探討神秘訪客的運作對連鎖餐廳服務品質提升 之研究—以東方餐廳為例

Abstract

服務業是全球經濟成長的最大關鍵，每年亦佔台灣GDP七成之重。在服務業中佔有相當比重的餐飲業，近年因外食人口持續增加，業績持續翻漲，競爭也相當激烈。唯有提供穩定且令人印象深刻的服務品質，方能創造無可取代的好價值和好收益。 連鎖餐飲業者為掌控服務品質各有各的SOP (標準作業程序規範)，企業應經常檢視SOP的落實程度，並隨消費者真正的需求做調整，以免服務過於機械化。本研究將深入探討近年相當受重視的服務品質檢視方式─「神秘訪客稽核調查」，並以目標個案—某連鎖餐飲東方餐廳來進行「神秘訪客稽核調查」的運作對於連鎖餐飲服務品質的提升之研究，該個案是台灣餐飲業中少數由企業內部自行規劃與執行神秘訪客的案例；另將以委託外部機構執行神秘訪客的〝遠見雜誌服務業大調查〞做為探討案例，列出企業內部執行和委外的優缺，以供國內連鎖餐飲服務業優化服務品質做參考。

The service sector is vital to economic health globally, and in Taiwan accounts for 70% of annual GDP. In recent years, the food and beverage industry, which occupies a large portion of that service sector, has seen rising revenues and intense competition as an increasing number of consumers are choosing to dine out. In such an operating environment, only those who consistently provide an impressive quality of service continue to create value and profitability in the long term. Although chain restaurant operators rely on standard operating procedures (SOPs) to manage service quality, executive management should continually reevaluate the consumer’s true needs and adjust SOP implementation accordingly to avoid robotic and ineffective service. This study will examine mystery shopper audits, which have in recent years become a highly regarded method for evaluating service quality. Exploring as an example one of the few cases in the Taiwanese restaurant industry where a mystery shopper audit program was both designed and executed by the company’s internal departments, this study will first examine the effect which an Oriental restaurant chain’s implementation of a mystery shopper audit program had on improved service quality at its restaurants. Another part of this study will investigate the effectiveness of an entrusted external mystery shopper audit agency through a case study of Global Views magazine’s “Service Sector Audit”. By contrasting the strengths and weaknesses of internal and external implementation, this study aims to provide a reference for domestic chain operators in the food and beverage service sector looking to optimize service quality.