20.500.12556/DKUM-45890 Skrivni nakupi v trgovskem podjetju Mystery shopping in commercial company Skrivno nakupovanje se je začelo v ZDA pred več kot tridesetimi leti. V Sloveniji ni enotnega prevoda za tovrstno raziskavo. Angleško besedno zvezo Mystery shopping lahko v Sloveniji prevedemo kot. npr: navidezno nakupovanje, skriti kupec, anonimno ocenjevanje, skrivni nakup, skrivnostni nakup itd. Skrivnostni nakup je anonimna raziskava oziroma ocena kvalitete storitev in odnosov s kupci na prodajnih mestih, izvedena bodisi osebno, telefonsko bodisi preko interneta. Z raziskavo se analizira, kako se prodajno osebje obnaša do kupcev, pri čemer podatkov ne pridobivajo od resničnih strank, temveč od skrivnostnih kupcev. Dober skriti kupec ima visoke cilje, je nepristranski, podrobno orientiran, zna slediti navodilom, zna postavljati vprašanja, da izzove določene odzive, vzame si dovolj časa, se spozna na poslovanje, zna se samomotivirati. Programi navideznega nakupovanja običajno vključujejo naslednje faze: definiranje ciljev, oblikovanje scenarija in ocenjevalnega lista, nabor in izobraževanje navideznih kupcev, zbiranje podatkov, analiza podatkov, priprava poročila in pregled ugotovitev. Pomembnejša področja opazovanja pri ocenjevanju prodajalcev so sprejem kupca, nagovor stranke, obvladovanje več strank naenkrat, ugotavljanje potreb kupcev, predstavitev izdelka, ugovori kupcev, alternativna ponudba, uspešno zaključevanje prodaje. Glavni namen skrivnega nakupovanja je izboljšanje prodajnih storitev oziroma postrežbe prodajalcev. Napredna podjetja povezujejo skrivno nakupovanje s programi izobraževanja, motiviranja in nagrajevanja zaposlenih. Mystery shopping occurred more than thirty years ago in the US. In Slovenia there is no uniform translation for such a research. Among Slovenian translations of the English term “Mystery shopping” we can find the following: apparent shopping, secret shopper, anonymous assessment, hidden shopping and secret shopping etc. Mystery shopping is an anonymous research or assessment of the quality of products and attitude towards customers at sales points, performed personally or over the internet. The research analyzes, how the sales staff behaves towards customers; the information is not provided by actual customers, but by mystery shoppers. A good mystery shopper has high goals, is objective, thoroughly oriented, can follow directions and ask questions in order to provoke certain reactions, takes enough time, knows the business and is able to motivate himself. Mystery shopping programmes usually include the following phases: defining of objectives, formation of the scenario and assessment list, range and education of mystery shoppers, data collection and analysis, report preparation and review of findings. More important fields of observation in the assessment of sales staff are: customer reception, addressing of the customer, handling of more clients at once, assessment of customer needs, product presentation, customer reclamations, alternative offer and successful closing of sales. The main purpose of mystery shopping is to improve sales services or services of the staff. Advanced companies connect mystery shopping with programmes of employee education, motivation and rewarding. Skrivni nakupi skriti kupec prodajalec ocenjevalni list trgovsko podjetje. Mystery shopping mystery shopper seller assessment list trading company. true true false [M. Lazarevič] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2014-09-05 15:04:30 2014-11-20 09:18:06 2022-05-16 03:06:55 2021-05-04 03:17:03 2014 0 Celje 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 005.7 512598077 URN:SI:UM:DK:IA69UYCS UNI_Lazarevic_Mirjana_2014.pdf UNI_Lazarevic_Mirjana_2014.pdf 1 54C3C1224BBDFC097EBAE4583ACFBBA2 ee3d79558e7a3a59c4408f07cb6fb8f7b5af09f4fef5f51e646fc470a3ee8312 2d4917be-7c0b-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=66713 Fakulteta za logistiko 0 0 0