A Study on Success Strategies of Coffee Shops from the Perspective of Servicescape
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
Among the Catering Industry, only 7.3% continue operations for over 10 years, approximately 600,000 catering industries nationwide that paid VAT. However, only one-fifth have been in business for more than five years, and the remaining 80 percent have exited the business during that time. In addition, 12.1% of all catering industries shut down within 6 months of opening, and 25.6% went out of business in their first year. This suggests that there is a vibrant entrepreneurial activity in the catering service industry. As a significant number of companies are failing, it is extremely important to study the reasons behind the high failure rates of coffee shops and the success factors of franchise coffee shops to identify factors contributing to its success. This study aims to identify the success factors of coffee shops through a review of existing literature, research reports, and market data of the Servicescape perspective. After conducting a questionnaire survey on the common success factors of coffee shops, 11 experts were invited to categorize these common success factors using the KJ method to verify the validity and reliability of the categorized factors. These most critical factors will then be tested and analyzed and an AHP model will be applied to determine the importance and prioritization of these success factors, providing insights into coffee shop operations and assessing the applicability of these factors to the coffee industry. According to this study, the factors affecting the success of coffee shops are divided into two main categories: tangible factors can be categorized into five categories and intangible factors into two categories, and then each factor is investigated separately. from the tangible environmental elements, interior decoration is the most critical determinant. Among the tangible marketing elements, market analysis is particularly important. Among the tangible product elements, product taste was identified as the most critical factor. Among the tangible management elements, employee motivation was tested as the key factor. Finally, among the tangible elements store size and intangible elements, cleanliness was recognized as a key factor in improving customer convenience and satisfaction.
Abstract
Among the Catering Industry, only 7.3% continue operations for over 10 years, approximately 600,000 catering industries nationwide that paid VAT. However, only one-fifth have been in business for more than five years, and the remaining 80 percent have exited the business during that time. In addition, 12.1% of all catering industries shut down within 6 months of opening, and 25.6% went out of business in their first year. This suggests that there is a vibrant entrepreneurial activity in the catering service industry. As a significant number of companies are failing, it is extremely important to study the reasons behind the high failure rates of coffee shops and the success factors of franchise coffee shops to identify factors contributing to its success. This study aims to identify the success factors of coffee shops through a review of existing literature, research reports, and market data of the Servicescape perspective. After conducting a questionnaire survey on the common success factors of coffee shops, 11 experts were invited to categorize these common success factors using the KJ method to verify the validity and reliability of the categorized factors. These most critical factors will then be tested and analyzed and an AHP model will be applied to determine the importance and prioritization of these success factors, providing insights into coffee shop operations and assessing the applicability of these factors to the coffee industry. According to this study, the factors affecting the success of coffee shops are divided into two main categories: tangible factors can be categorized into five categories and intangible factors into two categories, and then each factor is investigated separately. from the tangible environmental elements, interior decoration is the most critical determinant. Among the tangible marketing elements, market analysis is particularly important. Among the tangible product elements, product taste was identified as the most critical factor. Among the tangible management elements, employee motivation was tested as the key factor. Finally, among the tangible elements store size and intangible elements, cleanliness was recognized as a key factor in improving customer convenience and satisfaction.