由於國內經濟成長快速、國人消費能力提昇及飲食習慣改變導致外食人口增加,使得許多餐飲業相繼崛起。以往國內對於連鎖加盟餐飲業之文獻議題大多著重於連鎖加盟餐飲業經營成功的關鍵成功因素等之探討,而針對連鎖加盟餐飲業服務創新之研究卻甚少。因此,本研究主要是探討連鎖加盟餐飲業之行銷策略、服務創新與組織績效之間的關係之研究。 本研究採取問卷調查的方式進行實地發送及收集問卷,以南部之三皇三家的分店與連鎖店的管理階層與消費者為問卷發放對象,共發放出210份問卷,本研究在扣除無效與填答不完整之問卷後,有效問卷為203份,有效回收率為96.6 %。本研究並運用SPSS統計分析軟體,以因素分析、迴歸分析及階層迴歸分析等方法來進行資料分析。 研究結果顯示:(1)行銷策略與組織績效有顯著正向影響;(2)服務創新與行銷策略有顯著正向影響;(3)服務創新與組織績效有顯著正向影響;(4)行銷策略與服務創新交互作用後對組織績效有顯著正向影響。最後,本研究希望藉此研究之結果,能提供連鎖加盟餐飲業有效地執行與發展行銷策略及服務創新。
Due to the growing domestic economy, the consumption power of people is raising, and it changes people’s diet habits and causes the expansion of the Chain Restaurant Franchise Taiwan. Most literature focuses on key factors for successful management of the Chain Restaurant Franchise, while few research emphasize the importance of service innovation in the management of the Chain Restaurant Franchise. Therefore, the purpose of this study aims to examine the relationships among marketing strategy, service innovation and organizational performance of the Chain Restaurant Franchise in Taiwan. The survey data were collected from consumers and managers of the 3ROYALTY 3HOUSE in southern Taiwan. We send out 210 questionnaires. It was being deducted invalid and not filling out questionnaires. The number of effective questionnaires is 203 and the effective rate is 96.6%. The way of SPSS statistical analysis software is used data analysis include factor analysis, multiple linear regression analysis and hierarchical regression analysis. The results indicted that (1) The marketing strategy is positively correlate with the organizational performance, (2) The service innovation is positively correlate with the marketing strategy, (3) The service innovation is positively correlate with the organizational performance and (4) The marketing strategy and the service innovation significantly contributes to the variance of organizational performance.The findings of this study were expected to provide references to the Chain Restaurant Franchise in terms of effective operating the marketing strategy and development of the service innovation.