EconPapers    
Economics at your fingertips  
 

A Tale of Mystery Shopping: Mausummery Perspective!

Farrah Arif and Sarah S. Sarfraz

Asian Journal of Management Cases, 2020, vol. 17, issue 1, 85-106

Abstract: Mausummery, founded in the year 1997, designed and manufactured lawn (lightweight cotton) clothing in Lahore, Pakistan. As the lawn industry became more competitive and the product became homogeneous, the company wanted to focus on service excellence to differentiate its brand and achieve higher sales and market share. The company had opened a number of its own stores in the hope of providing outstanding customer service. However, mystery shopping research had shown the company stores performing poorly relative to the competition, despite the sales training. The CEO and COO had to decide how to handle the situation moving forward.

Keywords: Consumer behavior; mystery shopping; data analysis; brand differentiation; service segmentation (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations: Track citations by RSS feed

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/0972820119892722 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sae:anjomc:v:17:y:2020:i:1:p:85-106

DOI: 10.1177/0972820119892722

Access Statistics for this article

More articles in Asian Journal of Management Cases
Bibliographic data for series maintained by SAGE Publications ().

 
Page updated 2021-08-15
Handle: RePEc:sae:anjomc:v:17:y:2020:i:1:p:85-106