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Business strategies on service quality for expanding Taiwanese restaurant chain overseas: the application of TRIZ theory and ISM

Author

Listed:
  • Yi-Hsiang Hsu
  • Tzong-Ru Lee
  • Ching-Hua Yeh
  • Rika Ampuh Hadiguna

Abstract

A Taiwan restaurant chain's business strategy to expand overseas is an exciting topic. The strategy intends to implement a Taiwanese restaurant chain to expand overseas stores. This study examines comprehensively by involving several methods: grey relational analysis (GRA), TRIZ and interpretive structural model (ISM). This study proves that market expansion is possible if supported by a timely innovation strategy and the right market segment. A restaurant chain concept is a new approach to global market penetration and cultural recognition. This paradigm is interesting as a new study topic for several countries with food variety, tourism potential and high-value cultures.

Suggested Citation

  • Yi-Hsiang Hsu & Tzong-Ru Lee & Ching-Hua Yeh & Rika Ampuh Hadiguna, 2025. "Business strategies on service quality for expanding Taiwanese restaurant chain overseas: the application of TRIZ theory and ISM," International Journal of Business Environment, Inderscience Enterprises Ltd, vol. 16(2), pages 184-203.
    • Handle: RePEc:ids:ijbenv:v:16:y:2025:i:2:p:184-203
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