Mystery e-mail/website customer service. A case study of retail companies

Abstract

This paper examines the customer service process in 5 retail companies using the method of mystery e-mail/website visits. The following study question was formulated in this article: Does the communication effectuated by the retail sector via e-mail and the content of their websites, fulfill customer expectations? The study was conducted in 60 car dealer centers of Škoda in Poland and the Czech Republic. The adjustment of the standards of customer service in such showrooms constitutes a vital issue in the ambit of a company’s functioning, both in the Polish and Czech markets. Perfecting customer service standards by applying communication through the Internet (e.g. the use of e-mails and company websites) for the entrepreneurs functioning in the contemporary market, constitutes a promise of adaptations of standards aimed at meeting customer expectations. It reflects the ability and proclivity to become involved even in extra-economic activities, which, in the long run, might contribute to better economic effects of companies.