Comparative Analysis of Business Management Between Unit-Store and Multi-Store Franchised Convenience Stores in Taiwan
|關鍵字:||連鎖;連鎖店;委託加盟;便利商店;franchise;chain store;franchise chain;convenience store|
Franchise business is becoming popular in Taiwan in recent years, and has been adopted in various retail areas. Franchise chains are most visible in convenience stores,which are already part of everyday life in Taiwan. Thus research and analysis of franchised convenience stores can provide practical information for future development of franchise business in Taiwan. This thesis is focused on comparative analysis of business management between two types of franchised convenience stores: unit-stores and multi-stores. Unit-stores are defined as those in which a storeowner owns only one store in the franchise chain, and multi-stores are defined as those in which a storeowner owns multiple stores in a franchise chain. The data collection is mainly through questionnaire and field interviews of storeowners in the above two types of convenience stores in a certain franchise chain. The major findings of this study are as follows: 1.Multi-store owners have higher satisfaction in cooperation with the franchise headquarter than unit-store owners, due to the fact that multi-store owners are more experienced in store management, and have higher monthly revenue per store. Multi-store owners are most satisfied in the areas of merchandise supply and store location. 2.Compared to unit-store owners, multi-store owners emphasize store management and business operation, in the six categories of franchise systems,contract,training,accounting,promotion, merchandise supply and store location. 3.Multi-store owners are more loyal to the franchise because of higher monthly revenue per store. 4.In general, multi-store owners are more satisfied with the franchise because of their higher monthly revenue per store,higher loyalty and higher degree of satisfaction with the franchise headquarters. 5.In this study,the majority of the storeowners who are more loyal to the franchise are male,aged between 31 and 40,married,have high school degrees,and are multi-store owners with two stores. 6.In this study,the majority of the storeowners who are more satisfied with the franchise are male,aged between 21 and 30,married, college educated, and are multi-store owners with two stores. 7.The statistical analysis in this study shows a high positive correlation between revenue,degree of satisfaction,degree of loyalty and degree of overall satisfaction.Since revenue per store is higher for multi-store owners compared to unit-store owners, multi-store owners are expected to have a higher degree of satisfaction,loyalty and overall satisfaction.