MYSTERY SHOPPING

Mystery Shopping



Abstract1

Introduction2

Discussion3

Methodology4

Result4

Conclusion6

References7

Mystery Shopping Questionnaire8

Abstract

This research report intends to contemplate the standards of quality and customer service experience at the restaurants in the United Kingdom through the mystery shopping technique. This is because the implementation of right tools to measure the standards are helpful in improving the operations of the business, escalating the customer satisfaction and elevating the business revenues and for this purpose, the technique of mystery shopping is useful. The mystery shopper questionnaire has been developed to collect the useful information pertinent to conduct the effective evaluation. Therefore, the information collected through the questionnaire survey can be employed to improve the performance of the restaurants.

Mystery Shopping

Introduction

The mystery shop method is the extremely worthwhile and powerful technique to test the service standards and customer satisfaction. It is basically the strongest form of market research in the service industry especially in the restaurant industry to evaluate the services completely from the point of view of customers. The prime objective of undertaking this technique is to get the accurate and first hand information about the offerings and services of the organization which can be employed to bring the improvements on the quality of the current services (Cheesman et al., 2011).

The mystery shop is intended to be undertaken at the Skylon Restaurant in London. This is situated at the Southbank Centre, Belvedere Road, features as the sleek and retro style restaurant with the magnificent and spectacular panoramic views of the amazing London Skyline. Skylon Restaurant offers the elegant and relaxed dining experience with the lunch time and evening menus containing the vast food range with the signature cuisines that include the organic salmon, shellfish mousseline, guacamole as well as grilling dishes such as steamed fillet, nicoise olives, baby gem, octopus and chorizo etc (Skylon, 2013). However, the mystery shop would be taken place to measure the quality of services and offerings, compliance to rules, and the customer satisfaction. The mystery shopping holds the immense importance as it enables the businesses to get the problem areas, customer satisfaction and the overall performance of the business. This tool or the technique helps in making the sizable and lasting improvements in the businesses (Mystery Customer Evaluations, 2012). The restaurant industry uses this tool to monitor the overall functions of the restaurants and to evaluate the satisfaction level of the loyal customers.

Discussion

The mystery shop is the useful technique of market research which is used to monitor the compliance of standards as well as customer feedback. However, in this report, this tool is being used to assess the services of the Skylon Restaurant. This is the astounding tool to measure the customer satisfaction which is the byproduct of the restaurant's performance and services provided to the customers in relation to meet their requirements. Mystery shop technique provides the objective quantitative and the qualitative feedback about the conditions of the business as well as the customer experiences. This helps in seeking out as if the offerings and the environment are appealing to the customers or not ...