S i n c e t h e l i b e r a l i z a t i o n o f t h e gaming industry in 2002, the gaming business has expanded rapidly. Following a series of record breaking g a m i n g r e v e n u e i n c r e a s e s , t h e employee number for the industry has grown significantly. Gaming industry is still the leading industry. Between September and November, 2014 the industry employed about 85,900 persons, occupying 22% of the entire workforce in Macau.The gaming industry competition in Macau as well as in the Asia Pacific region has intensified. As most gaming products are homogeneous, the industry needs to improve its service and image in order to attract and retain customers.T h e M G R A r e c k o n s t h a t M a c a u should always be vigilant in peace times and strive its best to enhance the competitiveness for the gaming industry.In 2013, we proposed to d e v e l o p a f a i r a n d s y s t e m a t i c p l a t f o r m to measure the service standard and track its service trends, through establishing the Macau Gaming Service Index (GSI). Using this GSI, each concerned casino operator can set its quality service policies through benchmarking with other casinos and measuring its service level on a longitudinal basis. This would enable the casino operators to deploy their resources (e.g. training and supervision) more effectively in improving the overall service performance and their individual competiveness. The GSI may also help build better relationship with customers and employees, and improve corporate images.It provides opportunities for the society and the gaming industry to monitor the service quality, promote quality tourism, develop quality brands, and facilitate the Macau Government to turn Macau into a world class tourism and leisure city. Professional services help increase the number of visitors and repeat patrons, lengthen their duration of staying, and elevate the image in Macua as a tourism city and its competitiveness.Under the support from the Macao Foundation, MGRA established the GSI in 2013. In last year ’s GSI Report, we recommended that GSI should be continued and the Service Indexes should be regularly updated. In year 2014 MGRA continued to receive the support from the Macao Foundation to conduct the GSI study for 2014.Research objectives3Chapter 1: IntroductionMacau Gaming Service Index澳門博彩業服務指數2014CMYCMMYCYCMYK博彩業服務指數1506.pdf 3 2015-6-9 19:31:30
澳門博彩業服務指數公式建立為了解顧客對澳門博彩業前線員工的關鍵服務要求，以此來構建澳門博彩業服務指數(Gaming Service Index)。在2013年，本會組織業界代表及學界專家進行多輪焦點小組討論，並在澳門主要出入境口岸對顧客進行問卷調查。結果發現顧客最為注重前線員工的 「親切笑容」、其次為「主動招呼」及「耐心接待」。按照上表中顧客所認定的重要性，建立澳門博彩業服務指數計算方法如下：「笑容」得分範圍是0至1.5分、「主動」與「耐心」得分是0至1分。「博彩業服務」得分(GSI Score)=「親切笑容」得分(SI Score)＋「主動招呼」得分(PI Score)＋「耐心接待」得分(TI Score)行業平均分定為六間賭牌公司的平均值。考慮到以後賭客對博彩業前線員工服務滿意度的變化，本會將得分指數化，例如：以2013年度的得分(1.83)作為基準值(100)。2014年度四個季度的得分1.82、1.95、2.04、1.87分別除以2013年度得分(1.83)，得到對應2014年四季度的服務指數99、107、112、102。