The paper "Consistency of Procedures That Are Used in Various Organisations for Delivery of Service" is a great example of a management essay. Mystery shopping is a form of participant observation that uses researchers in order to deceive customer-service personnel to believe that they are serving potential or real customers. The application of such a technique is growing throughout the world where according to Wilson (1998), it is valued at around $ 30-45 million dollar annually. In modern business, there is a need for specific information on performance and this stems from the rising emphasis in regard to service performance by managers.
Although service standards are set by senior management, delivering such standards is placed on individual employees who interact with the customers directly. The performance of such employees can vary from time to time; therefore, such variations can have a major impact on the satisfaction of customers. Bateson (1992) noted that the experience of customers during service delivery is crucial to customer satisfaction since it is the benefit provided by the service. There are three interactions during service performance: customer versus physical technical resources; customer versus contact personnel; and customer versus consumers.
For successful service delivery management, there is a need for coordination of these interactions and supporting them with relevant personnel, procedures and system (Segal-Horn, 1988). For a service quality loop to be effective, continuous linking of standards, training, employee performance and reward mechanisms are required. Traditionally, the approach failed in the provision of sufficient detail whether there is a deliverance of predetermined service standards. However, recent developments can monitor certain operational standards. The challenge is to measure behavioural aspects. It is only a mystery shopping that has the potential to measure service performance directly across a full range of preset quality standards (Leeds, 1995). This research report involves an evaluation of service delivery of Costa Coffee Club and Starbucks coffee house in the UK using mystery shopper.
Bateson, JEG 1992, Managing services marketing (2nd ed.). FL Dryden Press.
Erstad, M 1998, “Mystery shopping programmes and human resource management”, International Journal of Contemporary Hospitality Management, vol. 10, no. 1, pp. 34-38
Leeds, B 1995, “Mystery shopping: From novelty t certainty”, Bank Marketing, pp. 17-23
Segal-Horn, S 1998, Global service delivery- Managing the critical interdependencies. In proceedings of the operations management association conference (pp. 99-128). Warwick, UK: Operations Management Association.
William, AM 1998, “the use of mystery shopping in the measurement of service delivery”, The service industries journal, vol. 18, pp. 148-163
Wilson, AM 1998, “The role of mystery shopping in the measurement of service performance”, Managing Service Quality, vol. 8, no. 6, pp. 414-420.