The Influence of Channel Characteristics and Competitive Strategy on Operational Performance:The Example of Pet Groom Market

• Main Authors: LIU, TZU -YING, 劉子頤
• Other Authors: CHEN, CHIN-YEU
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/37jt84

碩士 === 世新大學 === 企業管理研究所(含碩專班) === 106 === Currently the majority of practitioners in pet grooming market work directly with their clientele; however, they are usually experiencing a shortage in skilled staff. Due to low start-up capital and professional requirements, it is quite easy to start their own business, causing a high competitive status in the industry. This study attempts to explore how the channel characteristics and competitive strategy affect operating performance in pet grooming industry. The owners of pet grooming stores are chosen as the participants. In the research framework, the channel characteristics, including store density and customer concentration, and competitive strategies, i.e., low-cost and differentiation strategies, are the independent variables, while customer satisfaction is the mediating variable and sales growth rate representing the operation performance is the dependent variable. The results revealed that both store density and customer concentration significantly positive affect sales growth rate; however, unlike differentiation strategy, the low-cost strategy does not significantly influence sales growth rate. Besides, customer satisfaction can mediate the effects of channel characteristics and competitive strategy on operation performance. The findings can be a reference to developing the competitive strategy and expanding the market for pet grooming practitioners.