A Study on the Strategies of Franchises Industry for Gaining a Competitive Advantage - From the Perspective of Customer Value

10.29893/NCUTMAN.201811.0067

Dang-Hsun Liao；Shieh-Liang Chen

Franchise ； Customer Value ； Competitive Advantage Strategy ； Service Innovation

管理學術研討會

第十六屆（2018 / 11 / 01）

623 - 633

英文

The franchise industry has flourished in recent years and gradually replaced the traditional business model of single stores, becoming the main model for modern businesses. Following changes in the dynamic environment, the core issue of business strategy management is how to maintain competitive advantages, and customer value is a key factor in the strategies adopted by companies to pursue a competitive advantage. Hence, this study uses the perspective of customer value when examining how franchisors and franchisees in the technical service industry build mutual trust and engages in mutually beneficial cooperation to gain a competitive advantage. This study conducts interviews with the manager of franchises in the technical service industry and analyzes secondary data to ascertain the effect on their competitive advantage strategy from the perspective of customer value. This study aims to provide a basis for franchisors and franchisees in Taiwan to achieve better business performance, and use economics of scale and non-price competition of customer value as its core strategy for gaining a competitive advantage.