earticle

영어

The purpose of this study was to find the strengths and weaknesses of the hypermarket through comparative analysis on inside and outside rival hypermarkets by applying Mystery Shopping method, the purpose of which is to evaluate both its own company and a rival company by means of the same assessment scenario. In other words, in order to evaluate the hypermarket with the best service and customer satisfaction within the same business district, we conducted a comparative analysis between the hypermarkets that belonged to the same company and other hypermarkets that were affiliated with other firms. This study finally proposed strategies and implications for leading sustainable competitive advantages of the current hypermarket.