Mystery Shopping as a Tool for Improvement of Shopping Conditions

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Mystery Shopping as a Tool for Improvement of Shopping Conditions

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Mystery Shopping as a Tool for Improvement of Shopping Conditions

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50201 - Economic Theory

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2015

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

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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Počet stran výsledku

10

Strana od-do

1040-1049

Název nakladatele

International Business Information Management Association (IBIMA)

Místo vydání

Amsterdam

Místo konání akce

Amsterdam

Datum konání akce

7. 5. 2015

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

000360508700106