Macau Gaming Service Index Formulation表1 2013年問卷調查 - 被訪者選擇娛樂場的因素(員工服務) Table 1: 2013 Questionnaire Survey results – reasons for choosing casinos (staff service)平均重要分數 Average importance 1.63 1.17 1.11 .77 .38 .36 .24 .18 親切笑容 主動關心客人耐心回答客人主動解決客人需要語言能力 專業水平 儀容 莊荷效率 眼神接觸 Friendly smiles Proactive care Responding with tolerance Meeting customer need proactivelyLanguage capabilityProfessionalismStaff appearance EfficiencyEye contact .12 In order to construct the service index for the gaming industry, we need to understand the key service expectation from the perspectives from the casino customers. The MGRA organized a number of focus group discussions among industry representatives and academia and conducted questionnaire surveys at the main border points. The questionnaire survey findings revealed that customers preferred “friendly smiles” most, followed by “proactive care” and “Responding with tolerance”.Basing on the importance scores in the above table, the Macau Gaming Service Index would be computed accordingly：“Smiling” scores range from 0 to 1.5, “Proactiveness” and “Tolerance” scores range from 0 to 1.GSI Score=”Smiling Index”(SI Score)＋”Proactiveness Index”(PI Score)＋”Tolerance Index”(TI Score)The industry mean scores are the arithmetic means of the casinos of the six gaming operators.Taking into consideration of the changes of customer satisfaction towards the front-line employees in the gaming industry, MGRA converts the service scores into indexes. For example, the score of 1.83 in 2013 would be used as the base (100). The four quarterly service scores of 1.82, 1.95, 2.04, 1.87 will be divided by the scores of 2013 (i.e. 1.83) respectively to generate the four quarterly Service Indexes of 99, 107, 112, 102.4Macau Gaming Service Index澳門博彩業服務指數2014CMYCMMYCYCMYK博彩業服務指數1506.pdf 4 2015-6-9 19:31:30
研究方法為確保公正，本會委托香港通用檢測認證有限公司(SGS)負責神秘顧客的招聘和培訓、數據搜集、數據輸入。SGS要求神秘顧客完成出訪的搜集工作之後的24小時內，須輸入所有數據和填寫有關的報告，避免長時間拖延構成調查員對該工作的細節記憶模糊。同時，SGS提供網上平台，方便各博彩公司以SGS提供的賬戶號碼和密碼登入到SGS系統，及時了解自己員工的服務表現。對每位被評該的員工，神秘顧客對該員工的「親切笑容」、「主動招呼」、「耐心接待」三方面評分，每個方面的觀察項目評分只有好(滿分)或差(零分)兩種。收集業內人士意見優化GSI在2013年度的調查後，本會回應業內人士意見，增加了「洗手間清潔度」及「在娛樂場內有沒有被其他顧客滋擾」，令GSI的量度工作不斷優化。因此，本次神秘顧客增加調查以上項目，作為服務質素參考。在2014年7月起，因應業內人士建議，避免客人輸錢時對莊荷笑容可能不接受的情況，神秘顧客只在顧客落注時測量莊荷的「親切笑容」，並加上當時顧客人數作為參考。Research MethodologyTo ensure fairness, the MGRA appointed SGS to be responsible for the recruitment and training of the mystery shoppers, data collection, and data input. SGS requires all mystery shoppers to input the raw service scores and visit reports within 24 hours after completing the visits in order to avoid forgetting the details as memory may tend to fade over time. At the same time, SGS provided an on-line platform to enable the concerned casinos to log on with the assigned user code and password to monitor the service performance of their employees.The mystery shoppers would assess the performence of each employee on: “Smiling (SI)”, “Proactiveness (PI)”, and “Tolerance (TI)” on a bipolar score of either “1” (good) or “0” (poor). Opinions from industry veterans in fine tuning the GSIAfter the 2013 