| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職學位學程 === 107 === With the market of chain convenience store in Taiwan getting saturated, the risk of joining a franchise is rising. Therefore, to those who are interested in investing a franchise questions such as how to make investment decision, how to manage the risks and how to sustain a successful operation are the major concerns. While previous franchise research lacks study on decision making process and objective facts of a franchisee, it is decided to interview 5 franchisees of convenience store in order to better understand the key factors and risks being considered in their decision making process and how they manage risks. The systematic and logical KT method - decision analysis (DA) was used. The analysis results indicate:
1. Key factors related to decision-making:
(1). For franchisee: profitability, brand identity and loyalty, and location of store.
(2). From literature: franchise brand reputation, financial investment, product innovation speed and competitiveness.
2. The main risk items are: competitors, performance and net profit targets, human resources, store leases. Risk management measures for all the risk items have been identified.
In addition, through the KT method - decision analysis (DA) and in-depth interviews, it is concluded:
1. A cross-comparison of importance and satisfaction of key factors reveals that satisfaction in financial investment, product innovation speed and competitiveness, and human resource management are relatively insufficient.
2. The 7-11 stores and Family Marts have equivalent target satisfaction, which is medium to high.
3. The operating performance of all 5 franchisees being interviewed are stable and in good condition, and the trend toward satisfaction of the headquarters as well as the key factors is the same.
4. The high success rate, low failure rate and past experience of the franchisee are the main reasons for a franchisee choosing the chain convenience store.
This research also included the specific content of the key factors and risk management along with the opinions of the interviewees on future trends. Conclusions and recommendations of which serve as a good reference for those who are interested in investing in and who are currently running chain convenience stores.
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