American Journal of Economics, Finance and Management
Articles Information
American Journal of Economics, Finance and Management, Vol.1, No.5, Oct. 2015, Pub. Date: Aug. 3, 2015
Mystery Shopping: A Tool for the Evaluation of Service Quality in the Nigerian Deposit Money Banks (DMBs)
Pages: 510-519 Views: 2929 Downloads: 3021
Authors
[01] Olufemi Olumayowa Oni, National Agency for Science and Engineering Infrastructure, Procurement Department (PD), Abuja, Nigeria.
[02] Olusegun Opeyemi Oni, Agricultural and Rural Management Training Institute (ARMTI), Agricultural Department Management (ADEM), Ilorin, Kwara State, Nigeria.
[03] Tolulope Modupe Oni, First Bank of Nigeria ltd, Banking Services Department (BSD), 35 Marina Lagos, Nigeria.
Abstract
Mystery shopping is a marketing research tool often used to gather unbiased information for the evaluation of service quality to customers by the management of business organizations. This study therefore, examined the adoption of Mystery Shopping (MS) as a tool for the evaluation of service quality in the Nigerian Deposit Money Banks (DMBs). A survey technique through the use of a well-structured questionnaire was adopted using percentages and spearman rank correlation analysis. The results show that mystery shopping tool is used in Nigerian banks and that the application is associated with stress and anxiety for the employees. However, bank employees still considered the experience as being motivational. The result also revealed that mystery shopping has a significant relationship with quality service delivery in Nigerian Deposit Money Banks (DMBs). The study therefore recommends among others that since mystery shopping is one way of gathering service quality information, it should be used alongside other intelligence gathering methods such as complaints analyses and satisfaction surveys so as to allow factually based management decision-making.
Keywords
Mystery Shopping Tool, Nigerian Deposit Money Banks, Quality Service Delivery, Performance Appraisal
References
[01] Adah, A. (2012). Impact of Recapitalisation on the Financial Performance of Deposits Money Banks in Nigeria, Unpublished Thesis, Ahmadu Bello University (ABU), Zaria Nigeria.
[02] Boxall, P. (1996). The Strategic Hrm Debate and the Resource-Based View of the Firm. Human Resource Management Journal, (6), 59–75.
[03] Calvert, P. (2005) It's a Mystery: mystery Shopping in New Zealand's Public Libraries, Library Review, .54 (1), 24-35.
[04] Claudia, Paola and Ioannis (2012), Monitoring and Improving Greek Banking Services Using Bayesian Networks: an Analysis of Mystery Shopping Data, An International Journal archive, (39), 10103-10111
[05] Dorman, K. G. (1994) Mystery shopping results can shape your future, Bank Marketing 26 (8), 17–21.
[06] Douglas, A., Douglas, J & Davies J. (2007). The impact of mystery customers on employees. LUND University Campus Helsingborg.
[07] Dowling, P.J., Welch, D.E. & Schuler, R.S. (1999). International human resource management. South-Western, Cincinnati, OH.
[08] Erstad, M. (1998) Mystery shopping programmes and human resource management, International Journal of Contemporary Hospitality Management, 10 (1), 34–38.
[09] Finn, A. (2001) Mystery shopper benchmarking of durable-goods chains and stores, Journal of Service Research, 3 (4), 310–320.
[10] Herzberg, F., Mausner, B., & Snyderman, B. B. (1959), The motivation to work. New York: john Wiley & Sons.
[11] ISO 9001:2000, Quality Management Systems – Requirements. International Organization for Standardization, Beuth, Berlin, 2000
[12] Jayaraman, M., Shankar, C., & HorWai, M. (2010). Service quality delivery and its impact on customer satisfaction in the banking sector in Malaysia. International Journal of Innovation, Management and Technology, 1 (4).
[13] Kallol (2009) Mystery Shopping: A marketing research tool to measure customer satisfaction Journal of business and economic issues, (1), 1.
[14] Kavanagh, M. (1997). I simply want to know how well I am doing! Group and Organization Management, 22 (2), 147-148.
[15] Morrison, L. J., Colman, A. M. & Preston, C. C. (1997) Mystery customer research: processes affecting accuracy, Journal of the Market Research Society, 39(2), pp. 349–361.
[16] Newhouse, I. S. (2004). Mystery shopping made simple. New York: McGraw Hill. 208, 07-144002.
[17] Onwuchekwa, C, (1995) Personnel Management. Awka: Goshen Publishers.
[18] Pallant, J. (2005). SPSS Survival Manual; A Step by Step Guide to Data Analysis using SPSS for Windows (version 12), Open University press.
[19] Priyanka & Gaurav (2014), mystery shopping: measurement tool for customer intelligence management, IOSR Journal of Business and Management 01/2014; 16 (6):101-104.
[20] Radoslav & Miriam (2010), Mystery Shopping − The Tool of Employee Communication Skills Evaluation, Business: Theory and practices 1648-0627 print / issn 1822-4202 online
[21] Robbins, S., Bergman, R., Stagg, I. & Coulter, M. (2000) Management, 2nd ed., Australia,
[22] Scott & Joanna (2010) Why Use Importance Performance Analysis in Mystery Shopping? A USA–Poland Comparative Answer. Journal of Quality Assurance in Hospitality & Tourism (11), 1-16.
[23] Singh, P. & Verma, G. (2014).Mystery Shopping: Measurement Tool for Customer Intelligence Management, IOSR Journal of Business and Management 16, (6) 101-104 www.iosrjournals.org.
[24] Ton V. D. W., Martin, H & Jos, V. J (2005) Mystery Shopping: A Tool to Develop Insight into Customer Service Provision. 2004-082. Available at http://ssrn.com/abstract
[25] Wilson, A. (2000) The use of performance information in the management of service delivery, Marketing Intelligence and Planning, 18, (3) 127-124.
[26] Wilson, A. M. & Gutmann, J. (1998) Public transport: the role of mystery shopping in investment decisions, Journal of the Market Research Society, 40 (4), 285–293.
[27] Wilson, A. M. (1998a) The use of mystery shopping in the measurement of service delivery, Service Industries Journal, 18 (3), 148–163.
[28] Wilson, A. M. (1998b) The role of mystery shopping in the measurement of service performance, Managing Service Quality, 8(6), 414–420.
[29] Wilson, A.M. (2001) Mystery shopping: Using deception to measure service performance. Psychology and Marketing, 18 (7), 721-734.
[30] Yung-Lung and Shih-Chieh (2013), How Improving the Customer Experience Quality and Business Performance? A Case Study by Mystery Shopper Practices, International Journal of Marketing Studies, 5 (6), 52.
600 ATLANTIC AVE, BOSTON,
MA 02210, USA
+001-6179630233
AIS is an academia-oriented and non-commercial institute aiming at providing users with a way to quickly and easily get the academic and scientific information.
Copyright © 2014 - American Institute of Science except certain content provided by third parties.