Business Excellence, Vol. 1 No. 1, 2007.
Review article
MYSTERY SHOPPING: KEY FACTOR FOR THE SUCCESSFUL RETAIL BENCHMARKING
Sanda Renko
; Faculty of Economics and Business, University of Zagreb, Croatia
Ivana Matošić
; Blue Wet, Zagreb, Croatia
Abstract
Continuous improvement and orientation towards customers’ needs and requirements, as well as coordinated integration of all business activities in knowing, meeting and serving customers, are prerequisite for long term and successful retail strategy today. The main purpose of this paper is to present benchmarking as one of the best ways to keep improving retail companies as well as to pay special attention to one of the benchmarking applications: mystery shopping. Namely, the intention of the paper is to explore and to evaluate the evidence about the effectiveness of mystery shopping as a technique for the evaluation and improvement of customer service in the retailing.
Keywords
benchmarking; mystery shopping; retailing; competitive advantage
Hrčak ID:
38528
URI
Publication date:
30.6.2007.
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