Resort mystery shopping: A case study of hotel service |
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| Authors: | Gallayanee Yaoyuneyong Jeremy E Whaley Rochelle A Butler James A Williams Kenny L Jordan Jr Laura Hunt |
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| Institution: | 1. Department of Marketing and Merchandising, The University of Southern Mississippi, Hattiesburg, Mississippi, USAgallayanee.yaoyuneyong@usm.edu;3. Department of Retail, Hospitality, and Tourism Management, The University of Tennessee, Knoxville, Tennessee, USA;4. OIT Research Computing Support ITR III, The University of Tennessee, Knoxville, Tennessee, USA;5. Department of Marketing and Merchandising, The University of Southern Mississippi, Hattiesburg, Mississippi, USA |
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| Abstract: | ABSTRACTMystery 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. |
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| Keywords: | Resort operations customer delight service standards mystery shopping mixed methods |
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