A Study on the Motivation and Key Success Factors of Starting up an Independent Thai Restaurant--Taking Sally Garden Home Kitchen as an Example
| Autor: | HSIEH, YI-CHING, 謝宜靜 |
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| Rok vydání: | 2019 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 107 As the outside dining market in Taiwan is getting bigger, chain operators and independent operators in food and beverage are aggressively trying to seize the commercial opportunities. Although the market of the food and beverage industry in Taiwan increased, not all the chain operators and the independent operators can get the interest stably. In recent years, not only the historic stores but also the new stores are dropped out of the food and beverage market because of the fierce competition. Sally Garden Home Kitchen is a Thai independent restaurant. Due to the differences in the chioce of the location, the pursuit of the taste, the oritation of the price and the strategies of marketing from other restaurants, it has been running successfully for six years in Rende Dist., Tainan City. All these factors makes Sally Garden Home Kitchen worthwhile to be a model of other restaurants. The mainly purpose of this research is to study the motivation of creating the business in Sally Garden Home Kitchen and the key factors of its success. Moreover, the research is also trying to find out the connection between the domestic culture of the operator. The research is based on the methods of qualitative research : In-depth Interview and Content Analysis. It is examined by analyzing the interview of the operator, the feedback notes of the customers and the blogs of the bloggers. The research finds three facts below: (1) the motivation of creating the business: longing for hometown, culture sharing, the support of mother and spouse (2) the key factors of success : the taste of the dishes, the quality of service, the atmosphere of the surrounding, passing on of the culture and caring the feeling of the customers(3) culture of diet and creative ideas: combining Thai cuisine quintessences – sauce and spice with local ingredient in Taiwan and experiencing the culture of Thai cuisine by the way of creative diet. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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