探討內部顧客關係管理與全面品質管理對於連鎖餐廳經營績效影響之看法

Abstract

來臺旅客的逐年增加與臺灣人外食習慣的養成，逐漸使餐飲業在餐旅產業中的重要性增加。而餐飲產業為了要維持競爭優勢就必須提供給顧客卓越的服務品質，然而，在顧客導向的文獻當中主要的焦點都是在外部顧客，較少的文獻針對內部顧客有明確地定義。已有許多學者在學術上針對旅館與旅行業進行服務品質研究，但較少的研究在衡量餐廳的全面品質管理對經營績效之影響。因此本研究探討內部顧客關係管理 (Internal Customer Relationship Management, ICRM) 與全面品質管理 (Total Quality Management, TQM) 對連鎖餐廳經營績效上的影響，為本研究之模型一。其中，企業經營績效又以平衡計分卡四構面：財務、顧客、內部流程、學習與成長衡量之，作為本研究之模型二。本研究以臺灣連鎖速食餐廳為研究對象，並使用ICRM、TQM，及企業經營績效三大構面，進行本研究問卷設計。正式問卷於102年3月至5月藉由郵寄方式請求各連鎖速食餐廳之人力資源部協助，針對各公司之員工進行施測。研究結果顯示，模型一，ICRM與TQM對連鎖餐廳經營績效有正向顯著之影響，而模型二中ICRM對財務與學習與成長呈正向顯著，對顧客與內部流程呈正向不顯著；TQM對財務、顧客、內部流程、學習與成長均為正向顯著。顯示連鎖速食餐廳業者可以透過實施ICRM與TQM提升財務經營績效並提升內部學習氣氛，鼓勵員工成長。

As the visitors to Taiwan increase year by year, and people in Taiwan have been gradually changing their habits of eating out, food and beverage industry is getting more and more important. In order to keep sustainability in the food and beverage industry, it is necessary that restaurants continually offer high-quality service to customers. However, most of the existing literatures on the service industries focus on management of external customer relationship, the literatures which have definitely definition of the internal customers-employee relationship are not so sufficient. There are many researches on service quality in hotels and travel industry, but seldom on total quality management (TQM) affect performance. Therefore, this research investigates the impact of internal customer relationship management (ICRM) and total quality management (TQM) on the business performance as model 1. Model 2 utilizes the four perspectives (finance, customer, internal process, learning& growth) of the BSC to evaluate business performance. Web-based questionnaires are distributed to the full-time employees by the assistance of human resources in the quick service restaurants (QSR) from March to May in 2013. After the descriptive statistical analysis, reliability and validity, and the partial least squares (PLS), the empirical results find model 1 show that ICRM and TQM have the significantly positive impact on the business performance. And model 2 shows ICRM has the significantly positive impact on finance and learning& growth, but non-significantly on the customer and internal process. Furthermore, TQM has a great impact on finance, customer, internal process, learning & growth. It shows that the QSR owner can improve financial performance, learning & growth by implement of ICRM and TQM. The result of the study provides managerial recommendation and future research issue.