Achieving service excellence through mystery shopping
To stay at the forefront of the education industry, OUM stays motivated and strong with a refreshed and revived #DareToDream motto. Over the past few years, we have realised our goal and made it happened through various reengineering developments either structurally, technologically or physically...
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Conference or Workshop Item |
| Published: |
2019
|
| Subjects: | |
| Online Access: | http://library.oum.edu.my/repository/1177/1/library-document-1177.pdf http://library.oum.edu.my/repository/1177/ |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Summary: | To stay at the forefront of the education industry, OUM stays motivated and strong
with a refreshed and revived #DareToDream motto. Over the past few years, we have
realised our goal and made it happened through various reengineering developments
either structurally, technologically or physically to remain fit for purpose for the future.
However, in this age where there is intense competition in the education industry, to
function like before is no longer sufficient and appropriate. Thus, OUM takes a step
back and proactively makes an effort to ‘understand and listen to the voice of the
students’ through Mystery Shopping. This paper will present the results of the mystery
shopper programme conducted at OUM. For this pioneer project, the research team has
selected at random OUM students to serve as mystery shoppers since they are familiar
with the academic environment and their expectations may be more in line than an
outside shopper. The measurement instrument consists of 50 items based on five
constructs. The questionnaire was developed based on a six-point Likert scale from
Strongly Disagree to Strongly Agree and followed by open-ended questions for
shoppers to give comments and suggestions. Data analysis showed that the average
mean score for the five categories are in the range of 4.77–5.01. Although results are
on the high side for most items, there are some items in each of the five constructs
which require attention. Mystery shopping is an accurate and efficient and effective
method to gain in-depth knowledge of customers’ satisfaction and it should be part of
the university’s strategic activity. (Abstract by authors) |
|---|