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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. |
