The purpose of this research is to understand the critical factors of lounge bar management. The introduction of the lounge bar to Taiwan has provided a new environment in which customers can repose on sofas and listen to light music, which is very different from the surroundings of regular bars. The lounge bars provide a place for both white-collar and blue-collar workers to totally relax in the evening. The owners of lounge bars, and the lounge bar industry, are continuously looking for new ways to attract customers and enhance the experience of existing customers; so influencing their loyalty. Through a literature review and in-depth interviewing with experts, this research analyses the critical factors, which resolved to six major phases and thirty items. An Analytic Hierarchy Process analysis was taken and this identified the five most important factors in lounge bar management. These are: Market Analysis, Group Cohesiveness, Product Value, Management Guidelines, Image Value. This research will provide help and advice to enable lounge bar managers to improve their quality of service, as well as providing references for those who are interested in entering the lounge bar industry.
