The thesis deals with mystery shopping and its use in practice. The goal of thesis is to identify and analyze the possibilities to use this method as a tool for the effective control of sales staff. The thesis is divided into three chapters. The first chapter contains information about retailing and its division. The second chapter deals with mystery shopping including: introduction of the method and its history, MS technics, internationally valid standards for MS and characteristic of the mystery shopper. The last chapter focuses on practical research which was carried out in cooperation with O'Neill company.

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.

This thesis deals with the evaluation of the quality of service in a selected subject, which is travel agency Čedok, Inc. In the first part of the thesis the theoretical starting-points and characterized terms related to the issue of service quality are defined. To obtain information regarding the literature search was used literature and other resources freely available in electronic and printed character. The second part includes a description of the company and analysis of the current state of the services provided by travel agencies using the methods of observation and survey. The method of Mystery Shopping uncovers weaknesses and is used as a feedback for further development. In the end of the thesis, there are some recommendations suggested for the company to improve service quality and increase customer satisfaction.

The thesis deals with mystery shopping as an important instrument of management, through its application in the company BAŤA, a. s., specifically in the store BAŤA Praha - Letňany. The aim is to apply the mystery shopping, which checks and then evaluates the appearance and tidiness of store, conduct, behavior, appearance and neatness of staff and also the level of customer service and to find out if the technical factors of store and the way of employees behavior to regular customers in the store, may be the cause of lower sales compared with the same period in 2014. The aim is also to propose recommendations to streamline the management of staff to improve customer service and remove deficiencies of service and store, which provide another increase of sales, increase of customer satisfaction and customer loyalty. The thesis is divided into theoretical and practical part. The theoretical part explains the concepts of management and mystery shopping. This part also deals with the different levels of management, developmental concept of management, inclusion of MS within the management system, its usability, users and also the advantages and disadvantages of its use, its particular phases, techniques and, ultimately, as well as its efficiency and success. The practical part deals with the application of research methods in the form of mystery shopping on the company BAŤA, a. s. in all its phases. Based on the information that has been processed to evaluate results, was evaluated appearance and tidiness of store, personnel area and also these two areas have been evaluated overall. The practical part of the thesis includes also suggestions and recommendations for the company BAŤA, a. s.

Made available in DSpace on 2016-04-25T16:45:24Z (GMT). No. of bitstreams: 1 Antonieta Christovam.pdf: 545293 bytes, checksum: 392714c1398a2ae647aaa0a494819805 (MD5) Previous issue date: 2009-11-09 / The purpose of this study was to discuss the technique of qualitative research known as mystery shopper as a mean to decrease the biases shown by other qualitative techniques. As an specific goal, this work brought the possibility to overview all the other techniques in comparison to mystery shopper. The theory brought in this study supported an historical context to social research and its appliance to corporate field, mainly to marketing area. Also was discussed the definitions of quantitative and qualitative research, deeply of the last one applied to marketing research. An exploratory research was made, a case study, aiming to verify the possibility to apply a model originated from the theoretical research. This study contributed to verify the possibility of using mystery shopper technique in any type of company. This research brought the possibility to access customers´ perspective, helping in a closer analysis of an expected pattern and to lower the biases because of the possibility this technique gives to reanalyze all collected material / Este trabalho teve por objetivo a discussão do uso da técnica conhecida por cliente oculto como forma de minimização dos vieses apresentados por outras técnicas de pesquisa, em particular as de caráter qualitativo. Como objetivo específico, este trabalho teve ainda o intuito de abrir a possibilidade aos interessados em pesquisa qualitativa de terem acesso a um panorama geral sobre as mais conhecidas técnicas em comparação à técnica cliente oculto. Por meio da revisão teórica buscou-se trazer um apanhado da história da pesquisa social e a entrada em cena desta na área corporativa, mais especificamente mercadológica. Também foram discutidos conceitos de pesquisa quantitativa e qualitativa, além de se trazer uma análise desta última na área de marketing. Por meio de uma pesquisa empírica exploratória, do tipo estudo de caso único, buscou-se verificar a aplicabilidade do referencial teórico exposto e do modelo advindo do estudo. Este trabalho contribui para verificar a possibilidade de aplicação da técnica de cliente oculto em qualquer tipo de empresa. Essa pesquisa trouxe à tona a possibilidade de ter-se uma gama de informações sob a perspectiva do cliente, contribuindo para uma análise mais próxima aos modelos esperados pelas companhias e a minimização de eventuais biases pela possibilidade de reanálise do material coletado

The aim of this diploma thesis is to evaluate the quality of the services provided in the selected sales unit by means of mystery shopping. The aim is to identify shortcomings and suggest possible solutions to them. The department store called PRIOR in České Budějovice was chosen for the work. A total of 24 mystery shoppings were made in October, November and December 2017.

Master's thesis was made due to a lack of culture in sales to final customers. The aim of emerging company is to highlight in these gaps and deliver customer solutions, which affects all processes in the company. Ultimately bringing to our customers improved communication with consumers, enhancing the prestige of the company and increase sales.