Enhancing Event Quality Through Mystery Shopping: Integrating Theoretical and Practical Perspectives

Abstract

While the SERVQUAL model by Parasuraman et al. (1988) provides a robust framework for assessing service quality through dimensions such as tangibles, reliability, responsiveness, assurance, and empathy, its practical application to live events remains underexplored. Pine and Gilmore's (1998) concept of the "experience economy" underscores the importance of creating memorable customer experiences. However, traditional methods often fail to capture detailed and objective insights. Deming's (2000) Plan-Do-Check-Act (PDCA) cycle emphasises continuous improvement, aligning well with the mystery shopping method, which offers actionable feedback in refining event planning and execution for this case. However, there is a lack of research on how mystery shopping can be systematically applied to evaluate and enhance live event experiences. Furthermore, while Kotler et al. (2016) highlight the importance of effective customer feedback mechanisms, there is a gap in understanding how mystery shopping can provide granular insights from initial contact to post-event followup, thereby supporting continuous improvement and addressing SERVQUAL dimensions. Solomon (2019) stresses the need to understand consumer behaviour, particularly given the significant financial and emotional investments involved in events. Nevertheless, there is limited research on how real-time observations of behaviour and interactions, as captured through mystery shopping, can be utilised to improve the event experience. This study aims to fill these gaps by exploring how student engagement and cooperation in the mystery shopping process can enhance the evaluation and quality of live events across all phases of the customer journey. The research followed a structured methodology based on Morrison et al. (1997) and Curri-Mehmeti (2020), starting with brainstorming and defining the objectives of the mystery shopping experiment in April 2024. The study evaluated events from the customer journey perspective, covering pre-event, arrival, during-event, and post-event phases. Specific evaluation criteria were developed, and a Webropol online survey with 28 questions, including 12 open-ended ones, was used to gather detailed feedback. Six voluntary participants from LAB University of Applied Sciences were recruited and trained as mystery shoppers. They evaluated various events in South Karelia, providing insights into service quality, customer experience, and operational efficiency. The data collection spanned from June to August 2024, with students submitting evaluations and photos to verify their attendance. This methodology ensured comprehensive and actionable feedback for event organisers while offering students practical learning opportunities. Findings indicate that mystery shopping yields objective feedback on customer experiences, guiding strategic decisions and enhancing training. It identifies behaviours affecting customer satisfaction and promotes continuous improvement. Using technology can further enhance feedback accuracy. This study shows that mystery shopping is an effective tool for evaluating and improving event service quality, offering actionable insights for organisers and enriching students' learning experiences by linking theory with real-world applications.