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Wykorzystanie metody Mystery Shopping do badań porównawczych usług świadczonych przez restauracje

Dziadkowiec J., Rood A. S.

Problemy Jakości

2010

R. 42, nr 11

37-42

The purpose of this study was the design and application of an effective research tool to conduct a comparative analysis of two sample populations: "casual" type restaurants in Poland and in the USA. With this end in view the Mystery Shopping method complemented with a customer preference survey was applied. The proposed method not only enabled the gathering of data from two geographically separated populations, but also, through the two-way process of standardization allowed unification of the criteria of evaluation and results which could be compared. Important elements of the designed tool include: consideration of customers expectations (an element not required in the standard Mystery Shopping method), the process of creation and verification of factors being subject to evaluation (which takes into account the specificity of both researched countries), and the unified process of preparation and training. The results achieved will become the basis for research on the cultural differences influencing the consumer's satisfaction and evaluation. The Mystery Shopping method, apart from the standard application, can be efficiently applied to international comparative research in tourism. The proposed method can also be applied to other multicultural research connected to quality of services.

Mystery Shopping - metoda oceny i doskonalenia jakości usług

Dziadkowiec J.

Problemy Jakości

2004

R. 36, nr 10

24-27