CAJ | 학술논문

服务质量可以定义为基于服务管理目的，服务符合服务标准或满足顾客要求的程度。神秘顾客调查法不仅可以直接度量服务人员对事先制订的一整套标准的执行程度，而且可以捕获服务人员在执行过程中表现的行为特征。神秘顾客调查在我国市场研究实践中已被广泛采用。文章回顾和总结了神秘顾客调查法在我国的研究进展及应用领域，在方法论中重点探讨了对神秘顾客调查所收集的数据质量控制方法和进一步数据分析方法的选择等问题，并以实例展示了神秘顾客调查法应用于厅店服务质量管理的一般过程。除外，文章还关注了市场研究学术与实践之间的差异。
복무질량가이정의위기우복무관리목적，복무부합복무표준혹만족고객요구적정도。신비고객조사법불부가이직접도량복무인원대사선제정적일정투표준적집행정도，이차가이포획복무인원재집행과정중표현적행위특정。신비고객조사재아국시장연구실천중이피엄범채용。문장회고화총결료신비고객조사법재아국적연구진전급응용영역，재방법론중중점탐토료대신비고객조사소수집적수거질량공제방법화진일보수거분석방법적선택등문제，병이실례전시료신비고객조사법응용우청점복무질량관리적일반과정。제외，문장환관주료시장연구학술여실천지간적차이。
Service quality can be defined as the degree that services conform with the standards or meet customer requirements based on service management objectives. Mystery shopper survey method, which has been widely applied to the practice of market research in China, can not only directly measure the degree to comply with a set of standards prepared, but also capture behavioral traits of staff in service delivery, This paper reviews and summarizes research progress and application field of mystery shopper survey method in China, and focuses, in the methodology, on problems including the quality control method of data collected by mystery shopper survey, the choice of method of further analysis of data and so on, and shows by examples the general process of mystery shopper survey method applied to restaurant and hotel service quality management. Furthermore, the paper pays attention to the difference between theory and practice in market research.