Service Innovation, Market Knowledge Competence and Operations Performance - in Taiwan’s Franchised Food and Beverage Industry

• Main Authors: CHANG WEN CHEN, 張文展
• Other Authors: LI-FANG SUN
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/98542679008951841200

碩士 === 明志科技大學 === 工業工程與管理研究所 === 99 === Abstract Taiwan’s economic structure has been changing in recent decades. Particularly because of the manufacturing sector has moved in droves to Mainland China, the weight of service sector in Taiwan has been increasing as a result. Within the service sector, group competition via franchising has replaced the old strategy of “each for his own”; because of the economies of scale afforded by franchising, it has become the business model that the service sector hangs on its hope for survival. Thus, the operational decisions of franchisors and franchisees naturally become the critical success factor for the entire sector as well as for the economy. Most of the literature on franchises in Taiwan focused on wholesale and retail businesses, for example, President Chain Store Corp., Carrefour, etc. There has not been that much research work on food and beverage franchises. This thesis focuses o food and beverage franchises as an attempt to bridge the gap. This thesis studies the effect of knowledge capabilities (e.g., customer knowledge processing, marketing R&D interface, and competitor knowledge processing) on strengthening the operational performance of food and beverage franchise firms. The research collected data from 425 firms who are members of Taiwan Chain Stores and Franchise Association; 600 questionnaires were submitted, with 77 valid returns received. The data were analyzed using Hierarchical Regression Analysis, and the results show that: (1) the new business model of service innovation, new service products, new customer interface have significant, positive impact on operational performance; (2) in terms of market knowledge capabilities, customer knowledge processing, market R&D interface, and competitor knowledge processing have significant, positive impact on operational performance; and (3) through the interaction of the new business model, customer knowledge processing have significant, positive impact on operational performance. The recommendation can be made that the food and beverage franchises to strengthen service innovation and market knowledge processing to generate better operational performance. Keyword: food and beverage franchises, service innovation, knowledge capabilities, operational performance