Resort Mystery Shopping: A Case Study of Hotel Service

Document Type

Article

Publication Date

1-8-2018

Department

Marketing and Fashion Merchandising

Abstract

Mystery shopping is a common mode of improving customer service in retail and hospitality businesses, but researchers rarely utilize the methodology in academia. In these business entities, high-level quality standards are paramount to customer satisfaction, and mystery shopper reports have been found to be indicative of an organization’s service quality. This study employed a mixed-method approach, utilizing qualitative and quantitative procedures to examine a mystery shop program from within a resort hotel in the Southeastern US. The researchers used seven service principles which were established by the resort hotel. Mystery shoppers surveyed this specific service culture for a span of 13-months. The results suggested that managers need to re-examine service principles to ensure consistent employee performance and guest experiences.

Publication Title

Journal of Quality Assurance in Hospitality & Tourism

Volume

19

Issue

3

First Page

358

Last Page

386

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