| Summary: | 碩士 === 中國科技大學 === 企業管理系 === 104 === The density of convenience chain stores in Taiwan is among the highest ratio in the world. As growing in unemployment rate and sluggish economy environment, to join a branch of branding convenience store has become the most popular option to expand personal career nowadays, which could be accounted for 90% of first-time entrepreneurship. However, the more competitive the market is, the more likely the operation styles be similar to each other among different brands. Consequently, it is common to be seen that a franchisee argue about the lack of differentiation to its franchisor branding, which could cause intense relationship between each other. In order to survive in this extremely competitive market, to develop unique strength in business model becomes crucial.
Our research intended to find out core decisive factors of the decision making process for altering franchising relationship in convenience store industry. These factors can be used as important references of adjusting future business strategy for franchisor. To find out key factors affecting decisions for altering franchise relationship of the convenience chain store in Taiwan, our study targeted on questionnaires of 10 franchisee and they were interviewed, concluded after using DEMATEL method to analyze all data we collected.
The result of this research using DEMATEL method has indicated that manpower shortage, economical booming factor and wage growth are the 3 key affecting elements of affecting decisions for altering franchise relationship of the convenience chain store in Taiwan. These 3 key factors are bases of future business strategy adjustments for franchisor, and through which franchisers to advantage decision making process for increasing the willingness of long-term partnership from franchisees.
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