The Value Creation of Franchiser in the Chain Convenience Store：The Perspectives of Fanchisee

• Main Authors: Tsai-Li Chan, 詹采璃
• Other Authors: Chi-shiun Lai
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/92973119249960778675

碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 97 === From previous literatures, we can know that the issues regarding customer value creation mainly emphasize B2C. As to the studies on the customer value of B2B, many of studies use manufactures as study subjects; however, the value connotation based on manufacturer might not be able to apply to other industries. Channel (place) is one of the essential key successful factors for marketing; moreover, the contributions of the wholesaling, retailing and restaurant industry to the percentage of GDP have been increasingly growing and the sales growth of convenience store among the general retail trade is the greatest. Therefore, viewing from the perspectives of franchisees of chained convenience stores, we can investigate the value creation from franchisers in order to obtain the value connotation which is different from prior studies. In this study, we use convenience store as our study subject to investigate the value creation between franchiser and franchisee with grounded theory for data collecting and analysis method. The results of this study reveal that in order to create the value for chained convenience store, franchisers need to possess eight essential abilities, including “operations management”,“organization plan”,“promotion”,“technology innovation and commercialization”,“brand value”,“technical support”,“information integration” and “logistics ability.” The conversion mechanisms during the process include “organization arrangement”,“management counseling”,“information sharing”, “education and training” and “contract types.” Through the conversion of ability and mechanism, customer value is created, which includes “store management assistance”, “minimum income guarantee”, “sales performance enhancement”, “human resources shortage decrease”, “time reduction for fumbling around”, “operation cost reduction”, “product cost reduction”, “specific investment decrease”, “specific investment increase”, “purchase item restriction” and “prohibition of running other business.”