Mystery shopping at Kinshasa's supermarkets
Target has released the results of a mystery shopping in six supermarkets in Gombe, Kinshasa. The objective of this survey is to evaluate the customer experience in supermarkets.
Data collection took place from March 23 to March 28, 2022. It focused on five key points:
customer orientation within the supermarket and interaction with the sales agents,
interaction with cashiers,
the interior and exterior sanitation of the supermarket,
Generally, the reception outside the six supermarkets visited is poor: lack of courtesy on the part of the security guard (no greeting or smile), low level of interaction with customers who experience some difficulty in directing customers, etc. Nevertheless, the external appearance of the supermarkets is neat and organized.
This study will allow supermarket managers to improve customer relations in their various points of sale in Gombe and other Kinshasa’s municipalities.
Mystery shopping is a qualitative data collection method that consists of posing as a normal customer in an institution, establishment, or organization, to collect the information necessary to evaluate the service in a real environment.
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