An Exploratory Research on Key Factors for Successful Innovative Business Models in the Catering Industry

• Main Authors: Kung-Tai Tien, 田宮黛
• Other Authors: Dr. Fan-Yun Pai
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/04998535035358533910

碩士 === 國立彰化師範大學 === 企業管理學系國際企業經營管理 === 102 === As the standard of living increases, the output value of catering industry grows dramatically. The value of catering companies is more than a dozen of billions and catering industry becomes the first ideal industry that graduates are eager to entry and develop their career. Successful catering companies create new topics, styles and innovative business models. Although success is attractive and enviable, the closed-down businesses are ten times more than survived business due to keen competitions. How to construct outstanding innovative business models to create profitable and continuous successful business? The answer is to take hold of successful key factors of innovative business model. Key factors were first searched from prior literature. These factors were then distributed to experts to verify their importance for building innovation business models by Modified Delphi Method. 4 factors and 14 sub-factors are identified. 4 key successful factors of innovative business models are determined as customer value proposition, profit formula, key source and key process, and 14 sub-factors are bang for the buck, VIP service, satisfied demand, differentiated product positioning, strategic pricing, upstream and downstream links, risk management, value chain formed with vendors, professional experts and technology, customer relationship, brand, training, effective division of labours, standard procedure, system integration and performance assessment. After identifying factors, ANP method, a common method to find weights of criteria in decision-making problems, was then employed to determine their importance and the ranking. In ANP method, factors are allowed to be associated and Decision Making Trial and Evaluation Laboratory (DEMATEL) was chose to investigate the causality among 4 main factors and 14 sub-factors. Once obtaining the causality among factors, ANP model was constructed and questionnaire was developed and distributed to experts. From the ANP analysis results, customer value proposition is the most important key successful factor in innovative business model of catering industry. Satisfying demand, bang for the buck, professional expertise and technology, strategic pricing and risk management are the most top five important decision-making sub-factors. The results not only can be a guide for catering industry, but also can be used widely by other industries. According to the findings of this study, business owners should consider how to satisfy customers and provide good quality service that is wroth the price, then provide products through professional experts and technology using strategic pricing, and following the risk management cautiously to reach the goal of successful innovative business model.