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
Copyright Status
Unknown
Copyright Date
2010
College
Rosen College of Hospitality Management
Location
Rosen College of Hospitality Management
STARS Citation
Allison, Pamela; Severt, Denver; and Dickson, Duncan R., "Mystery shopper motivations: A grounded theory analysis" (2010). Faculty Scholarship and Creative Works. 415.
https://stars.library.ucf.edu/ucfscholar/415
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