Synovate reveals the hidden value of mystery shopping: 62% of consumers more likely to choose a provider with such program in place
22 October 2009
HONG KONG — Synovate, a global market research agency, today released the results of the Hong Kong Mystery Shopping study, finding that almost two-thirds of consumers think mystery shopping programs are important for several key service industries to monitor their service levels and compliance standards.
The industries that most people think need mystery shopping programs are government departments (indicated by 74% of consumers), telecom service providers (73%), and banks (70%).
Synovate surveyed over 900 people in Hong Kong to learn more about consumers' confidence level in certain industries, their desire for mystery shopping programs to ensure quality service, and to understand the value that mystery shopping programs bring to businesses.
Are you confident with the service quality of...
In this study, banks are shown to be doing well in the quality of services they provide. This industry has the least amount of consumers, 31%, stating the performance is either 'fair' or 'very bad' that they do not have any confidence with the service.
Ivy Cheung, Director of Synovate in Hong Kong who specializes in the financial sector, comments: "The positive feedback on banks' performance is likely due to the more stringent regulations put in place by the Securities and Futures Commission at the beginning of 2009. New regulations stipulate that all banks should have mystery shopping programs in place to gauge performance and compliance to standards. This should reflect in the service quality experienced by consumers."
Almost three-quarters (73%) of consumers said the overall service performance of beauty /slimming centres are either 'fair' or 'very bad', the worst of the industries covered in this study. This was followed by telecommunication service providers (68%) and insurance agents, with 56% saying their service is not up to par. Please see Figure 1 for a graphical representation of the results.
Figure 1 – Overall performance of the service industries covered in this study
Would mystery shopping change consumers' perceptions of service quality?
When respondents were asked how they would feel about a company if it used mystery shopping to monitor service quality, insightful findings emerged.
Sixty-seven percent of consumers said they are confident with the service quality of companies with mystery shopping programs, 66% believed companies with these programs are professional, and 62% said such companies would be reliable.
"And most importantly, tying directly to the bottom line of any business, 57% of consumers said they will use a company's services more if it has a mystery shopping program in place," says Ivy. "This clearly shows the value of such programs in increasing business opportunities and improving company image as they demonstrate to consumers that the company will indeed go the extra miles to deliver quality service." Please see Figure 2 for consumers' perception on companies with mystery shopping.
Figure 2 – Hong Kong consumers' perceptions on companies with mystery shopping
Contact(s) for this press release
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Teresa Cheung
Senior Marketing Communications Executive |
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Telephone: +852 2830 2533 |
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Synovate, the market research arm of Aegis Group plc, generates consumer insights that drive competitive marketing solutions. The network provides clients with cohesive global support and a comprehensive suite of research solutions. Synovate employs over 6,000 employees across 62 countries.
For more information on Synovate visit www.synovate.com.