Możliwości wykorzystania metody Mystery Shopping w ocenie efektywności i skuteczności działań merchandisingowych
Possibilities of use of mystery shopping method in the evaluation of merchandising actions efficiency

Summary/Abstract: Nowadays, merchandising actions gain an important meaning because of transformations in the trade sector, competition and high demands of customers. One of the methods which is used to both the control of merchandising actions and the increase of their efficiency is mystery shopping method. The main objective of this paper is the characteristic of mystery shopping method. The attention of the work is also focused on the utility of mystery shopping method in merchandising.

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