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V diplomskem delu obravnavamo metodo navideznega nakupovanja, ki jo uvrščamo med kvalitativne raziskave, in na primeru turističnih agencij predstavljamo njeno uporabno vrednost v poslovni praksi. V teoretičnem delu smo opredelili metodo navideznega nakupovanja, predstavili njene prednosti in pomanjkljivosti, področja uporabe, etične vidike, jo primerjali s tradicionalnimi raziskavami merjenja zadovoljstva potrošnikov in podrobneje predstavili potek izvajanja programa navideznega nakupovanja. Nadalje smo obravnavali kakovost storitev, pri čemer smo poudarili posebnosti turističnih storitev in opozorili na pomen izvajanja marketinških raziskav v turizmu. V praktičnem delu smo z uporabo metode navideznega nakupovanja merili kakovost posredovanja storitev v turističnih agencijah. Pri tem smo uporabili raziskovalno tehniko opazovanja z udeležbo, kjer smo s pomočjo navideznih kupcev ugotavljali, v kolikšni meri opazovane turistične agencije izpolnjujejo predhodno opredeljene standarde s področja zunanje in notranje podobe poslovalnic ter prodajnega osebja. Na podlagi rezultatov raziskave smo ugotavljali konkurenčne prednosti opazovanih podjetij in identificirali področja, na katerih so še potrebne izboljšave. V sklepnem delu povzemamo najpomembnejše ugotovitve diplomskega dela in podajamo pregled hipotez, ki smo jih preverjali s pomočjo raziskave. In the thesis we discuss the method of mystery shopping, which falls within the scope of qualitative research, and present its applicable value in business practice in the case of travel agencies. In the theoretical part we defined the method of mystery shopping, its advantages and deficiencies, fields of use, ethical aspects, compared it with traditional researches of customer satisfaction measuring and thoroughly presented the course of the mystery shopping program. Then we discussed the quality of service, where we stressed out the particularities of tourist services and highlighted the importance of marketing researches in tourism. In the practical part we measured the quality of service delivery in travel agencies with the use of the mystery shopping method. We used the research technique observation through participation, where we used mystery shoppers to assess the extent, to which travel agencies meet the previously set standards from the fields of outer and inner image of branches and the sales personnel. Based on the results of the research we identified the competitive advantages of the observed companies and identified fields, which would need improvement. In the conclusion we summarize the most important findings of the thesis and provide an overview of hypotheses, which we checked with the help of the research.

Ena izmed metod raziskave trga je tudi navidezno nakupovanje, ki je med podjetji vedno bolj priljubljeno, saj za relativno ugodno ceno prejmejo koristne informacije o prodajnih procesih v njihovih prodajnih enotah. Te informacije pa so rezultati ocen, ki jih z opazovanjem določi navidezni kupec. V Sloveniji navidezne nakupe izvajajo predvsem agencije za raziskavo trga, ki imajo svojo bazo navideznih kupcev. Zanimivi so rezultati raziskave, ki sem jo opravila v praktičnem delu in je potekala v obliki poglobljenih intervjujev in sicer z agencijami, navideznimi kupci, zaposlenimi v prodajnih enotah kjer se izvajajo navidezni nakupi ter z realnimi strankami. Rezultati so pokazali, da agencije v Sloveniji sicer so kredibilne in da vedo kaj delajo ter da se trudijo po svojih zmožnostih, da navidezne nakupe izpeljejo po pričakovanjih naročnika. Vendar pa je raziskava pokazala tudi napake v sami izvedbi navideznih nakupov in člen v celotni verigi, ki bi moral biti najmočnejši, se je izkazal za najšibkejšega in to je vloga navideznih kupcev. V praktičnem delu je torej opisan postopek izvajanja navideznih nakupov pri nas ter vzroki za napake, ki se pri izvedbi dogajajo ter predlogi za izboljšavo na podlagi dobljenih rezultatov. One of the methods of marketing research is also the mystery shopping. One of the reasons why is so popular for companies to use it as a research programme, is relative low price for useful informations they get about purchasing proces in their retails. This informations are obtained by the mystery shoppers as results of observational checks. In Slovenia in most cases mystery shopping is carrying out by agencies for marketing research. In diploma we made research using in-depth interviews technique with agencies, mystery shoppers, employees in retails where the mystery shopping programme is used and with real costumers. The results of research showed, that agencies in Slovenia have their credibility as Mystery shopping providers, they do their best and try to please client expectation. But on the other hand the results also showed the mistakes in providing mystery shopping. The part in the chain which should be the strongest, seem to be the weakest. And that part is role of mystery shoppers. In the part of practical work we described how is mystery shopping provided in Slovenia. As well we mentioned the causes for mistakes that are made during observation and we put some advices how to avoid the mistakes and do mystery shopping better.

