Strategic Insights from Mystery Shopping in B2B Relationships

    Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

    Resumé

    This paper describes how mystery shopping can be used to gain valuable strategic input in B2B service relationships. We account for a longitudinal case study framed as a natural experiment (duration 18 months) in a Swedish group of consultancy companies offering a wide selection of industrial services to large Scandinavian corporations. We account for and analyse the process of building a mystery shopping procedure to get strategic insights from engineers delivering temporary consultancy services to these clients. After a successful trial period with three mystery shoppers the experiment (a guideline covering the themes of map, smoke and mirror as metaphors) has been extended to comprise a larger group of engineers and may be taken up in a company-wide way. The experiment was deemed effective in developing both a procedure for mystery shopping and a new way to train the consultants.
    OriginalsprogEngelsk
    TidsskriftJournal of Strategic Marketing
    Vol/bind20
    Udgave nummer4
    Sider (fra-til)313-322
    Antal sider10
    ISSN0965-254X
    DOI
    StatusUdgivet - maj 2012

    Citer dette

    @article{6c3807a3460645ef8adea33ed43a96f5,
    title = "Strategic Insights from Mystery Shopping in B2B Relationships",
    abstract = "This paper describes how mystery shopping can be used to gain valuable strategic input in B2B service relationships. We account for a longitudinal case study framed as a natural experiment (duration 18 months) in a Swedish group of consultancy companies offering a wide selection of industrial services to large Scandinavian corporations. We account for and analyse the process of building a mystery shopping procedure to get strategic insights from engineers delivering temporary consultancy services to these clients. After a successful trial period with three mystery shoppers the experiment (a guideline covering the themes of map, smoke and mirror as metaphors) has been extended to comprise a larger group of engineers and may be taken up in a company-wide way. The experiment was deemed effective in developing both a procedure for mystery shopping and a new way to train the consultants.",
    author = "Jan Mattsson",
    year = "2012",
    month = "5",
    doi = "10.1080/0965254X.2012.657226",
    language = "English",
    volume = "20",
    pages = "313--322",
    journal = "Journal of Strategic Marketing",
    issn = "0965-254X",
    publisher = "Routledge",
    number = "4",

    }

    Strategic Insights from Mystery Shopping in B2B Relationships. / Mattsson, Jan.

    I: Journal of Strategic Marketing, Bind 20, Nr. 4, 05.2012, s. 313-322.

    Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

    TY - JOUR

    T1 - Strategic Insights from Mystery Shopping in B2B Relationships

    AU - Mattsson, Jan

    PY - 2012/5

    Y1 - 2012/5

    N2 - This paper describes how mystery shopping can be used to gain valuable strategic input in B2B service relationships. We account for a longitudinal case study framed as a natural experiment (duration 18 months) in a Swedish group of consultancy companies offering a wide selection of industrial services to large Scandinavian corporations. We account for and analyse the process of building a mystery shopping procedure to get strategic insights from engineers delivering temporary consultancy services to these clients. After a successful trial period with three mystery shoppers the experiment (a guideline covering the themes of map, smoke and mirror as metaphors) has been extended to comprise a larger group of engineers and may be taken up in a company-wide way. The experiment was deemed effective in developing both a procedure for mystery shopping and a new way to train the consultants.

    AB - This paper describes how mystery shopping can be used to gain valuable strategic input in B2B service relationships. We account for a longitudinal case study framed as a natural experiment (duration 18 months) in a Swedish group of consultancy companies offering a wide selection of industrial services to large Scandinavian corporations. We account for and analyse the process of building a mystery shopping procedure to get strategic insights from engineers delivering temporary consultancy services to these clients. After a successful trial period with three mystery shoppers the experiment (a guideline covering the themes of map, smoke and mirror as metaphors) has been extended to comprise a larger group of engineers and may be taken up in a company-wide way. The experiment was deemed effective in developing both a procedure for mystery shopping and a new way to train the consultants.

    U2 - 10.1080/0965254X.2012.657226

    DO - 10.1080/0965254X.2012.657226

    M3 - Journal article

    VL - 20

    SP - 313

    EP - 322

    JO - Journal of Strategic Marketing

    JF - Journal of Strategic Marketing

    SN - 0965-254X

    IS - 4

    ER -