You work as a marketing manager for a major car dealership. The dealership has 150 sites throughout

Question:

You work as a marketing manager for a major car dealership. The dealership has 150 sites throughout the UK. Your Customer Satisfaction Scores have been falling recently. You have been to an MRS training course on Mystery Shopping and feel that this technique might help identify the causes for the fall in satisfaction.

Write a report to your director outlining why you feel that this might help.

Discuss the role of mystery shopping in delivering service quality.

What are the benefits and limitations of this technique?

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Asim farooq

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