This research is an empirical study on the kind of special restaurants, aiming at understanding the growth strategy in food and beverage industry by means of system dynamics and building the management flight simulator for the research object. Based on several times of interviewing an Italian restaurant, the research model is built and composed of five major parts, which are ¡§Subsystem of customer and market,¡¨ ¡§Subsystem of employee,¡¨ ¡§Subsystem of capacity,¡¨ ¡§Subsystem of service quality and satisfaction¡¨ and ¡§Subsystem of finance.¡¨
Under the property of low repurchasing in this kind of restaurant, conclusions below are found after policy simulating:
1. Strategy of high-price with high-cost is suitable for this kind of restaurant¡¦s long-term management.
Though the cost is higher, high-price strategy results in high customer satisfaction. With high revenue and steady customers, the possibility of insufficiency of growth and investment decreases.
2. Even if a restaurant has high customer satisfaction and sufficient capital, growing too fast will fail it easily.
Growing too fast will fail a restaurant because of insolvency, especially the kind of special restaurant, of which the frequency of patronage is not as high as that of common restaurants. Therefore, quick expansion will bring out huge expenditure; thus, fails a restaurant even if there is high service quality and high satisfaction.
3. Advertisement makes future customers patronize earlier. Maintaining frequent customers is a better strategy.
Advertisement makes future customers patronize earlier, but its effect does not last as long as word-of-mouth effect.
4. Business environment is better when all competitors compete with each other by means of high-price strategy.
By adopting low-price strategy, a restaurant will draw lots of customers and need to expand itself. Quick expansion, however, reduces customer satisfaction and leads to fail eventually. Instead, managers who adopt high-price strategy run business better. As a result, business environment is better when market players adopt high-price strategy.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0722108-160728 |
| Date | 22 July 2008 |
| Creators | Huang, Tzu-Wen |
| Contributors | none, Showing Young, Yi-Min Tu |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0722108-160728 |
| Rights | restricted, Copyright information available at source archive |
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