As for now you have to redo Chapter 4 (Part III. KMO and Bartlett’s Tests) and adjust your Dissertation according to the revise Ch4
PSYCHOLOGICAL IMPACTS OF MYSTERY SHOPPERS ON FRONT LINE STAFF IN ELECTRICITY APPLIANCE RETAIL BUSINESS IN HONG KONG
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A Thesis Presented to the Faculty of Graduate School
Bulacan State University
City of Malolos
In Partial Fulfillment of the Master’s Degree in Public Administration
By
Name
January, 2017
Abstract
With the introduction of market globalization, electricity Appliance retail businesses in Hong Kong are currently focusing on service excellence to achieve higher
market share and increased sales, and differentiate them from their competitors in the increasingly turbulent marketplace characterized by product homogeneity and
stiff competition. On the other hand, the demand for mystery shoppers to assess front line staff performance and work efficiency is increasingly growing in electricity
appliance retail business in Hong Kong. Additionally, Electricity appliance retail business can use mystery shopping as a continuing measure of service quality levels.
However, the application of mystery shopping instrument is considered to have psychological impacts including stress and anxiety on the frontline staff of electricity
appliance retail business. These psychological impacts negatively affect performance, work quality, efficiency and productivity of frontline staff of the electricity
appliance retail business. Moreover, the presence of mystery customers can often put psychological pressure on frontline staff, even if it is positive for the
business;this prompts frontline staff to respond with a rebellious behavior.
Currently, there is no research on that has explored the psychological impact of mystery shoppers on employees in the electricity appliance retail business in Hong
Kong. Therefore, this study seeks to fill this research gap and contribute to the related knowledge by investigating the impacts of mystery shoppers on front line
staff in electricity appliance retail business in Hong Kong. The study identifies the psychological problems faced by front line staff as result of the application of
mystery shopping. These psychological problems include the psychology of rebellion, the psychology of chances, the psychology of performance and the psychology of
habit. Quantitative methodology was therefore used for accomplishing the aim of this study. The sample used in the study comprised of 100 respondents.
KMO and Bartlett’s Tests was done and through factor analysis, four psychological problems were identified, which were: psychology of rebellion, psychology of
performance, psychological pressure, anxiety and stress, and psychology of habits and psychology of chances.
The study findings indicated that psychological rebellion among front line staff in electricity appliance retail business in Hong Kong is often influenced by mystery
shoppers’ appearance and use of mystery shoppers, which compels employees to use defensive behaviours as a coping strategy for increased stress, anxiety or any other
psychological problems surrounding the use of mystery shoppers to assess them.
The study concluded that the use of mystery shoppers have psychological impacts on employees and such pressure will make the employees resent mystery shoppers as it
leads to psychological rebellion that will affect the employee’s psychology of performance, and also psychology of habits that will ultimately lead to changes of
behaviours or attitudes towards mystery shoppers.
Keywords: Hong Kong electricity appliance retail business, psychology of rebellion, mystery shopper, psychology of performance, physiology of habit and psychology of
chances, psychological pressure, stress.
Table of Contents
CHAPTER I 9
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