餐飲服務業在標準化環境中的挑戰:從「理性化」與「社會事實」審視王品文化

The challenge of the catering service industry in the environment of standardization : Examining Wowprime Culture from the Perspective of "Rationalization" and "Social Fact"

蘇盈安(Ying-Au Su)

指導教授 ： 黃敏原

中山醫學大學/醫學院/醫學社會暨社會工作學系/碩士(2021年)

https://doi.org/10.6834/csmu202100036

摘要

台灣餐飲服務業的蓬勃發展受到資本主義的理性化影響甚深，餐飲服務業龍頭麥當勞席捲全球，標準化的流程開始大舉進入餐飲服務業，不只是在餐點出餐的流程上，也在人性的服務上進行標準化流程。服務標準化將人性的服務工作去技術化，拆解成詳細的步驟、環節，甚至是服務人員對顧客所說的招呼語、服務姿態、回應方式都有一套規範，而企業也因此面臨以「標準化服務」去回應「客製化需求」的兩難與挑戰，以及被關在理性化的鐵牢籠之困境。
本研究以台灣本土的大型連鎖餐飲集團——王品集團為例，針對一線服務人員進行訪談，並透過筆者實際參與觀察的方式，分析在以服務為主打的大型連鎖企業體制中面對兩難的作法。本研究發現王品企業面對兩難發展出一套「適客化」作法為此解套，雖能夠彌補標準化中的不足，但此作法的彈性也造成顧客的無度需索，影響企業的營運與一線的服務人員對於服務工作的熱情，再加上在社會結構當中企業、顧客、服務人員之間權力關係的運作，也更逐漸形成台灣奧客文化的社會事實。同時，本研究也進一步的發現在奧客文化的社會事實當中，存在著一個新社會事實——反奧客文化，反映出社會中既有的不同社會集體意識，並且隨著顧客至上的觀念改變，逐漸堆疊、發展新社會事實的基礎，在社會中形成一股自成一格能夠與其抗衡的力量。

關鍵字

標準化文化 ； 適客化 ； 奧客文化 ； 理性化 ； 社會事實/新的社會事實

並列摘要

The vigorous development of Taiwan's catering service industry is deeply influenced by the rationalization of capitalism. The leading catering service industry, McDonald's, has swept the world. Standardized processes have begun to enter the catering service industry. Not only in the process of meal delivery, but also in humane Standardized processes on services. Service standardization de-technizes the human service work and disassembles it into detailed steps. Even the greetings, service attitudes, and response methods that service personnel say to customers have a set of specifications, and company are therefore faced with "standardization" Service" responds to the dilemma and challenge of "customized demand" and the dilemma of being locked in a rational iron cage.
This study takes the Wowprime a large-scale local chain restaurant group in Taiwan as an example, interviews front-line service personnels, and analyzes the dilemma faced by the large-scale chain enterprise system focus on service through the author's actual participation and observation approach. This study found that Wowprime faced a dilemma and developed a "customerization" approach to solve this problem. Although it can make up for the shortcomings in standardization, the flexibility of this approach also causes excessive demand from customers and affects the operation of the company. And the enthusiasm of front-line service staff for service work. Coupled with the operation of the power relationship among enterprises, customers, and service personnel in the social structure, the social facts of Taiwan's difficult customer culture have gradually formed. At the same time, this research also further discovered that there is a new social fact in the social facts of difficult customer culture,——anti-difficult customer culture, so that different social collective consciousnesses gradually stack and develop new social facts as the concept of customer first changes. Brought together into one sui generis in society can compete accompanying power.

並列關鍵字

culture of standardization ； customerization ； difficult customer culture ； rationalization ； social fact/ new social fact

參考文獻

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