A study on the correlations among Marketing Strategy, Service Innovation, and Organizational Performance in the Chain Restaurant Franchise

• Main Authors: Yang, Peiyu, 楊培愉
• Other Authors: Hsieh, Chiehjen
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/wt28nq

碩士 === 長榮大學 === 國際企業學系碩士班 === 99 === Due to the growing domestic economy, the consumption power of people is raising, and it changes people’s diet habits and causes the expansion of the Chain Restaurant Franchise Taiwan. Most literature focuses on key factors for successful management of the Chain Restaurant Franchise, while few research emphasize the importance of service innovation in the management of the Chain Restaurant Franchise. Therefore, the purpose of this study aims to examine the relationships among marketing strategy, service innovation and organizational performance of the Chain Restaurant Franchise in Taiwan. The survey data were collected from consumers and managers of the 3ROYALTY 3HOUSE in southern Taiwan. We send out 210 questionnaires. It was being deducted invalid and not filling out questionnaires. The number of effective questionnaires is 203 and the effective rate is 96.6%. The way of SPSS statistical analysis software is used data analysis include factor analysis, multiple linear regression analysis and hierarchical regression analysis. The results indicted that (1) The marketing strategy is positively correlate with the organizational performance, (2) The service innovation is positively correlate with the marketing strategy, (3) The service innovation is positively correlate with the organizational performance and (4) The marketing strategy and the service innovation significantly contributes to the variance of organizational performance.The findings of this study were expected to provide references to the Chain Restaurant Franchise in terms of effective operating the marketing strategy and development of the service innovation.