This year, Croatia ranks fifth among countries in the region in terms of service quality at sales points, a drop of one place compared to last year, according to the ‘Regional Service-GUEST’ research conducted by the Heraklea agency in collaboration with agencies from the region.
This is the 15th research on service quality in the region, conducted by Heraklea from June 1 to July 7 in cooperation with mystery shopping agencies from Bosnia and Herzegovina (BiH), Montenegro, North Macedonia, Slovenia, and Serbia.
Mystery shoppers visited a total of 800 sales points from various sectors – automotive industry, gas stations, financial industry, retail, tourism and hospitality facilities, and service facilities.
The research measures the basic elements of service quality, which are: greeting, identifying customer needs/desires, product knowledge, offering additional products, and thanking for the visit, according to the acronym of the English word GUEST (gost) for Greet, Understand, Explain, Suggest, Thank.
In this year’s research, Croatia fell from fourth to fifth place, with an overall score of 69.68 percent, which is 2.79 percentage points lower than in 2022.
Croatia achieved the best result in the category of product knowledge (88.24 percent), while it has the most room for improvement in the category of offering additional products (30.87 percent).
As in the previous year, the greeting category ranked second with a score of 82.77 percent, the thank you category ranked third (75.33 percent), and the category of identifying customer desires/needs placed second to last, fourth, with a score of 62 percent.
Comparing this year’s results achieved by Croatia with last year’s results, a decline was recorded in four categories. The largest drop, by 9.80 percentage points, was recorded in the category of offering additional products.
The only increase compared to last year was recorded in the category of identifying customer desires/needs, by 4.67 percentage points.
