| Abstract | Istraživanje tržišta predstavlja proces prikupljanja, analize te interpretacije informacija o potrošačima, konkurenciji i tržišnim trendovima kako bi se mogle donositi informirane poslovne odluke. To uključuje korištenje različitih metoda istraživanja poput povijesne metode, metode ispitivanja, metode promatranja te eksperimentalne metode. Jedna od vrsta metode promatranja je mystery shopping. Mystery shopping koristi se posebno za procjenu kvalitete usluge i iskustva kupaca. Ova metoda uključuje tajne kupce, koji se pretvaraju da su stvarni kupci kako bi ocijenili uslugu, prodajne vještine i iskustvo kupaca. On također omogućuje tvrtkama da dobiju neposredne i objektivne povratne informacije o različitim aspektima iskustva kupca, kao što su ljubaznost zaposlenika, brzina usluge, kvaliteta proizvoda i usklađenost s internim standardima. Na temelju rezultata provedenog mystery shoppinga, tvrtke mogu identificirati svoje slabosti, poboljšati pružanje usluge i ukupno zadovoljstvo kupaca te motivirati zaposlenike. Istraživanje tržišta je ključni proces za razumijevanje potrošača i tržišnih uvjeta, dok mystery shopping predstavlja specifičnu metodu koja pruža neposredne informacije o kvaliteti usluge i iskustvu kupaca. Za potrebe završnog rada proveden je mystery shopping u maloprodavaonicama Kauflanda i Lidla. Cilj istraživanja je istražiti kvalitetu usluga koje pružaju spomenute tvrtke te uvidjeti na koji se način iste mogu poboljšati. |
| Abstract (english) | Market research is the process of collecting, analyzing and interpreting information about consumers, competitors and market trends in order to make informed business decisions. This includes the use of different research methods such as the historical method, the survey method, the observation method and the experimental method. One of the observation method types is mystery shopping. Mystery shopping is used specifically to evaluate the quality of service and customer experience. This practice involves mystery shoppers, pretending to be real customers, to evaluate customer service, sales skills and experience. It also enables companies to receive immediate and objective feedback on various aspects of the customer experience, such as employee friendliness, speed of service, product quality and compliance with internal standards. Based on the results of mystery shopping, companies can identify their weaknesses, improve service delivery and overall customer satisfaction, and motivate employee. In short, market research is key process for understanding consumers and market conditions, while mystery shopping is a specific method that provides immediate information about service quality and customer experience. For the purposes of this final paper, mystery shopping was carried out in Kaufland and Lidl retail stores. The goal of the research is to investigate the quality of service provided by mentioned companies, and to see how they can be improved. |
