Achieving service excellence through mystery shopping
To stay at the forefront of the education industry, OUM stays motivated and strong with a refreshed and revived #DareToDream motto. Over the past few years, we have realised our goal and made it happened through various reengineering developments either structurally, technologically or physically...
| Main Authors: | , , |
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| Format: | Conference or Workshop Item |
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2019
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| Online Access: | https://library.oum.edu.my/repository/1177/ |
| _version_ | 1848801629845848064 |
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| author | Norlia Goolamally, Hii, Yah Mee Muzliati Ahmad Murad, |
| author_facet | Norlia Goolamally, Hii, Yah Mee Muzliati Ahmad Murad, |
| author_sort | Norlia Goolamally, |
| building | OUM Institutional Repository |
| collection | Online Access |
| description | To stay at the forefront of the education industry, OUM stays motivated and strong
with a refreshed and revived #DareToDream motto. Over the past few years, we have
realised our goal and made it happened through various reengineering developments
either structurally, technologically or physically to remain fit for purpose for the future.
However, in this age where there is intense competition in the education industry, to
function like before is no longer sufficient and appropriate. Thus, OUM takes a step
back and proactively makes an effort to ‘understand and listen to the voice of the
students’ through Mystery Shopping. This paper will present the results of the mystery
shopper programme conducted at OUM. For this pioneer project, the research team has
selected at random OUM students to serve as mystery shoppers since they are familiar
with the academic environment and their expectations may be more in line than an
outside shopper. The measurement instrument consists of 50 items based on five
constructs. The questionnaire was developed based on a six-point Likert scale from
Strongly Disagree to Strongly Agree and followed by open-ended questions for
shoppers to give comments and suggestions. Data analysis showed that the average
mean score for the five categories are in the range of 4.77–5.01. Although results are
on the high side for most items, there are some items in each of the five constructs
which require attention. Mystery shopping is an accurate and efficient and effective
method to gain in-depth knowledge of customers’ satisfaction and it should be part of
the university’s strategic activity. (Abstract by authors) |
| first_indexed | 2025-11-14T21:10:30Z |
| format | Conference or Workshop Item |
| id | oai:eprints.oum.edu.my:1177 |
| institution | Open University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T21:10:30Z |
| publishDate | 2019 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | oai:eprints.oum.edu.my:11772020-03-09T01:25:59Z Achieving service excellence through mystery shopping Norlia Goolamally, Hii, Yah Mee Muzliati Ahmad Murad, LC5201 Education extension. Adult education. Continuing education To stay at the forefront of the education industry, OUM stays motivated and strong with a refreshed and revived #DareToDream motto. Over the past few years, we have realised our goal and made it happened through various reengineering developments either structurally, technologically or physically to remain fit for purpose for the future. However, in this age where there is intense competition in the education industry, to function like before is no longer sufficient and appropriate. Thus, OUM takes a step back and proactively makes an effort to ‘understand and listen to the voice of the students’ through Mystery Shopping. This paper will present the results of the mystery shopper programme conducted at OUM. For this pioneer project, the research team has selected at random OUM students to serve as mystery shoppers since they are familiar with the academic environment and their expectations may be more in line than an outside shopper. The measurement instrument consists of 50 items based on five constructs. The questionnaire was developed based on a six-point Likert scale from Strongly Disagree to Strongly Agree and followed by open-ended questions for shoppers to give comments and suggestions. Data analysis showed that the average mean score for the five categories are in the range of 4.77–5.01. Although results are on the high side for most items, there are some items in each of the five constructs which require attention. Mystery shopping is an accurate and efficient and effective method to gain in-depth knowledge of customers’ satisfaction and it should be part of the university’s strategic activity. (Abstract by authors) 2019 Conference or Workshop Item PeerReviewed text https://library.oum.edu.my/repository/1177/1/library-document-1177.pdf Norlia Goolamally, and Hii, Yah Mee and Muzliati Ahmad Murad, (2019) Achieving service excellence through mystery shopping. In: International Conference on Education (ICE 2019), 10-11 April 2019, Kuala Lumpur. https://library.oum.edu.my/repository/1177/ |
| spellingShingle | LC5201 Education extension. Adult education. Continuing education Norlia Goolamally, Hii, Yah Mee Muzliati Ahmad Murad, Achieving service excellence through mystery shopping |
| title | Achieving service excellence through mystery shopping |
| title_full | Achieving service excellence through mystery shopping |
| title_fullStr | Achieving service excellence through mystery shopping |
| title_full_unstemmed | Achieving service excellence through mystery shopping |
| title_short | Achieving service excellence through mystery shopping |
| title_sort | achieving service excellence through mystery shopping |
| topic | LC5201 Education extension. Adult education. Continuing education |
| url | https://library.oum.edu.my/repository/1177/ |