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Gizli Müşteri Araştırması: Mobilya Sektöründe Bir Uygulama

Yıl 2009, Cilt: 14 Sayı: 3, 357 - 381, 01.09.2009

Öz

Kaynakça

  • 1. Argouslidis, P.C. and McLean, F. (2004), “Service Elimination Decision-Making: The Identification of Financial Services as Candidates for Elimination”, European Journal of Marketing, Vol. 38, No. 11/12, pp. 1355-1381.
  • 2. Bowers, M.R. and Martin, C.L. (2007), “Trading Places Redux: Employees As Customers, Customers As Employees”, Journal of Services Marketing, Vol. 21, No. 2, pp. 88–98.
  • 3. Calvert, P. (2005), “It’s a Mystery: Mystery Shopping in New Zealand’s Public Libraries”, Library Review, Vol. 54, No. 1, pp. 24-35.
  • 4. Clark, P. (2002), “Mystery Shopping as a Way to Earn Cash”, WebWatch, July/August, pp. 18-19.
  • 5. Erstad, M. (1998), “Mystery Shopping Programmes and Human Resource Management”, International Journal of Contemporary Hospitality Management, Vol. 10, No. 1, pp. 34–38.
  • 6. Finn A. and Kayande, U. (1999), “Unmasking a Phantom: A Psychometric Assessment of Mystery Shopping”, Journal of Retailing, Vol. 75, No. 2, pp. 195–217.
  • 7. Goodwin, E. (2006), “Shopping for a Mystery Shopper”, Restaurant Hospitality, August, pp. 80-82.
  • 8. Gosselt, J.F.; Hoof, J.J.V.; Jong, M.D.T.D. and Prinsen, S. (2007), “Mystery Shopping and Alcohol Sales: Do Supermarkets and Liquor Stores Sell Alcohol to Underage Customers?”, Journal of Adolescent Health, Vol. 41, pp. 302–308.
  • 9. Hemedoğlu, E.; Durman, İ. ve Kurt, T. (2008), “Toplu Taşımacılık Sektöründe Performans Ölçüm Aracı Olarak Gizli Müşteri Araştırmaları”, İstanbul Büyükşehir Belediyesi Kentiçi Raylı Sistemler Teknik, Eğitim, Kültür Bülteni, Nisan-Mayıs-Haziran, Sayı 9, ss. 2–11.
  • 10. Hesselink, M. and Wiele, T.V.D. (2003), “Mystery Shopping: In-depth Measurement of Customer Satisfaction” Erasmus Research Institute of Management (ERIM), Rotterdam School of Management and Rotterdam School of Economics, Rotterdam, ERIM Report Series Reference Number: ERS-2003-020-ORG, March, pp. 1-12.
  • 11. Hudson, S.; Snaith, T.; Miller, G.A. and Hudson, P. (2001), “Distribution Channels in the Travel Industry: Using Mystery Shoppers to Understand the Influence of Travel Agency Recommendations”, Journal of Travel Research, Vol. 40, pp. 148-154.
  • 12. McGregor, F. (2005), “Exploring the Mystery of Service Satisfaction”, Academic Services Division – Papers, Proceedings of the 6th Northumbria International Conference on Performance Measurement in Libraries and Information Services, Durham, England, 22-25 August, pp. 1-8.
  • 13. Morrison, L. J.; Colman, A.M. and Preston, C.C. (1997), “Mystery Customer Research: Cognitive Processes Affecting Accuracy”, Journal of Market Research Society, Vol. 39, No. 2, pp. 349-361.
  • 14. Norris, P. (2004), “Reasons Why Mystery Shopping is a Useful and Justifiable Research Method”, The Pharmaceutical Journal, Vol. 272, No. 12, pp. 746-747.
  • 15. Shing, M.N.K. and Spence, L.J. (2002), “Investigating The Limits of Competitive Intelligence Gathering: Is Mystery Shopping Ethical?”, Business Ethics: A European Review, Vol.11, No. 4, pp. 343-353.
  • 16. Thornley, T.; Gray, N.; Anderson, C. and Eastham, S. (2006), “A study to investigate the extent of delivery of an intervention in asthma, in a UK national community pharmacy chain, using mystery customers”, Patient Education and Counseling, Vol. 60, pp. 246–252.
  • 17. Wiele, T.V.D.; Hesselink, M. and Iwaarden, J.V. (2005), “Mystery Shopping: A Tool to Develop Insight into Customer Service Provision” Total Quality Management, Vol. 16, No. 4, pp. 529–541.
  • 18. Wilson, A.M. (1998a) “The Role of Mystery Shopping in The Measurement of Service Performance” Managing Service Quality, Vol. 8, No. 6, pp. 414–420.
  • 19. Wilson, A.M., (1998b) “The Use of Mystery Shopping in The Measurement of Service Performance” The Service Industries Journal, Vol. 18, No. 3, pp. 148-163.
  • 20. Wilson, A.M. and Gutmann, J. (Oct 1998), “Public transport: The Role of Mystery Shopping in Investment Decisions”, Journal of the Market Research Society; Vol. 40, No. 4, pp. 285-293.
  • 21. Wilson, A.M., (July 2001), “Mystery Shopping: Using Deception to Measure Service Performance”, Psychology & Marketing, Vol. 18, No. 7, pp. 721–734.
  • 22. Wilson, A.M. (2002),“Attitudes towards Customer Satisfaction Measurement in The Retail Sector”, International Journal of Market Research, Vol. 44, No. 2, pp. 213–248.

