Open Access Article SciPap-873
Mystery E-Mail/Website Customer Service. a Case Study of Retail Companies
by Roman Kozel 1,*, Šárka Vilamová 2, Liliana Hawrysz 3 and Katarzyna Hys 4

1 Department of Economics and Control Systems, Faculty of Mining and Geology, VŠB – Technical University of Ostrava, 17. listopadu 15/2172, Ostrava – Poruba 708 33, Czechia

2 Department of Economics and Control Systems, Faculty of Mining and Geology, VŠB – Technical University of Ostrava, 17. listopadu 15/2172, Ostrava – Poruba 708 33, Czechia

3 Faculty of Economy and Management, Department of Organization and Management, Opole University of Technology, Luboszycka 7, Opole 45-036, Poland

4 Faculty of Production Engineering and Logistics, Institute of Innovation Processes and Products, Opole University of Technology, Proszkowska 76, Opole 45-758, Poland

* Authors to whom correspondence should be addressed.

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.

Keywords: Competitiveness, Customer Service, Mystery E-Mail, Mystery Website Visits, Retail Companies

JEL classification:   D81 - Criteria for Decision-Making under Risk and Uncertainty,   D83 - Search • Learning • Information and Knowledge • Communication • Belief • Unawareness,   M31 - Marketing,   O14 - Industrialization • Manufacturing and Service Industries • Choice of Technology

SciPap 2017, 25(2), 873

Received: 28 December 2016 / Accepted: 20 March 2017 / Published: 2 June 2017