The Study of Critical Success Factors for Opening Soft Drink Shop —An Example in Kaohsiung Business District

• Main Authors: ZENG, DING-GUO, 曾定國
• Other Authors: HSIEH, KUANG-HAN
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/899p4y

碩士 === 國立高雄應用科技大學 === 工業工程與管理系 === 106 === In Taiwan, the beverage shop density is very high and its variety is a lot, which is clear that it is very competitive in the beverage industry. The beverage shop business is the micro enterprise, which needs little fund and the entry threshold us low. However, the success case is rare and the discussion in the literature is much less. This study mainly aims at the non-franchised beverage shops to discuss the key factors of beverage shop startup success. Through the literature review and expert interview building the main constructs of beverage shop startup success factors, including four constructs of the store location selection, the beverage quality and taste, the marketing skills, and the service quality. From this, it then develops fifteen rules, based on which the questionnaire is designed. As the results shows in this study, in the main constructs the beverage quality and mouth taste is the major key factor of beverage shop startup success, and then the service quality construct. And in the rules’ ranking, the top five items are in turn the material quality, kind and sincere service attitude, taste formula, consumption intensity, and solving the customer problem. Obviously, both product and service quality are the most important key factors of beverage shop startup success, which can provide the reference rules for beverage shop business.