System Analysis of Mystery Shopping Data: ISO 9001 for Control of Service Quality

E. G. Aminev^1*, Qing Wang^2*

¹Hi-Tech Psychology Central Institute, HiTPCI (Director), Moscow, Russia.
²School of Public Administration, University of International Business and Economics, Beijing, China.

DOI: 10.4236/jss.2014.29023                

Abstract

The dynamics of service staff in advertences in the filling stations network of one of the largest Russian oil company was investigated. Errors of personnel were revealed from mystery shopping questionnaires and it was proved that the distribution of mistakes can be described by refusing theory. Zipf-Mandelbrot’s model of the statistical structure of languages and, likewise, Gompertz- Makeham’s law of human mortality, are not allowed for approximation. Customer loyalty can be effectively predicted by methods of fast integer linear programming. Relevance factors allow one to authentically judge which components of social behaviour of the personnel have the greatest influence on the benevolence of clients to a company. The personnel are given concrete technologies of training design, statistical methods of detection of incorrect questions and algorithms of estimation of mystery consumer attainment. It is proposed to amend the recommendations of statistical methods to supplement the standard “quality management System” ISO 9001:2008 in the parts concerning with such subjects as personnel, education, training and the modeling of service quality.

Keywords

ISO 9001, Service Quality Management, Mystery Shopping, Mystery Customer, Customer Loyalty, Petroleum Product, Filling Stations, Trade Network, Oil Station Attendant, Personnel, Stuff, Human Capital, Human Resource Management, Swat-Analysis, Regulation, Corporate Trainer, Statistics, Regression Analysis, Refusing Theory, Zipf-Mandelbrot’s Model, Gompertz-Makeham’s Law of Mortality, Fast Integer Linear Programming, Incorrect Questions, Attainment Estimation, Training Design, Behavioral Training, Cleanness and Tidiness Instinct, Weak Link, Sales Training

Conflicts of Interest

The authors declare no conflicts of interest.

References

[1]	ISO 9001:2008, Quality Management Systems—Requirement.
[2]	ISO/TR 10017:2003, Guidance on Statistical Techniques for ISO 9001:2000.
[3]	Leeds, B. (1995) Mystery Shopping: From Novelty to Necessity. Bank Marketing, 27, 17-23.
[4]	Wilson, A.M. (1998) The Role of Mystery Shopping in the Measurement of Service Performance. Managing Service Quality, 8, 414-420. http://dx.doi.org/10.1108/09604529810235123
[5]	Edwards, D.W. (1986) Out of the Crisis. MIT Press, Cambridge, 489 p.
[6]	Mangelsdorf, D. (1999) Evolution from Quality Management to an Integrative Management System Based on TQM and Its Impact on the Profession of Quality Managers in Industry. The TQM Magazine, 11, 419-425. http://dx.doi.org/10.1108/09544789910287737
[7]	Clare, C.-C., Mark, G. and Boon, W.T. (2003) Does ISO 9000 Certification Improve Business Performance. International Journal of Quality & Reliability Management, 20, 936. http://dx.doi.org/10.1108/02656710310493643
[8]	Sharma, D.S. (2005) The Association between ISO 9000 Certifi-cation and Financial Performance. The International Journal of Accounting, 40, 151-172. http://dx.doi.org/10.1016/j.intacc.2005.01.011
[9]	Chen D.-S., Batson, R.G. and Dang, Y. (2010). Applied Integer Programming: Modeling and Solution. John Wiley and Sons, New York, 488 p.
[10]	Murray, S. (1993) Neural Net-works for Statistical Modeling. Van Nostrand Reinhold, 235 p.
[11]	Zipf G.K. (1935) Selective Studies and the Prin-ciple of Relative Frequency in Language. Houghton-Mifflin, MIT Press, 125 p.
[12]	Mandelbrot, B.B. (1953) An In-formational Theory of the Statistical Structure of Languages. In: Jackson, W., Ed., Communication Theory, Academic Press, Princeton, 486-502.
[13]	Li, W.T. (1992) Random Texts Exhibit Zipf’s-Law-Like Word Frequency Distribution. IEEE Transactions on Information Theory, 38, 1842-1845.
[14]	Gompertz, B. (1825) On the Nature of the Function Expressive of the Law of Human Mortality, and on a New Mode of Determining the Value of Life Contingencies. Phi-losophical Transactions of the Royal Society of London, 115, 513- 585. http://dx.doi.org/10.1098/rstl.1825.0026
[15]	Rausand, M. and Hoyland, A. (2004) System Reliability Theory; Models, Statistical methods, and Applications. John Wuiley & Sons, New York.
[16]	Schrijver, A. (1986) Theory of Linear and Integer Programming. Wiley, Tilburg University, 470 p.
[17]	Becker, G.S. (1994) Human Capital: A Theoretical and Empirical Analysis, with Special Reference to Education. University of Chicago Press, Chicago, 412 p.