Exploring added value through the service process: a comparative multiple case study

Abstract

Purpose – The purpose of this paper is threefold: first, to evaluate how the service process of the market leader differs from the other actors’ processes and whether the service process explains the success of the market leader; second, to identify the success factors of the service process; and third, to test and analyse how the mystery shopping method works as a measurement tool to evaluate the service processes, including the quality of such processes. Design/methodology/approach – The case study focuses on the service processes of kitchen fitments. The paper is an explorative multiple case study. The results of the study are based on seven service processes of seven different kitchen fitment stores in Finland. The mystery shopping method has been utilised in an empirical data collection process. Findings – The study revealed the most important factors in the service process that differentiate the market leader from the other operators. The results indicated that there are three main aspects highlighted in the market leader’s service process. The results also reveal that mystery shopping is a workable tool for analysing service processes. Practical implications – The study identifies the key factors that affect the success of the service process of kitchen fitments companies. By developing these factors, companies can increase service quality. The results also reveal that the mystery shopping method can be a workable tool to evaluate service processes. Originality/value – The study reveals the most important factors in the service process that differentiate the market leader from the other operators. It can be stated that these factors also explain their success. Thus, the results of the study are applicable at least in companies which operate in the kitchen fitments industry. Furthermore, the results can be utilised to some extent in companies which are developing their service processes.