title: Achieving service excellence through mystery shopping
creator: Norlia Goolamally, 
creator: Hii, Yah Mee
creator: Muzliati Ahmad Murad, 
subject: LC5201 Education extension. Adult education. Continuing education
description: To stay at the forefront of the education industry, OUM stays motivated and strong  with a refreshed and revived #DareToDream motto. Over the past few years, we have  realised our goal and made it happened through various reengineering developments  either structurally, technologically or physically to remain fit for purpose for the future.  However, in this age where there is intense competition in the education industry, to  function like before is no longer sufficient and appropriate. Thus, OUM takes a step  back and proactively makes an effort to ‘understand and listen to the voice of the  students’ through Mystery Shopping. This paper will present the results of the mystery  shopper programme conducted at OUM. For this pioneer project, the research team has  selected at random OUM students to serve as mystery shoppers since they are familiar  with the academic environment and their expectations may be more in line than an  outside shopper. The measurement instrument consists of 50 items based on five  constructs. The questionnaire was developed based on a six-point Likert scale from  Strongly Disagree to Strongly Agree and followed by open-ended questions for  shoppers to give comments and suggestions. Data analysis showed that the average  mean score for the five categories are in the range of 4.77–5.01. Although results are  on the high side for most items, there are some items in each of the five constructs  which require attention. Mystery shopping is an accurate and efficient and effective  method to gain in-depth knowledge of customers’ satisfaction and it should be part of  the university’s strategic activity. (Abstract by authors)
date: 2019
type: Conference or Workshop Item
type: PeerReviewed
format: text
identifier: https://library.oum.edu.my/repository/1177/1/library-document-1177.pdf
identifier:   Norlia Goolamally,  and Hii, Yah Mee and Muzliati Ahmad Murad,   (2019) Achieving service excellence through mystery shopping.  In: International Conference on Education (ICE 2019), 10-11 April 2019, Kuala Lumpur.     
relation: https://library.oum.edu.my/repository/1177/