浅析神秘顾客调查

20世纪40年代以来,神秘顾客调查法在各行各业得到广泛的运用,并成为服务行业提高服务质量的重要方法之一,但却少有学者对此进行研究。本文从神秘顾客调查的发展、神秘顾客调查在服务行业中引进的必要性、神秘顾客的为来发展三个角度进行分析。满足服务行业对神秘调查法的这一需求,有助于企业提升企业形象。     

神秘顾客调研与顾客满意度测评

介绍了研究客户满意状况的两种最常用的方法:神秘顾客调研与顾客满意度测评。对这两种方法各自的定义、使用流程及两种方法的区别、联系分别做了简单的论述。对于企业研究客户对服务的满意状况具有一定的指导意义。     

陌生的“神秘顾客”

一天下午,洪磊开车驶进了一家加油站,停车加油,然后他到加油站里的卫生间洗手,顺便又在便利店里买了两瓶水,一切如常,没有任何加油工会留意他有什么特别之处。但其实从进入加油站起,洪磊就在暗中留意着里面各个细节,并把一切所看到的东西悄悄拍摄了下来。     

浅谈神秘顾客在加油站管理中的作用

近年来,为提高石油系统其零售网络内的各个加油站向顾客提供优质产品和专业化服务,适应严峻的竞争形势,很多石油企业纷纷引入加油站”神秘顾客”服务管理考评体系.本文结合中国成品油销售行业发展的项目背景,分析了神秘顾客的选择、检查内容及发展神秘顾客项目的重要意义等,对神秘顾客访问机制在加油站服务管理中的应用进行了初步研究.     

小心“神秘顾客”

请消费者通过暗中接受服务或实际消费然后进行打分或评价的“神秘顾客”方法近年开始出现,并且被管理者视为企业的“一级商业机密”,对外鲜有宣传。而就在昨天,我也有幸扮演了一次“卧底”,与商家玩了一场“无间道”,做了一把“神秘顾客”。     

卖场服务的神秘顾客评价

本文从零售企业特点出发，分析了神秘顾客评价对卖场服务质量进行评价的作用，并提出了评价的方法和具体标准。当前，零售业的竞争已经由单纯的价格、质量竞争提升为价格、质量、服务等的全方位的竞争，其中高质量服务、特色服务成了企业提高自身竞争力有效手段。如何对服务质量进行客观、准确的评价就成了大家更加关心的一个重要问题，聘请神秘顾客，通过神秘顾客对卖场服务质量进行评价就是可选的方法之一。     

以顾客的方式定义顾客忠诚度

上期本刊发表了题为“透视顾客忠诚度”的文章，本期继续连载文章的详细内容，它从顾客的角度揭示了顾客忠诚度对商家意味着什么。     

每一个客户都是“神秘顾客”

现代管理学之父彼得·德鲁克说过,当今企业之间的竞争,不是产品的竞争,而是商业模式的竞争。工业越发达,服务业越兴旺,服务质量的竞争就越激烈,企业家越注重改善服务质量。如何有效地改善服务质量,提高顾客满意度,各行各业的营销精英们高招迭出,各显神通,其中请消费者通过暗中接受服务或实际消费然后进行打分或评价的神秘顾     

神秘顾客在银行营业网点应用中的误区及应对策略

<正>自从被肯德基、诺基亚等跨国公司引进到中国大陆地区,神秘顾客监测就以独特的魅力受到了多个行业的青睐,开始在越来越多的行业营销终端和服务窗口得到应用。近年,由于银行业竞争加剧,产品呈现严重同质化趋     

