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Is Mystery Shopping good for business?

Extracts from this essay...

Introduction

Assignment Is Mystery Shopping good for business? From: Dovile Malinauskaite Course: Business Administration Subject: Understanding Customers To: Chi Elemson 23/11/2007 Content Introduction 2 Research objectives 3 Literature review 4 Is Mystery shopping good for business? 6 Conclusion 11 Bibliography 12 Introduction Nowadays the attention paid to customers is getting more and more important. Competitors may be able to suggest better service than yours, so each company must know all disadvantages in servicing customers. Estimating the quality of the service is called mystery shopping. Well-trained persons behaving as normal customers come to assess what is going well and what can be improved in the service process. In this essay we will look at "Mystery shopping". We have to research information about mystery shopping and to provide critical thinking, quality of thought, to bracket consumer behaviour and marketing research. Research objectives * To collect information from journals, articles and books about mystery shopping. * Find advantages and disadvantages of mystery shopping. * Analyse the purpose of mystery shopping. * Bracket together mystery shopping with marketing research and observational research. * Find out how some companies perform their jobs using mystery shopping. * Sift feedbacks of mystery shopping. Literature review Request: a week in Jordan for a retired couple, including excursions and full-board accommodation By Thomas Cook (2007) On entering the agency, I was approached by a consultant. But when I relayed my request I was told a different department dealt with those holidays and I was asked to wait for 20 minutes or return later. I left the shop and came back 15 minutes later. However, the person I needed to see was busy, so I had to wait another 15 minutes.

Middle

The result of mystery shopping can be used in different ways: * Communication: the checklists make very clear what is expected, * Reports provide what is going wrong, * Training programmes might be also improved, * Development activities can be focused on issues that are important for the customers, * Good quality performance of employees can be rewarded. Mystery shopping gives highly actionable and in-depth insights for training, coaching and performance evaluation. Mystery shopping is idea when the client has convinced standards of actual ostentation then he or she wants evaluated by a trained customer. There may be some aspects of service that the company believes to be essential. So the mystery shopping is trained to look for these things that the ordinary customer may not note. Mystery shopping is excellent for evaluating operational dills. Also, it is good for examination decor, signage, employee dress, etc. readjusts to company norms. Then one of the greatest pluses of mystery shopping is that the erratic are usually very easy to appreciate. And in addition, post regularizing sampling highlight the client's experience and apprehensions rather than a paid interviewer's. However, the program of mystery shopping might be comparatively expensive if there are many locations to be shopped. Furthermore, most mystery shopping programs are objective in nature and miss the subjective "feel" of a location. Sometimes, mystery shops it selves are usually fulfilled by specialized interviewers or others who complete many shops in a short period of time. And finally, there are some cases when mystery shopping does not implement the most essential alternate of all - the customer's conception of the service.

Conclusion

As we go to the shop we want that personnel communicate politely, give us a smile. In this key, we feel that personnel want to give us more information, that we are interest in their customers. If every personnel would be frowning, angry, rude, we think that no one would go to that kind of companies. We think that mystery shopping is good for the companies' personnel communication. However in another key, it is unkind for the personnel, because some of them could be in a bad day or distressed. Therefore, they cannot be very polite or smile that day. If mystery shopper is testing such a 'bad day' employee, it could cause that employee a lot of problem for the shopper after all. So it is not a good thing. Therefore, we suppose, if mystery shopping change some or all of the operating personnel's work, we have to admit that mystery shopping is useful speciality. But if it does not change anything, then we assume that it is not necessary speciality. Conclusion Mystery shopping is one of the most popular specialities nowadays. We feel that it could be good for business. As we saw in this essay Bose company president is very happy, because his business goes better and better. In this essay we tried to plug into the mystery shopping business. We talked what problems, pluses and minuses it has. We examined other persons' opinions, what they think about it. We analysed the purpose of the mystery shopping. This essay was useful, because we found out and learned a lot new things concerning mystery shopping. At the first view it might look quite easy and simple work, but when you go deeper into this topic and discover lots of difficulties, you understand that objective evaluation and critical thinking sometimes can be complicated.

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