Abstract

The article shows the innovational approaches of carrying out marketing research of the service quality in the retail self-service shops with the help of “Mystery Shopping” method. The algorithm of making marketing research “Mystery Shopping” in the self-service shops was developed.

Keywords: Mystery Shopping, self-service shop, marketing research, retail trade, segmentation, consumer, Mystery Shopper

Cite as: Antipona Yu. & Sorochan, D. (2012). Adapting of marketing research methodology “Mystery Shopping” to the specifics of retail self-service shops. Marketing and Management of Innovations, 1, 89-95. https://doi.org/10.21272/mmi.2012.1-09

This work is licensed under a Creative Commons Attribution 4.0 International License

References

1. Poltorak V.A. Marketingovi doslidzhennya : navch. posib. / V.A. Poltorak. – K. : CNL, 2003. – 387 s.
2. Cysar A. Kachestvo servisa: izmerenie i upravlenie. Mystery Shopping – nadezhnyy instrument izmereniya i upravleniya kachestvom servisa / A. Cysar // M.A.D.E. – 2002. – no3. – S. 78-82.
3. Voznenko L.A. <> pokupatel na strazhe kachestva obsluzhivaniya / L.A. Voznenko, N.I. Daudrih, S.Yu. Kacaurova // Marketing uslug. – 2008. – no 3 (15). – S. 228-232.
4. 4SERVICE UKRAINA [Elektronnyy resurs]. – Rezhim dostupa: http://www.4service.ua.