Mystery Shopping in Lodging Properties as a Measurement of Service Quality

Li Miao

46 citations0/0 files storedJournal of Quality Assurance in Hospitality & Tourism

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Customer Service Quality and Loyalty Diverse Aspects of Tourism Research Management Systems and Quality Improvement

Abstract

Despite the prevalence of mystery shopping as a quality assurance practice in the U.S. lodging industry, it has not been recognized as a topic for empirical research. This study attempts to explore facts related to current mystery shopping practices in the industry and hotel senior manager's perceptions of the effectiveness of mystery shopping as a tool to monitor service quality. Data were collected from hotel general managers and financial controllers through survey questionnaires. The results suggest that mystery shopping is being widely used in the industry as a tool to monitor service quality. Factor analysis identified three dimensions of service quality that can be effectively assessed by mystery shopping. The research findings provide an analysis of issues related to the implementation of the mystery shopping program that will help marketers develop and conduct mystery shopping programs more effectively.

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1992Observational Data Collection Methods for Services Marketing: An Overview 1999Unmasking a phantom: a psychometric assessment of mystery shopping22Some work on this paper was carried out while the first author was Visiting Professor, Institute of Marketing, Norwegian School of Economics and Business Administration and the second author was a doctoral candidate at University of Alberta. Order of authorship is alphabetical.1998The role of mystery shopping in the measurement of service performance 1998The Use of Mystery Shopping in the Measurement of Service Delivery 1998Mystery shopping programmes and human resource management

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