| Summary: | 碩士 === 國立交通大學 === 管理科學系所 === 105 === Recently, demand in the coffee market has grown vastly, which urged several famous coffee brands to expand through establishing franchises. As more and more entrepreneurs join the coffee market, customers get more options of coffee nearby, which may improve the convenience for customers to buy a cup of coffee, motivate their willingness to consume coffee, and then it helps build up a sound cycle for the coffee market in Taiwan. Since then, ordering a cup of coffee has become an usual thing in our life, which formed an unique coffee culture. However, the large-scale vendors refuse to be happy to the status quo. And it brings new era of high competition to coffee industry.
The purpose of this study is to explore the key factors which lead coffee chain stores to success. This study mainly investigates the factors and performance of eight market-leading coffee chain stores in Hsinchu. Literature review and expert investigation are carried out gradually to build up a hierarchical structure of the coffee chain store operating factors in this industry. We then use the AHP method and design a questionnaire to conduct a survey on the executive in the chain of coffee store，including assistant manager and manager. After AHP analysis, we summarize the key success factors to manage coffee chain stores.
According to the results of this study. There are 9 assessment dimensions of its importance that are more significantly include "Brand awareness"," The crowd around Shop ","customer satisfaction”,” Good Financial status”,” Manager’s ability”,” Geography position”,” Target customers”,” Good product quality"," Scale of chain store". There above items can be considered as the key success factors in this study. We hope that the results of this study can be provided to the coffee chain stores as a reference in operation.
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