It focuses on the significance of family values traditional for along with the
communication materials which Max age the top most fast food chain in the Philippines.
Slide 7- The success factor of Jollibee has always been the customer satisfaction and it's never
loses the sight of its goals because it has grown to be the most identified and preferred brands.
Slide 8- Now I want to provide the key elements of the serviscape for assessing the operations
and the service management of the organization. The servicescape along with the Facilities
Management are interrelated. The service care usually refers to the physical environment where
as facility management is responsible for creating a beautiful environment which encompasses

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the elements of servicescape. Bones and bathina first put forward the idea servicescape referring
to the physical environment where the service was delivered. The servicescape actually comes
from the term marketing. In the marketing literature the physical environment is referred to as
servicescape according to Kotler, servicescape is an atmosphere which is design consciously for
inducing the emotional effects that will in turn influence the purchasing behaviour of the
customer. As far as elements of servicescape are concerned these are used for impacting the
performance of the business. In the fast food chain there are approximately five elements of
servicescape such as the ambience the facility aesthetics and sitting comfort the attractiveness
and the like. From the customer reviews and the secondary data sources it is found that the food
quality of Jollibee is undoubtedly number one in Singapore and in other countries and people
pray for the special item such as Aloha Yam burger and chicken Jolly Spaghetti. As far as
atmosphere and cleanliness is concern the management takes care of the hygiene and the
cleanliness of the store. They take care of the customer demands and Fresh Food required by
them. The effectiveness of the operation the values followed by Jollibee customer focus humility
to listen and learn speed with excellence integrity spirit of family and fun and their mission is to
serve great tasting food having brought the joy of eating to everyone. They are opening new
branches in Singapore such as they have recently opened branch in Suntec city. Along with
Woodlands, Paya Lebar, Lucky Plaza, Jurong, Nuvvaina and Punggol. In the outlet of Sunteck
city the place is bigger than the other outlets and people can get a sitting also. However, few food
items are missing in the new branches such as there is no “Palabok” found in the branch of
Sunteck city because it is only available in the lucky Plaza branches. However, few customers
have complained about not being satisfied with the proportion of food delivered as per the cost.
Few people have claimed about recent downfall in the chicken meat portion significantly. It is

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found that the delivery of Jollibee is not up to the mark and they are not being able to deliver at
every corner of Singapore which might frustrated the customers in future. There is huge demand
of the dish “Palabok” which is not available in all the stores that can drag the company away
from making competitive advantage in the contemporary Fast Food Industry.
Slide 9- The aspects of Jollibee attract the customers the most are the reward programs to the
loyal customers along with the Jollibee weekday treats exciting offers that can be availed through
coupons at any of the Jollibee Singapore outlet. Regarding, the waiting time it is found that the
store has not been able to cut down the wedding time although it has many supporters and it is
exceeding in many countries. It is further found that at the peak hours most of the counters are
closed and one counter make the queue. The kids’ meals are also highly exciting and come with
exclusive offers occasionally. But the most important point is that they take care of the customer
responses over their official website and on social media sites and reply to them as much as
possible. Therefore it is true that they consider the customers to be their most important
stakeholder and respect their feedbacks for improvement in future. The customer satisfaction is
the focal point of Jollibee and they never lose sight of the goals having grown to be one of the
most popular and preferred brands in Singapore and in many countries. The Service Delivery
process and the impact upon employees from the reviews of the customers other secondary data
sources it is found that Jollibee Singapore lacks proper delivery processes and Customer Service
Management.
Slide 10- The customers are found to be complaining about long waiting lines and few incidents
of not getting what they ordered and being replaced with some other orders. There are customers
who have also complaint about for long hours in the queue and then inform that the required item
is not available full stop please are the instances of Customer Service Management conducted by

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the Jollibee staffs. The key reason of this poor management of the customer demands instead of
having the goal of customer satisfaction is lack of alignment between the company values and
the employee morale. There is also lack of proper employee training and grooming so that they
can deliver the best services along with best food throughout Singapore in and in other countries.
The immediate competitors of Jollibee are KFC and Popeye who also provide Fried
Chicken and same to have better customer services then Jollibee as per the customer feedbacks.
It is also found that Jollibee is not that level in managing customer Rush at the peak hours and
the cash management is also not up to the mark as they miss some order often. The seeds are also
found to be empty but the tables are seen as piled up with the trees and the food dresses as there
is no cleanliness maintained that is the most important aspect of customer satisfaction. The staffs
try to meet the customer expectations at their best but due to the lack of proper training, they
sometimes miss simple instructions and in customer rat. The quality of the food is not
questionable but the stuffs in particular branches such as Paya Labour are claimed to have
misbehaved with few customers. Therefore it can be seen that there are some Areas where
Jollibee need to improve for staying relevant in the highly competitive Fast Food Industry and
deliver the best fast food items to the people of Singapore and other countries.
On a concluding note, I would say that Jollibee is at its best in terms of the food quality
the food freshness price and other operations however there are scope for improvement in terms
of the servicescape elements for enhancing the effectiveness of the operations along with the
efficiency and meet the customer demands at its best.
Slide 11- The recommended strategies for Jollibee are as follows :
 Firstly, the staffs should be valued and showing them that the company values them can
leave huge impact on their morale and the job satisfaction that is key to the customer

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satisfaction too. They should be praised for good job and at the same time rewarded too.
They should be conveyed the feedbacks of the customers so that they can understand
where they should improve.
 Slide 12- There has to be proper training for the employees so that they can resolve the
customer issues and deliver the expected service. Apart from the safety procedures and
the food handling, they should be trained about the customer management. They should
be communicated well about the organizational culture, the goals, and the visions of the
company that is focused on the satisfaction of the customers.
 Slide 13- The reinforcement should be done to the employees that the way they handle
and present themselves reflects on the restaurant in a complete way. There should be
proper communication skill training for helping the employees in communicating
properly with the staffs and meeting the customer requirements.
 Slide 14- The company should further observe the interactions of the waitstaffs with the
customers for identifying the areas of potential improvement. The staff should be
provided with a constructive feedback regarding the performance and the changes he/she
should be incorporating within his/her behavior.

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