Mystery Calling Research in the Frontline of Higher Education

DOI

10.2991/icibet.2013.151How to use a DOI?

Abstract

There is a strong relationship between buyers’ perceived risk and their satisfac-tion in out-of-standard situations of ser-vices. The customer-specific feature of these situations has been modelled as jaycustomers, i.e. customers of nonstand-ard behaviour. In education - due to stu-dents’ expectations - the control of differ-ent situations is of high importance. The purpose of our research is to study 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. administrative staff’s behaviour when they find themselves face-to-face with so called ’jaystudents’. To solve the problem of research, an interdisciplinary approach of psychology and marketing is needed. As far as methodology is concerned a ba-sically qualitative experimental design has been selected with some quantifiable elements. The research process starts with a series of mystery callings followed by post-experimental focus group discus-sions. 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.

Copyright

© 2013, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Katalin Jäckel
AU  - Mária Heitler Lehoczky
PY  - 2013/03
DA  - 2013/03
TI  - Mystery Calling Research in the Frontline of Higher Education
BT  - Proceedings of the 2013 International Conference on Information, Business and Education Technology (ICIBET 2013)
PB  - Atlantis Press
SP  - 698
EP  - 702
SN  - 1951-6851
UR  - https://doi.org/10.2991/icibet.2013.151
DO  - 10.2991/icibet.2013.151
ID  - Jäckel2013/03
ER  -