This diploma thesis deals with a research method that is called mystery shopping. The objective is to introduce of this method, its application in practice, interpretation of results and subsequent proposal of recommendations. Marketing research and the main parts of the research process are in diploma thesis defined. A conception mystery shopper, mystery story are also explained and phases of imaginary shopping are taken to part. The application part is realized through mystery shopping in 42 pharmacy in Prague. The study observes the four chain pharmacy Phramaland, Dr. Max, Lloyds a and Schlecker and focuses on their approach to potential customers and evaluation of quality sales. Recommendations for pharmacy are given according to the analysed results. The closure summarizes the important findings of the thesis.

The final thesis Analysis of a marketing approach of selected e-shops providing food on the Czech market aims to examine and evaluate the quality of customer service provided by selected food e-shops. The quality is assessed and measured by specific mystery market research methods. After execution of the e-mail communication with each customer center, the purchase of certain goods on these e-shops was realized. Finally, the thesis evaluates the results of the research, gives the providers advice on acquiring new customers and suggests options for elimination of potential deficiencies.

The aim of the thesis is to analyze the specific tools of personnel management, mystery shopping. This tool represents a fresh approach applied in the process stage of personnel management; however, it has a close connection with the marketing research, from which the data is based. For the purpose of analyzing the sub-segments of the market of services, sub-market analyses are handled, out which the main output of this work is drawn from. The obtained data are the bearers of information on the perception of the customer purchase decision process. Their further processing is performed as to deliver primary information value for the management of the organization.

The object of this work is the analysis and proposals for changes to the marketing tools to enhance the competitiveness of the hotel. The thesis compares the theoretical knowledge with reality in the hotel, specifies opportunities for changes and methods, how to achieve these opportunities. Based on the analysis of the competitors, SWOT analysis and the questionnaire the proposals for change will be identified.

Přikrylová, M. Mystery guest as a tool for quality management in services. Diploma thesis. Brno: Mendel University, 2017. The thesis focuses on the issue of quality management tools and techniques while marketing research called mystery guest or mystery shopping as well. The work is divided into two parts, of which the theoretical part is focused on explaining the issues in marketing services and practical part subsequently deals with the application of lessons learned and their use in quality control services, specifically in the enterprise providing wellness services

Title: Analysis of employment agencies Objectives: The aim of this thesis is to explore employment agencies on Czech labour market and find out its functionality and credibility from the side of job seeker. One of the constitutive aim was also using the marketing method Mystery client. The term functionality of employmenet agencies was evaluated as attitude and ability of employment agency to mediate good job for job seekers. Methods: To obtain data, that allows to final evaluation, was used special technique of market research called Mystery client. This method represents hidden observation during job interview. The research was completed with question survey of selected staff consultants. Results: The results of the research indicated that employment agencies are mainly focused on outsourcing and are usually mediating short-term job for young and less educated people. The research also indicated that employment agencies are not able to mediate appropriate job in reached level of education. In spite of these problems, there were recommended three employment agencies that are properly able to communicate and react for job supply and demand. Key words: Employment agency, analysis, mystery shopping, mystery client, questionnaire

The aim of this work is to analyze the current state of tourism development for the target group family with children. The analysis was first made on the basis of Mystery shopping, controlled interviews, and a proposal of a suitable solution for the target group of families with children was made based on the data.

More retail and service firms are using mystery shoppers in Taiwan to monitor their frontline operations and to assess their customer service, since the concern over whether their customers are truly satisfied is increasing. However, virtually nothing is known about whether the quality of the data collected by professional mystery shoppers is different or more reliable than that of shoppers disguised by general customers. Here we use a traditional statistics approach to assess the quality of data collected from both professional mystery shoppers and general customers. Feedback questionnaires from general customers and the potential use of mystery shoppers are made as a means of evaluating the service quality of cram schools in Taiwan. The purpose of this thesis is to show that the reliability of mystery shopping data made from professional mystery shoppers is higher than that of data made from general customers. With this question in mind, we conducted a two-step empirical research, as the amount of samples needed was insufficient. First, a primary study to examine the equality of population among branches was carried out in order to pool data from different branches. Then, the relative reliability of the surveys of mystery shoppers to general customers was examined by pooling data of the branches together. The findings provide evidence to suggest that reliable information could be obtained by pooling both shopper reports together. This empirical result also implied that well-trained mystery shoppers can make more objective observations and more effective assessments than general customers.

This diploma thesis analyzes free movement of services and freedom of establishment in EU countries. The main aim is to find an appropriate strategy for Czech marketing companies in the field of mystery shopping when providing business services into Poland. The goal is achieved through analysis of trends in EU internal service market, opportunities and barriers in providing services, mystery shopping characteristics with focus on Poland. Mystery shopping is building up its position in whole Central, Eastern and Southern EU countries According to pre-research the Poland was choosen as the best potentional target country for Czech companies. PESTEL analysis of political, economical, socio-cultural, technological, ecological and legal factors in Poland shows that this country has good macroeconomic environment for expansion of services. Thesis is built on analysis of mystery shopping industry in Poland too and summarized in external factor evaluation matrix. The biggest threat of providing the services are existing bargaining power of competitors and the power of customers in determining prices. External opportunities mainly for establishment are futher penetration into other market and getting more potentional customers, for posting of workers are mainly in easy entrance. Cross-border providing of services is suitable form of free movement till the Czech company has in average 3 projects in Poland. As a recommendation companies should use first of all posting of own workers, after deep cooperation with Polish clients and agreement on at least 3 projects the creation of daughter company is recommended to achieve higher competitiveness in Polish market, profit and stable economic growth. While expanding into Poland is recommended to use differentiation strategy to attract bigger market segments with focus on local conditions.

This diploma thesis deals with a research carried out at Prague travel agencies using the Mystery shopping method and the follow-up evaluation and recommendation of a suitable form of selling in a respective region. The aim of the work is to evaluate the travel agencies from the point of view of the quality of the offered products, provided services, the agents´knowledge and the general interaction with them. The theoretic part consists of chapters that explain the key concepts and definitions of tourism and their forms of selling. In the methodical part the Mystery shopping method is discribed from the point of view of the historiy and evaluation of the work including the research period. The practical part is dedicated to the analysis of the data obtained during the Mystery shopping realized at travel agencies and includes three parts. The first research has the form of an online require in which the agents´ability of offering and follow-up selling of a product is evaluated. This research is carried out through the email communication. The second research concerns ordering tours on web portal where the agents´willingness to arrange further services for a tour is evaluated. This research is carried out through the phone communication. The third Mystery shopping research is realized personally at individual travel agents offices and the agent´s direct communication and dealing with the customer as well as his professionality are evaluated.