Korišćenje tajne kupovine kao metodologije u poboljšanju internih organizacionih procesa i zadovoljstva klijenata u industriji venčanja
Using mystery shopping as a methodology in improving internal organisational processes and client’s satisfaction in the wedding industry
Apstrakt
Rad se fokusira na pružanje teorijske i praktične pozadine industriji venčanja, sa posebnim naglaskom na preporuke za organizatore venčanja, do kojih se došlo terenskom primenom metodologije istraživanja „tajne kupovine“. Industrija venčanja postaje jedan od vodećih segmenata globalne industrije događaja, sa prometom od skoro 220 milijardi dolara samo u SAD. Imajući ovaj ekonomski uticaj, potrebno je razumeti da venčanje (kao oblik organizacije događaja) postaje sve složeniji proces, a ta složenost je podstaknuta promenama u potrebama i željama nove generacije klijena ta, kao i promenama u upravljanju slobodnim vremenom klijenata u balansiranju između posla i privatnog života. Na primeru najvećeg organizatora venčanja u Srbiji, korišćenjem pristupa misteriozne kupovine, bilo je moguće identifikovati ključne oblasti za poboljšanje internih procesa organizatora venčanja i postići veće zadovoljstvo klijenata.
Abstract
Paper focuses on the providing theoretical and practical background on the wedding industry, with a special emphasis on the recommendation for wedding event planners, reached through implemented field “mystery shopping” research methodology. Wedding industry becomes one of the leading segments of the global events industry, with turnover of almost USD 220 billion only in the USA. Having this economic impact, it is necessary to understand that the wedding (as the form of event organisation) is becom-ing more and more complex process, and that complexity is driven by changes in the needs and wants of new generation of clients, and by changes in clients free time management in the life-work balance. On the case of the largest wedding organiser in Serbia, using the mystery shopping approach, it was possible to determine key areas of improvement internal wedding organiser process and to reach higher client’s satisfaction.
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