Mystery Shopping – a Tool for Sales Processes Evaluation in the Hospitality Facilities

Abstract: Mystery shopping can be characterized as a marketing method used for anonymous and objective evaluation of the quality of provided services. The method helps the owner of the company, where the mystery shopping is applied, to gain better images of processes in the company, information about employee behavior towards customers, quality of provided services, environment, atmosphere, etc. It is realized by mystery shoppers who give the owner the information about used services gained by secret purchases. The aim of the paper is to examine the use of the mystery shopping method as a tool for evaluating the sales process in hospitality facilities. We research the use of mystery shopping from two points of view. On one hand, based on the structured interviews with managers of mystery shopping agencies and, on the other hand, based on structured interviews with managers of hospitality facilities that use mystery shopping method. All researched companies agreed on the statement that mystery shopping is very good primary impulse for changes in the company but has to be followed by training and to achieve success and guests’ satisfaction devoted work of the management and all its employees is necessary.