Assessing the impact of mystery client traits on service evaluation. Issue 4 (11th July 2016)

• Record Type: Journal Article
• Authors: Brito, Pedro Quelhas; Rambocas, Meena
• Editors: Russell-Bennett, Rebekah; Rosenbaum, MarkScott
• Is Part Of: Journal of services marketing. Volume 30:Issue 4(2016)
• Publication Date: 2016-07-11
• Subjects: Service industries -- Periodicals; Customer services -- Periodicals; 658.802
• DOI: 10.1108/JSM-01-2015-0004
• Languages: English
• ISSNs: 0887-6045

Abstract

Abstract : Purpose: This study investigates the reliability of mystery client as a service evaluation technique taking into consideration personal differences of the mystery client agents. Design/methodology/approach: The ratings from 144 mystery clients from 355 evaluations of computer and electronic stores were cross-analyzed with eight psychographic and demographic profile variables. Findings: Mystery clients who were highly involved in the product category were more critical of service responsiveness with respect to product demonstrations and listening to customer requirements. On the other hand, mystery clients with stronger faith in intuition were more inclined to rate services higher on empathy with respect to employee making a conscientious effort to understand customers' needs. Practical implications: Depending on the service marketing goals, managers learn to define which aspects of mystery client profile they should consider or avoid during the recruitment as well as becoming more critical when they analyze the evaluation reports in order to avoid an interpretation bias. Originality/value: The usefulness of mystery client tool relies on its reliability and credibility as marketing research technique. It was identified the mystery client personality traits more likely associated with marketing service evaluation variability.