Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Mystery shopping providers in Asia, Europe, North and South America, including Heraklea, a specialized agency of mystery shopping in Croatia, for the thirteenth consecutive year participated in joint research called the Smiling Report 2016, organized by the Better Business World Wide. The study includes data on the quality of services collected from a wide range of industries by mystery shopping companies that are members of the Mystery Shopping Providers Association (MSPA).
Survey results for 2016 include more than 2.1 million questions from 67 countries, where mystery shoppers evaluated smiles, greeting and add-on sales, as three basic elements of service quality.
SMILES
For the third consecutive year Ireland has achieved the best result in the category of smiles with a score of 96%, representing a slight decrease compared to the previous year when it posted a result of 100%. Below it is Lithuania with 95%, Puerto Rico with 94% and Argentina, Austria and Canada with 93%.
At the bottom of the list are, as in previous years, Macau with a score of 54% and Hong Kong with 57%. However, Hong Kong has recorded an increase of 9% compared to last year.
The largest increase in the category of smiles, as much as 20%, was achieved by Croatia, whose final score is 79%.
The biggest drop, as much as 23%, was recorded in Spain with a score of 74%. United Kingdom also had a negative trend of 18% for a score of 73%, Switzerland has decreased by 15% to the result of 82%, and Latvia this year dropped by 15%, achieving a score of 63%.
Comparing the results of the continents, North America with 90% achieved the highest score, followed by South America with 84%. The worst result was recorded Asia with 65%.
Comparing the results by industry, with the top score of 89% comes the health and beauty industry, followed by hotel industry with 86%. The worst result is achieved in transport industry with a score of only 58%, although it grew by 15% compared to the previous year.
Source: Better Business Worldwide
GREETINGS
Eight South American countries have achieved a result of 100% in the category of greeting: Colombia, Ecuador, El Salvador, Guatemala, Honduras, Mexico, Panama and Venezuela. Top European countries are Greece and Ireland with 97%, while the best in Asia is China with 92%.
The worst results in the category of greeting was achieved by Macau with a score of 54% and Hong Kong, India and Moldova with 62%.
Latvia recorded a 16% growth compared to the previous year, coming in at 94%.
Several European countries reported a dramatic drop compared to the previous year: Russia had a drop of 19% for a score of 71%; Turkey dropped 18% for a score of 74%; Switzerland dropped 17% for a score of 82%; and Spain recorded a decrease of 13% for a score of 85%.
Comparing the results of the continents, South America achieved the highest score of 94%, followed by North America with a score of 93%. Asia recorded the worst result of 71%.
Comparing the results by industry, public administration has achieved the highest score with 96%. Health and beauty industry has achieved a result of 74%, which represents a decrease of 19% compared to last year and the worst performance among the industries in the category of greeting. Transportation industry recorded a score of 77% – 10% year over year increase.
Source: Better Business Worldwide
ADD-ON SALE
Since 2004, since this research is conducted, add-on sales is the category with worst ratings, and the trend has continued this year, with an average score of this category of only 58%. Some countries have achieved very good results, where El Salvador leads with a score of 99% and Honduras with a score of 96%. Followed by Guatemala with 89% and Colombia with 85%.
At the bottom is another South American country; Paraguay with a score of 17%. Greece with the result of 27% is the lowest scoring country in Europe in this category.
The largest increase was recorded by Brazil with growth of 20% and a score of 51%, and Croatia with a growth of 18% and a score of 55%. Following are Austria with an increase of 13% and a score of 80% and the US with an increase of 12% and a score of 61%.
Countries that have recorded the largest fall in the category of add-on sales are Bulgaria with a drop of 13% and a score of 47%, Peru with a drop of 12% and a score of 51% and Paraguay with a drop of 12% and a score of 17%.
Comparing the results of the continents, top scoring is North America with a score of 64%, while the worst result was achieved by Asia with 53%.
Comparing the results by industry, the best result is achieved in financial industry with 66%. Following is the transport industry with score of 64%, an increase of 21% compared to the previous year. Hotel industry recorded a score of 63%, and the industry of health and beauty scored 61%, an increase of 28% compared to the previous year. The worst result was achieved in the automotive industry with 50%, which is a decrease of 12% compared to the previous year. Leisure industry also recorded a sharp drop of 14% with a score of 58%. Retail has achieved a result of 56%.
Source: Better Business Worldwide
CROATIA
In the previous year, Croatian stood out with the highest growth in the category of smiles, with whopping 20% increase and achieved score of 79%. In the category of greeting, it recoded the result of 92%, an increase of 11% compared to previous year. With a score of 55% in the category of add-on sales, Croatia is below the world average of 58%, but it did record an increase of 18% compared to the previous year.
Croatia was ranked seventh with a score of 86% in the category of smiles and ninth place with a score of 46% in the category of add-on sales in the sector of the financial industry. In the sector of the hotel industry, Croatia has achieved a high 15th place in the category of smiles, 19th place in the category of greeting and 27th place in the category of add-on sales. As far as retail industry is concerned in the category of smiles, Croatia has achieved 23rd place while in the category of greeting it achieved high seventh place with a score of 94%. In the category of add-on sales in retail, Croatia has achieved 8th place with a score of 60%.
It is interesting that Croatia in 2016 achieved the best result since 2008, ie since the beginning of participation in the Smiling Report, in all three categories.