| Summary: | 博士 === 中原大學 === 企業管理研究所 === 106 === Taiwan is an internationally recognized culinary kingdom. From 2011 to 2015, the company numbers, turnover and employment population of Taiwan''s catering industry continued to grow. The economic power and scale of Taiwan''s catering industry should not be underestimated. However, markets change always. For continuous development, even the global food giant McDonald must constantly launch new operating strategies. Because of the ever-changing needs of customers, catering industry must keep abreast of customer demands to design the services that customers are willing to accept. Therefore, the operating strategy and performance measurement are important topics to the service providers, managers, and investors.
In the twenty-first century, the Service-Dominant Logic trends are shaped by a sophisticated information environment, customers take the initiative to publish e-WOM, it becames reference for services providers to adjust their services. This study was inspired by Service-Dominant Logic, focusing on both opinions of customer demand and service provide, invoking hybrid MCDM method and strategy map BSC model, to construct a framework for enhancing the operation strategy and performance measurement of catering industry and to solve the predicament of the catering industry in understanding customer demands, formulating operational strategies and assessing performance in the past. The framework was examined by empirical research and the following innovations were confirmed:
•By focusing both opinions of customer demand which is monitored through long-term multi-channel e-WOM, and service provide which is collected by expert group, the study grasped the comprehensiveness operation views of the catering industry.
•Utilizing the aspects and criteria developed by considering both sides of market and operating information, and the theoretical model taken as the context, so that the operational strategy and performance evaluation could be adjusted according to its theoretical context.
•Using Revised DANP method to do research on consumer decision-making, to enable the operators, managers and investors to conveniently and effectively examine problems between service providing and customer demand for improving operational efficiency.
•By combining compromise ranking method and strategic map BSC model with the criteria and weights from Revised DANP, the best alternative of feasible solutions for performance evaluation could be obtained, this was then verified by the actual financial figures, the ranking of the best performance alternative was then achieved. This provides a cost-effective design for resource-constrained enterprise.
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