連鎖業店長教導能力(coaching)之研究-以咖啡業為例

Abstract

連鎖趨勢正在蔓延各行業，因為可以控制物流成本、行銷成本，且提供消費者便利購物地點，似乎隨時隨地都可看見連鎖店的蹤影。由於連鎖咖啡店漸成為國內餐飲業的主流，再加上店長身負門市經營成敗之責，所以本研究以國內連鎖咖啡業的店長為研究對象，目的在瞭解店長的教導能力具備程度（t test），並比較店長的背景變項是否會影響教導能力的具備程度（ANOVA），更進一步探討背景變項交互作用是否也會影響其教導能力（two-way ANOVA），根據研究分析的結果，做成結論與建議。 首先透過文獻探討與專家學者討論，歸納整理出連鎖業店長所需具備教導能力項目，分為四大構面：指導學習能力、問題解決能力、溝通能力、及職涯督導能力，並發出問卷234份，回收98份，有效問卷95份，有效回收率達40.6%，各構面信度介於0.83~0.92，總量表信度為0.95，可見本量表具備良好信度。 本研究的結論如下： 一、店長均具備教導能力，在溝通能力、指導學習能力、問題解決能力構面均達標準，然在職涯督導能力上，仍有提昇的空間。 二、店長的性別與婚姻狀況會影響指導學習能力和問題解決能力；而店長的教育程度與年資、婚姻亦會影響職涯督導能力。 三、店長的性別會影響問題解決能力和職涯督導能力；而不同年齡的店長在溝通能力上也有差異；店長的婚姻狀況亦會對指導學習能力和溝通能力有影響；擁有不同年資的店長其指導學習能力亦有差異；不同連鎖經營類型會影響店長的問題解決能力。

Since chain coffee stores becomes the main trend in the food and drink industry, and the store managers play the important roles to run the business, therefore this research is trying to find the coaching competences for the store managers (t test). Furthermore, this research would like to find out if different demographics valuables of managers would affect their degree on the coaching competency (ANOVA), and the interaction effect on the different characteristics of managers would affect their degree on the coaching competency (two-way ANOVA). The coaching competency for the store managers are: (1) direct-learning ability, (2) problem-solving ability, (3) communication ability, (4) career-counseling ability. The results are as follows: 1. Chain Coffee stores managers have the coaching competency. 2. The relations between demographics valuables and coaching competences: (1) Store managers from different gender, age, marry, years of service, chain-style demographic valuables have differences on coaching competency. (2) Store managers from different interaction of gender and marry, level of education and marry, level of education and years of service have differences on coaching competency.