美國加盟連鎖咖啡業管理績效評估—資料包絡分析法的應用

加盟在零售與服務業中是一種最流行的商業模式。由於加盟在經濟上的重要性其它在全球的發展，加盟不意外的引起各領域學者的關注。但是，加盟的效率仍然是很少探討的主題。加盟的相關文獻主要集中在加盟的動機、加盟的成功與失敗、和加盟與自營混合模式的發展等。只有極少數的文獻側重於加盟的效率。因此，本文的主要特點是，我們應用資料包絡分析法（DEA）來做咖啡加盟業的管理績效評估。傳統上，大多數研究主要集中於營運效率的評估。然而，在本文中，我們從兩方面衡量管理效率：營運效率（OE）與財務效率（FE）。這兩類型的效率分別描述了咖啡加盟業兩階段提供服務的過程，即產出的提供與利潤的產生。我們利用服務利潤鏈(Service-Profit Chain)的概念使用包含兩個子過程的DEA模型，以評估美國咖啡加盟業的管理績效。我們還使用了這兩種效率構成的組合。在這種情況下，管理效率的表現不再受限與生產效率，而是更廣闊的層面，不僅包括營運活動，也包括財務的結果。我們發現，營運效率和財務效率間確實有顯著的差異，因此利用子過程的DEA模式來衡量管理績效更符合加盟業生產過程的特點。此外，我們發現全球金融危機影響財務效率而非營運效率。自營比與企業規模和效率之間為正相關，但廣告的影響並不顯著。最後，根據 BCG矩陣的結果，我們也發現，新的加盟系統可以輕易的獲得營運效率，成熟的加盟系統具有財務效率，和較大的加盟系統有能力克服全球金融危險帶來的影響。

關鍵字

加盟；績效評估；資料包絡分析法

並列摘要

Franchising is one of the most popular business modes for retailers and services providers. Because of its economic importance and its worldwide development, franchising has not surprisingly caught the attention of researchers from various fields. However, performance of franchising remains an under-explored topic. The franchising literature has mainly focused on the motivations for franchising, the relative failure rates of franchising and the plural form development. Only little literature focuses on franchising efficiency. Therefore, the main characteristic of this paper is that it applies Data Envelopment Analysis (DEA) frontier model to evaluate management performance of coffee franchise industry. Traditionally, most studies focused primarily on the assessment of operating efficiency. However, in this paper, we measured managerial efficiency in two ways: operating efficiency (OE) and financial efficiency (FE). These types of efficiency were respectively based on a two-stage service provision process describing the two essential parts of coffee franchise operations, that is, outputs provided and profit generation. We used service-profit chain to incorporate two sub-processes with multidimensional efficiency into a DEA model in order to evaluate the level of management performance within coffee franchises in the USA. We also used the combination of these two kinds of efficiency to constitute a performance portfolio of the operations of coffee franchises. In this case, management performance was no longer constrained with production efficiency but a broader dimension which covers not only operating activities but also financial outcome. We found that there indeed is a significant difference between operating efficiency and financial efficiency, and we better use these sub-processes DEA model to measure the management performance because of the characteristic of the productive activities in franchise industry. Besides, the global financial crisis influences financial efficiency but not operating efficiency. Furthermore, company-owned ratio and firm size are positively related to performance but the influence of advertisement is not significant. Finally, based on the results of BCG Matrix, we also found that new franchise system can easily get operating efficiency, the mature franchise systems perform well in financial efficiency, and larger franchise systems have the capability to overcome the difficulty from global financial crisis.

並列關鍵字

Franchising ； Performance Measurement ； Data Envelopment Analysis (DEA)

參考文獻

1. 陳澤義(2010)。服務管理。台北市：華泰文化事業股份有限公司。

1. Abraham, A. T. & Cooper, W. W. (1988). Some Statistical and DEA Evaluations of Relative Efficiencies of Public and Private Institutions of Higher Learning. Socio- Economic Planning Sciences, 22(6), 259-269.

2. Alon, I. (2004). Global Franchising and Development in Emerging and Transitioning Markets. Journal of Macromarketing, 24(2), 156-167.

3. Altinay, L. (2006). Selecting Partners in an International Franchise Organization. International Journal of Hospitality Management, 25(1), 108-128.

4. Amato, L. H. & Amato, C. H. (2004). Firm Size, Strategic Advantage, and Profit Rates in US Retailing. Journal of Retailing and Consumer Services, 11(3), 181-193.

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美國加盟連鎖咖啡業管理績效評估—資料包絡分析法的應用

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