Mystery Shopping as a Tool for Improvement of Shopping Conditions
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216305%3A26510%2F15%3APU114240" target="_blank" >RIV/00216305:26510/15:PU114240 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Mystery Shopping as a Tool for Improvement of Shopping Conditions
Original language description
This paper is focused on the identification and evaluation of internal factors of a shop, that are affecting retail buying behaviour of customers in retail food stores. The study examines the environment in Czech retail market, which is characterized by strong competition with a predominance of foreign chains. Domestic traders very often use concatenation into franchise chains as a way of defence against their strong influence. By that a very diverse group of shops, acting as a single unit retail chain, is created. But the strength and quality level of the entire chain is limited by its weakest link. The identification of internal factors of a shop that are affecting retail buying behaviour is based on secondary data from buying behaviour studies and primary data, the customers buying behaviour survey. The questionnaire, which was answered by 175 respondents, was focused on the identification of key factors influencing the choice of the shop for customers routine shopping. These findings created the basis for the evaluation of shops within mystery shopping, which was focused on the evaluation of factors characteristic for a shop internal environment and processes. The 85 evaluated shops are members of Czech retail franchise chain covering about 220 small and medium-sized stores. The aim of the study is to propose a method for vulnerability assessment and finding opportunities for growth of shop sales as the way of building and strengthening of the retail chain competitiveness.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
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OECD FORD branch
50201 - Economic Theory
Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2015
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Innovation Vision 2020: From Regional Development Sustainability to Global Economic Growth
ISBN
978-0-9860419-4-5
ISSN
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e-ISSN
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Number of pages
10
Pages from-to
1040-1049
Publisher name
International Business Information Management Association (IBIMA)
Place of publication
Amsterdam
Event location
Amsterdam
Event date
May 7, 2015
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
000360508700106