MYSTERY SHOPPING AND ITS ROLE IN MARKET RESEARCH ON THE EXAMPLE OF COMPANY PEVEX D.D. : Final paper

U suvremenom sve konkurentnijem poslovnom okružju, postizanje visokokvalitetne usluge postalo je presudno za uspjeh svakog poslovanja. Kupci više cijene iskustvo u procesu kupnje nego sam proizvod, a odnos s prodavačem ima velik utjecaj na njihove odluke o kupnji. U tom je kontekstu mystery shopping postao neizostavan alat za skupljanje nezavisnih istraživačkih podataka o tajnom kupovanju. Mystery shopping tehnika je u kojoj se obučeni tajni kupci pretvaraju da su svakidašnji potrošači i ocjenjuju kvalitetu usluge koju nudi određena tvrtka. Tehnika uključuje primarno i sekundarno istraživanje, skupljanje informacija iz različitih izvora i obradu rezultata kako bi se bolje shvatila uloga i metodologija mystery shoppinga u istraživanju tržišta. Kupci su ključ dugoročnog uspjeha svake tvrtke, stoga je važno kontinuirano istraživati njihove zahtjeve, očekivanja i zadovoljstvo. Mystery shopping je istraživački alat koji na neutralan način može mjeriti zadovoljstvo kupaca i razinu iskustva, čime se stvara mogućnost optimiziranja kvalitete usluge. Njegova primjena omogućuje tvrtkama stjecanje konkurentske prednosti, povećanje zadovoljstva kupaca i postizanje dugoročnog uspjeha na tržištu. Redovito praćenje kvalitete usluge putem tajne kupnje pomaže tvrtkama u prepoznavanju slabosti i poboljšanju samog poslovanja.In the contemporary, increasingly competitive business environment, achieving high-quality service has become crucial for the success of every business. Customers value their experience during the purchasing process more than the product itself, and the relationship with the salesperson has a significant impact on their purchasing decisions. In this context, mystery shopping has become an indispensable tool for gathering independent research data on undercover shopping. Mystery shopping is a technique in which trained undercover shoppers pretend to be ordinary consumers and evaluate the quality of service offered by a specific company. The technique involves primary and secondary research, collecting information from various sources, and analyzing the results to better understand the role and methodology of mystery shopping in market research. Customers are the key to the long-term success of every company, so it is important to continuously investigate their demands, expectations, and satisfaction. Mystery shopping is a research tool that can neutrally measure customer satisfaction and the level of experience, thereby creating an opportunity to optimize service quality. Its application enables companies to gain a competitive advantage, increase customer satisfaction, and achieve long-term success in the market. Regularly monitoring service quality through mystery shopping helps companies identify weaknesses and improve their business operations