以混合MCDM框架提升餐飲服務業營運策略與績效評估之研究

A Hybrid MCDM Framework for Improving Catering Industry’s Operational Strategy and Performance Measurement

彭曼清(Man-Ching Peng)

指導教授 ： 王如鈺

中原大學/商學院/企業管理研究所/博士(2017年)

https://doi.org/10.6840/cycu201700930

摘要

台灣是國際公認的美食王國，台灣餐飲服務業自2011至2015年，不論是營利事業家數、營業額或就業人數皆為持續成長，其經濟能量與規模不容小覷。然而，市場特性就是不停變化，即使是全球餐飲巨頭麥當勞，也須不斷推出新的營運策略，以求市場持續發展之績效；因為顧客需求的不斷變化，餐飲服務業須隨時掌握顧客需求樣貌，以設計出讓顧客樂意接受的服務提供，因此營運策略與營運績效評估是餐飲服務業業者、經理人、投資人的重要議題。
在二十一世紀，服務主導邏輯趨勢因成熟的資訊環境而成形，顧客主動發表的網路口碑成為調整服務提供的參考；本文受服務主導邏輯的啟發，將顧客需求端與服務提供端的兩方意見進行對焦，並援用MCDM方法與策略地圖BSC模型，建構一個提升餐飲服務業營運策略與績效評估之框架，解決以往餐飲服務業在理解顧客、擬定營運策略、評估營運績效時的困境；經實證研究檢驗此框架，確認以下幾項創新：
•以長期多頻網路口碑監測之大數據與專家群體意見對焦，此研究設計掌握餐飲服務業營運意見的全面性。
•兼顧市場端與營運端二方資訊發展構面與準則，以理論模型作為脈絡，使得營運策略與績效評估能依其理論脈絡進行調整。
•以Revised DANP法對消費者決策進行研究，讓業者、經理人、投資人能便利、有效的檢視服務提供與顧客需求之間的問題，提升營運效率。
•延續構面準則與其權重於策略地圖BSC模型、妥協排序法的結合，產生最適方案以實際財務數字校驗，實現了對最佳營運績效方案排序的有力應用，對資源有限的企業特性而言是經濟有效的設計。

關鍵字

餐飲服務業 ； 服務主導邏輯 ； 網路口碑 ； 大數據 ； 多準則決策分析 ； 決策實驗室法 ； 網路程序分析法 ； 妥協排序法 ； 策略地圖平衡計分卡 ； 營運策略 ； 績效評估

並列摘要

Taiwan is an internationally recognized culinary kingdom. From 2011 to 2015, the company numbers, turnover and employment population of Taiwan's catering industry continued to grow. The economic power and scale of Taiwan's catering industry should not be underestimated. However, markets change always. For continuous development, even the global food giant McDonald must constantly launch new operating strategies. Because of the ever-changing needs of customers, catering industry must keep abreast of customer demands to design the services that customers are willing to accept. Therefore, the operating strategy and performance measurement are important topics to the service providers, managers, and investors.
In the twenty-first century, the Service-Dominant Logic trends are shaped by a sophisticated information environment, customers take the initiative to publish e-WOM, it becames reference for services providers to adjust their services. This study was inspired by Service-Dominant Logic, focusing on both opinions of customer demand and service provide, invoking hybrid MCDM method and strategy map BSC model, to construct a framework for enhancing the operation strategy and performance measurement of catering industry and to solve the predicament of the catering industry in understanding customer demands, formulating operational strategies and assessing performance in the past. The framework was examined by empirical research and the following innovations were confirmed:
•By focusing both opinions of customer demand which is monitored through long-term multi-channel e-WOM, and service provide which is collected by expert group, the study grasped the comprehensiveness operation views of the catering industry.
•Utilizing the aspects and criteria developed by considering both sides of market and operating information, and the theoretical model taken as the context, so that the operational strategy and performance evaluation could be adjusted according to its theoretical context.
•Using Revised DANP method to do research on consumer decision-making, to enable the operators, managers and investors to conveniently and effectively examine problems between service providing and customer demand for improving operational efficiency.
•By combining compromise ranking method and strategic map BSC model with the criteria and weights from Revised DANP, the best alternative of feasible solutions for performance evaluation could be obtained, this was then verified by the actual financial figures, the ranking of the best performance alternative was then achieved. This provides a cost-effective design for resource-constrained enterprise.

並列關鍵字

Catering Industry ； Service-Dominant Logic(S-D L) ； multiple criteria decision making (MCDM) ； decision making trial and evaluation laboratory (DEMATEL) ； analytic network process (ANP) ； Revised DANP ； technique for order Preference by similarity to ideal solution (TOPSIS) ； vlsekriterijumska optimizacija i kompromisno resenje (VIKOR) ； compromise ranking ； Strategy Map BSC ； operation strategy ； performance measurement

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