Public transport : the role of mystery shopping in investment decisions

Wilson, Alan and Gutmann, Justin (1998) Public transport : the role of mystery shopping in investment decisions. Journal of the Market Research Society, 40 (4). pp. 285-293.

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Abstract

This paper looks at London Underground's use of mystery shopping as an input to investment decisions relating to the improvement of the travel environment. The paper starts by briefly reviewing the literature on mystery shopping, it then considers London Underground and the procedures involved in its mystery shopping activity. The paper discusses the role of myster shopping scores in London Underground's Value of Improvements Model. The model helps to deteremine priorities for the many improvements that can be made to the travel environment. Finally, the paper looks at the applicability of London Underground's approach to other service organisations.