| Summary: | 碩士 === 國立彰化師範大學 === 會計學系 企業高階管理(EMBA) === 104 === Abstract
In addition to innovation, a successful franchise chain of tea drink business should be able to keep on expanding its business territory and scale, as well as enhancing its key success factors for the operations. The aim of this research study is to find out how to enhance the key success factors. It is expected that the findings of this study could give existing owners and/or practical managers some insights into how to upgrade their business management. This study is also expected to provide some reference indicators and inputs to investors and/or new entrants who are interested in studying the franchise chain business.
Through literature review and discussion with scholars and experts, five major aspects have been selected to explore how to enhance the key success factors for franchise chain of tea drink business. The five aspects selected are: (1) Brand Image, (2) Personnel Training and Customer Satisfaction, (3) Quality and Cost Control, (4) Marketing Model and Promotion Approach and (5) Exhibition Shop Location Considerations. Using the Delphi technique, three rounds of structured questionnaire survey had been conducted. Famous tea brand chain experts, scholars and professors were invited to complete the questionnaires and have in-depth interviews for qualitative research.
Key points of the statistical conclusion are as follows:
1. In the aspect of Brand Image, Raw Material Procurement Certification and Food Safety Certification are consistently regarded as the most important factor by the expert. The effect of recent food safety crisis is supposed to be the major underlying reason for such a consistency among experts.
2. In the aspect of Personnel Training and Customer Satisfaction, all-time store cleanliness and hygiene is considered to be the most critical factor. The next critical factor is the attitude and affinity, as well as wear appearance and tidiness, of the staff.
3. In the aspect of Quality and Cost Control, consistency and timeliness of raw materials providers is considered the most important factor.
4. In the aspect of Marketing Model and Promotion Approach, new arrivals promotion/tasting and seasonal new flavors products are considered the most important factor.
5. In the aspect of Exhibition Shop Location Considerations, the obviousness and crow flow of the venue and consuming behavior due to the area’s population structure are considered the most important factors by the scholar.
Key Words: franchise chain of tea drink, Delphi Technique, key success factors
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