從鼎泰豐兩家分店的營運研究排隊管理之異同

The Study of the Similarities and Differences of Queuing Management between Two Branches’ Operations of Din Tai Fung

廖晨吟(Chen-Yin Liao)

指導教授 ： 黃崇興

國立臺灣大學/管理學院/商學研究所/碩士(2013年)

https://doi.org/10.6342/NTU.2013.00043

摘要

等待是幾乎每個人都有過的共同生活經驗，吃飯、搭公車我們都曾有過等待的經驗。在生活中，我們也不乏看見消費者大排長龍的例子，新聞常播報某知名餐廳、甫進入台灣的知名外國服飾品牌、遠近馳名的遊樂景點等人潮蜂擁而至的報導，到底消費者為了什麼樣的原因，願意付出長時間在排隊等待，而不會離去？在排隊等待時，消費者又會產生什麼樣的行為呢？而服務提供者又會採取什麼樣的措施來管理消費者的等待行為呢？
　　本研究鎖定在「食」的部分，選定鼎泰豐兩家分店作為本次研究標的。透過非參與式觀察法觀察消費者等待行為後，再與鼎泰豐高階主管進行訪談，了解管理措施背後原因。研究結果顯示，分店不同的店型導致客群分布有所差異，消費者等待行為也因此有所不同；鼎泰豐在管理消費者等待行為有基本主要相同的管理措施，但針對兩家分店的客群分布差異，鼎泰豐會適度地採用不同的管理措施進行輔助，能夠減緩消費者在漫長等待時間的壓力，提高消費者的等待滿意度，進而提升消費者對整體服務的消費者滿意度。
　　本研究之研究結果可作為其他餐廳企業管理消費者等待行為的參考，餐廳企業應重視餐點品質並將等待變成服務的一部分，讓消費者有正面的等待滿意度，進而提升對整體服務的消費者滿意度；除此之外，本研究之研究設計與結果也能作為後續研究消費者等待行為之研究基石。

關鍵字

觀察法 ； 訪談法 ； 等待理論

並列摘要

Waiting is almost everyone’s common life experience. We have the waiting experience of having lunch and taking bus. In daily life, there are a lot of waiting instances. For example, a well-known restaurant, a foreign fashion apparel brand or famous travel space, there are crowds of people queuing in line. What is the main reason that the consumers are willing to wait for such a long time? In pre-process waiting, consumers will have what kinds of behaviors? And service providers will have what kinds of methods to manage the consumer waiting behaviors?
　　This paper aims at the catering industry and focus on two branches of Din Tai Fung. Non-participant observation method was used to observe consumers waiting behavior. Then, interview method was used to understand the reasons of management methods. The results indicate that different types of branches lead to different consumer distributions and behaviors. Din Tai Fung has the same mainly management methods, but Din Tai Fung modifies the management methods to suit the branches situations which are based on the different consumer distributions. Release the pressure of waiting, increase the waiting satisfaction and lead to increase the customer satisfaction.
　　Other catering companies can take the result of this paper for reference when managing consumer waiting behaviors. Catering companies should focus on “Quality” and make waiting to be part of the service process. Therefore, consumers will have the positive waiting satisfaction and lead to increase the customer satisfaction. Also, this paper shed the light of future studies on further consumer waiting behaviors.

並列關鍵字

Observation Methods ； Interview Methods ； Waiting Theory

參考文獻

2.黃鴻湖(2007)。典範鼎泰豐─楊紀華的小籠包大秘密。城邦文化事業股份有限公司商周出版。

3.周逸衡、黃毓瑩、陳華寧、楊俊明(2006)。情緒類別及等待發生時點對等待時間知覺的影響。中山管理評論，第14卷第2期，487-516。

9.張宏亮(1994)。質的研究法在體育的應用─觀察法。中華體育第七卷第四期。

10.林金定、嚴嘉楓、陳美花(2005)。質性研究方法：訪談模式與實施步驟分析。身心障礙研究。

1.Antonides, G., Verhoef, P. C., & van Aalst, M. (2002). Consumer perception and evaluation of waiting time: a field experiment. Journal of Consumer Psychology, 12, 193–202.