survey, the MGRA have adopted the recommendation from experts in the gaming industry to incorporate service performance measurement on “cleanliness of toilets” and “interference by strangers”. These additional measures were included in the 2014 survey. Since 2014 July, the mystery shopper surveys have further been refined to change the “assessment time” of smiling of dealers to during the placement of bets in order to avoid the situation when the customers might feel offended towards dealers’smiling when they had lost their bets. The number of customers playing at the table was also noted as reference. 5Macau Gaming Service Index澳門博彩業服務指數2014CMYCMMYCYCMYK博彩業服務指數1506.pdf 5 2015-6-9 19:31:30
表2 樣本比例及調查時段分佈：星期一至五 Monday to Friday 星期六、日 Saturday and Sunday 部門 Department 11:00 - 17:00 17:00 - 23:00 11:00 - 17:00 17:00 - 23:00 總數 Total 4 4 9 9 26 1 1 1 1 4 莊荷 Dealer 角子機 Slot Machine保安 Security 1 1 1 1 4 籌碼兌換 Cashier 1 1 1 1 4 客戶服務 Customer Service 1 1 1 3 穿梭巴士 Shuttle Bus 1 1 2 衣帽間 Cloakroom 1 1 2 洗手間 Washroom 1 1 2 免費餐飲 Free F&B 1 1 總數 Total 9 9 14 16 48 調查日期及時段：2014年2月至12月、早上11時至晚上11時樣本大小：在2013年810人次，2014年1728人次，共2538人次。研究範圍2014年調查地點包括：澳門主要11間具代表性的娛樂場（永利、美高梅、銀河、新濠天地、葡京、新葡京、海立方、十六浦、金沙、威尼斯人和金沙城中心）的中場區。（範圍較2013年增加兩間娛樂場）調查對象為博彩業的前線服務員，包括以下九個部門：貽檯莊荷、角子機、保安、籌碼兌換、客戶服務、穿梭巴士(發財巴)、衣帽間、洗手間、免費餐飲。Research ScopeThe 2014 survey locations of the mass markets of eleven representative casinos in Macau, including Wynn, MGM, Galaxy, City of Dream, Lisboa, Grand Lisboa, Oceanus, Ponte 16, Sands, Venetian, Sands Cotai Central, (Two casinos more than in 2013)The employees being surveyed are the frontline employees in the following nine departments: table game dealer, slot machine, security, cashier, customer service, shuttle buses, cloak room, washroom, free F&B. Table 2: Ratios of samples and survey time schedule distributionSurvey dates and timing：2014 February to December; 11am to 11pmSample sizes： 810 visits in 2013; 1728 visits in 2014; Total: 2538visits.6Macau Gaming Service Index澳門博彩業服務指數2014CMYCMMYCYCMYK博彩業服務指數1506.pdf 6 2015-6-9 19:31:31
2014澳門博彩業服務指數－行業總體表現以 2013 年 GSI 的數值為 100 作基點，2014 年第三季度數值為 112，是本調查歷史上 的最高，而 GSI 在第四季度稍為回落至 102，比第三季 下降 9%。2014 年總體服務 指數比 2013 年上升5%。 圖 1 2014 季度博彩業服務指數 1121021079910080901001101202013(base year)2014Q1 2014Q2 2014Q3 2014Q4 GSI (Overall Performance) in 2014Figure 1: 2014 quarterly Gaming Service Index (GSI) Using the 2013 GSI as the base score, the third quarter of 2014 recorded a GSI of 112 which is the highest score so far. The fourth quarter GSI score dropped s l ight ly to 102, which is a decl ine of 9% as compared to the third quarter. Overal l 2014 GSI improved by 5% as compared to that of 2013.圖 2 2014 季度的笑容指數 10599989810080901001101202013(base year)2014Q1 2014Q2 2014Q3 2014Q4Figure 2: 2014 quarterly Smiling Index (SI) 笑容指數在 2014 年第三季為105歷來最高 , 在第，為四季回落到 99 。 T h e t h i r d q u a r t e r l y S m i l i n g I n d e x p e a k e d a t 1 0 5 , w h i c h w a s d r o p p e dt o 9 9 i n t h e f o u r t h q u a r t e r i n 2 0 1 4 . 7第二章 研究分析Chapter 2 Research AnalysisMacau Gaming Service Index澳門博彩業服務指數2014CMYCMMYCYCMYK博彩業服務指數1506.pdf 7 2015-6-9 19:31:31
