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Abstract
This research primarily explores current mystery shopping practices and branch manager perceptions of service quality measurement via mystery shopping program in chain restaurants. Data were collected by using a questionnaire distributed to chain restaurants. In total, 183 samples were obtained. Statistical techniques employed include descriptive statistics, exploratory factor analysis, cross-tabulation and analysis of variance. The results revealed the analysis of current mystery shopping practice and competitive mystery shopping in chain restaurants, and branch manager perceptions of the effectiveness of mystery shopping as a tool for assessing service quality and preferred mystery shopping programs. Finally, practical implications, direction of future research, and research limitations are proposed.