| Summary: | 碩士 === 國立東華大學 === 觀光暨遊憩管理研究所 === 93 === In the last few years, hospitality industry has been one of the government’s major areas of administration concerns. In order to expand and cultivate potential markets, as well as maintain the current ones, every hotel has been giving every effort to increase customer satisfaction through the enhancement of service quality.
In order to explore the market information and understand customers’ opinions, most hotels conduct opinion survey. In the past, questionnaire survey, guest comment cards, or guests interviews have been the major forms to achieve the above-mentioned purposes. However, because some of the major shortcomings with traditional survey, such as low response rate, non-response bias, or poor design of the questionnaire, the results could be misleading or overlooked the real problems and thus resulted in inaccurate decision making. In order to offset such weakness, a new investigation method “mystery shopper” has gain popularity. In practice, along with the recent development of technology and Internet, the application of mystery shopper have moving beyond the simple collection of customer’s opinions, and can be further apply to observe competitors or potential market’s related service areas. The results of such investigation could be used for marketing research or training improvement.
The current study applied “mystery shopping” techniques to a series of service improvement plans of telephone reservation service at an anonymous resort hotel in Taiwan. The objectives are to help the hotel industry understand the applications of such techniques to improve service quality and document the details of the procedures in the process of carrying out such practices.
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