Mistery Shopping and Bayesian Networks to Evaluate Customer Satisfaction in Jewellery Stores

In recent decades, the growth of shopping malls has greatly changed the habits of both retailers and customers across all sectors. Among them, jewelleries represent a special case. In traditional jewelleries, the relationship between jewellers and customers is a key element, but for jewelleries in a mall, the primary elements of customer satisfaction are greatly modified by the different context. We analysed the features of customer satisfaction in the case of jewelleries in malls, using mystery shopping and Bayesian networks. We identified the most relevant determinants of customer satisfaction, and concluded by defining the most effective actions to improve overall satisfaction.