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KUČEROVÁ, V.
Originální název
Mystery Shopping as a Tool for Improvement of Shopping Conditions
Typ
článek ve sborníku ve WoS nebo Scopus
Jazyk
angličtina
Originální abstrakt
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.
Klíčová slova
buying behaviour, demand for food, mystery shopping, food retail in the Czech Republic
Autoři
Rok RIV
2015
Vydáno
7. 5. 2015
Nakladatel
International Business Information Management Association (IBIMA)
Místo
Amsterdam
ISBN
978-0-9860419-4-5
Kniha
Innovation Vision 2020: From Regional Development Sustainability to Global Economic Growth
ISSN
NEUVEDENO
Strany od
1040
Strany do
1049
Strany počet
10
BibTex
@inproceedings{BUT114714, author="Vladimíra {Bayerová}", title="Mystery Shopping as a Tool for Improvement of Shopping Conditions", booktitle="Innovation Vision 2020: From Regional Development Sustainability to Global Economic Growth", year="2015", pages="1040--1049", publisher="International Business Information Management Association (IBIMA)", address="Amsterdam", isbn="978-0-9860419-4-5" }