- Evaluation Of The Role Of Mystery Shoppers In Delivering Q...
Evaluation Of The Role Of Mystery Shoppers In Delivering Quality Service In Hospitality And Tourism
Hospitality is a major global industry and a very complex one at
that. The future of the industry depends upon satisfying
experiences of customers, hence it is important to understand the
concept of service quality and the processes associated with it.
Customer satisfaction plays a central role in the long-term success
of all organisations, whether goods or services. In simple terms
any tangible products are referred to as goods and intangible
products as services. Service has been defined as "any activity or
benefit one party can offer to another that is essentially
intangible and does not result in the ownership of anything.
Production may or may not be tied to a physical product" (Kotler,
et al, 1998). The service process or the encounter has been defined
by Shostack (1985) as that period where the customer interacts with
a service provider, and assesses the quality of the services
provided and consequently, the satisfaction achieved (Kandampully,
2001). Service quality is concerned with the process of satisfying
the customer so as to develop positive perception regarding the
service provided (Ostrowski et al, 1993). But because services are
characterised by intangibility, perishability, inseparability of
production and consumption, and heterogeneity, it is very difficult
to evaluate them. Various organisations have different methods to
continuously monitor and analyse customer satisfaction levels, like
complaints, surveys, feedback forms, suggestion boxes or formal
written complaints, etc (Milakovich, 1995). One of the tools used
for feedback from an unbiased perspective is Shoppers Studies, also
referred to as mystery shopping or shopping surveys.