Wykorzystanie metody Mystery Shopping do badań porównawczych usług świadczonych przez restauracje

• Autorzy: Joanna Dziadkowiec , A. Scott Rood

Warianty tytułu

Applying the Mystery Shopping Method to Compare Restaurant Services Between Poland and the USA

• Języki publikacji: PL

Abstrakty

W artykule zaprezentowano wyniki badań porównawczych usług gastronomicznych w Polsce i USA. Celem badania była ocena jakości usług świadczonych przez restauracje typu „casual” w dwóch odrębnych populacjach. Badania służyły również zaprojektowaniu i zastosowaniu w praktyce skutecznego narzędzia badawczego. W tym celu zastosowana została metoda Mystery Shopping, która została uzupełniona badaniami preferencji klientów.

EN

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 U.SA 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. (original abstract)

Słowa kluczowe

PL

Mystery Shopping; Jakość usług; Ocena jakości usług; Badanie preferencji konsumenckich; Preferencje konsumenta; Gastronomia

EN

Mystery Shopping; Quality of services; Service quality assessment; Consumer preferences research; Consumer preferences; Gastronomy

• Czasopismo: Problemy Jakości
• Rocznik: 2010
• Numer: nr 11
• Strony: 37--42

Twórcy

autor

Joanna Dziadkowiec

• Uniwersytet Ekonomiczny w Krakowie

autor

A. Scott Rood

• Grand Valley State University, Stany Zjednoczone

Bibliografia

• 1. E.R. and Turgeon, N. 1998: Key Factors in guest satisfaction. Cornell Hotel and Restaurant Quarterly, Vol. 28 No. 4: 44-51
• 2. Dziadkowiec J. 2000: Wykorzystanie programu Mystery Shopping w konsumenckiej ocenie jakości w biurach turystycznych, Folia Turística 9: 69-88
• 3. Dziadkowiec J. 2004: Mystery Shopping - metoda badania i doskonalenia jakości usług, Problemy Jakości, 10: 24-27
• 4. Erstad M. 1998: Mystery Shopping programmes and human resource management. International Journal of Contemporary Hospitality Management 1: 34-38
• 5. Evenson, R. 2001: What is the best way to measure customer service? Supervision, Vol. 62 No. 3: 14-17
• 6. Finn A. 2001: Mystery Shopping benchmarking of durable-goods chains and stores. International Journal of Service Research 3: 310-320
• 7. Gupta, S., McLaughlin, E., and Gomez, M. 2007: "Guest satisfaction and restaurant performance: Analysis of restaurant management, Cornell Hotel & Restaurant Administration Quarterly, Vol. 48 No. 3: 284-298
• 8. Holliday K. 2003: Mystery Shopping can illuminate problems, opportunities in investment sales. Community Banker 1: 14-17
• 9. Narvaez L. 2006: Experimental Mystery Shopping: Are businesses spending their dollars wisely? http://cog.mrnt.stevens-tech. edu/....
• 10. Park, C. 2003: Efficient or enjoyable? Consumer values of eating-out and fast food restaurant consumption in Korea. International Journal of Hospitality Management, Vol. 23 No. 1: 87-94
• 11. Richey Sh. 2003: How to conduct mystery shopping campaigns. Direct response 11:
• 12. Rood SA, Dziadkowiec J. Why use importance performance analysis In mystery shopping? A USA - Poland comparative answer.2010: Journal of Quality Assurance in Hospitality and Tourism, Vol. 11, No 1: 1-16
• 13. Weiss, R., Feinstem, A.H., and Dalbor, M. 2004: Customer satisfaction of theme restaurants and their influence on return intent. Journal of Foodservice Business Research, Vol. 7 No. 1: 23-41
• 14. White J., Kleiner B.H. 2001: Effective human resource management in the credit union industry. Management Research News 24: 127-132
• 15. Wilson A.M. 1998: The role of mystery shopping in the measurement of service performance. Managing Service Quality 8: 414-420