餐飲服務類連鎖加盟成功關鍵因素之研究

A Study of the Key Success Factors for the Food and Beverage Service Chain Stores

10.6828/KSU.2009.00030

楊文欽

連鎖加盟 ； AHP ； 成功關鍵因素 ； 餐飲業 ； 層級分析 ； Franchise ； AHP ； Key Success Factors ； Food & Beverage Industry ； Analytic Hierarchy

崑山科技大學企業管理研究所學位論文

2009年

碩士

李麗說

繁體中文

近來由於經濟不景氣，失業率高，很多待業者甚至擔心長期失業，紛紛投入餐飲連鎖加盟，因為連鎖加盟投資金額通常較低、門檻低、自己當老闆自主性高、不用有太高學歷，甚至還有免經驗即可輔導創業。然而過去有關加盟創業的研究多半是以個人的知識、經驗和主觀判斷為主，尚未能將相關之研究變數整合成更有效的因素，而予以階層化分析，也沒有找到一套具體有效的歸納分析方法。有鑑於此，建立一套加盟創業者在選擇連鎖加盟總部時的關鍵因素及各因素之相對重要性，就顯得格外重要且有價值。 本研究探討的主題為餐飲連鎖加盟店關鍵成功因素，研究期間透過專家訪談及利用層級分析法探討38個關鍵成功因素之層級架構及各因素之相對重要性，經整合問卷調查及專家學者意見後可知，在餐飲連鎖加盟店關鍵成功因素中以加盟總部競爭力最為重要，其次為加盟主之競爭力。在加盟總部競爭力之項目中，則以加盟總部具有產品與服務方面之特色最為重要，其次為加盟總部有健全的管理經驗，再其次為加盟總部市場行銷能力，最後為加盟總部有強大後勤支援能力。在加盟主之競爭力項目中，以加盟立地條件為最重要，其次為加盟服務品質，最後為加盟主經營管理能力。本研究所提出之層級架構可以作為國內餐飲連鎖加盟成功關鍵因素分析，同時也可以作為廠商之間標竿管理指標之互相比較，建議國內主要連鎖加盟廠商可以依照此一層級架構，並以表現較佳之主要廠商之實際表現作為標竿管理學習對象。其次本研究所推導之層級架構也可以作為年度自我評量之依據，建議連鎖加盟廠商之經營者可以利用此一架構進行自我評量，建立努力目標方向並採取更具體之改善策略。

Because of the recent economic downturn and high unemployment rate, many unemployed persons who worried about the long-term unemployment are planning to run a franchise business since the amount of investment and the threshold for joining franchise restaurants are lower. Franchisees have higher autonomy in the restaurant management and do not need high academic qualifications and experience. However, most of preveious studies have focused on personal knowledge, experience and subjective judgments toward franchise management , and have not yet been able to gather relevant variables into some effective factors. There is also no concrete and effective method of inductive analysis toward the issue. In view of this, it is particularly important and valuable for entrepreneurs to establish a set of key factors and their priortios in the choice of joining franchise restaurants. This study is to investigate the critical success factors of franchise restaurants. During the study period, this study ad through expert interviews and uses Analytic Hierarchy Process to hierarchically identify the srt of 38 critical success factors and the relative importance of factors. Through an integration of a questionnaire survey and the opinions of experts and scholars. The most study results show that critical success factors for joining franchise restaurant is the competitiveness of headquarters. The second one is the competitiveness of the restaurant franchisees. In the competitive items of franchise headquarters, the most important is the unique characteristics of product and service. The second one is the well management experience, the third one is the marketing ability and the last one is the strong ability of logistic support. In the competitive items of franchisees, the site condition is the most important. The second one is the service quality and the last one is the ability of operation and management. The hierarchical as framework developed in the study can serve as key factors of success to join the franchise restaurants. At the same time, it can be used as a benchmark to compare on the management indicators. The major franchise restaurants can follow this structure to learn the one as a benchmark target that has better performance in practical management. The framework of this study can be a basis for annual self-assessment.It is recommended that the franchisees can also perform self-assessment by using this framework to establish the goals and take more specific strategies to improve and achieve these goals.

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