Preliminary communication
https://doi.org/10.51650/ezrvs.20.1-2.12
The Employee Perceptions Of Mystery Shopping And Its Role In Service Quality Management
Katja Rakušić Cvrtak
; University of Split, University Department of Professional Studies, Split, Croatia
*
Senka Borovac Zekan
; University of Split, University Department of Professional Studies, Split, Croatia
Ivona Šakić
; University of Split, University Department of Professional Studies, Split, Croatia
* Corresponding author.
Abstract
The purpose of this paper is to examine employees’ attitudes towards mystery shopping as a tool for evaluating service quality and improving customer satisfaction. The study addresses a gap in existing marketing literature, which predominantly focuses on managerial and customer perspectives while insufficiently considering employees’ perceptions and experiences. A mixed-methods research design was employed. The qualitative exploratory phase used open-ended, projective questions to elicit employees’ initial associations and feelings regarding mystery shopping. The quantitative phase involved a structured questionnaire administered to employees with prior experience of mystery shopping. Data were collected through online and field research using convenience and snowball sampling, and quantitative data were statistically analysed. The findings indicate that employees hold mixed attitudes towards mystery shopping. While many respondents recognize its potential to enhance service quality and customer satisfaction, a considerable proportion of respondents associate it with increased stress, discomfort, and concerns about fairness and objectivity. The results underscore the importance of transparent communication, timely feedback, and employee involvement in the implementation of mystery shopping programmes. Managerial implications suggest that mystery shopping can be an effective tool for assessing service quality when positioned as a developmental rather than punitive mechanism. The study provides original empirical insights into mystery shopping from the employee perspective, contributing to service marketing and internal marketing literature by integrating qualitative and quantitative evidence.
Keywords
mystery shopping; employee attitudes; service quality; organizational justice; emotional labour.
Hrčak ID:
349825
URI
Publication date:
27.7.2026.
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