Publication

Mystery callers: het zijn net mensen

Ammeraal, A. N., Hoekstra, J., van Hijum, A. & Leeflang, P., 2014, Ontwikkelingen in het marktonderzoek: Jaarboek 2014 MarktOnderzoekAssociatie. Bronner, F., Dekker, P., de Leeuw, E., Paas, L., de Ruyter, K., Smidts, A. & Wieringa, J. (eds.). Amsterdam: MarktOnderzoekAssociatie, Vol. 39. p. 71-83 13 p. 5

Research output: Chapter in Book/Report/Conference proceedingChapterAcademicpeer-review

Mystery calling is a specific form of mystery guest-research. With this type of marketing research one can evaluate telephone contacts with customers. In this contribution we evaluate how mystery callers judge the service quality of a customer contact centre of a service organisation. We compare the judgement of mystery callers with the judgment that customers give to the services of the customer contact center. For two important customer experience metrics (satisfaction and gratitude) we do not find significant differences between mystery callers and customers. Only for one of the three metrics we find a difference between the mystery callers and the customers. In our survey we also analyse if characteristics of the mystery callers influence their judgment. Two variables appear to affect the MC’s judgment: the degree of experience of the mystery caller, and the fact that the caller is a customer of the service organisation. We recommend to pay attention to a regular refreshment of the panel of mystery callers.
Translated title of the contributionMystery callers: just like humans
Original languageDutch
Title of host publicationOntwikkelingen in het marktonderzoek
Subtitle of host publicationJaarboek 2014 MarktOnderzoekAssociatie
EditorsFred Bronner, Paul Dekker, Edith de Leeuw, Leo Paas, Ko de Ruyter, Ale Smidts, Jaap Wieringa
Place of PublicationAmsterdam
PublisherMarktOnderzoekAssociatie
Pages71-83
Number of pages13
Volume39
ISBN (Print)97890 8683-0473
Publication statusPublished - 2014

    Keywords

  • Mystery calling, validiteit, panelverversing, customer contact center

ID: 2288074