Title

Mystery shopper motivations: A grounded theory analysis

Keywords

Mystery Shopping, grounded theory, motivations

Abstract

This study addresses the need for more research regarding mystery shopping evaluations by conducting a grounded theory analysis of the motivations of mystery shoppers, integrating quantitative survey data into the results. First, a detailed literature review provided researchers with a guideline for volunteer and employee motivations. Next, a qualitative study using information from interviews with current mystery shoppers was conducted using a 3-stage grounded theory method of analysis. The results identified 14 dimensions of mystery shopper motivations, including: enjoyment, excitement, escapism, undercover aspect, impact, personal development, learning opportunity, discretionary compensation, nondiscretionary compensation, pride, exclusivity, prestige, client benefit, and mystery shopping company benefit. Finally, a model is presented showing these motivators as variables that are influential in the motivation to perform mystery shops.

Publication Date

7-13-2010

Original Citation

Allison, P., Severt, D., Dickson, D.R. (2010). Mystery shopper motivations: A grounded theory analysis. Journal of Hospitality Marketing and Management. 19(6), 629-657.

Number of Pages

629-657

Document Type

Paper

Language

English

Source Title

Journal of Hospitality Marketing and Management

Volume

19

Issue

6

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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http://dx.doi.org/10.1080/19368623.2010.493077

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