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Mystery Shopping: In-depth measurement of customer satisfaction

By M. Hesselink and A. van der Wiele


This paper will discuss the phenomenon Mystery Shopping in the fieldof customer satisfaction measurement techniques. By using theliterature about Mystery Shopping definitions and restrictions of thisinstrument will be presented. Also, possible ways to present and usethe gathered data will be shown. After the literature part of thepaper some practical research will be presented. A Dutch Flexcompanyintroduced the instrument Mystery Shopping in addition to the alreadyused measurement methods like customer satisfaction measurement withuse of questionnaires. Some of the first results of the MysteryShopping visits will be presented.customer satisfaction;mystery guest;service quality

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