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Mapping customer experience through mystery shopping: a case study in automotive dealerships
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Orientador(es)
Resumo(s)
Purpose: This study investigates mystery shopping as a diagnostic and strategic tool for assessing customer experience across the automotive retail customer journey. Design/methodology/approach: The research adopts a case study methodology, using three sequential mystery shopper evaluations across a car-brand dealership network. It applies a structured assessment model across pre-visit, visit and post-visit stages. Findings: Service-quality scores generally improved over time, with significant gains observed in needs identification, vehicle presentation and overall score. Quartile analyses showed that high-performing dealerships consistently outperformed lower performers, while top improvers, though initially lower-scoring, demonstrated substantial gains over time. Comparisons with real net promoter score data indicated that mystery shopping assessments became increasingly aligned with customer-reported outcomes, reflecting improved calibration across rounds. Research limitations/implications: Limitations include the absence of purchase intention assessment and limited scoring scale granularity. Future research should expand the framework and integrate other evaluative tools. Practical implications: Mystery shopping provides actionable insights for sales training, customer experience strategy and operational consistency across dealerships. Social implications: This study introduces a structured, longitudinal mystery shopping framework that captures customer experience across time and touchpoints, extending beyond traditional one-off or compliance-focused applications. It contributes theoretically by operationalizing customer experience as an observer-based, journey-centric approach, complementing self-reported service quality assessments and offering a repeatable method for longitudinal CX evaluation. Originality/value: This study introduces a structured, longitudinal mystery shopping framework that captures customer experience across time and touchpoints, extending beyond traditional one-off or compliance-focused applications. It contributes theoretically by operationalizing customer experience as an observer-based, journey-centric approach, complementing self-reported service quality assessments and offering a repeatable method for longitudinal CX evaluation.
Descrição
Palavras-chave
Mystery shopping Customer experience Automotive retail Service quality CX evaluation Dealership management
Contexto Educativo
Citação
Editora
Emerald Publishing
Licença CC
Sem licença CC