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Mystery Shopping - Essay Example
Pages 16 (4016 words)
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 )…
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. ...
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