Mystery Shopping, revelando a magia da Compra Misteriosa: Mystery Shopping, revelando a magia da Compra Misteriosa

Ioanna Dimitrakaki; Jean Palomeque-Jaramillo; Izabele Sousa-Barros

doi:10.62451/rep.v2i1.41

Autores/as

Ioanna Dimitrakaki International Hellenic University. Greece. https://orcid.org/0000-0002-8140-3033
Jean Palomeque-Jaramillo Universidad Metropolitana. Ecuador. https://orcid.org/0000-0002-2791-4473
Izabele Sousa-Barros Universidade de Pernambuco. Brasil. https://orcid.org/0000-0002-1675-1218

DOI:

https://doi.org/10.62451/rep.v2i1.41

Palabras clave:

Avaliação da Experiência do Cliente, Técnicas de Pesquisa de Mercado, Inovação em Serviços ao Cliente, Tecnologia e Comércio Electrónico, Análise e Melhoria de Serviço

Resumen

O presente artigo examina em profundidade a técnica de Mystery Shopping no contexto da pesquisa de mercado. Originada na década de 1940 como uma estratégia para avaliar a integridade do pessoal, esta metodologia se expandiu para além das avaliações presenciais, abrangendo interações digitais e telefônicas, bem como o comércio eletrônico. O estudo destaca como o Mystery Shopping oferece insights valiosos sobre a experiência do cliente em uma variedade de contextos, desde interações em lojas físicas até a eficiência de plataformas digitais e chatbots baseados em IA. Sua adaptabilidade e versatilidade são enfatizadas, demonstrando sua aplicabilidade em um amplo espectro de cenários e sua evolução no ritmo da economia digital. Além disso, são discutidas metodologias específicas e ferramentas associadas ao Mystery Shopping, sublinhando a importância de um planejamento e execução estratégicos. O artigo também aborda as implicações éticas e considerações práticas de sua implementação, fornecendo uma análise abrangente desta técnica essencial no campo contemporâneo da pesquisa de mercado.

Palavras-chave:

Avaliação da Experiência do Cliente, Técnicas de Pesquisa de Mercado, Inovação em Serviços ao Cliente, Tecnologia e Comércio Electrónico, Análise e Melhoria de Serviço.

ABSTRACT

This article provides an in-depth examination of the Mystery Shopping technique within the context of market research. Originating in the 1940s as a strategy to assess staff integrity, this methodology has expanded beyond in-person evaluations to include digital and telephone interactions, as well as e-commerce. The study highlights how Mystery Shopping offers valuable insights into customer experience across a variety of contexts, from interactions in physical stores to the efficiency of digital platforms and AI-based chatbots. Its adaptability and versatility are emphasized, demonstrating its applicability across a broad spectrum of scenarios and its evolution in pace with the digital economy. Additionally, specific methodologies and tools associated with Mystery Shopping are discussed, underlining the importance of strategic planning and execution. The article also addresses the ethical implications and practical considerations of its implementation, providing a comprehensive analysis of this essential technique in the contemporary field of market research.

Keywords:

Customer Experience Evaluation, Market Research Techniques, Customer Service Innovation, Technology and E-commerce, Service Analysis and Improvement.

Biografía del autor/a

Izabele Sousa-Barros, Universidade de Pernambuco. Brasil.

Citas

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Mystery Shopping, revelando a magia da Compra Misteriosa