Konkurenčna prednost, je v današnjih časih ena izmed osrednjih ciljev vsake organizacije. Za uspešno ustvarjanje konkurenčne prednosti organizacije pa je pomemben dober nadzor kakovosti in nenehno kontinuirano izboljševanje, ki je ob globalizaciji in vse hitrejšem tehnološkem napredku civilizacij nujnost. Kakovost lahko opredelimo iz dveh vidikov, iz vidika proizvodnje in iz vidika kupcaa, ali kot nekateri strokovnjaki navajajo iz razumskega objektivnega in iz čustvenega subjektivnega vidika. V organizacijah, ki so storitveno naravnane je za nadzor kakovosti ena izmed temeljnih in zelo uspešnih tehnik navidezno nakupovanje. Raziskovalna metoda navideznega nakupovanja je v tujini znana že več kot petdeset let in izvira iz Združenih držav Amerike, medtem ko je v Sloveniji še dokaj neznana in nerazvita. Za uspešen nadzor kakovosti storitev in izboljševanjem konkurenčne prednosti je prav metoda navideznega nakupovanja lahko za organizacijo najboljše orodje. Pri izvajanju raziskave z navideznim nakupovanjem je potrebno upoštevati šest zaporednih korakov: postavitev ciljev, oblikovanje ocenjevalnega lista, izbira in poučitev navideznega kupca v skladu s cilji podjetja, ocenjevanje, analiza rezultatov in zadnji korak, izvedba potrebnih ukrepov. Pomembno je tudi, da izvajalci raziskave navideznega nakupovanja upoštevajo načela etičnosti, ki jih določa ESOMAR-jev kodeks. V diplomskem seminarju predstavljena metoda navideznega nakupovanja na primeru podjetja Pošte Slovenije d.o.o. potrjuje uspešnost navedene metode. S pomočjo raziskave Pošta Slovenije redno preverja kakovost svojih storitev že šest let in na podlagi rezultatov izvaja tudi primerne ukrepe za izboljšanje le-teh. Učinkovitost njihovih ukrepov potrjuje tudi njihovo letno poročilo 2009. Competitive priority is nowadays one of the main goals of each organization. To successfully achieve competitive priority, which is, because of the globalization and technological progress, a necessity, good quality control and continuous improvement are of key importance. Quality can be defined from two perspectives: the production and the customer-based perspectives, or, as some experts state, rational objective and emotional subjective perspectives. In service-oriented organizations mystery shopping represents one of the fundamental and very successful techniques regarding quality control. Mystery shopping research method originates from USA and has been known abroad for more than fifty years, while in Slovenia it is quite undeveloped and unknown. To achieve successful service quality control and improve competitive priority the mystery shopping method might be the best tool for an organization. When conducting mystery shopping research, one must follow six consecutive steps: establishing the objectives, developing an evaluation form, selecting and training the mystery shopper according to the company's objectives, evaluation, result analysis, and final step – performing the needed action. In addition, it is very important that the mystery shopping researchers follow the principles of ethics determined by ESOMAR's code. This diploma paper presents the mystery shopping method based on the company Pošta Slovenije d.o.o. and confirms its successfulness. On the basis of the research, Pošta Slovenije has been regularly checking the quality of its services for six years now and according to the results conducting appropriate measures to improve them. The successfulness of their measures can be seen from their latest annual report from 2009.

