| Summary: | 碩士 === 國立臺南大學 === 經營與管理學系科技管理碩士班 === 106 === Family businesses is prevalent in Taiwan. In most of the cases, family businesses start their businesses with hard-working spirit and pass on to future generations. However, many family businesses do not know that their family nature may bring advantages. Many western studies have pointed out that customers are more likely to trust family businesses. Family businesses give customers a sense of trust because customers believe that family businesses operate under the family reputation and have accumulated years of knowledges, skills and experiences, so that they can stand firm in a highly competitive market environment. In addition, the development story of the family business contributes greatly to the brand image, which bring the product more meaningful.
This study use the qualitative case study method, and takes Lechain Noodles as the object of study. Through the interviews with family operators, it sums up the strategies and processes of family business branding chronologically. And this study also interviews customers to understand their attitudes and perceptions of the family business branding. Through the customer's interviews, the result shows that customers trust the family business. The research result is similar to the result of the Edelman Trust Barometer and the Institute for Family Business (IFB). In addition, the family business branding also bring other positive effects on the company, such as: increased customers, increased customers’ willingness to purchase, increased sales, and raised reputation.
As for the suggestion to future research, because there are few researches on this topic in Taiwan, future research can use different ways to survey , such as using quantitative research, expanding the number of samples and interviewees, and collecting more data for analysis.
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