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  • 1.
    Huang, Dan-Ching
    et al.
    Department of Marketing, National Chung Hsing University, Taichung, Taiwan.
    Lee, Tzong-Ru
    Department of Marketing, National Chung Hsing University, Taichung, Taiwan.
    Hilletofth, Per
    Jönköping University, School of Engineering, JTH, Industrial Engineering and Management. Jönköping University, School of Engineering, JTH. Research area Industrial Production.
    Kao, Ching-Kuei
    Department of Business Administration, Hsing-Kuo University of Management, Tainan, Taiwan.
    Creation of a step-by-step process in the pre-startup of a micro business2016In: International Journal of Management and Enterprise Development, ISSN 1468-4330, E-ISSN 1741-8127, Vol. 15, no 1, p. 43-60Article in journal (Refereed)
    Abstract [en]

    This study proposes a systematic process in the pre-startup stage of establishing independent and franchised catering micro businesses. A questionnaire based on the key success factors (KSFs) affecting the establishment of a micro business was developed. Grey relational analysis (GRA) was performed to determine KSFs that can affect the start of a catering micro business, while interpretive structure modelling (ISM) was used to establish the pre-startup process. Studies show that GRA and ISM results were different in the two types of catering businesses. Therefore, business starters ought to investigate their industry of interest and determine the startup process prior to establishing their respective businesses.

  • 2.
    Lee, Tzong-Ru
    et al.
    National Chung Hsing University, Taiwan.
    Chen, Chin-Yao
    National Chung Hsing University, Taiwan.
    Hilletofth, Per
    Jönköping University, School of Engineering, JTH, Industrial Engineering and Management. Jönköping University, School of Engineering, JTH. Research area Industrial Production.
    Hsu, Yi-Hsiang
    National Chung Hsing University, Taiwan.
    Key factors affecting customers’ willingness to use mobile coupons in a restaurant setting2014In: International Journal of Management and Enterprise Development, ISSN 1468-4330, E-ISSN 1741-8127, Vol. 13, no 3/4, p. 248-260Article in journal (Refereed)
    Abstract [en]

    For restaurants, the provision of coupons is a usual way of attracting people to the restaurant. Today, many restaurants consider how to use mobile advertising to promote their coupons (i.e., mobile coupons) in order to attract people and enhance its popularity. The purpose of this research is to identify what factors that affect customers' willingness to use mobile coupons in a restaurant setting. Five key factors that affect customers' willingness to use mobile coupons in a restaurant setting have been identified, from a base of 14 factors regarding customers' willingness to accept mobile advertising. The identified factors include price, customisation, promotion, entertainment, and sending time. This means that when customers use mobile coupons, the five identified factors will affect their willingness to use them. Restaurants can use the identified factors as a reference, when they try to develop new marketing strategies or want to enhance the effectiveness of mobile coupons.

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