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.