解密“中央制”神秘顾客

<正>汽车厂商每年在终端品牌推广、经销商培训、营销活动方面投入巨大,但由于经销商执行力不足,很可能导致前述资源落地不足,不能很好地作用于现场服务的提升或改善。     

神秘顾客研究的作用和意义

<正>神秘顾客研究是市场研究的一种新兴调查手段,从管理学角度分析,神秘顾客研究的价值在于"部分"解决市场营销活动中管理层与执行层信息互通问题。管理层通过借助神秘顾客了解一线人员落实、执行管理层意愿、政策、规范等情况,同时执行层也通过神秘顾客将实际执行中出现的问题反馈给管理层,帮助管理层及时调整策略,     

Frequent Shopper Programs

During the past three years, frequen~ shopper pro- grams have proliferated among retail grocery chains. The present paper defines these programs, describes variations of them, and dis- cusses their operation. The paper suggests directions these programs may take in the future and raises a number of issues associated with their design and implementation.     

Profiling the Health Food Store Shopper

This paper reports on an empirical study that profiles the health food store shopper. The shopper is primarily female, aged between 30-49, well-educated, a white collar worker and leads an active and environmentally conscious lifestyle. They are concerned about obtaining the proper amounts of fiber, vitamins, minerals and protein and wish to avoid foods with cholesteral, additives and preservatives. They believe health food is higher quality than food products found in supermarkets and are prepared to pay more for healthier products. Information from magazines and personal reference sources played an important part in prompting them to turn to health food stores.     

Online Shopper Motivations, and e-Store Attributes: An Examination of Online Patronage Behavior and Shopper Typologies

e-Stores and online shopping have become important aspects of a retailer's strategy. Previous research suggests that online shoppers are fundamentally different from traditional offline shoppers. However, based on the Big Middle Theory (Levy et al. 2005), the authors believe that there are segments of online shoppers that are very similar to regular shopper groups. To determine this, online shopping motivations and e-store attribute importance measures are separately used as the basis to develop online shopper typologies. Results reveal that there are more similarities than differences among traditional and online store shoppers. However, there are a few unique shopper types present at online stores, attracted by the distinctive characteristics and attributes of the online retail environment. The findings offer interesting implications for online retail strategy.     

Omnichannel Shopper Segmentation in the Fashion Industry

The purpose of this paper is twofold: first, to identify groups of omnishoppers based on their main motivations (usefulness, enjoyment, and social influence); and, second, to characterize the omnishopper clusters. To this end, we surveyed a sample of 628 customers of an omnichannel clothing store and analyzed the data using cluster analysis. The results reveal three different segments: reluctant omnishoppers, omnichannel enthusiasts, and indifferent omnishoppers; and significant differences in gender, age, income level, and omnichannel behavior among these segments. In contrast, we found no differences in the use of channels and devices. These results have theoretical and managerial implications.     

食品检测实验室检验过程风险评估和控制

食品检测是保障老百姓饮食安全的关键环节,而在食品检测实验室质量控制过程中,需要对检验工作过程各环节中存在的风险进行识别和评估,对可能存在的重大风险实施风险控制,保障食品检测实验室的检验质量。     

The Impact of Frequent Shopper Programs in Grocery Retailing

Frequent shopper programs are becoming ubiquitous in retailing. Retailers seem unsure however about whether these programs are leading to higher loyalty, or to higher profits. In this paper we analyze data from a U.S. supermarket chain that has used a number of frequent shopper rewards to improve sales and profitability. We find that while these programs are profitable, this is only because substantial incremental sales to casual shoppers (cherry pickers) offset subsidies to already loyal customers. In this way our findings are inconsistent with existing theories about how frequent shopper programs are supposed to work. We construct our own Hotelling-like model that explicitly models cherry picking behavior and show that its predictions match the data quite closely. We further test the predictions of our model by characterizing the impact of such programs on trip frequency and basket size. We then use the model to examine more complex scenarios. For example, our analysis suggests that frequent shopper programs may be unprofitable if they eliminate all cherry picking. This may explain why some retailers seem dissatisfied with their programs. We end by proposing a solution that retains the benefits of the frequent shopper programs and yet continues to let supermarkets benefit from price discrimination.