Specifičnosti tajne kupovine u bankarskom poslovanju sa stanovništvom
Specificities of Mystery Shopping in Retail Financial Services*
Apstrakt
Svrha ovog metodološkog članka je istraživanje metodoloških specifičnosti tajne kupovine u finansijskim uslugama za stanovništvo, kao i seta novih izazova u menadžmentu studija tajne kupovine koji nisu u vezi sa metodologijom istraživanja, a koji su nastali sa skorašnjim inovacijama tajne kupovine. Članak takođe otkriva metodološke preporuke kako poboljšati sveukupni kvalitet tajne kupovine u svetlu tekućih standarda i pravila za sprovođenje tajne kupovine. Izložene preporuke ukazuju na to da se kvalitet tajne kupovine u finansijskim uslugama za stanovništvo može poboljšati: (a) sprovođenjem tajne kupovine u kontinuitetu, (b) sprovođenjem tajne kupovine u celoj mreži filijala, (c) integrisanjem svih komponenti koje učestvuju u pružanju usluge u predmet istraživanja, i (d) stalnom primenom instrumenata za kontrolu kvaliteta pre, tokom, i posle studije. Nalazi su prevashodno primenljivi u tajnoj kupovini u finansijskim uslugama za stanovništvo, kao i do izvesne mere, u tajnoj kupovini u ostalim maloprodajnim i korporativnim uslugama.
Abstract
The purpose of this article is to investigate methodological specificities of mystery shopping in retail financial services, as well as a set new non-methodology related challenges in management of mystery shopping studies, introduced with recent innovations in mystery shopping. The article also reveals methodological recommendations on how to enhance the overall quality of mystery shopping studies in light of current international standards and code of conduct in mystery shopping. Exposed recommendations indicate that quality of mystery shopping in retail financial services can be enhanced by: (a) conducting mystery shopping on continual basis, (b) mystery shopping in entire network of branch offices, (c) integrating all components of service delivery into research subject, and (d) continuous application of quality control instruments prior, throughout, and afterwards the study. Findings are mainly applicable in mystery shopping in retail financial services, as well as to an extent, in mystery shopping in other retail and corporate services.
Reference
- Brink, H. Van der Walt, C., & Van Rensburg, G. (2006), Fundamentals of Research Methodology for Health Care Professionals, 2nd edition, Juta & Co., Cape Town. (Original work published 1996)
- Dorman, K. G. (1994), “Mystery Shopping Results Can Shape Your Future”, Bank Marketing, Vol. 26, No. 8, pp. 17-21.
- Easwaran, S., & Singh, S. J. (2006), Marketing Research: Concepts, Practices, and Cases. Oxford University Press, New Delhi.
- European Society of Opinion and Marketing Research (2005), ESOMAR World Research Codes & Guidelines: Mystery Shopping Studies, http://www.esomar.org/uploads/pdf/ESOMAR_Codes&Guidelines_MysteryShopping.pdf. , accessed: May 16, 2011.
- Goodwin, C. J. (2010), Research in Psychology: Methods and Design, 6th edition, John Wiley & Sons, Inc, Hoboken.
- Hoffman, G. (1993), “Customers Can Hone Mystery Shopping”, Bank Marketing, Vol. 25, No. 8, pp. 36-37.
- Holliday, K. K. (1994), “Mutual Funds”, Bank Marketing, Vol. 26, No. 7, pp. 23-31.
- Hotchkiss, D. A. (1995), “What Do Your Customers Really Think?”, Bank Marketing, Vol. 27, No. 3, pp. 13-20.
- Leeds B. (1992), “Mystery Shopping Offers Clues to Quality Service”, Bank Marketing, Vol. 24, No. 11, pp. 24-26.
- Leeds, B. (1995), “Mystery Shopping: From Novelty to Necessity”, http://www.allbusiness.com/sales/customer-service/506432-1.html , accessed: May 16, 2011.
- Limbrick, D. (1997), “Mystery Shopping”, in P. Murley (Ed.), Gower Handbook of Customer Service, (pp. 151-159), Grower Publishing Limited, Hampshire.
- Market Research Society (2008), Mystery Shopping Research Guidelines, http://www.mrs.org.uk/standards/downloads/2008-10-30%20Mystery%20shopping%20guidelines.pdf , accessed: May 16, 2011.
- Michelson, M. (n.d.), Taking the Mystery out of Mystery Shopping, http://www.mspa-ap.org/about/MysteryShopping1.ppt , accessed: May 16, 2011.
- Morrall, K., (1994), Mystery shopping tests service and compliance, Bank Marketing, Vol. 26, No. 2, pp. 13-23.
- Mystery Shopping Providers Association Europe (2003), Advisory Guidelines for Mystery Shopping in Europe, http://mspa-ap.org/pdf/Guidelines.pdf ,accessed: May 16, 2011.
- Newhouse, I. S. (2004), Mystery Shopping Made Simple, McGraw-Hill, New York.
- Stovall, S. A. (1993), “Keeping Tabs on Customer Service”, Bank Marketing, Vol. 25, No. 6, pp. 29-33.
- Stucker, C. (2005), Mystery Shopper‘s Manual, 6th edition, Special Interests Publishing, Sugar Land.
- Tepper, G. C. (1994), “The Merits of Self-Testing”, Mortgage Banking, Vol. 54, No. 8, p. 76.
- Wilson, A. M. (1998a), “The Role of Mystery Shopping in the Measurement of Service Performance”, Managing Service Quality, Vol. 8, No. 6, pp. 414-420.
- Wilson, A. M. (1998b), “The Use Of Mystery Shopping in the Measurement of Service Delivery”, The Service Industries Journal, Vol. 18, No. 3, pp. 148-163.
