Using mystery shopping as a methodology in improving internal organisational processes and client's satisfaction in the wedding industry
Paper focuses on the providing theoretical and practical background on the wedding industry, with a special emphasis on the recommendation for wedding event planners, reached through implemented field "mystery shopping" research methodology. Wedding industry becomes one of the leading segm...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Srpsko udruženje za marketing
2024-01-01
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| Series: | Marketing (Beograd. 1991) |
| Subjects: | |
| Online Access: | https://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2024/0354-34712403155H.pdf |
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| Summary: | Paper focuses on the providing theoretical and practical background on the wedding industry, with a special emphasis on the recommendation for wedding event planners, reached through implemented field "mystery shopping" research methodology. Wedding industry becomes one of the leading segments of the global events industry, with turnover of almost USD 220 billion only in the USA. Having this economic impact, it is necessary to understand that the wedding (as the form of event organisation) is becoming more and more complex process, and that complexity is driven by changes in the needs and wants of new generation of clients, and by changes in clients free time management in the life-work balance. On the case of the largest wedding organiser in Serbia, using the mystery shopping approach, it was possible to determine key areas of improvement internal wedding organiser process and to reach higher client's satisfaction. |
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| ISSN: | 0354-3471 2334-8364 |