Mystery Calling Research in the Frontline of Higher Education
There is a strong relationship benveen buyersperceived risk and their satisfaction in out-of-standard situations of services.The customer-specific feature of these situations has been modelled as jaycustomers,i.e.customers of nonstandard behaviour.In education-due to studentsexpectations-the control of different situations is of high importance.The purpose of our research is to study administrative staffs behaviour when they find themselves face-to-face with so calledjaystudentsTo solve the problem of research,an Interdisciplinarg approach ofpsychology and marketing is needed.As far as methodology is concerned a basically qualitative experimental design has been selected with some quantatible elements.The research process starts with a series of mystery callings followed by post-experimental focus group discussions.In service research mystery calling is usually applied for testing standards.As a new methodological approach of our research,the application of experimental techniques in exceptional service frontline situations can be mentioned.From managerial aspects the results can provide the management with realistic information on the weaknesses of frontline personnel and of frontline standards.They can serve to improve human resource management in higher education Based on the results we are going to extend the investigations to face-to-face contexts.
higher education Jaystudent experimental research
J(a)ckel Katalin Heitler Lehoczky Mária
Budapest Business School,Faculty of International Management and Business,22-24 Didsy Lajos street,Budapest,Hungary
国际会议
北京
英文
1044-1048
2013-03-14（万方平台首次上网日期，不代表论文的发表时间）