本研究應用資料包絡分析法(Data Envelopment Analysis， DEA)，依據Seiford and Zhu (1999)的設計方式拆成兩個子流程分段評估銷售效率及獲利效率。採用台灣某連鎖速食店共78決策單位(Decision Making Unit，DMU)的資料進行研究，實證發現：(1)第一階段(銷售效率)之標竿DMU中66.6%皆為加盟店，第二階段(獲利效率)之標竿DMU中更高達90.9%皆為加盟店，表示加盟店比直營店有更高的銷售效率及獲利效率；(2)高銷售效率的門市不一定能有高獲利效率；(3)北部地區直營店之銷售效率及獲利效率皆低於加盟店；中部地區直營店銷售效率及獲利效率皆高於加盟店；南部地區直營店銷售效率高於加盟店，但獲利效率低於加盟店。本研究討論理論及實務上的意涵，並提出未來研究的建議。
The research applied Data Envelopment Analysis (DEA) to evaluate sales efficiency and profit efficiency with two sub processes, proposed by Seiford and Zhu (1999), respectively. Data were provided by 78 DMUs (Decision Making Units) of one Taiwanese franchise fast food company. The result indicated that (1) up to 66.6% of benchmark DMUs were franchise chains (FCs) in the first stage (evaluating sales efficiency). Moreover, up to 90.9% of benchmark DMUs were FCs in the second stage (evaluating profit efficiency). This implied that FCs have both higher sales and profit efficiency than the regular chains (RCs); (2) the store with higher sales efficiency did not always exhibit higher profit efficiency; (3) both sales and profit efficiency of RCs were lower than those of FCs in the Northern Taiwan; in the central Taiwan, RCs performed better than FCs in both sales and profit efficiency, and in the southern Taiwan, RCs exhibit a higher sales efficiency but lower profit efficiency than FCs. We discuss the theoretical and practical implications and the suggestions for future studies.
