METHODS

Mystery shopping is a research method used to evaluate different aspects of business. This method serves to measure the quality of service or the compliance of employees’ behavior with the guidelines prescribed by the companies in which they operate. A shopper represents an ordinary customer and undertakes the same type of activity as any average user in the same circumstances. His assessment is based on specific predefined criteria that the company is trying to measure. The assessment can include customer service skills, sales skills, how well employees adopt specific behaviours, and much more. Secret shopping also can examine technical aspects of business such as cleanliness, maintenance, etc. After visiting the facility, the shoppers documents his shopping experience, which is analysed in the next step.
The analysis of the various aspects of mystery shopping will contribute to the identification of areas of business that need to be improved.