以標竿管理建立海鮮餐廳之最佳實務與標準典範－以澎湖A餐廳爲例

Establishing the Best Practices for a Sea-Food Restaurant by Using Benchmarking-A Case Study of A Restaurant in Penghu

10.29916/JMPP.200809.0010

康桓甄(Huan-Chen Kang)；陳正男(Cheng-Nan Chen)；薛景慈(Ching-Tsu Hsueh)；陳立真(Li-Chen Chen)

標竿管理 ； 最佳實務 ； 海鮮餐廳 ； 觀光 ； benchmarking ； best practice ； seafood restaurant ； tourism

管理實務與理論研究

2卷3期（2008 / 09 / 01）

148 - 158

繁體中文

澎湖位處臺灣海峽，由64座島嶼所組成，由於海域適逢潮流交會區域，海產豐饒，海鮮種類繁多且具特色，吃海鮮成爲當地旅遊的重要特色，然而餐飲服務品質與衛生多年來皆是遊客不滿意的主要項目之一。是故餐飲業者有必要積極改善其服務與產品的品質，建立當地海鮮餐廳的品牌形象，藉以吸引遊客，提高旅遊滿意度，並增進旅遊地點的競爭力。本研究採用標竿管理(Benchmarking)方法，從標竿企業所獲取之最佳實務與標準作業規範導入A餐廳，以提昇其服務與產品之品質。研究中歸納出九點A餐廳亟需突破與改善的問題，諸如確認內外場作業水準，建立標準作業規範、產品安全與衛生之改善、品牌形象的建立與推廣、強化行銷通路與促銷推廣、服務人員之教育訓練等，並就各項問題提出改善之方法與建議。

Penghu archipelago located in the Taiwan Strait consists of 64 islands. Due to the geographical location, there is a variety of seafood in the ocean area. Eating seafood becomes the critical features of local traveling in Penghu. However, quality and sanitation are still complained by tourists. Foodservice directors must look a way positively to improve the quality of products and services in order to establish the brand image of local seafood restaurants. After that, it will attract tourists to visit and will increase the tourists' satisfaction as well as the competition of destination. This study employs benchmarking to establish the best practices and S.O.P to A restaurant. It will help A restaurant to improve their quality of services and products. Furthermore, Benchmarking can be promoted in other related tourism industry and facilitate local economic development. According to the results of our research for A restaurant, we summarized several problems such as identifying operational level in kitchen and establishing the standard operating procedure, improving the sanitation of products, establishing and promoting the brand image, and developing and promoting the marketing channel that A restaurant needs to improve and proposed the improving methods and recommendations to A restaurant.

1. American Productivity,Quality Centre.(1999).What is benchmarking.American Productivity and Quality Centre.
2. Bemowski, K.(1991).The benchmarking bandwagon.Quality Progress,24(1),19-24.
3. Cox, A.,Thompson, I.(1998).On the appropriateness of benchmarking.Journal of General Management,23(3),1-20.
4. Dube, L.,Enz, C. A.,Renaghan, L. M.,Siguaw, J.(1999).Best practices in the U.S Lodging industry.Cornell Hotel and Restaurant Administration Quarterly,40(4),14-27.
5. Fitzpatrick, M.,Huczynski, A.(1989).Applying the benchmarking approach to absence control.Leadership Organization Development Journal,11(5),22-26.
6. Fuchs, Matthias,Weiermair, Klaus.(2004).Destination benchmarking: An indicator-system's potential for exploring guest satisfaction.Journal of travel research,42,212-225.
7. Jarrar, Yasar, F.,Zairi, Mohamed.(2000).Best Practice transfer for future competitiveness: a study of best practices.Total Quality Management,11(4/5&6),734-740.
8. Kozak, Metin.(2002).Destination Benchmarking.Annals of Tourism Research,29(2),497-519.
9. Mentzer, T.,Bienstock, C.,Kahn, K.(1995).Benchmarking satisfaction.Marketing Management,4,7-40.
10. Pryor, L. S.(1989).Benchmarking: A self-improvement strategy.The Journal of Business Strategy,10(6),28-32.
11. Spendolini, M. J.(1992).The Benchmarking Book.NY:AMACOM.
12. Vaziri, K.(1992).Using competitive benchmarking to set goals.Quality Progress,25(10),81-85.
13. Zairi, Mohamed.(1992).The art of benchmarking: using customer feedback to establish performance gap.Total Quality Management,3(2),177-189.
14. 中華民國戶外遊憩學會(2003)。澎湖風景區遊客調查暨旅遊人次推估規劃。中華民國戶外遊憩學會。
15. 吳菁菁(1997)。餐廳之食品衛生與安全。中國飲食文化基金會會訊，3(3)，16-21。
16. 呂錦珍譯(1996)。標竿學習－向企業典範借鏡。臺北:天下文化出版股份有限公司。
17. 胡夢蕾(2000)。餐飲行銷實務。揚智文化事業股份有限公司。
18. 陳佐銘(2000)。高雄，國立中山大學企業管理學系。

1. 蘇登呼(2014)。中小型地方美食業者之媒體公關核心工作－業者與記者觀點比較。管理實務與理論研究，8(4)，35-52。