Effective restaurant rating scale development and a mystery shopper evaluation approach |
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| Institution: | 1. Department of Leisure and Recreation Administration, School of Tourism, Ming Chuan University, Taoyuan, Taiwan;2. Department of Hospitality Management, School of Tourism, Ming Chuan University, Taoyuan, Taiwan;3. School of Management, UNSW Business School. University of New South Wales, West Lobby Level 5, Australian School of Business Building, Sydney, NSW 2052, Australia;1. Management and Economics Department, Beira Interior University, Estrada do Sineiro, Pólo IV, 6200-209 Covilhã, Portugal;2. CEFAGE Research Center, Évora University, Portugal;1. Department of Management, Marketing and Tourism, University of Canterbury, New Zealand;2. Geography Research Unit, University of Oulu, Oulu, Finland;3. Department of Service Management and Service Studies, Lund University, Helsingborg, Sweden;4. Department of Organisation and Entrepreneurship, School of Business and Economics, Linnaeus University, Kalmar, Sweden;5. Centre for Research and Innovation in Tourism, Taylor''s University, Subang Jaya, Malaysia;6. College of Hospitality and Tourism Management, Kyung Hee University, South Korea;7. School of Culture and Tourism, Ningxia University, China;1. School of Business, Ajou University, 206 Worldcup-Ro, Yeongtong-Gu, Suwon 16499, South Korea;2. School of Management, Kyung Hee University, 26 Kyungheedae-Ro, Dongdaemun-Gu, Seoul 02447, South Korea |
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| Abstract: | Dining is a major attraction for tourists visiting Taiwan. In 2008, the Taipei City Government commissioned a project to produce a list of recommended restaurants in Taipei for tourists. To facilitate the selection process, we developed a restaurant rating scale using a mystery shopper approach. This study entailed 20 questions that covered all elements of the consumers’ dining experience in a table-service restaurant setting, as well as a comprehensive mystery shopper training program to ensure consistency of quality in the evaluation process. This research involved the top 500 restaurants in Taipei. The findings revealed that our rating scale achieves internal consistency, validity and model fit. This study provided an important tool for further industrial applications and research opportunities. Further, this study proposes future research directions. |
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| Keywords: | Restaurant Restaurant rating Mystery shopper Service quality Scale development |
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