商業經營策略之滿意度及重要度分析研究 -以餐飲服務業為例

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Title:	商業經營策略之滿意度及重要度分析研究 -以餐飲服務業為例 Investigation into Importance-Performance Analysis of Catering Service Industry
Authors:	蔡玉子 (TSAI,YU-TZU)
Contributors:	建築及都市設計學系
Keywords:	模糊德爾菲法滿意度及重要度分析法餐飲服務業 Fuzzy Delphi Method (FDM) Importance-Performance Analysis (IPA) catering service industry
Date:	2019
Issue Date:	2019-06-12 11:53:27 (UTC+8)
Abstract:	隨著時代進步及國民所得增加，國人對於生活水準要求與期待日漸提昇；加上產業環境的改變，讓台灣的產業趨勢從製造業漸漸轉型到以服務業為主；且外食人口增加，促成外食需求比例日漸攀升。綜合以上因素，在投資者眼中，餐飲服務業順勢成為極具有發展潛力的產業。故應擬定一套評估指標，使欲擔任餐廳經營者更容易達成順利營運之目標。本研究先透過文獻探討確立影響餐飲服務業發展之評估指標，藉由餐飲服務業營運相關人士之專家問卷調查後，再依據模糊德爾菲法（FDM）及後續運用滿意度及重要度分析法（IPA）之整合，藉以找出重要之經營策略順序。研究結果顯示在十一項評估指標中「餐飲口味」、「服務品質」、「交通便利」、「領導統御」、「成本投資」、「員工福利」共計六項的專家共識值大於門檻值。將此六項評估指標作為經營策略在滿意度及重要度分析之中，結果顯示於IPA四象限中落點在應持續保持區域的為「餐飲口味提升與改進策略」、「服務品質優化策略」；落點在供給過度區域的為「優厚員工福利策略」；落點在次要改善區域的為「領導統御手段與方法策略」、「便利交通的合作方案策略」；落點在優先改善區域的為「成本投資掌控程度策略」。未來也可以持續使用本指標進行評估以及修正，期望能找出更多餐飲服務業發展的可能性及可行性。 Because of the progress of the times and the increase in national income, people have raised their living standards and expectations. The change in industrial structure has transformed Taiwan from a manufacturing industry into a catering service industry. The increase in the consumption of the catering industry has contributed to the increasing demand. This makes investors think that the catering industry is very promising. Therefore, a set of evaluation indicators should be drawn up to make it easier for entrepreneurs interested in investing in this industry to achieve the goal of smooth operation. This study first explores the evaluation indicators that affect the development of the catering industry through literature. Based on the expert questionnaire survey of catering industry operators, the Fuzzy Delphi Method (FDM) and the integration of Importance-Performance Analysis (IPA) are used to find out the important business strategy sequence reference. The results of the study showed that among the 11 indicators, the expert consensus value of “food taste”, “service quality”, “transportation convenience”, “leadership control”, “cost investment” and “employee welfare” was have consensus. The six evaluation indicators were used as the business strategy in the IPA analysis. The results showed that the “keep up the good work” area in the IPA four quadrants was “food taste enhancement and improvement strategy” and “service quality optimization strategy”; In the "possible overkill" area, it is "excellent employee benefit strategy"; In the "low priority" area, the "leadership means and method strategy" and the "communication scheme strategy for facilitating transportation"; In the "concentrate here" area, the "cost investment control level strategy". In the future, this indicator can be used continuously for evaluation and revision, and it is expected to find out more possibilities and feasibility of the development of the catering industry.
Appears in Collections:	[Department of Architecture and Urban Design & Graduate Institute of Architecture and Urban Planning ] thesis

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