主題餐廳菜單設計評估指標建構－以修正式德菲法與層級分析法為例

Constructing Evaluation Indicators for the Menu Design of Theme Restaurant-Taking Modified Delphi Method and Analytic Hierarchy Process as an Example

10.29429/JSLHR.201109_6(3).01

陳貴凰(Kaui-Hwang Chen)；方翠禪(Tsui-Chan Fang)；吳雅君(Ya-Chun Wu)

主題餐廳 ； 菜單設計 ； 評估指標 ； 層級分析法 ； 修正式德菲法 ； Theme restaurant ； menu design ； evaluation indicator ； analytic hierarchy process ； modified Delphi method

運動休閒餐旅研究

6卷3期（2011 / 09 / 01）

1 - 27

繁體中文

本研究旨在建構主題餐廳菜單設計評估之指標，先以文獻分析後，依序針對具有菜單設計經驗的外場主管、內場主管與餐飲學者8位進行訪談與修正式德菲法施測24位，確立評估指標架構與組成要素後，再應用層級分析法求得評估指標權重，經60位進行問卷調查，發現第一層級相對權重值排序為「顧客需求」及「企業組織」；而第二層級排序前四名為「菜餚設計」、「菜餚供應」、「服務管理」及「餐廳整體感覺」；另第三層級36項指標中，被視為最重要的前五名依序為「良好的員工專業教育訓練」、「新奇用餐體驗」、「餐廳主題明確」、「提升員工工作效率」及「菜餚命名與餐廳主題相關性」。主題餐廳在銷售商品中，除了聚焦型塑獨特的鮮明主題與引人注目展演，需滿足感動顧客新奇用餐體驗之外，雖然菜餚由主角淪為配角，但仍須留意品質管控，以達永續經營。

This research discussed the structure evaluation indicators of menu design in theme restaurants. Literature reviews, with interviews eight and the modified Delphi method surveying 24 were adopted to confirm the various levels of the structure and combined with the opinions of 60 experts, collected by the analytic hierarchy process, and they specialized individually in food and beverage scholars, managers, and chefs. The results showed that the value of the order of relative weight in the first level was ranked by weights, as ”customer demand” and ”organization”. In the second level, it was ranked as ”cuisine design”, ”cuisine supply”, ”service management” and ”the overall feeling of the restaurant”. Among the 36 items of the third level, the top five items include ”professional staff education and training”, ”Novel meal experience”, ”clarity of the restaurant's theme”, ”enhancing staff efficiency” and ”association of food theme with the name of the restaurant”. Besides having a unique theme and eye-catching performances, the products of theme restaurants must also satisfy customers with a new dining experience. In spite of the food not being the main focus, the quality of the food must be controlled to achieve sustainable development.

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