A Research on the Evaluation Indicators for Beverage Franchiser Headquarters

• Main Authors: LIU, YI-CHUN, 劉怡君
• Other Authors: LI, YI-MIN
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/8sehed

碩士 === 國立高雄科技大學 === 觀光管理系 === 107 === Taiwan is the birthplace of bubble tea. Taiwan's handmade tea have developed quite a number of handmade tea brands for over 20 years. For entrepreneurs , joining the franchise system is to enter the market quickly with lower cost , it meet the entrepreneur's leverage and achieve the expected economic benefits. The purpose of this study was to investigate important evaluation indicators for beverage franchiser headquarters. This study adopts the Chain Headquarters Evaluation Practices 2014" by the Ministry of Taiwan's Ministry of Economic Affairs as the basic frame of evaluation criteria and uses Fuzzy Analytic Hierarchy Process to establish an expert questionnaire for the four facets and seventeen indicators of beverage store franchise headquarters evaluation. The study invites academic experts and the directors of beverage franchiser headquarters or important headquarters cadres to conduct expert surveys. Through the collection of questionnaires and analysis, the rankings and weights of the evaluation indicators for the experts of the beverage franchiser headquarters were obtained. The results of the study showed that experts’ prioritization of the four major facets of this study is: branch support ability , headquarters marketing management , headquarters functional fitness and chain system competitiveness. This result is significantly different from the weights of the “Chain Headquarters Evaluation Practices 2014”, therefore , it can be inferred that the weights of the evaluation index of the catering category should be different. The top six ranking priorities of the 17 evaluation indicators of the study are: headquarters and branch management communication mechanism , cooperation supplier stability , human resource development and talent cultivation , business management counseling for branches , customer service and occupational safety and health management , headquarters marketing system. The results indicated that these are the most important business management aspects of the high quality beverage franchiser headquarters.