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The Application of Mystery Shopping in an Apparel Retailing Chain in China

Xu Ming (Dong Hua University(China Textile University))
Fu Xiehong (Dong Hua University(China Textile University))
Yu Junying (Dong Hua University(China Textile University))

Research Journal of Textile and Apparel

ISSN: 1560-6074

Article publication date: 1 February 2000

Abstract

In this paper a case study of mystery shopping is described, which was jointly conducted by a large apparel retailing company headquartered in Hong Kong and a management school in Shanghai. The program of mystery shopping in the stores of the company has been carried out for six years, and the scope of the activity covers some 30 cities in China. The reinforcement learning model is used to explain how mystery shopping can be employed as one strategy to improve service quality. The paper summarizes the main measures adopted by the company for continuous improvement. The whole processes of mystery shopping, the follow-up measures, and the evaluation sheet and work instruction are described as well. The paper also suggests the ways to select, train and control college students as mystery shoppers

Keywords

Citation

Ming, X., Xiehong, F. and Junying, Y. (2000), "The Application of Mystery Shopping in an Apparel Retailing Chain in China", Research Journal of Textile and Apparel, Vol. 4 No. 1, pp. 59-70. https://doi.org/10.1108/RJTA-04-01-2000-B007

Publisher

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Emerald Group Publishing Limited

Copyright © 2000 Emerald Group Publishing Limited