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A Study of Taiwan Takeout Beverage Franchise Chain Business Performance Model

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1 Author(s)
Jiung-Bin Chin ; Dept. of Hospitality Manage., Hungkuang Univ., Taichung

In recent years, the hospitality and service industry have achieved rapid growths. The beverage franchise chain in the food service industry in particular has dominated the consumer market. The total sales of the beverage industry in Taiwan as of Year 2006 are close to US$1.7 billion. In addition, the Takeout Beverage Franchise Chain plays an extremely significant role in the overall beverage market and possesses great development potentials. Although this industry continues to undergo prosperous developments, due to changes in consumption pattern, consumer awareness and value, business operators ought to ponder upon ways to create a bright future in order to increase market share and profitability. This study has combined discussions in literatures reviews and questionnaire survey results obtained from interview conductions with beverage operators, customers, and experts in establishing this "Taiwan Takeout Beverage Franchise Chain Business Performance Mode" and in computing the weights relationships among indicators in different hierarchies. The weights classified as to aspect from high to low are: product (37.9%) , customer (35.5%) , environment (14.3%) , manpower (6.7%) and equipment (5.6%) . The study conclusions shall serve as reference for operator business performance assessment in the future. They shall also serve as reference for operators that intend to partake in takeout beverage franchise. Hopefully, it will contribute positively to the overall practical operations in the industry.

Published in:

2008 4th International Conference on Wireless Communications, Networking and Mobile Computing

Date of Conference:

12-14 Oct. 2008