Exploratory Study of Relationship Marketing on Franchise Restaurants in Business Strategy - A Case Study of YULOON Dumpling Restaurant.

• Main Authors: Chang, Shuling, 張淑菱
• Other Authors: 劉原超
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/03878395651599634854

碩士 === 德明財經科技大學 === 經貿運籌管理研究所 === 99 === Abstract The keys to the success of franchise chain system are based upon the linkage relations among the headquarters, franchisees and target customers, acknowledging potential requirement to reach a three Wins outcome. Nevertheless, how to make good use of Relationship Marketing to strengthen the linkage among these three parties is becoming a critical issue to the success or failure of a business running. Consequently, this research by the case of the YULOON dumpling restaurant in Kao-hsiung is to actually explore the role of the Relationship Marketing in the operation strategies. A SWOT analysis and a TWOS matrix strategy have been constructed by approaches of field survey, interview with un-known guests, depth interview with franchisees and topic discussions and by data collection from questionnaires. Besides, aspects to measure the Relationship Marketing ( such as trust, commitment and customer satisfaction ) are applied into the business strategies in order to explore niches in the future spot expansion. Research analysis shows that through deduction of “Technica Model” drawn in this research, the result proves that the Relationship Marketing is one of most critical elements to keep a chain store system running well. Also, by the real case of the YULOON dumpling restaurant in Kaohsiung area, the Relationship Marketing seems to become the bridges between different roles in a chain store system. In this research I try to use the relations of B2B and B2C to review the aspects of trust, commitment and customer satisfaction exiting among the headquarters, franchisees and target customers in order to help solve current related problems via strengthening these three aspects. Hopefully based upon the market status, this research is able to provide YULOON dumpling restaurant’s headquarters with some academic reference in terms of programming marketing strategies and spot expansion in Kao-hsiung area. Recommended Steps of improvement are categorized into short, middle and long terms and expect to get YULOON dumpling restaurant’s headquarters aware of the potential market requirement in Kao-hsiung area and the ways to get along with franchisees in order to effectively expand spots and market keeping.