Mystery Shopping: Leistungsfahigkeit eines Instruments zur Messung der Dienstleistungsqualitat

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Karsten Schmidt erarbeitet einen Voraussetzungskatalog fur den erfolgreichen Einsatz der Mystery Shopping-Methodik zur Evaluation der Dienstleistungsqualitat. Die gewonnenen Erkenntnisse munden in der Ableitung konkreter Gestaltungsempfehlungen fur die Marktforschungspraxis sowie in Anknupfungspunkten fur die weitere wissenschaftliche Forschung.