Drugi jezik na kojem je dostupan ovaj članak: Bosnian
In the period from May 15 to June 15, 2018, agency Heraklea, in cooperation with the secret shopping agencies in the Adriatic region, conducted the tenth annual survey of basic elements of service quality, with the aim of finding the best in the region.
Six countries of the region participated in the study: Bosnia and Herzegovina, Montenegro, Croatia, Macedonia, Slovenia and Serbia. Secret shoppers visited 800 different businesses, such as car salons, banks, petrol stations, retail outlets, supermarkets, telecommunications companies, tourist-catering establishments and facilities in service industry.
Five basic elements of good and quality service were measured that can be summarized under the acronym GUEST: Greet, Understand, Explain, Suggest, Thank.
According to this year’s results, Macedonia achieved the best result with 78.96% of the full score. Slovenia took second place with a score of 75.60% and has fallen by 3.43 percentage points compared to year earlier. Serbia’s score of 74.73% got her third place and a year-on-year improvement of 1.33%. In this year’s survey, Croatia ranked fourth with a score of 73.16% and dropped 0.46 percentage points from last year’s results. Bosnia and Herzegovina has the most space for improvement, with a score of only 56.89% and a fall of 2.17%. Montenegro, with a score of 70.59%, also falls below the average for this year, which amounts to 71.34%.
The category of product explaining achieved the best overall score of 91.68%, but this still means a reduction of 0.58% compared to the previous year. Most countries achieved an equally good score over 90% in this category, with the exception of Croatia with a score of 87.61 and Bosnia and Herzegovina, which has the largest space for improvement with the score of 80.67%.
In the category of greeting, Serbia is in the first place with a score of 86.16%, while Bosnia and Herzegovina was again in the last place with a score of 57.00%, and a 2% drop over the previous year. This was the highest deviation from the results of other countries of the region. The overall score in the greetings category was 77.78%. Since greeting presents the first contact with the buyer or guest, it is necessary to continually improve this area.
The thank category had an overall score of 72.65% and has dropped by 2.63% compared to the previous year. For the fifth consecutive year, Slovenia has taken the lead in this category with a score of 87.00%. At the bottom of the scale, Bosnia and Herzegovina ranked with 60.67% and recorded a fall in this category of 6.33%. Croatia took second place in this category with a score of 81.76%.
The category of understanding customer needs / wishes has reached 69.26%, and here Macedonia is the leading country with a score of 83.00%, while Bosnia and Herzegovina has the lowest score of 55.33%.
As in previous years, the worst-ranked category is offering additional products, with an overall score of 40.76%. The first place in this category was taken by Slovenia with 50.00%. Bosnia and Herzegovina has the most space for improvement, with a score of only 30.67%, although it has grown by 10% compared to last year.
Macedonia also gained a leading position in the category of determining wishes and needs, while Slovenia is second in the categories of offering additional products and thanks. Bosnia and Herzegovina had the worst results in all categories this year.
Looking at the results per industry, it can be concluded that car dealerships achieved the best ratings with a score of 93.10%, which still represents a drop in service quality of 1.34% compared to last year. Supermarkets, as in the previous year, have been highlighted as the places with most space for improvement, with an overall score of 56.75%.