基于神秘顾客调查方法的服务质量管理探讨

Discussion on Service Quality Management Based on Mystery Customer Survey Method

神秘顾客调查在中国服务质量管理实践中已被广泛采用,但一般用于商业服务领域,较少用于公共服务领域。本文比较了顾客满意度调查和神秘顾客调查两种方法,认为神秘顾客调查不仅是一种较为可靠的服务质量调查方法,而且是一种较好的服务质量管理方法。通过实证分析展示了神秘顾客调查具有可控性较强,尺度刻画较精细和偏差效应较小等主要特点;并对神秘顾客调查收集的数据,进一步采用分层模型分析,较为精准地捕捉到服务能力是影响服务质量的主要因素,神秘顾客认知偏误对调查结果无显著影响。故应将神秘顾客调查应用于公共服务领域,并大胆采用第三方神秘顾客调查方式,努力提高服务能力,改进服务质量。

Mystery customer survey has been widely adopted in the practice of service quality management in China,but it is generally used in the field of commercial services and less used in the field of public services.By comparing customer satisfaction survey and mystery customer survey,this paper holds that mystery customer survey is not only a reliable method for service quality survey,but also a good method for service quality management.Through the empirical analysis,it shows that mystery customer research is mainly characterized by strong controllability,fine scale characterization and small deviation effect.In addition,the data collected by the mystery customer survey is further analyzed by the hierarchical model,which accurately captures that the service capacity is the main factor affecting the service quality,and the cognitive bias of the mystery customer has no significant impact on the survey results.So the mystery customer survey should be applied to the field of public service,and the third-party mystery customer survey should also be boldly adopted to enhance the service capacity,so as to improve the service quality.