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Evaluate the operation of mystery visitors
Study how to elevate service quality for chain restaurants
using an Oriental restaurant as a case study
|Advisor:||謝明慧(Ming-Huei Hsieh, Ph.D.)|
謝明慧(Ming-Huei Hsieh, Ph.D.)
mystery shopper,mystery visitor,chain restaurants,service quality,
|Publication Year :||2016|
The service sector is vital to economic health globally, and in Taiwan accounts for 70% of annual GDP. In recent years, the food and beverage industry, which occupies a large portion of that service sector, has seen rising revenues and intense competition as an increasing number of consumers are choosing to dine out. In such an operating environment, only those who consistently provide an impressive quality of service continue to create value and profitability in the long term.
Although chain restaurant operators rely on standard operating procedures (SOPs) to manage service quality, executive management should continually reevaluate the consumer’s true needs and adjust SOP implementation accordingly to avoid robotic and ineffective service. This study will examine mystery shopper audits, which have in recent years become a highly regarded method for evaluating service quality. Exploring as an example one of the few cases in the Taiwanese restaurant industry where a mystery shopper audit program was both designed and executed by the company’s internal departments, this study will first examine the effect which an Oriental restaurant chain’s implementation of a mystery shopper audit program had on improved service quality at its restaurants. Another part of this study will investigate the effectiveness of an entrusted external mystery shopper audit agency through a case study of Global Views magazine’s “Service Sector Audit”. By contrasting the strengths and weaknesses of internal and external implementation, this study aims to provide a reference for domestic chain operators in the food and beverage service sector looking to optimize service quality.
|Appears in Collections:||國際企業管理組|
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