Title page for etd-0907111-153428


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URN etd-0907111-153428
Author Yuen-yu Chen
Author's Email Address No Public.
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Department Human Resource Management
Year 2010
Semester 2
Degree Master
Type of Document
Language English
Title The Reliability Analysis of Mystery Shoppers Examining the Service Quality of a Cram School in Southern Taiwan
Date of Defense 2011-07-20
Page Count 83
Keyword
  • mystery shopping
  • reliability
  • Kruskal-Wallis H test
  • F test
  • variance ratio test
  • Abstract More retail and service firms are using mystery shoppers in Taiwan to monitor their frontline operations and to assess their customer service, since the concern over whether their customers are truly satisfied is increasing. However, virtually nothing is known about whether the quality of the data collected by professional mystery shoppers is different or more reliable than that of shoppers disguised by general customers. Here we use a traditional statistics approach to assess the quality of data collected from both professional mystery shoppers and general customers. Feedback questionnaires from general customers and the potential use of mystery shoppers are made as a means of evaluating the service quality of cram schools in Taiwan.
       The purpose of this thesis is to show that the reliability of mystery shopping data made from professional mystery shoppers is higher than that of data made from general customers. With this question in mind, we conducted a two-step empirical research, as the amount of samples needed was insufficient. First, a primary study to examine the equality of population among branches was carried out in order to pool data from different branches. Then, the relative reliability of the surveys of mystery shoppers to general customers was examined by pooling data of the branches together.
       The findings provide evidence to suggest that reliable information could be obtained by pooling both shopper reports together. This empirical result also implied that well-trained mystery shoppers can make more objective observations and more effective assessments than general customers.
    Advisory Committee
  • Liang-Chih Huang - chair
  • Jin Feng Uen - co-chair
  • Shyh-Jer Chen - advisor
  • Files
  • etd-0907111-153428.pdf
  • Indicate in-campus at 0 year and off-campus access at 1 year.
    Date of Submission 2011-09-07

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