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Mystery Shopping - Essay Example

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Summary
Mystery shopping can be defined as "A research technique allowing businesses to evaluate the quality of the service they and their competitors provide to customers. It involves trained professional researchers posing as real customers, assessing the nature and quality of the service they receive and reporting this in aggregate form to the client" ( www.aqr.org.uk )…
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Mystery Shopping
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"Mystery Shopping"

Download file to see previous pages However to evaluate the service from a customer point of view is the critical factor that most organizations are faced with. There are different types of research methods and techniques to evaluate customer service and mystery shopping and it can be regarded as the significant tool used by modern businesses to measure the quality of the service or to collect particular information about product or service. It is a highly detailed shopping program and it will help managers to make sure that the particular brand experience is protected or not. Therefore managers have identified that effective service delivery will direct particular organization on profitable growth and lead to sustainable gains in the market.
Moment of truth is a main element in a customer delivery process and managers will concentrate in depth of different moment of truth that get only one chance to make a good first impression about a particular product or a service. There are important features in service delivery process - the roles of product; place; process and physical atmosphere, and then there each element of the service delivery process is recognized as a significant factor in customer service experience. Further it evaluates whether the brand promise is delivered along with meeting customer expectations. Thus mystery shopping considered as a main management tool to measure the customer perspective and performance of the current products and service which is mainly affecting to customer loyalty and the satisfaction (Schmidt, 2007).
When the marketing mix - price, product, place, promotion and by extension people, process and physical evidence - is considered against the current level of market concentration ratios there are a lot of opportunities in the market. For instance the existing brand loyalties might curtail the degree of freedom enjoyed by each seller. In such situations mystery marketing efforts don't help much. This development has a very significant impact on the organization's marketing goals too.
1.1. Purpose of the study or research aims
To establish correlations and regressions, if any, among and between the above mentioned variables such as the mystery shopping programs and customer satisfaction as determined by organizational environment: cleanliness, speed of service, store appearance, grooming, friendly environment and greeting and so on .
To identify and emphasize the existence, if any, of such mystery shopping programs related initiatives and policies and customer satisfaction, thus focusing attention on an otherwise often neglected aspect of customer satisfaction related compulsions.
To delineate the existing correlations between mystery shopping programs and customer satisfaction against the backdrop of an ever growing complexity and diversity in theoretical and conceptual spheres of the modern business environment.
To arrive at particular as against broader conclusions on the strategic importance of mystery shopping programs in the organization's own operational environment within the defined limits.

1.1. Hypothesis or thesis statement
The hypothesis or thesis statement of this paper rests on the testing of the primacy and the immediacy of a broader cross section of theoretical and ...Download file to see next pagesRead More
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