[01] Ana Buhaljoti, Department of Marketing – Tourism, University of Tirana, Faculty of Economics, Tirana, Albania. [02] Arjan Abazi, Department of Marketing – Tourism, University of Tirana, Faculty of Economics, Tirana, Albania.

This paper will measure the quality of the service delivery in the banking sector of Albania through the case of a recognized financial institution. It discusses the phenomenon of Mystery Shopping, as a valuable form of observation, to monitor the processes and procedures used in the delivery of the service within the financial institution. By making use of mystery shoppers, well-trained persons who behave as normal customers but are precisely observing what is going well and what can be improved in the service delivery, a case study of a bank is developed and results are shown. The objective of the study is to assess the level of customer service and measure the services standards in the branches of the bank in terms of six dimensions (i) Accessibility; (ii) Product Sale; (iii) Customer Care; (iv) Professionalism; (v) Transparency; (vi) Branch Appearance; which are combined to calculate the bank index. During June 2015, 19 mystery shop visits are executed, in 8 different branches by 5 different mystery guests. To make the mystery shopping visits as objective and measurable as possible a questionnaire with the six standard dimensions had to be filled by the mystery guest after the visits.

Mystery Shopping, Service Delivery, Banking Sector, Customer Service, Financial Institution, Albania

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