Many companies use a service known as a “mystery shopper” to test the effectiveness of their customer service. Mystery shoppers are individuals who pose as customers, but they are really evaluating the customer service activities of the firm. 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 two of the following organizations: (a) JetBlue Airlines (b) JCPenney (c) Macys.
Use source: McDaniel, C., & Gates, R. (2013). Marketing Research Essentials (9th ed.). Hoboken, NJ: Wiley.