The Research on the Comparison of the Key Success Factors of Regular Chain and Franchise Chain －Take Starbucks Coffee and Zhen-Guo Coffee for example

• Main Authors: Yeng-Hung Chen, 陳彥宏
• Other Authors: Chieh-Wen Sheng
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/06286606620102176171

碩士 === 大葉大學 === 工業關係學系碩士班 === 91 === The purposes of this research were as follows: 1. To investigate the differences between regular-chain and franchise-chain stores in a food service chain. 2. To investigate the key success factors among both regular-chain and franchise-chain stores in a food service chain; and, 3. To investigate the effect of the differing coffee culture of regular-chain and franchise-chain stores in a food service chain on key success factors in operating performance. The subjects of this study were Starbucks and Zhen-Guo Coffeehouse. The “American” style Starbucks and the “Japanese” style Zhen-Guo Coffeehouse began operating at the same time. Both are trans-national operations, well-known enterprises that have made substantial contributions to Taiwan’s coffee market. This study used the following research methodology. 1. The researcher investigated and determined what headquarters saw as the key factors in performance success. 2. Understand how participants in the study regarded the differences in attitude and conditions between regular-chain and franchise-chain stores. 3. Understand how headquarters obtains information on operating efficiency, for example, business volume and level of customer satisfaction. 4. Understand how differences in location and culture impact the research objectives. Document collection revealed 7 key success factors in the coffee chain store industry: 1. Business location. 2. Marketing plan. 3. Brand image. 4. Product quality. 5. Labor resources. 6. Customer management. 7. Controlled expansion. Additionally, interviews revealed: 1. Capital inflows from shareholders. 2. Timing. 3. Company gives outlets a high degree of freedom. 4. Adapting to the organizational changes that occur with rapid local growth.