GİZLİ MÜŞTERİ ARAŞTIRMASI: MOBİLYA SEKTÖRÜNDE BİR UYGULAMA

Yıl 2009, Cilt: 14 Sayı: 3, 357 - 381, 01.09.2009

Öz

Müşteri odağı, günümüzün rekabetçi çevresinde gittikçe daha önemli olmaktadır. Bu noktada gizli müşteri araştırmaları işletmeler tarafından müşteri hizmetlerini geliştirmek ve değerlendirmek için bir araç olarak kullanılmaktadır. Gizli müşteri araştırması, hizmet sunumunda kullanılan süreçlerin, prosedürlerin ve müşteri hizmet deneyiminin kalitesini izlemek ve değerlendirmek amacıyla bir işletmenin müşterileri veya potansiyel kullanılmasıdır. derinlemesine incelenmesi için iyi bir araçtır. Bu araştırmadan elde edilen sonuçlar müşteri tatmininin sağlanmasına da değer katmaktadır. Ayrıca gizli müşteri araştırması, niceliksel bilgiler yanında niteliksel bilgileri elde etmeye yönelik bir araç olarak da kullanılmaktadır. Gizli müşteri araştırması, amaçların belirlenmesi, değerlendirme formunun tasarlanması, gizli müşterilerin seçimi ve eğitimi, verilerin toplanması, değerlendirilmesi, analizi, raporlanması ve ihtiyaç duyulan eylemler konularında özel bir dikkat ile iyi bir şekilde tasarlanmalıdır. Bu çalışmanın amacı, gizli müşteri araştırması sürecini incelemek ve mobilya sektöründe yer alan bir işletmedeki gizli müşteri araştırması örneğini sunmak ve sonuçlarını göstermektir. Bu çalışma, gizli müşteri araştırması yöntemiyle ilgili akademik bir temel oluşturmanın yanı sıra uygulamacı ve araştırmacılar için de yararlı bir bilgi kaynağı olmaktadır

