Badania satysfakcji klienta a badanie mystery shopping – relacje substytucyjne czy komplementarne?
Author(s): Magdalena Kalińska-Kula
Customer satisfaction research and a mystery shopping – substitutable or complementary relationship?
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: marketing research; customer satisfaction; mystery shopping; relations
Summary/Abstract: The aim of the discussion was to compare the ability to measure and assess customers’ satisfaction through their opinions and by observation of the customer service processes. For this purpose, a comparative analysis of the buyers’ satisfaction research and Mystery Shopping was made. The theoretical considerations were supplemented by the results of a survey conducted in the autumn of 2011 on a sample of 235 enterprises from the region of Lodz. The study was conducted using individual interview techniques and research tool was an interview questionnaire.
- Issue Year: 2014
- Issue No: 34
- Page Range: 333-342
- Page Count: 10
- Language: Polish