The latest “Intelligence” research on the service that consumers receive in stores in Serbia shows that it is almost twice as low as in the West. Although the result is slightly better compared to the previous quarter, in Serbia, if we look at the service in consumer goods stores before the New Year 2020, the quality was 52%, while the European standard is 81%. The quality of the service is monitored using the mystery shopping method.
Given that most of the stores in this sector are made up of foreign companies, the expectations that they will invest their knowledge in raising service standards have not been fully met so far.
About 30% of all sellers do not know the characteristics of the products they sell at all and find it difficult to find information about them. Two thirds of them are not interested in the needs of customers, but take care of some other work they do. Therefore, it is not surprising that, except for one domestic retailer whose sellers offer additional products based on consumer needs research, others almost never do this. Although about 2/3 of emails are answered on time, half of them are answered very curtly with often generic messages that pass the job on to someone else.
Customers noted a number of unprofessional and unpleasant situations. For example, to a question about a missing product in the shelf, they answer with “well, come yesterday”, to the complaint of the cashier (in a foreign chain working in Belgrade) “that she hasn’t been on vacation for a couple of years and that she has the worst job in the world”.
However, it should be noted that in the nine chains we monitor, an increase in service quality was recorded – from 47% in the third quarter of last year (July-September 2019) to 52% in the last quarter of 2019 (October-December 2019). “Maxi” is still in the first place, while the service in “Idea” and “Lidl” markets has greatly improved by about 20%. Of the local retail chains, Univerexport was the best placed.
Ranking list for the last quarter of 2019.
1. Maxi
2. IDEA
3. Lidl
4. Univerexport
5. Gomex
6. Super Vera
7. Aroma
8. Amman
9. Shop&Go
The greatest credit for better ratings of the quality of services in stores is a slightly increased level of satisfaction of the employees themselves. Along with conducting
Our company will continue to monitor this area and inform the public with the aim of improving the overall quality of service in the consumer goods sector.
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Blic https://www.blic.rs/biznis/zasto-je-trgovac-u-nemackoj-duplo-usluzniji-nego-u-srbiji-mozemo-i-mi-kao-evropa-a/yc8025s
RT Vojvodina http://www.rtv.rs/sr_lat/ekonomija/aktuelno/kvalitet-usluga-u-prodavnicama-u-srbiji-ispod-evropskog-nivoa_1088305.html
Kurir https://www.kurir.rs/vesti/biznis/3400815/misteriozni-kupac-obisao-radnje-po-srbiji-uoci-nove-godine-usluga-ispod-evro-nivoa-prodavci-pojma-nemaju-o-svom-poslu
Mondo https://mondo.rs/Info/Ekonomija/a1275971/Potrosaci-i-kvalitet-usluga-u-prodavnicama-u-Srbiji.html
Politika http://www.politika.rs/scc/clanak/446737/Kvalitet-usluga-u-prodavnicama-u-Srbiji-ispod-evropskog-nivoa
Dnevnik https://www.dnevnik.rs/ekonomija/novcanik/kvalitet-usluga-u-prodavnicama-u-srbiji-ispod-evropskog-nivoa-28-01-2020
Biznis Telegraf https://biznis.telegraf.rs/info-biz/3147790-srpski-zacarani-krug-prodavci-nezadovolvim-uslovima-rada-a-musterije-kvalitetom-usluge
Informer – Consumer Protector https://zastitnikpotrosaca.rs/zastitnik/vesti/489057/tajni-kupac-inspekciji-kvalitet-usluga-prodavnicama-srbije-daleko-ispod-evropskog-nivoa
K013 https://k-013.com/index.php/news/91-srbija/12121-kvalitet-usluga-u-prodavnicama-u-srbiji-ispod-evropskog-nivoa