Kaynakça

  • 1. Argouslidis, P.C. and McLean, F. (2004), “Service Elimination Decision-Making: The Identification of Financial Services as Candidates for Elimination”, European Journal of Marketing, Vol. 38, No. 11/12, pp. 1355-1381.
  • 2. Bowers, M.R. and Martin, C.L. (2007), “Trading Places Redux: Employees As Customers, Customers As Employees”, Journal of Services Marketing, Vol. 21, No. 2, pp. 88–98.
  • 3. Calvert, P. (2005), “It’s a Mystery: Mystery Shopping in New Zealand’s Public Libraries”, Library Review, Vol. 54, No. 1, pp. 24-35.
  • 4. Clark, P. (2002), “Mystery Shopping as a Way to Earn Cash”, WebWatch, July/August, pp. 18-19.
  • 5. Erstad, M. (1998), “Mystery Shopping Programmes and Human Resource Management”, International Journal of Contemporary Hospitality Management, Vol. 10, No. 1, pp. 34–38.
  • 6. Finn A. and Kayande, U. (1999), “Unmasking a Phantom: A Psychometric Assessment of Mystery Shopping”, Journal of Retailing, Vol. 75, No. 2, pp. 195–217.
  • 7. Goodwin, E. (2006), “Shopping for a Mystery Shopper”, Restaurant Hospitality, August, pp. 80-82.
  • 8. Gosselt, J.F.; Hoof, J.J.V.; Jong, M.D.T.D. and Prinsen, S. (2007), “Mystery Shopping and Alcohol Sales: Do Supermarkets and Liquor Stores Sell Alcohol to Underage Customers?”, Journal of Adolescent Health, Vol. 41, pp. 302–308.
  • 9. Hemedoğlu, E.; Durman, İ. ve Kurt, T. (2008), “Toplu Taşımacılık Sektöründe Performans Ölçüm Aracı Olarak Gizli Müşteri Araştırmaları”, İstanbul Büyükşehir Belediyesi Kentiçi Raylı Sistemler Teknik, Eğitim, Kültür Bülteni, Nisan-Mayıs-Haziran, Sayı 9, ss. 2–11.
  • 10. Hesselink, M. and Wiele, T.V.D. (2003), “Mystery Shopping: In-depth Measurement of Customer Satisfaction” Erasmus Research Institute of Management (ERIM), Rotterdam School of Management and Rotterdam School of Economics, Rotterdam, ERIM Report Series Reference Number: ERS-2003-020-ORG, March, pp. 1-12.
  • 11. Hudson, S.; Snaith, T.; Miller, G.A. and Hudson, P. (2001), “Distribution Channels in the Travel Industry: Using Mystery Shoppers to Understand the Influence of Travel Agency Recommendations”, Journal of Travel Research, Vol. 40, pp. 148-154.
  • 12. McGregor, F. (2005), “Exploring the Mystery of Service Satisfaction”, Academic Services Division – Papers, Proceedings of the 6th Northumbria International Conference on Performance Measurement in Libraries and Information Services, Durham, England, 22-25 August, pp. 1-8.
  • 13. Morrison, L. J.; Colman, A.M. and Preston, C.C. (1997), “Mystery Customer Research: Cognitive Processes Affecting Accuracy”, Journal of Market Research Society, Vol. 39, No. 2, pp. 349-361.
  • 14. Norris, P. (2004), “Reasons Why Mystery Shopping is a Useful and Justifiable Research Method”, The Pharmaceutical Journal, Vol. 272, No. 12, pp. 746-747.
  • 15. Shing, M.N.K. and Spence, L.J. (2002), “Investigating The Limits of Competitive Intelligence Gathering: Is Mystery Shopping Ethical?”, Business Ethics: A European Review, Vol.11, No. 4, pp. 343-353.
  • 16. Thornley, T.; Gray, N.; Anderson, C. and Eastham, S. (2006), “A study to investigate the extent of delivery of an intervention in asthma, in a UK national community pharmacy chain, using mystery customers”, Patient Education and Counseling, Vol. 60, pp. 246–252.
  • 17. Wiele, T.V.D.; Hesselink, M. and Iwaarden, J.V. (2005), “Mystery Shopping: A Tool to Develop Insight into Customer Service Provision” Total Quality Management, Vol. 16, No. 4, pp. 529–541.
  • 18. Wilson, A.M. (1998a) “The Role of Mystery Shopping in The Measurement of Service Performance” Managing Service Quality, Vol. 8, No. 6, pp. 414–420.
  • 19. Wilson, A.M., (1998b) “The Use of Mystery Shopping in The Measurement of Service Performance” The Service Industries Journal, Vol. 18, No. 3, pp. 148-163.
  • 20. Wilson, A.M. and Gutmann, J. (Oct 1998), “Public transport: The Role of Mystery Shopping in Investment Decisions”, Journal of the Market Research Society; Vol. 40, No. 4, pp. 285-293.
  • 21. Wilson, A.M., (July 2001), “Mystery Shopping: Using Deception to Measure Service Performance”, Psychology & Marketing, Vol. 18, No. 7, pp. 721–734.
  • 22. Wilson, A.M. (2002),“Attitudes towards Customer Satisfaction Measurement in The Retail Sector”, International Journal of Market Research, Vol. 44, No. 2, pp. 213–248.
Toplam 22 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

  Dr.Erkan Özdemir

Yrd.Doç.Dr.Umut Eroğlu Bu kişi benim

Yayımlanma Tarihi 1 Eylül 2009
Yayımlandığı Sayı Yıl 2009 Cilt: 14 Sayı: 3

Kaynak Göster

APA Özdemir, .D., & Eroğlu, Y. (2009). GİZLİ MÜŞTERİ ARAŞTIRMASI: MOBİLYA SEKTÖRÜNDE BİR UYGULAMA. Süleyman Demirel Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 14(3), 357-381.