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Les enquêtes client mystère:un dispositif de gestion au service des transformations organisationnelles ou comment réorganiser l'entreprise «au nom du client» - The Mystery shopping: a management mechanism in order to support organizational changes or how to reorganize the company “in the name of the customer”

Author

Listed:
  • Damien Collard

    () (Université de Franche-Comté)

Abstract

(VF)La technique des enquêtes client mystère fait partie de la panoplie des outils fréquemment utilisés par les organisations (privées comme publiques) pour atteindre un double objectif : (1) séduire/rassurer/fidéliser le destinataire du service ; (2) faire entendre la voix du « client » dans l’organisation et légitimer le changement auprès des salariés. Malgré la forte diffusion de cet outil dans les organisations (privées comme publiques), celui-ci a suscité relativement peu d’intérêt de la part des chercheurs. A partir de l’exemple de la SNCF, l’auteur appréhende ces enquêtes dans une perspective foucaldienne comme un dispositif de gestion au service des transformations organisationnelles et analyse les effets de pouvoir induits par la mise en œuvre de cette technique.(VA)The mystery shopping technique is a tool frequently used by organizations to hit a double target: (1) to seduce/to reassure/ to make the customer regular;(2) to diffuse the customer’s voice in the organization and to justify the change. Although a great diffusion of the mystery shopping in private and public organizations, there are few studies on this tool. From the SNCF’s example, the author considers the mystery shopping from the foucaldian point of view as a management mechanism in order to support organizational changes and analyses the effects of power induced by this tool.

Suggested Citation

  • Damien Collard, 2012. "Les enquêtes client mystère:un dispositif de gestion au service des transformations organisationnelles ou comment réorganiser l'entreprise «au nom du client» - The Mystery shopping: a management mecha," Working Papers CREGO 1120603, Université de Bourgogne - CREGO EA7317 Centre de recherches en gestion des organisations.
  • Handle: RePEc:dij:wpfarg:1120603
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    References listed on IDEAS

    as
    1. De Long, J Bradford & Andrei Shleifer & Lawrence H. Summers & Robert J. Waldmann, 1990. "Noise Trader Risk in Financial Markets," Journal of Political Economy, University of Chicago Press, vol. 98(4), pages 703-738, August.
    2. De Bondt, Werner P. M., 1993. "Betting on trends: Intuitive forecasts of financial risk and return," International Journal of Forecasting, Elsevier, vol. 9(3), pages 355-371, November.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    enquêtes client mystère; dispositif de gestion; effets de pouvoir; contrôle des comportements; mystery shopping; management mechanism; effects of power; behaviour control.;

    JEL classification:

    • M19 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Other
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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