Title ISTRAŽIVANJE STAVOVA ZAPOSLENIKA O PROVOĐENJU PROCESA TAJNE KUPOVINE (MYSTERY SHOPPING) Title (english) EMPLOYEE'S ATTITUDES ABOUT THE IMPLEMENTATION OF THE MYSTERY SHOPPING PROCESS IN THE COMPANY Author Ivona Šakić Mentor Katja Rakušić Cvrtak (mentor)Committee member Mario Dadić (član povjerenstva) Committee member Danijela Perkušić Malkoč (član povjerenstva)Granter University of Split Defense date and country 2023-12-22, Croatia Scientific / art field, SOCIAL SCIENCES Abstract Tajna kupovina, poznata i kao "mystery shopping" predstavlja izvrstan alat za poboljšavanje usluge i zadovoljstva kupaca. Zadovoljstvo kupaca je koncept koji je potrebno razumjeti i konstantno raditi po njemu, te čini više od pukog mjerenja korisničke usluge. Ova metoda uključuje angažiranje anonimnih kupaca ili "mystery shoppers" koji tajno procjenjuju iskustvo kupovine ili korištenja usluga kako bi pružili nepristranu evaluaciju. Mystery shopping Providers Association (MSPA) propisuje pravila provođenja tajne kupovine kojih se svi članovi trebaju pridržavati kako bi sam proces bio uspješno i kvalitetno izveden. Primjena tajne kupovine pruža organizacijama objektivne i egzaktne informacije o njihovim operacijama i korisničkom iskustvu. Kroz jasno postavljene faze, tvrtke mogu sustavno poboljšavati svoje usluge i stvarati pozitivno okruženje za svoje kupce, pri čemu tajna kupovina ostaje ključan alat u održavanju visokih standarda zadovoljstva kupaca. Tajni kupci svojim informacijama i zapažanjima ukazuju poduzeću na njihove potencijalne nedostatke, te na taj način potiču unapređenja čime se utječe na smanjenje stope izgubljenih kupaca. Cilj ovog završnog rada bio je prikazati proces tajne kupovine sa stajališta zaposlenika, odnosno njihove stavove i iskustva u poimanju tajne kupovine. Kao glavni cilj tajne kupovine postavlja se unapređenje, poticanje, te nagrađivanje prodajnog osoblja kako bi se potaknuo timski duh, želja za napretkom i ostvarivanjem ciljeva. U određenim slučajevima, menadžeri kažnjavaju zaposlenike kroz sustav ocjenjivanja, iako bi upravo taj sustav ocjenjivanja trebao biti poticaj i podloga za eventualnim promjenama i unapređenjem, naravno, podrazumijevajući dobar rad samog radnika. U konačnici, ovaj rad opisuje proces tajne kupovine koja menadžerima pruža informacije o tome kako zaposlenici gledaju na tajnu kupovinu, te pruža smjernice o kojima treba voditi računa prilikom predstavljanja procesa tajne kupovine među zaposlenicima.
Abstract (english) Secret shopping, also known as "mystery shopping", is an excellent tool for improving customer service and satisfaction. Customer satisfaction is a concept that needs to be understood and lived by, and it does more than just pure measurement of the customer service. This method involves hiring anonymous shoppers or "mystery shoppers" who secretly evaluate the experience of shopping or user services to provide an unbiased perspective. The Mystery Shopping Providers Association (MSPA) prescribes the rules for the conduct of mystery shopping, which all members must adhere to, the process to be carried out successfully and with high quality. The implementation of mystery shopping provides organizations with objective and valid information about their operations and customer experience. Through clearly defined stages, companies can systematically improve their services and create a positive environment for their customers, with mystery shopping remaining a key tool in maintaining high standards of customer satisfaction. With their information and observations, secret shoppers point out their potential shortcomings to the company, and in this way encourage improvements, which affects the reduction of the rate of customers loss. The main goal of mystery shopping is aiming at promoting, encouraging, and rewarding of the sales staff with final goal to encourage the team spirit, the desire to progress and achieve common company goals. In some cases, managers penalize employees through the evaluation system, even though this evaluation system should be an incentive and basis for possible changes and improvement, of course, implying the good work of the employees. This thesis describe the concept of mystery shopping which ultimately provides managers with information about how employees experience secret shopping, and provides guidelines that should be taken into account when presenting the process of secret shopping among employees.
Keywords
zadovoljstvo kupaca
tajna kupovina
poboljšanje kvalitete ponude
Keywords (english)
customer satisfaction
mystery shopping
improving the quality of the offer
Language croatian URN:NBN urn:nbn:hr:228:426584 Study programme Title: Trade and Tourism Management Type of resource Text File origin Born digital Access conditions Open access Terms of use Created on 2023-12-22 12:39:13
