連鎖餐飲業評鑑指標建構之研究

Devising Evaluation Indicators for Taiwanese Chain Restaurant

呂子譽(Tzu-Yu Lu)

指導教授 ： 周中理 ； 黃勇富

朝陽科技大學/管理學院/企業管理系/碩士(2014年)

摘要

台灣連鎖加盟促進協會統計，台灣擁有全球密度最高的連鎖加盟總部，2012年時已超過2050個連鎖品牌，而零售餐飲業就占了5成。連鎖企業就像一棵樹，總部就像樹根，營運輔導則是樹枝，而店群則像樹葉和花朵，如欲使花葉茂盛，務必要有強壯枝幹來輸送養分。為提高總部管理能力，特此發展評鑑加盟店之評鑑量表，降低加盟店與總部的矛盾糾紛，達到品牌形象的一致性。

本論文於建構加盟評鑑量表時，先以文獻統整之方式，釐訂適合台灣連鎖餐飲業評鑑制度的各項指標，接著蒐集專家意見確立組成要素，最後使用AHP層級分析法並確認其權重值並完成此量表，此份量表之評分結果將可作為總部對加盟店實施獎懲的依據。

研究結果顯示，第一層有「服務品質」、「食品安全」及「標準流程」三大構面，其中以「食品安全」（0.616）的權重最高，其次為「標準流程」（0.203）及「服務品質」（0.182）。12項指標的權重的前三名皆為「食品安全」構面中的指標，「食材」（0.488）位居第一，其次為「人員」（0.232）及「環境」（0.185）。

關鍵字

AHP層級分析法 ； 食品安全 ； 服務品質 ； 標準流程 ； 連鎖餐飲業

並列摘要

According to Association of Chain and Franchise Promotion Taiwan, Taiwan has the highest density of franchise headquarters in the world. It has reached 2050 franchise brands in year 2012, and retail food industry occupied 50% among all. Franchise corporations are trees; headquarters are roots, operational guidance as the branch, stores are the leaves and flowers. In order to have prosperous leaves and exuberant flowers, strong branches and veins to deliver nutrients are necessary during the process. To improve management ability of the headquarters, this research established an evaluation sheet on how to evaluate its franchisees. It helped avoids having dispute between franchisees and headquarters and achieve brand consistency.

There are few steps on building the franchise evaluation sheet in this research. To start with, determine different indicators that can be used on food franchise evaluation system in Taiwan by integrating academic documents. Next, collect opinions from experts and establish the composition of elements. Finally, finish this evaluation sheet with Analytic Hierarchy Process (AHP) and verify weights on each field. The result of this evaluation sheet could be used for the headquarters as the standard basis of rewards and punishments to their franchisees.

Research has shown that there were three dimensions on the first level: Service Quality, Food Safety, and Standard Operation. Food safety (0.616) weighed the heaviest among the three, standard operation (0.203) and service quality (0.182) followed at the back. Top three indicators of all 12 were based on food safety: ingredients (0.488) on the top, people (0.232) took the second, environment (0.185) on the third.

並列關鍵字

Safety Food ； Quality Service ； Standard Operation ； Chain Restaurant ； Analytic Hierarchy Process

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