diplomsko delo univerzitetnega študija
Mirjana Lazarević (Author), Dušan Radonjič (Mentor)

Abstract

Skrivnostni nakup je anonimna raziskava oziroma ocena kvalitete storitev in odnosov s kupci na prodajnih mestih, izvedena bodisi osebno, telefonsko bodisi preko interneta. Z raziskavo se analizira, kako se prodajno osebje obnaša do kupcev, pri čemer podatkov ne pridobivajo od resničnih strank, temveč od skrivnostnih kupcev. Dober skriti kupec ima visoke cilje, je nepristranski, podrobno orientiran, zna slediti navodilom, zna postavljati vprašanja, da izzove določene odzive, vzame si dovolj časa, se spozna na poslovanje, zna se samomotivirati. Programi navideznega nakupovanja običajno vključujejo naslednje faze: definiranje ciljev, oblikovanje scenarija in ocenjevalnega lista, nabor in izobraževanje navideznih kupcev, zbiranje podatkov, analiza podatkov, priprava poročila in pregled ugotovitev.

Keywords

skrivni nakup;skriti kupec;prodajalec;kakovost prodaje;maloprodaja;upravljanje delovnih procesov;trgovsko podjetje;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UM FL - Faculty of Logistics
Publisher: [M. Lazarevič]
UDC: 005.7
COBISS: 512598077 Link will open in a new window
Views: 1659
Downloads: 223
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Other data

Secondary language: English
Secondary title: Mystery shopping in commercial company
Secondary abstract: Mystery shopping is an anonymous research or assessment of the quality of products and attitude towards customers at sales points, performed personally or over the internet. The research analyzes, how the sales staff behaves towards customers; the information is not provided by actual customers, but by mystery shoppers. A good mystery shopper has high goals, is objective, thoroughly oriented, can follow directions and ask questions in order to provoke certain reactions, takes enough time, knows the business and is able to motivate himself. Mystery shopping programmes usually include the following phases: defining of objectives, formation of the scenario and assessment list, range and education of mystery shoppers, data collection and analysis, report preparation and review of findings.
Secondary keywords: mystery shopping;mystery shopper;seller;quality sale;retailing;operation management;trading company;
URN: URN:SI:UM:
Type (COBISS): Bachelor thesis/paper
Thesis comment: Univ. v Mariboru, Fak. za logistiko
Pages: VIII, 39 f., 2 f. pril.
ID: 8730596