Percorrer por autor "Coelho, Luana Alteiro Brito"
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- Mystery shopper as a tool for customer journey analysisPublication . Coelho, Luana Alteiro Brito; Silva, Susana Cristina Lima da Costa eThe assessment of customer experience (CX) across the service journey has been extensively explored through models such as SERVQUAL and SERVPERF; however, these approaches often rely on self-reported data and overlook the potential of structured observational tools. While the literature acknowledges the complexity of CX and its strategic importance in service industries, there remains a theoretical and practical gap in evaluating CX dynamically and comprehensively, particularly within automotive retail contexts. This study addresses that gap through a replicable, data-driven design that enables consistent measurement across time and contexts, thereby strengthening both research validity and managerial relevance. Using the case of Hyundai Portugal, this research employed three sequential mystery shopper evaluations to measure service performance at key touchpoints: pre-visit, visit, and post-visit. The structured design allowed for a comparative, longitudinal analysis of dealership interactions, focusing on elements such as response quality, sales process efficiency, and follow-up communication. The objective was to track service progression and assess whether operational improvements translated into enhanced customer experiences. The findings reveal improvements in areas such as test drive facilitation, follow-up communication, and response quality. However, certain dimensions, particularly digital response time, test drive execution, and initial customer greeting, continue to underperform relative to other service touchpoints, indicating that full alignment in CX delivery has not yet been achieved. These results highlight the diagnostic value of mystery shopping in identifying specific pain points and performance trends within dealership operations, supporting its role as both a measurement and strategic management tool. This study contributes to the academic debate by challenging the dominance of self-report-based service quality assessments. Contrary to traditional frameworks (e.g., Parasuraman et al., 1988; Cronin & Taylor, 1992), our approach emphasizes the importance of real-world, observer-based data to capture CX across time and touchpoints. The research underscores mystery shopping’s potential not only as an evaluative method but also as a strategic asset for operational refinement and CX innovation within high-involvement service sectors like automotive retail.