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dc.contributor.author
Hol, Dennis
en
dc.contributor.author
Pazarloglou, Maria-Alexandra
en
dc.date.accessioned
2015-06-21T20:23:15Z
dc.date.available
2015-09-27T05:56:46Z
dc.date.issued
2015-06-21
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/477
dc.rights
Default License
dc.title
Application of mystery shopping in telecommunication stores
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heal.type
masterThesis
heal.secondaryTitle
The case of Thessaloniki
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heal.language
en
heal.access
free
el
heal.license
http://creativecommons.org/licenses/by-nc/4.0
heal.recordProvider
School of Economics, Business Administration and Legal Studies, MSc in Management
heal.publicationDate
2010-09-30
heal.bibliographicCitation
Hol Dennis and Pazarloglou Maria-Alexandra ,2010, Application of mystery shopping in telecommunication stores: The case of Thessaloniki ,Master's Dissertation, International Hellenic University
en
heal.abstract
Purpose of the present study, is to assess the quality of service provided to the customer and identify possibilities for improvement in the service offered by the employees of company X, a major Greek telecommunication company. In this paper, mystery shopping is used as research method. Additionally, the influence of personality and background differences between mystery shoppers on the results is examined. Hence, the following research question is investigated: “How can the customer‟s satisfaction with company X be evaluated and improved, using mystery shopping as research method?” Mystery shopping is conducted in 15 stores in Thessaloniki. The visits are done by 5 different mystery shoppers. Each store is visited twice, to ensure objective and reliable results. The mystery shoppers perceive the environment of the stores as very good. As far as the employees are concerned, they have good knowledge, but can improve on friendliness, convincingness and their understanding of customers‟ needs. In general, the mystery shoppers are satisfied with the service provision of company X, although there is further room for improvement. A first recommendation, is to increase the number of employees. Other proposals include: making changes in the training program, extend the operating hours of the stores and increase the number of mystery shoppers per store. All these suggestions, will help company X to improve its service and customer satisfaction. Some evidence of influence of personality and background differences, on mystery shoppers‟ results, is discussed. Furthermore, this paper contributes to a better understanding of a relatively unknown research method, but further study is still required. Finally, this is one of the first studies, in which the relation between mystery shopping, customer satisfaction and service quality, is suggested.
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heal.tableOfContents
Introduction .................................................................................................................... 1 2 “Telecommunication Company X” ............................................................................. 3 2.1 Introduction about Telecommunication Company X ............................................ 3 2.2 Mystery Shopping in Company X ......................................................................... 3 3 Literature review ......................................................................................................... 5 3.1 Introduction about services .................................................................................. 5 3.2 Service Quality ..................................................................................................... 6 3.3 Customer Satisfaction ......................................................................................... 11 3.4 Mystery Shopping ............................................................................................... 16 4 Research design ......................................................................................................... 22 4.1 Introduction ........................................................................................................ 22 4.2 Design of the research ........................................................................................ 22 4.3 Selection of mystery shoppers ............................................................................ 25 4.4 Data gathering and analysis .............................................................................. 26 5 Empirical Analysis .................................................................................................... 28 5.1 Introduction ........................................................................................................ 28 5.2 Quantitative analysis .......................................................................................... 28 5.3 Comparison between mystery shoppers ............................................................. 33 5.4 Mystery shoppers’ comments ............................................................................. 34 6 Discussion of results ................................................................................................. 35 6.1 Introduction ........................................................................................................ 35 6.2 Quantitative analysis .......................................................................................... 35 6.3 Qualitative analysis ............................................................................................ 43 6.4 Comparison of mystery shoppers ....................................................................... 45 7 Conclusion and Recommendations ........................................................................... 48 7.1 Introduction ........................................................................................................ 48 7.2 Conclusion .......................................................................................................... 48 7.3 Recommendations ............................................................................................... 50 7.4 Implications for future research ......................................................................... 51 7.5 Limitations .......................................................................................................... 52 References .................................................................................................................... 54 Appendix A: Mystery shopping checklist .................................................................... 57 Appendix B: Sources of items on checklist ................................................................. 67 Appendix C: Empirical analysis................................................................................... 70 Appendix D: Individual store analysis ......................................................................... 85
en
heal.advisorName
Grougiou, Dr. V.
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heal.committeeMemberName
Ziamou, Lilian
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heal.committeeMemberName
Balabanis, George
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heal.committeeMemberName
Boutsouki, Christina
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heal.academicPublisher
School Of Economics & Bussiness Administration ,M. Sc. In Management
en
heal.academicPublisherID
ihu
heal.numberOfPages
96
heal.fullTextAvailability
true


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