Mystery shopping tests service and compliance. (includes related article): An article from: Bank Marketing

This digital document is an article from Bank Marketing, published by Bank Marketing Assn. on February 1, 1994. The length of the article is 3602 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

From the supplier: An increasing number of banks are realizing the value of mystery shopping programs to their bottom line. Shopping surveys are now included in most compliance, training and sales programs, and are being used to help support marketing initiatives. They are also being employed in designing merit and reward programs, in establishing comparative measures for branches and in setting competitions to reach quality standards. Banks interested in implementing mystery shopping programs should avoid five things: measuring one dimension only, shopping without training, expecting perfection, frequently changing shoppers and ignoring the competition. They may also consider the successful strategies taken by such banks as CoreStates Financial Corp, Bank One Denver and First Security Corp. The mystery-shopping programs of these banks are discussed.

Citation Details
Title: Mystery shopping tests service and compliance. (includes related article)
Author: Katherine Morrall
Publication:Bank Marketing (Magazine/Journal)
Date: February 1, 1994
Publisher: Bank Marketing Assn.
Volume: v26 Issue: n2 Page: p13(6)

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