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Swot Analysis

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SAVONIA UNIVERSITY OF APPLIED SCIENCES UNIT OF BUSINESS AND ADMINISTRATION, KUOPIO

SUCCESS FACTORS OF A CHINESE RESTAURANT

Peipei Xu Hospitality, Tourism and Catering/Business Administration Bachelor‟s thesis Degree programme International Business

January 2012

SAVONIA UNIVERSITY OF APPLIED SCIENCES SAVONIA BUSINESS
Degree Programme, option

Degree Programme in International Business, International Management Author(s)

Peipei Xu
Title of study

Success factors of a Chinese restaurant, Dragon Sheng
Type of project Date Pages

Thesis
Supervisor(s) of study

18.1.2012

44+ 4
Executive organisation

Anneli Juutilainen & Pentti Mä kelä
Abstract

Dragon Sheng

The thesis serves two main purposes. First, it aims to find out the factors that make the Chinese restaurant Dragon Sheng succeed. Second, its objective is to know customers‟ satisfaction of Dragon Sheng. The comprehensive literature review traces the management in restaurant, brand building, service design, and customer relationship development. The primary data was collected through qualitative research method and personal interview were applied to collect information about customer value, customer retention, and expectations of the restaurant and the business practices of Dragon Sheng. Seven Dragon Sheng customers and the owner of Dragon Sheng were involved in the interview. Based on the collected data, the success factors of Dragon Sheng can be summarized as following: efficient demand and capacity management in Dragon Sheng, close relationships with customers, tasty food and reasonable prices. Customers were satisfied with Dragon Sheng‟s service and food. In addition, they gave Dragon Sheng some future development suggestions. According to the study, it can be clearly seen that there are yet some issues Dragon Sheng need to address even if the restaurant operates smoothly. Potential competitors will enter this business field in Kuopio any time, so Dragon Sheng should pay more attention to increasing its market share and improving its service quality.

Keywords

Customer relationships, service marketing, branding, pricing Note

CONTENTS

1 INTRODUCTION...................................................................................................... 4 2 LITERATURE REVIEW........................................................................................... 6 2.1 Success .............................................................................................................. 6 2.2 Managing capacity and demand ........................................................................ 8 2.3 Customer relationship...................................................................................... 12 2.4 Pricing.............................................................................................................. 16 2.5 Branding .......................................................................................................... 21 3 RESEARCH METHODOLOGY ............................................................................. 24 3.1 The purpose of the research............................................................................. 24 3.2 Methodology.................................................................................................... 24 3.3 Data analysis process....................................................................................... 28 3.4 Data validity and reliability ............................................................................. 30 4 THEMATIC FINDINGS.......................................................................................... 32 4.1 Background of Dragon Sheng ......................................................................... 32 4.2 Key factors drive Dragon Sheng to success .................................................... 33 4.3 Customer satisfaction of Dragon Sheng .......................................................... 38...
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