MYSTERY SHOPPING IN BANK SERVICES

V diplomskem delu smo želeli pokazati, da je navidezno nakupovanje učinkovita metoda, s katero lahko organizacije, v našem primeru banke, izboljšajo kakovost storitev. Storitev teoretiki opredeljujejo kot neotipljiv proces med ponudnikom in uporabnikom. Kakovostna storitev je ključ do zadovoljnih uporabnikov, zato je za podjetja danes nujno, da le-to tudi merijo. Najprimernejši način merjenja je z vidika uporabnika. Ena izmed metod merjenja zadovoljstva uporabnikov, ki jo uporablja vedno več organizacij, je navidezno nakupovanje. Na ta način lahko podjetje ugotovi pomanjkljivosti pri izvajanju storitev in jih tudi odpravi še preden to zazna uporabnik. Navidezno nakupovanje se razlikuje od drugih raziskav po tem, da se uporablja izobražene ocenjevalce, ki igrajo običajnega kupca, nato pa nepristransko poročajo o svoji izkušnji. Na ta način lahko organizacija dobi natančno sliko o tem, kako njihovi zaposleni funkcionirajo v odnosu z uporabniki. Seveda pa je raziskava namenjena dvigu kakovosti in ne negativnim sankcijam. Izsledke raziskave organizacija kasneje uporabi kot osnovo za pripravo izobraževalnih programov za zaposlene. Po končani raziskavi bi morali biti zaposleni bolj motivirani za delo, uporabniki pa deležni kakovostnejših storitev. Z navidezni nakupovanjem običajno organizacije ocenjujejo zunanjost in notranjost organizacije oziroma njene poslovne enote ter zaposlene in njihovo delo. Poleg upoštevanja standardov je za uspešen projekt potrebno, da ima organizacija jasno zastavljene interne standarde ter cilje, da zaposleni vedo za raziskavo, da v raziskavi sodelujejo ustrezni in usposobljeni navidezni kupci, ki opravijo nalogo po dobro zastavljenem scenariju in vprašalniku. Po raziskavi pa je nujno potrebna predstavitev rezultatov, nagraditev zaposlenih in potrebno izobraževanje. Za tem se projekt navideznega nakupovanja začne znova. Organizacija z metodo navideznega nakupovanja dobi konkretne rezultate, na osnovi katerih lahko dela primerjave v času, med zaposlenimi, poslovnimi enotami in tudi s konkurenco. Organizacija tako identificira pomanjkljivosti še preden jih zaznajo uporabniki in jih tudi pravočasno odpravi. Navidezno nakupovanje je torej učinkovit način »zvonjenja pred točo«.In our diploma work we wanted to show, that mystery shopping is an effective method for service quality improvement used by organizations (banks in our case). Theorists define a service as an intangible process between the provider and the user. A good quality service is the key to satisfy customers, for this reason it is necessary for the companies to measure it. The most appropriate way of doing this is from customer’s point of view. Mystery shopping, used by more and more organizations, is one of the methods for assessment of customers’ satisfaction. It is a way to discover and remove defectiveness in services before it is noticed by a customer. Mystery shopping differs from other researches in a use of trained assessors posing as normal customers and then giving an impartial report on their experience, so an organization gets a clear picture about their employees in relationship with the customers. A purpose of such a research is not to penalize, but to raise the quality. Results are later used as the basis for preparing educational programs for employees and after the research they should be stimulated to work and the customers should receive better services. By using mystery shopping the organizations usually assess their exterior and interior so as their employees and their work. Beside meeting standards there is also important for the organization to have clearly set internal standards and objectives. It is important that the employees are informed about a research, that appropriately trained mystery shoppers participate in a research and that they fulfil the task according to well set scenario and questionnaire. After the research it is necessary to present the results, to reward the employees and to organize required education. Following this a project of mystery shopping starts again. An organization gets actual results that help it make comparisons of the time, employees, offices and also competitors. It can identify and remove defectiveness before customers detect it