20.500.12556/DKUM-22353 »SKRITI KUPEC« – OCENA KAKOVOSTI TELEFONSKIH STIKOV Z GOSPODINJSKIMI ODJEMALCI V SLOVENSKIH ELEKTRODISTRIBUCIJSKIH PODJETJIH »MYSTERY SHOPPER« – QUALITY ASSESSMENT OF TELEPHONE CONTACTS WITH HOUSEHOLD USERS IN THE SLOVENIAN ELECTRICITY DISTRIBUTION COMPANIES Vse več storitvenih podjetij, ki želijo biti uspešna, uporablja različne metode za ugotavljanje svoje kakovosti storitev. Ena od teh metod je tudi metoda »Skritega kupca« za katero se uporabljajo različni izrazi in je tako v svetu kot v Sloveniji vedno bolj razširjena. Uporablja se za zunanje marketinške raziskave ali pa se izvaja znotraj samega podjetja, s katero se meri kakovost storitev. Magistrska naloga je razdeljena na dva glavna dela. V prvem delu je povzeta teorija o kakovosti storitev in zadovoljstvu uporabnikov, komuniciranju preko telefona, kjer je napisano nekaj o vrstah in načinih komuniciranja, izpostavljen pa je sam telefonski razgovor in njegov potek ter prednosti klicnih centrov v podjetjih. Po različnih avtorjih je opredeljena metoda »skritega kupca« in njena uporabnost. Razloženo je, kako potekajo izbira in priprave ter sama značilnost uspešnih skritih kupcev. Na koncu tega dela je dodano še nekaj izkušenj in uporabnost metode pri nas in v tujini ter poglavje o etiki in standardih metode. V sklopu aplikativnega dela je bila s pomočjo izbrane metode izpeljana raziskava, katere glavni namen in cilj sta bila ocenitev kakovosti posredovanja informacij gospodinjskim odjemalcem v klicnih centrih sedmih slovenskih elektrodistribucijskih podjetjih, in sicer podjetja Elektro Maribor, Elektro Ljubljana, Elektro Celje, Elektro Gorenjska, Elektro Primorska, Petrol in Gen-i. Z raziskavo, ki jo je opravilo trinajst skritih kupcev, se je ugotavljalo zadovoljstvo na področju poznavanja ponudbe in komunikacijskih spretnostih prodajnega osebja v klicnem centru izbranih podjetij. Vse ugotovitve so povzete in grafično prikazane za vsak sklop posebej. More and more service companies that want to be successful use different methods to determine their quality of service. One of these methods is the method of "mystery shopper" for which different terms are in use and it is becoming increasingly widespread in Slovenia as well around the world. It is used for external marketing researches or applied within the company itself to measure the quality of service. Master work is divided into two main parts. The first section summarizes the theory of service quality and user satisfaction. Moreover, the communication over the phone is presented with additional information on the types and ways of communication, exposing a telephone interview, its course and the benefits of call centres in companies. According to various authors, the method "mystery shopper" and its applicability is being defined. Furthermore, the ways of selecting the customers, its preparation, and the characteristic of the successful mystery shoppers is being explained. At the end of this section some experiences and the usage of such method in our country and abroad are being presented, in addition to a chapter on ethics and standards of this method. In the applicative part the research has been carried out, using this method, with its main purpose and goal to assess the quality of information transmission to household customers in call centres of seven Slovenian electricity distribution companies, namely Elektro Maribor, Elektro Ljubljana, Elektro Celje, Elektro Gorenjska, Elektro Primorska, Petrol and Gen-i. The research of thirteen mystery shoppers taking part was used to determine the satisfaction on the field of knowing the offer and communication skills of sales staff in the call centre of the chosen companies. All the findings are summarized and graphically shown for each section separately. kakovost storitev uporabniki kontaktno osebje klicni center skriti kupec elektrodistribucijsko podjetje gospodinjski odjemalci quality of service consumers contact personnel call centre mystery shopper electricity distribution companies household users true true false S. Prislan Jager Slovenski jezik Angleški jezik Magistrsko delo/naloga 2012-03-15 09:45:40 2012-05-22 15:21:59 2022-04-14 11:44:19 2023-12-29 03:32:49 2012 0 [Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.8 11074076 URN:SI:UM:DK:EAQANWID MAG_Prislan_Jager_Sara_2012.pdf MAG_Prislan_Jager_Sara_2012.pdf 1 8155D6825962640877A70CCD603FBFAB c5db5d0e00a9f7e051a29419cec2a0dc6bd73b1d8b165deb2d52047c5c29f826 6acc03ae-7c06-11eb-bb7a-00155d0001ca 20.500.12556/dkum/2be14504-7883-44df-bf99-4151398c323a https://dk.um.si/Dokument.php?lang=slv&id=28798 Ekonomsko-poslovna fakulteta 0 0 0