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Integrating Mystery Shopping With Diversity, Equity, and Inclusion (DEI) Policies: A Strategic Approach to Business Development and Impact on Customer Satisfaction and Service Quality
Abstract
Mystery auditing (mystery shopping) is a vital tool offering insights into training programs and policy implementation, helping businesses identify strengths and areas for improvement. It enables companies to benchmark service standards against competitors, revealing best and worst practices for continuous development. Mystery shopping contributes to long-term business performance by enhancing customer satisfaction, engagement, and retention. Despite its growing use, academic research on mystery shopping remains limited, with few scholarly resources and specialized departments. This study examines how mystery shopping measures customer satisfaction, focusing on identifying service weaknesses. It also explores the integration of Diversity, Equity, and Inclusion (DEI) policies in business practices, highlighting DEI's increasing relevance in brand management. The research applies mystery shopping in sectors like white goods and garment fashion, offering case studies, a SWOT analysis, and demonstrating how DEI policies can improve service quality and inclusivity.
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