Analysis of the Professional Competency of Tea Stores Manager in China

• Main Authors: HUANG,HSIU-CHU, 黃秀珠
• Other Authors: LOU-SHI JE
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/05943040441523107255

博士 === 國立高雄師範大學 === 工業科技教育學系 === 104 === Abstract In recent years, Taiwan's cross-border tea industry has received significant progress in many ways. No doubt, the target market of the tea chain industry was highly concentrated in China. The main reason is that China has a vast consumer market. According to the related literatures, the key success factor of tea chain industry is focused on the training of local staff. However, the regional manager plays the decisive management role. Thus, the purpose of this study was to identify the tasks, responsibilities, and professional competency of the regional manager for the tea chain industry. The survey instrument was also used to confirm the degree of importance, frequency, and future needs related to the tasks, responsibilities, and professional competency of the regional manager. The methodology of this study both used qualitative and quantitative approaches. There are three phase for this study, included: (1) data collection was used by in-depth interview, content analysis, observation in this phase; (2) coding and data analysis was for identifying the professional competency of regional manager; (3) the questionnaire was used to survey regional manager. This study was based on data analysis and survey results are described as follows: 1. There are eight responsibilities of the regional manager were identified, including store management and supervision, revenue and costs control, OJT and result confirmation. 2. A total of 47 tasks were summarized in this study. The professional competency of regional manager should include 14 basic knowledge items, 21 skills items, and 12 attitude items. 3. The most important tasks of regional manager are each store revenue and gross profit, end-product quality, and customer feedback and tracking process. The highly frequently used of tasks of the regional manager are the in-coming quality control (IQC) of raw materials, expiration date of raw materials, hygienic requirement of product, operation safety, product quality control. The future need of regional manager includes promoting spirit of emotional service, the stability of product quality, and the efficiency of employee services. 4. The most important competencies of regional manager are employee utilization and retention, teamwork, food safety and hygienic, the quality of customer service, staff execution and responsibility. The highly frequency of competencies of regional manager are the power of execution, responsibility, strain ability, dedication, self-management, food safety and hygienic. The highly future needs of competency are teamwork, morale, utilization and retention of employee, time management, and enthusiasm. These results provide the need of training planning of regional manager and the reference of further researches. Keywords: China, Tea Chain Industry, Regional Manager, Competency, Training