A Study on the Future Trend of Franchise Chain of Commissary Food Service in Taiwan- Kuan-shan Food Box as a Case

• Main Authors: Fang I Hsu, 許芳儀
• Other Authors: Yen Hsu
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/57508534952172083204

碩士 === 佛光大學 === 未來學系 === 96 === Abstract Due to the development of economics, service industry has now become the main stream of the production structure in Taiwan. Meanwhile, strategy is one the most important factor for the management of service industry. Especially in Taiwan, food and beverage industry is developing rapidly and having tough competition. Thus, it is not easy for the owner to have long-term and loyal customers. So, how to meet the need of the potential customers in order to improve their satisfaction and maintain the reputation is the destination for all the owners of Food and Beverage Industry. This study aims at possible factors that affect the commissary food service. To achieve this purpose, this study makes use of literature analysis and questionnaire in order to investigate how the owners of commissary food service plan their strategies to face the change of the market, competitors and the need of the customers. The questions of the study are as follows: 1. Investigate the basic personnel of the runners of Kuan-shan Commissary Foodservice, the current condition the marketing of commissary foodservice and the effective evaluation of the future Franchise Chain. 2. Investigate how important the current condition the marketing of commissary foodservice is for the future Franchise Chain. 3. Investigate how the service attitude of the staff affects the customers’ satisfaction. The objective of the study is those who have been the consumers of Kuan-shan Commissary Food Service. This research concludes: “that the standardization of service procedure”, “constant innovation” and “the attitude of customer-is-right” are the crucial factors for the successful service of Commissary Food Service. Conclusions and Suggestions, We can learn from the analysis of result-oriented management, the female runners exceed 50% by majority. The age between 40~50 , the education degree based on senior high school (55.6%).The career before the Food and Beverage Industry, Service field in majority (77.8%).Marriage status is married to the majority (44.4%), whether attending the union activity; it appears that occasional attendant by majority (44.4%). How many years experience in the Food and Beverage Industry. It shows that over 15 years in majority. Management method with high-pressure than lifestyle management which appears opposite directions. The customer-oriented to the runner’s management indicates significant difference in the age, education, occupation, income. Employees have to face the business environment. The interaction between staff and manager in the business environment is a gap for the actual feeling and expectation. The harmony will affect the service quality and the employee’s attitude. The shop just like a showroom, the management between the owner and the employee will affect the interior and external relationship. The service quality to the external buying customer will affect the satisfaction and loyalty. The employee ate more their own meal, they have more greater recognition and they wish greater vision in the future. The meal boxes taste more light which shows little concern about the shop’s decoration and installation. The aged female looks up to the family relation. The meal boxes with the light taste which leads smaller concern to the interaction of the boss. If the taste with salty, the owner and employee’s interaction more frequent. Married employee with better interaction to the colleagues. From the result of the customer’s analysis which shows customer’s education degree for purchasing frequency and paying price with satisfaction and loyalty. Customers expect the taste of the meal boxes. Regarding the chain’s service, mostly agreed service with fast but not kindness. Age and education level is not so significant for the agreement of the allied brand. Buying meal boxes has a good correlation with the age but minus sign for the buying frequency. It expressed that the aged and high income customers with more satisfaction and loyalty to the chains. With purchasing frequency which indicates the more customer buying the meal boxes, the higher satisfaction and loyalty and vice versa. Key words: Commissary Food Service, Franchise Chain, Quality of Service.