The sequence of strategies when establishing Taiwanese restaurant in Thailand

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Sinnarong, Nirote (author): College of Social Science and ManagDepartment of Applied Economics, Maejo University, Chiang Mai, Thailand,Department of Applied Economics, Maejo University, Chiang Mai, Thailand

Hsu, Yi-Hsiang (author): College of Social Science and Management, National Chung Hsing University, Taichung, Taiwan

Lan, Hsiang-Ying (author): RheiniNational Chung Hsing University, Taichung, Taiwan,National Chung Hsing University, Taichung, Taiwan

Yeh, Ching-Hua (author): Rheinische Friedrich-Wilhelms-Universitat Bonn, Bonn, Germany

Hilletofth, Per (author): Högskolan 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

(creator_code:org_t)

Emerald Group Publishing Limited, 2021
2021
English.
In: European Business Review. - : Emerald Group Publishing Limited. - 0955-534X .- 1758-7107. ; 33:2, s. 181-203

Related links:: https://urn.kb.se/re...; show more...; https://doi.org/10.1...; https://urn.kb.se/re...; show less...

Abstract Subject headings

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.

SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv (hsv//swe)
SOCIAL SCIENCES -- Economics and Business (hsv//eng)
TEKNIK OCH TEKNOLOGIER -- Annan teknik -- Övrig annan teknik (hsv//swe)
ENGINEERING AND TECHNOLOGY -- Other Engineering and Technologies -- Other Engineering and Technologies not elsewhere specified (hsv//eng)
SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)

By the author/editor: Lee, Tzong-Ru; Sinnarong, Nirot ...; Hsu, Yi-Hsiang; Lan, Hsiang-Ying; Yeh, Ching-Hua; Hilletofth, Per

About the subject

ENGINEERING AND TECHNOLOGY: ENGINEERING AND ...; and Other Engineerin ...; and Other Engineerin ...

SOCIAL SCIENCES: SOCIAL SCIENCES; and Economics and Bu ...; and Business Adminis ...

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