Exploring the Criteria of Restaurant Glocalization Strategy: Applying Balanced Scorecard Method

餐廳全球在地化策略指標之發展：以平衡計分卡為分析方法

呂芝涵(Chih-Han Lu) ； 高秋英(Chiu-Ying Kao) ； 張宏生(Hung-Sheng Chang) ； 周璻薇(Tsui-Wei Chou)

《休閒與社會研究》 19期 (2019/06) Pp. 37-60

摘要

Customers eating behaviors are highly influenced by cultural, religious, and environmental differences; the multinational restaurant management then needs to think global, but act local. Glocalization strategy becomes important for those who intend to expand their business globally, especially in restaurant business. With the method of Balanced Scorecard, this study first explored the factors of glocalization strategy in terms of four dimensions: financial, internal business process, customer, and learning and innovation perspectives. Questionnaire was then developed by applying AHP methods to prioritize the decision criteria of glocalization strategy. The results of this study indicated that the customer perspective was ranked the first thing need to execute in the process of glocalization, and followed by learning and innovation, financial, and internal business process perspective. As for the factors in every perspective, the top rank in the customer dimension was the restaurant site selection based on the local customers' lifestyle; in the learning and innovation dimension was the providing training to emphasize employee improvement; in financial dimension was the pricing the products according to local living cost; and in internal business process was to adjust the service process to meet local customers' needs.

關鍵字

Globalization ； Glocalization ； Balanced Scorecard

並列摘要

飲食的習慣深受文化背景、地理環境及宗教習俗的影響，因此多國籍餐廳必須思考著全球，而行動在地。對於欲將產業擴展於全球得公司，全球在地化策略就變重要了，由其是餐飲業。本研究採用平衡計分卡方法的四大構面：財務、內部商業流程、顧客及學習與創新層面來深入探討餐廳全球在地化的決策因子，並用AHP的配對比較分析法製作問卷，了解並評比餐廳全球在地化決策的順序。本研究發現，分類大項的重要性依次為：顧客層面、學習與創新層面、財務層面、及最後的內部商業流程層面。在各項因子部分，顧客層面以選擇符合當地顧客生活模式的餐廳地點為第一選項；學習和創新層面的第一考量因素為提供訓練使員工進步成長；財務層面的最重要的決策是依當地的生活水平來定價；而內部商業流程則是改變服務流程以符合當地顧客需求被選為第一重要。

並列關鍵字

全球化 ； 全球在地化 ； 平衡計分卡