Resort Mystery Shopping: A Case Study of Hotel Service
Marketing and Fashion Merchandising
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.
Journal of Quality Assurance in Hospitality & Tourism
Whaley, J. E.,
Butler, R. A.,
Williams, J. A.,
Jordan, K. L.,
(2018). Resort Mystery Shopping: A Case Study of Hotel Service. Journal of Quality Assurance in Hospitality & Tourism, 19(3), 358-386.
Available at: https://aquila.usm.edu/fac_pubs/15911