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Mapping customer experience through mystery shopping: a case study in automotive dealerships

2026-07-17Artigo de investigação Acesso aberto
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dc.contributor.authorSilva, Susana C.
dc.contributor.authorLisboa, Ana
dc.contributor.authorCoelho, Luana A.
dc.date.accessioned2026-07-20T16:06:26Z
dc.date.available2026-07-20T16:06:26Z
dc.date.issued2026-07-17
dc.description.abstractPurpose: 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.eng
dc.identifier.doi10.1108/IJRDM-07-2025-0564
dc.identifier.other1d9c20b6-f0c4-4f5c-bf08-b37c468c024c
dc.identifier.urihttp://hdl.handle.net/10400.14/58783
dc.identifier.wos001820773000001
dc.language.isoeng
dc.peerreviewedyes
dc.publisherEmerald Publishing
dc.rights.uriN/A
dc.subjectMystery shoppingeng
dc.subjectCustomer experienceeng
dc.subjectAutomotive retaileng
dc.subjectService qualityeng
dc.subjectCX evaluationeng
dc.subjectDealership managementeng
dc.titleMapping customer experience through mystery shopping: a case study in automotive dealerships
dc.typeresearch article
dspace.entity.typePublication
oaire.versionhttp://purl.org/coar/version/c_970fb48d4fbd8a85

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