Bosnia and Herzegovina has emerged as the top performer in regional service quality, achieving a remarkable score of 89.53%, up by 5.55 percentage points from the previous year, according to the “Regional Service-GUEST” survey conducted by Heraklea.
The 16th edition of this survey, held from June 1 to 30, evaluated service quality across Bosnia and Herzegovina, Montenegro, Macedonia, Slovenia, and Serbia. Secret shoppers visited 800 locations across various sectors, including automotive, petrol stations, financial services, retail, tourism, and hospitality.
Key service quality indicators such as greeting, identifying customer needs, product knowledge, suggesting additional products, and thanking customers were assessed.
Following Bosnia and Herzegovina, Macedonia claimed second place with a score of 79.73%, reflecting a 1.10 percentage point increase from 2023. Slovenia secured third place with a score of 78.80%, up by 0.20 percentage points. Montenegro took fourth place with a score of 76%.
Croatia maintained its fifth-place ranking, sharing the position with Serbia. Both countries scored below the regional average of 75.22%. Croatia’s score dropped to 69.50%, a decline of 0.18 percentage points, while Serbia improved slightly to 66.67%, up by 0.36 percentage points, placing it in sixth.
Among the categories evaluated, product knowledge emerged as the strongest, with an overall score of 87.25%, despite a 6.56 percentage point drop from last year. The weakest category was suggesting additional products, which improved by 9.95 percentage points but still only reached 48.12%.
Service industries once again led the sector performance with a score of 87.18%, maintaining their top spot from the previous year.
As the region continues to enhance service quality, Bosnia and Herzegovina’s significant improvement sets a high standard for neighboring countries to aspire to.