Bakery products are a must-have food for many
people every day. According to the survey, the annual global bakery market
exceeds 300 billion US dollars, how to stand out in a highly competitive
environment is a business issue for every bakery shop. Whether it is a chain
bakery shop or an independent bakery shop, it must face strict selection of
customers. The decision of which store to buy for customers may include factors
such as product, location, interior decoration, price, service, advertisement,
etc. Therefore, how to focus on the most important factor to increase
customers' willingness to buy is the only way for bakery shops to win the
competition. This research uses the Delphi method to conduct expert surveys.
From the four aspects of product, sales, store design and service methods,
three rounds of questionnaire are conducted on experts. The results show that
the "taste of bakery products" and "appearance (style, size,
color) of bakery products" on the product side, the "brightness of
the physical storefront" on the store design and the "sales attitude
of the service staff" and "whether to provide accumulated reward
points", are considered by experts to be the most critical success factors
for bakery shops.
JEL classification numbers: M10, M30.
Keywords: Bakery shop, Critical success
factors, Delphi method, Expert survey.