Application of Mystery Calling Method in Car Dealerships – Polish-Czech Research

The objective of this article is to present research results assessing standards of the telephone service carried out by employees of car dealerships. Methodology: The research was conducted based on a developed conceptual model which was empirically verified by Mystery Calling method. In order to obtain results of this measurement, the original interview questionnaire was elaborated. Findings: It was established that although customers recognize the areas for improvement, general standards of customer service have been assessed positively. Practical implications: Although the study has been carried out on a selected cohort of respondents, it was observed that the obtained results might have implications for the whole automotive industry. Results have indicated the need to strengthen employees from the mental and professional side. Further empirical studies should be carried out for a larger sample of companies. The model and methods are universal and can be adapted to evaluate other services. Originality/value: This research sheds light on the research gaps regarding the evaluation standards of call service by the customer of the car dealerships. The originality of the research consists in implementing it in two European countries. Moreover, specific research tools were developed taking into account requirements of the testing environment. Due to deliberative actions, results have comparative and utilitarian value.