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- Title
LES ENQUÊTES MYSTÈRE.
- Authors
DIVARD, RONAN
- Abstract
The method of mystery shopping consists in hiring interviewers to act incognito as customers or potential customers in order to assess the quality of a service or a mode of contact as accurately and objectively as possible. Mystery shopping has been increasingly used in France for about fifteen years, and it has experienced a steady growth as a management tool ; however, it has aroused but a very limited interest from researchers so far. In this context of growth, this article fundamentally aims at guiding those organizations interested in implementing such a technique, notably by giving a fully-detailed description of the preliminary approach to be adopted when designing and carrying out a mystery shopping survey.
- Subjects
FRANCE; SHOPPING; CONSUMERS; QUALITY of service; MANAGEMENT; SURVEYS
- Publication
Décisions Marketing, 2009, Issue 53, p31
- ISSN
0779-7389
- Publication type
Article