Mystery Shopping Research - Seeing the Company's Performance Through the Eyes of the Customers

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Abstract

Businesses are thought and seen at first only through the eyes of the owner-manager. But, inevitably, a company that wants to perform must re-evaluate its business from the customer’s point of view. A „Mysterious Client” study is only one of many pragmatic approaches.

This article aims to present the results of a Mystery Shopping research that was conducted in Iasi - one of the most important cities of Romania. We have observed six different stores using fifteen different persons - mysterious clients - in order to analyse the performance of each store. Te results of this qualitative research can be presented to the managers as the exact opinions of some clients that have really benefited from the services provided and are able to evaluate the quality of these services

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