V diplomskem delu smo želeli pokazati, da je navidezno nakupovanje učinkovita metoda, s katero lahko organizacije, v našem primeru banke, izboljšajo kakovost storitev. Storitev teoretiki opredeljujejo kot neotipljiv proces med ponudnikom in uporabnikom. Kakovostna storitev je ključ do zadovoljnih uporabnikov, zato je za podjetja danes nujno, da le-to tudi merijo. Najprimernejši način merjenja je z vidika uporabnika. Ena izmed metod merjenja zadovoljstva uporabnikov, ki jo uporablja vedno več organizacij, je navidezno nakupovanje. Na ta način lahko podjetje ugotovi pomanjkljivosti pri izvajanju storitev in jih tudi odpravi še preden to zazna uporabnik. Navidezno nakupovanje se razlikuje od drugih raziskav po tem, da se uporablja izobražene ocenjevalce, ki igrajo običajnega kupca, nato pa nepristransko poročajo o svoji izkušnji. Na ta način lahko organizacija dobi natančno sliko o tem, kako njihovi zaposleni funkcionirajo v odnosu z uporabniki. Seveda pa je raziskava namenjena dvigu kakovosti in ne negativnim sankcijam. Izsledke raziskave organizacija kasneje uporabi kot osnovo za pripravo izobraževalnih programov za zaposlene. Po končani raziskavi bi morali biti zaposleni bolj motivirani za delo, uporabniki pa deležni kakovostnejših storitev. Z navidezni nakupovanjem običajno organizacije ocenjujejo zunanjost in notranjost organizacije oziroma njene poslovne enote ter zaposlene in njihovo delo. Poleg upoštevanja standardov je za uspešen projekt potrebno, da ima organizacija jasno zastavljene interne standarde ter cilje, da zaposleni vedo za raziskavo, da v raziskavi sodelujejo ustrezni in usposobljeni navidezni kupci, ki opravijo nalogo po dobro zastavljenem scenariju in vprašalniku. Po raziskavi pa je nujno potrebna predstavitev rezultatov, nagraditev zaposlenih in potrebno izobraževanje. Za tem se projekt navideznega nakupovanja začne znova. Organizacija z metodo navideznega nakupovanja dobi konkretne rezultate, na osnovi katerih lahko dela primerjave v času, med zaposlenimi, poslovnimi enotami in tudi s konkurenco. Organizacija tako identificira pomanjkljivosti še preden jih zaznajo uporabniki in jih tudi pravočasno odpravi. Navidezno nakupovanje je torej učinkovit način »zvonjenja pred točo«. In our diploma work we wanted to show, that mystery shopping is an effective method for service quality improvement used by organizations (banks in our case). Theorists define a service as an intangible process between the provider and the user. A good quality service is the key to satisfy customers, for this reason it is necessary for the companies to measure it. The most appropriate way of doing this is from customer’s point of view. Mystery shopping, used by more and more organizations, is one of the methods for assessment of customers’ satisfaction. It is a way to discover and remove defectiveness in services before it is noticed by a customer. Mystery shopping differs from other researches in a use of trained assessors posing as normal customers and then giving an impartial report on their experience, so an organization gets a clear picture about their employees in relationship with the customers. A purpose of such a research is not to penalize, but to raise the quality. Results are later used as the basis for preparing educational programs for employees and after the research they should be stimulated to work and the customers should receive better services. By using mystery shopping the organizations usually assess their exterior and interior so as their employees and their work. Beside meeting standards there is also important for the organization to have clearly set internal standards and objectives. It is important that the employees are informed about a research, that appropriately trained mystery shoppers participate in a research and that they fulfil the task according to well set scenario and questionnaire. After the research it is necessary to present the results, to reward the employees and to organize required education. Following this a project of mystery shopping starts again. An organization gets actual results that help it make comparisons of the time, employees, offices and also competitors. It can identify and remove defectiveness before customers detect it.