Ashurova Muborak Xayrullayevna Buxoro davlat universiteti, marketing va menejment kafedrasi katta o‘qituvchisi Navro‘z-zoda Komronmirzo Ravshanovich 3-1 INS-24 guruhi talabasi

Аннотация

This article analyzes the theoretical and practical aspects of the “Mystery Shopping” method, recognized as an effective tool for improving service quality and gaining deep insights into consumer needs in the modern retail system. A comparative analysis is carried out between the experiences of foreign countries— particularly the United States and Europe—and the practical application of this method in the context of Uzbekistan. The main challenges encountered in the implementation process are identified, along with proposed solutions. Based on practical observations, the article evaluates the impact of this approach on service quality, customer satisfaction, and the competitiveness of the trade sector in the country. Moreover, scientifically grounded recommendations are presented for integrating the Mystery Shopping methodology into the national system. Keywords: Mystery Shopping, secret shopper, service quality, customer experience, trade competitiveness, monitoring system, service delivery, evaluation methods, Uzbekistan’s retail market, marketing control.