宜蘭縣素食餐廳成功經營關鍵因素之研究

Research on Key Factors of Successful Operation of Vegetarian Restaurant in Yilan County

韓傳孝(Chuan-Hsiao Han) ； 羅智耀(Chih-Yao Lo) ； 董晏瑞(Yan-Rui Dong)

《中華管理發展評論》 9卷1期 (2020/06) Pp. 1-21

https://doi.org/10.6631/JCMD.202006_9(1).0001

摘要

隨著健康養生的風潮崛起，台灣吃素的人口大幅增加，素食的飲食風氣不斷在台灣各城市中發光發熱，在素食餐點上也有許多投入，包含新食材的研發與創意料理的推出等，而從社會及產業面來看，更可見素食的新勢力帶動周邊食品產業與環境的變化。本研究以宜蘭縣素食餐廳經營為例，統計了宜蘭縣宜蘭市、羅東鎮與礁溪鄉的素食餐館，發現共有85家持續經營，18家已歇業，其顯示了雖然該產業正在蓬勃發展，但在相當競爭的產業中仍然受到結構因素所影響。本研究經由文獻探討後整理出影響宜蘭縣素食餐廳經營的可能因素，再透過修正式德菲法的問卷調查，整合各專家、學者的意見，建構出影響宜蘭縣素食餐廳經營之因素的層級分析架構，接著使用層級分析法進行問卷調查，並針對各評估準則進行權重分析，進一步建構出宜蘭縣素食餐廳經營影響因素的權重體系，研究結果顯示，針對評估準則的整體權重發現，「服務品質」影響構面下的「可靠性」、「有形性」、「反應性」之三項成為宜蘭縣素食餐廳經營的首要關鍵影響因素。換句話說，宜蘭縣素食餐廳不僅需要具備有完善的軟、硬體設備外，當顧客面臨困難時，服務人員能表現關心並迅速提供協助，與顧客提出訴求且服務人員能在時間內完成。

關鍵字

食物品質 ； 服務品質 ； 環境氣氛 ； 餐廳區位 ； 修正式德菲法 ； 層級分析法

並列摘要

With the rise of health and wellness, the population of vegetarians in Taiwan has increased significantly. The vegetarian diet is constantly glowing in Taiwan's cities. There are also many investments in vegetarian meals, including the development of new ingredients and the introduction of creative cuisine. From the perspective of society and industry, it can be seen that the new forces of vegetarianism are driving changes in the surrounding food industry and environment. In this study, taking the operation of vegetarian restaurants in Yilan County as an example, we counted the vegetarian restaurants in Yilan City, Luodong Town and Jiaoxi Township in Yilan County. A total of 85 continued operations were found, and 18 were closed, which shows that although the industry is booming. However, it is still affected by structural factors in a fairly competitive industry. This study, after discussing the literature, sorted out the possible factors affecting the operation of vegetarian restaurants in Yilan County. Then through the questionnaire survey of the modified Delphi method. Integrate the opinions of various experts and scholars to construct a hierarchical analysis framework that affects the operation of vegetarian restaurants in Yilan County. Then use the analytic hierarchy process to conduct a questionnaire survey, and carry out weight analysis for each evaluation criterion. Further construct a weighting system of factors influencing the operation of vegetarian restaurants in Yilan County. The results of the study showed that the overall weight of the evaluation criteria found that ＂service quality＂ affects the three aspects of ＂reliability＂, ＂tangibility＂ and ＂reactivity＂ under the facet of becoming the first key influencing factor for the operation of vegetarian restaurants in Yilan County. In other words, a vegetarian restaurant in Yilan County not only needs to have perfect hardware and software equipment. When customers face difficulties, the service staff can show concern and quickly provide assistance. The customer requests that the service staff can complete it within time.

並列關鍵字

Food quality ； Service quality ； Environmental atmosphere ； Restaurant location ； Modified Delphi method ； Analytic hierarchy process