The use of mystery shopping in the measurement of service delivery
The use of mystery shopping in the measurement of service delivery
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DOI：
10.1080/02642069800000037
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发表时间：
1998-07-01
影响因子：
9.4
通讯作者：
Wilson, AM
中科院分区：
文献类型：
--
作者：
Wilson, AM
本文报告了一项探索性研究计划，旨在研究神秘购物在服务提供过程的测量和管理中的作用。神秘购物是一种参与观察的形式，使用研究人员作为客户或潜在客户来监控提供服务的过程和程序。研究的重点是负责委托进行神秘购物研究的高级管理人员和负责提供这种研究的市场研究机构主任的意见。研究结果确定了神秘购物在英国的主要用途，以及最大限度地提高该技术可靠性的方法。该研究还发现，组织很少将神秘购物结果与服务交付过程的其他措施相结合。
This paper reports on a programme of exploratory research aimed at examining the role of mystery shopping in the measurement and management of the service delivery process. Mystery shopping, a form of participant observation, uses researchers to act as customers or potential customers to monitor the processes and procedures used in the delivery of a service. The research focused on the views of the senior managers responsible for commissioning mystery shopping research and the directors of market research agencies responsible for the provision of such research. The research findings identify the main uses of mystery shopping in the United Kingdom and the methods used to maximise the reliability of the technique. The study also discovers that organisations rarely integrate mystery shopping results with other measures of the service delivery process.