The sequence of strategies when establishing Taiwanese restaurant in Thailand

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PurposeThe purpose of this paper is to investigate the problem faced by many Taiwanese restaurant owners who trying to set up their shops in Thailand.Design/methodology/approachTwo surveys were conducted in this study. The first interview questionnaire was designed using the factors proposed by Parasuraman et al. (1988, 1991) and given to restaurant owners/managers who successfully set up shops in Thailand. The second questionnaire was constructed specifically for Thai consumers.FindingsGray relational analysis (GRA), theory of inventive problem-solving (teoriya resheniya izobreatatelskikh zadatch, TRIZ) and interpretive structural model (ISM) were used to identify potential difficulties and to determine the key factors impacting the shop establishment and development in Thailand. The results provide a set of strategic sequence when launching restaurant in Thailand.Originality/valueA result of GRA determined 14 important factors that influence customer perception of quality service. A TRIZ analytic process provided 17 strategies when setting up overseas shop and the ISM class diagram shown the three phases needed to be considered before restaurant owners can set up shops abroad. The three phases are construction, operation and competition phases. These set of strategies sequence when launching a restaurant in Thailand.

Sinnarong, NiroteCollege of Social Science and ManagDepartment of Applied Economics, Maejo University, Chiang Mai, Thailand,Department of Applied Economics, Maejo University, Chiang Mai, Thailand (författare)
Hsu, Yi-HsiangCollege of Social Science and Management, National Chung Hsing University, Taichung, Taiwan (författare)
Lan, Hsiang-YingRheiniNational Chung Hsing University, Taichung, Taiwan,National Chung Hsing University, Taichung, Taiwan (författare)
Yeh, Ching-HuaRheinische Friedrich-Wilhelms-Universitat Bonn, Bonn, Germany (författare)
Hilletofth, PerHögskolan i Gävle,Industriell ekonomi,Centrum för logistik och innovativ produktion,Jönköping University, School of Engineering, Department of industrial engineering and management,JTH, Logistik och verksamhetsledning(Swepub:hj)hilper (författare)
National Chung Hsing University, Taichung, TaiwanCollege of Social Science and ManagDepartment of Applied Economics, Maejo University, Chiang Mai, Thailand (creator_code:org_t)

Ingår i:European Business Review: Emerald Group Publishing Limited33:2, s. 181-2030955-534X1758-7107

Av författaren/redakt...: Lee, Tzong-Ru; Sinnarong, Nirot ...; Hsu, Yi-Hsiang; Lan, Hsiang-Ying; Yeh, Ching-Hua; Hilletofth, Per

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