主題餐廳連鎖力、組織因素與服務傳遞缺口之關係－本土與國際連鎖餐廳之研究

連鎖餐廳如何在面臨同行的競爭與挑戰下，建立一個屬於自己的連鎖體系，除了以美味的餐飲取勝之外，同時必須積極提昇企業生產力與品質管理，才能在多變的競爭環境之中立於不敗之地。本研究捨過往在服務品質研究上多針對員工個人的內化因子討論，而從外在的「組織因素」層面切入，希冀將連鎖主題餐廳「組織因素」中的「高階主管因素」、「組織文化」與「組織結構」單獨抽離，重新投射在「連鎖力」與PZB (Parasuraman , Zenithaml, and Berry) (1988)三位學者的「服務傳遞缺口」理論模式上，探討連鎖餐聽組織因素與服務傳遞缺口間之影響關係。主要研究發現為：1.本研究整體理論模式配置獲得支持，表示三大構面間確實存在顯著的影響關係。2.本土與國際連鎖主體餐廳在「組織結構」與「連鎖力」上存有顯著之差異。3.連鎖主題餐廳「組織文化」與「組織結構」兩組織因素構面，對服務傳遞缺口間有直接之影響效果。4.「高階主管因素」與「組織文化」兩組織因素構面，對「連鎖力」產生直接之影響效果。5.連鎖餐廳「連鎖力」與「服務傳遞缺口」兩構面間，有高度之直接影響效果。6.連鎖主題餐廳組織因素會透過「連鎖力」的中介效果影響服務傳遞缺口。

關鍵字

組織因素；連鎖力；服務傳遞缺口

並列摘要

Peter F. Drucker, the father of modern management, said,” New economics is the service economics; Service itself is a competitive advantage.” and mentioned,” The company has high priority in creating, serving and satisfying customers.” The chain restaurants have to build up their chain systems in order to dealing with all kinds of competitive situations. Meanwhile, in addition to their delicious meals, the chain restaurants have to enhance actively their productions and service quality so as to become the successful market power among various rivals. This study of service quality focused on the external factor- organizational factor, rather than the internal factor which refers to employee personality. The feature of this study is to divide the organizational factor of the chain theme restaurants into three dimensions: top-level management, organizational culture and organizational structure. Afterward, each dimension separately is re-set into the chain power and the gap of service delivery theory that was developed by Parasuraman, Zeithaml, & Berry. The findings of this study were the following: 1.The model of this study was supported by the significant impacts among three dimensions. 2. There were the significant differences between organizational structure and chain power comparing with domestic and international chain theme restaurants. 3. There was a direct impact between organizational culture and the gap of service delivery as well as between organizational structure and the gap of service delivery. 4. There was a direct impact between top-level management and chain power as well as between organizational culture and chain power. 5. There was a direct and high impact between chain power and the gap of service delivery. 6. The organizational factor of the chain theme restaurant affected the gap of service delivery through using the chain power as an intervening variable.