According to our text, approximately 70% of America\'s national retailers use th

Question

According to our text, approximately 70% of America's national retailers use the observational research method of a mystery shopper. Please discuss how a mystery shopper could be valuable to the following organizations: (a) JetBlue Airlines and (b) JCPenney?

As defined by the book a mystery shopper is, “a [person] who pose[s] as a consumer an shops at a company’s own stores or those competitors to collect data about customer-employee interactions and to gather observational data” (McDaniel & Gates, 2016, p.134)

Explanation / Answer

Ans:

(a) JetBlue Airlines:

Following are the ways in which mystery shopper could be valuable:

(b) JCPenney:

Following are the ways in which mystery shopper could be valuable:

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