How Improving the Customer Experience Quality and Business Performance? A Case Study by Mystery Shopper Practices

Yung-Lung Lai, Shih-Chieh Chang

Abstract


This study aims to improve the quality of the customers’ experience of Chinese restaurants through the mystery shopper service, which will enhance customer satisfaction and repurchases as well as business performance. Thus, this study conducted case study on Formosa Chang Restaurant which the enterprise operation and management was ranked first in Taiwan by IMD2012 reports. The research found that the approach of using customers with unpleasant experiences as mystery shoppers could effectively resolve Chinese customers’ reluctance to tell service providers about their personal experiences so that the companies could introduce valid methods in order to improve equality of customer experience across the board. This study filled the gap as China had no research on the quality of experience for restaurants’ customers and provided a method for using mystery shoppers as a way to improve customer experience quality.



Full Text: PDF DOI: 10.5539/ijms.v5n6p52

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

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