Tajna kupnja u funkciji podizanja kvalitete usluga

master's thesis

• Title (english): Mystery shopping in the function of raising the quality of services
• Author: Agata Bevanda
• Mentor: Mirko Palić (mentor)
• Committee member: Marko Kolaković (predsjednik povjerenstva)
• Committee member: Mladen Turuk (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Managerial Economics); Zagreb
• Defense date and country: 2020-06-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Economics of Entrepreneurship

Abstract

Metoda nazvana tajna kupnja, omogućuje poslovnim subjektima provođenje istraživanja u njihovim trgovinama, restoranima, itd. o kvaliteti usluge, kako njihovo osoblje radi, ali i kakve stavove potrošači imaju o određenim proizvodima, mjestima i uslugama. Društvo za istraživanje tržišta SAD-a (eng. Market Research Society) definira tajnu kupnju kao korištenje pojedinaca, koji su obučeni mjeriti bilo koji proces usluge kupcima, dok u isto vrijeme igraju ulogu potencijalnoga kupca te na neki način daju izvještaj o svojim iskustvima na objektivan i detaljan način. Metoda tajne kupnje usmjerena je na cjelokupno iskustvo kupaca (tzv. customer experience management), pritom mislimo na prodajno osoblje, prostor, proizvod, cijenu, način pružanja usluge i dr. Cilj istraživanja u ovom radu bio je utvrditi navike poduzeća prema tajnoj kupnji, u funkciji podizanja kvalitete usluge. Analiziralo se koliko su poduzeća upoznata sa tajnom kupnjom, jesu li ikada koristili tu metodu u svom poduzeću, ako su koristili je li im koristila i u kojoj mjeri. Također se željelo dobiti podatke u kojoj djelatnosti se najviše koristi tajna kupnja kao metoda unapređenja poslovanja. Korištenjem stranice „Poslovna tražilica - tvrtke.hr“ došlo se do podataka o različitim poduzećima diljem Hrvatske kojima se putem e-maila proslijedila poveznica sa opisom ankete te ciljem istraživanja.

Abstract (english)

A method called mystery shopping allows a business entity to measure their shops, restaurants, etc. on how their staff is performing, what is the quality of the service, but also to research how customers feel about certain products, places or services. Market Research Society, defines mystery shopping as the use of individuals that are trained to experience and measure any customer service process, while they pose as a potential customer and report their experiences in detailed and objectively. The mystery shopping method is not focused exclusively on the interaction of the customer and sales staff, but on the overall customer experience (so-called customer experience management) which is influenced not only by sales staff, space, product, price, service delivery, etc. The goal is to determine what are the habits of the companies considering mystery shopping, in the function of raising the quality of service. The analysis was done on how familiar companies are using mystery shopping, answering whether they have ever used this metod in their company, and what to an exent. I also tried to get information on which industry most uses mystery shopping as a method of improving the business. Using the page „Poslovna tražilica – tvrtke.hr“ the data was obtained on various companies throughout Croatia, which were sent an e-mail link to the description of the survey and purpose of the research.

• Keywords: tajna kupnja; kvaliteta usluga; cjelokupno iskustvo kupaca; prednosti i nedostaci
• Keywords (english): mystery shopping; quality of service; overall customer experience; advantages and disadvantages.
• Language: croatian
• URN:NBN: urn:nbn:hr:148:610645
• Study programme: Title: Economics of Entrepreneurship; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni specijalist/specijalistica poduzetništva (stručni specijalist/specijalistica poduzetništva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2020-06-29 13:10:13