露天咖啡屋經營關鍵成功因素之研究－以屏南地區爲例

本研究旨在探討屏南地區露天咖啡屋業者經營關鍵成功因素，本研究採取之研究方法有文獻探討、深度訪談、德菲法及問卷調查。本研究首先經由文獻探討，歸納出可能影響露天咖啡屋業者經營管理關鍵成功之因素爲基礎，設計第一回合專家問卷，並針對咖啡相關產業學者、專家及業者，實施第一回合問卷調查。第一回合問卷回收整理後，綜合各專家的共識，經修改後設計第二回合的專家問卷。第二回合專家問卷調查，其主要目的在於成員間對於影響露天咖啡屋經營之關鍵成功因素的意見一致，且將這些因素列出做爲本研究的評估準則，第二回合問卷回收後，歸納出接受本研究問卷調查的學者、專家及業者們所認爲在屏南地區露天咖啡屋經營的影響因素爲基礎，設計AHP問卷，針對屏南地區露天咖啡屋業者施以問卷調查，共發出30份問卷，回收16份，回收率53%。然後將問卷調查的結果利用Expert Choice軟體加以分析及計算各構面的權值。本研究結果發現影響屏南地區露天咖啡屋業者經營關鍵成功因素依序爲服務品質、店址選擇、產品特性、行銷及銷售。

關鍵字

層級分析法；露天咖啡屋；關鍵成功因素

並列摘要

The main purpose of this study is to explore the key success factors of management for Outdoor café in Pingtung South Area. The research methods in this study include literature review, in-depth interview, Delphi and questionnaire. The study extracts the possible factors from the related literature by which the researchers can design the interviews scheme and questionnaire. The first questionnaire survey was conducted to the scholars, experts and owners related to coffee industry. The results of the survey led to the second questionnaire survey based on the experts' comments and consensus. The second questionnaire survey is to confirm the key success factors which influence the management skills of outdoor café. After second round questionnaire survey scholars, experts and executives generalize the survey based on the key success factors of management for Outdoor café in Pingtung South Area. In addition, these factors were used to design the questionnaire of Analytic Hierarchy Process. Totally 30 questionnaires were delivered and collected. The recall rate was 53%. The researchers analyzed and calculated the survey results by using the software called Expert Choice and found that the key success factors of management for outdoor café in Pingtung South Area. are ”quality of service”, ”location of choice” and ”characteristic of products” in the order of correlation.