Mystery shoppers: an evaluation of their use in monitoring performance

Abstract

Purpose – The purpose of this paper is to examine what mystery shopping is, why it is used and how mystery customers are trained and how the information collected is fed back to the client organisation. Design/methodology/approach – The approach was to use an online survey of mystery shoppers compares the reality of the situation with the best practice identified from the extant literature. Findings – The main outcome was that results identify good and bad practices in all areas of the process and guidelines for the recruitment, training and monitoring of mystery shoppers are proposed including in-depth training in all aspects of the job. Research limitations/implications – A sample of 85 mystery shoppers was used and only in the UK. It would be interesting to widen this out internationally. Practical implications – Mystery shoppers are used worldwide by services to evaluate the performance of their front-line people and processes but are their evaluations valid and reliable? This research identifies good and bad practice which should help managers to design their training for mystery shoppers. Originality/value – The paper addresses a gap in the literature on the perceptions of mystery shoppers.

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