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Marketing strategy of mystery shopping in service sector

dc.creatorDašić, Danijela
dc.creatorSupić, Dejan
dc.creatorMihić, Svetlana
dc.date.accessioned2023-04-07T14:04:07Z
dc.date.available2023-04-07T14:04:07Z
dc.date.issued2014
dc.identifier.issn1820-6859
dc.identifier.urihttps://redun.educons.edu.rs/handle/123456789/229
dc.description.abstractJedan od načina merenja kvaliteta usluge je i tajna kupovina. Tajnom kupovinom se meri ponašanje zaposlenih u jednoj organizaciji. Zaposleni u bankama se ocenjuju tokom uslužne interakcije. Zaposleni su ujedno i prva karika komunikacije korisnika sa bankom. Rad se zasniva na prikazu načina na koji se izvodi tajna kupovina u bankama kao i prikazu rezultata tajne kupovine u najvećim bankama u Novom Sadu. Cilj istraživanja je prikaz značaja tajne kupovine u bankama, problem koji se rešava je kvalitet usluge u bankama. Metodologija koja je vršena je anketiranje zaposlenih, kao i istraživanje i analiza dobijenih internih materijala od strane banaka. Kao rezultat ističemo kako tajna kupovina utiče na zadovoljstvo i satisfakciju klijenata i na koji način se tajnom kupovinom može dostići kvalitet usluge koji je iznad očekivanja u bankarskom sektoru. Ističe se takođe koliko su ljudski faktor tj zaposleni važna kategorija u merenju kvaliteta usluge u bankarskom sektoru. Istraživanjem su uočeni i koraci kojih bi se trebalo pridržavati da bi tajna kupovina bila što uspešnija. Dalja istraživanja koja bi se mogla izvesti iz navedenog su finansijski pokazatelji kvaliteta usluge pre korišćenja marketing strategije tajne kupovine i nakon korišćenja iste.sr
dc.description.abstractMystery shopping measures the behavior of employees in an organization. Employees of a bank are assessed during the service interaction. Employees are also the first link of communication with the bank consumers. This work is based on a review of ways of mystery shopping in banks and on the results of mystery shopping in the largest banks in Novi Sad. The aim of the research is to show the importance of mystery shopping in banks, focusing on their service quality. The study adopts the research method of employee survey and the review and analysis of the internal financial statements of the banks. As a result, it can be emphasized the way in which mystery shopping affects client satisfaction and how to achieve the quality of service that is above expectations in the banking sector using this method. It is also pointed out that the human factor (employees) is an extremely important category when it comes to measuring service quality in the banking sector. The research identified the steps which should be followed in order to make mystery shopping more successful. The further research that could be carried out are the financial indicators of service quality before and after the use of the mystery shopping tools.en
dc.publisherUniverzitet Edukons - Fakultet poslovne ekonomije, Sremska Kamenica
dc.rightsopenAccess
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/
dc.sourcePoslovna ekonomija
dc.subjecttajna kupovinasr
dc.subjectponašanje potrošačasr
dc.subjectmarketing strategijasr
dc.subjectmystery shoppingen
dc.subjectmarketing strategyen
dc.subjectconsumer behavioren
dc.titleMarketing strategija tajne kupovine u uslužnom sektorusr
dc.titleMarketing strategy of mystery shopping in service sectoren
dc.typearticle
dc.rights.licenseBY
dc.citation.epage184
dc.citation.issue2
dc.citation.other8(2): 163-184
dc.citation.rankM51
dc.citation.spage163
dc.citation.volume8
dc.identifier.doi10.5937/PosEko1402163D
dc.identifier.fulltexthttp://redun.educons.edu.rs/bitstream/id/53/226.pdf
dc.identifier.rcubconv_559
dc.type.versionpublishedVersion


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