主動指數在 2014 年第二季升至110，其後 較大 幅度 回 落到 第四季 的 84 。 圖 3 2014 季度的主動指數 106841109510080901001101202013(base year)2014Q1 2014Q2 2014Q3 2014Q4 Figure 3: 2014 quarterly Proactiveness Index (PI) Figure 4: 2014 quarterly Tolerance Index (TI) The Proa c t i ve ne ss Inde x i n t he se c ond quar t e r o f 2014 rose t o 110 and then d roppe d s i gn i f i c a n t l y s i gn i f i c a n t l y to 84 in the fourth quarter.. 耐心指數在 2014 年第三季達 121，在第四季稍為回落 到 117 。 圖 4 2014 季度的耐心指數 1171211121041007080901001101201302013(base year)2014Q1 2014Q2 2014Q3 2014Q4 T he Tol e ra nc e Inde x improve d t o 121 i n the t h i rd qua r t e r o f 2014 a nd de c l i ne d t o 117 i n t he fou r th qua r t e r. 8Macau Gaming Service Index澳門博彩業服務指數2014CMYCMMYCYCMYK博彩業服務指數1506.pdf 8 2015-6-9 19:31:31
各部門以2013年為基礎年，將各部門2013年的表現定為100分作為比較，計算各部門在2014年季度的指數，反映各部門在2014年相對2013年情況的進步或退步程度。服務進步最好的部門以綠色顯示，而退步最多的用紅色顯示。表3 各部門GSI的進步或退步程度分析在2014年，穿梭巴士服務員及衣帽間服務員進步最多，而客戶服務員與免費餐飲明顯退步。表4 各部門笑容指數 (SI)的進步或退步程度分析With 2013 as the base year (except for employees working in the washrooms), the service performance levels for all departments are set to 100. The quarterly service indexes for 2014 were computed to reflect the extent of improvement or deterioration of respective departments with the base year performance standards. The best improved department service indexes are highlighted in green and the most deteriorated department service indexes are highlighted in red. Table 3: The extent of improvement/deterioration of GSI among all departments In 2014 the best improved departments are Shuttle bus and Cloakroom. However, employees working for Customer service and Cloakrooms deteriorated most.Table 4: The extent of improvement/deterioration of GSI among all departments 9博彩業服務指數(GSI) 2013 (base year) 2014 Q1 2014 Q2 2014 Q3 2014 Q4 平均2014 avg. 莊荷 Dealer 100 96 115 117 110 110 (+10%) 角子機 Slot Machine 100 111 101 122 97 108 (+8%) 保安 Security 100 90 96 96 93 94 (-6%) 籌碼兌換 Cashier 100 120 104 113 105 111 (+11%) 客戶服務 Customer Service 100 72 83 84 71 77 (-23%) 穿梭巴士 Shuttle Bus 100 170 148 140 139 149 (+49%) 衣帽間 Cloakroom 100 142 106 147 150 136 (+36%) 免費餐飲 Free F&B 100 79 109 82 87 89 (-11%) 笑容指數(SI) 2013 (base year) 2014 Q1 2014 Q2 2014 Q3 2014 Q4 平均2014 avg. 莊荷 Dealer 100 98 102 107 112 105 (+5%) 角子機 Slot Machine 100 108 81 121 72 95 (-5%) 保安 Security 100 96 92 92 98 94 (-6%) 籌碼兌換 Cashier 100 126 119 107 103 114 (14%) 客戶服務 Customer Service 100 70 81 81 68 75 (-25%) 穿梭巴士 Shuttle Bus 100 189 175 175 143 171 (71%) 衣帽間 Cloakroom 100 139 114 164 181 149 (49%) 免費餐飲 Free F&B 100 48 110 48 90 74 (-26%) Macau Gaming Service Index澳門博彩業服務指數20142013-2014澳門博彩業服務指數－博彩前線部門(總體指數)表現GSI by Departments (Overall Index) in 2013-2014CMYCMMYCYCMYK博彩業服務指數1506.pdf 9 2015-6-9 19:31:32
表5 各部門主動指數PI的進步或退步程度分析表6 各部門耐心指數TI的進步或退步程度分析在2014年度穿梭巴士及衣帽間服務水平的進步較其他部門明顯，而客戶服務與免費餐飲的水平則有所退步。人數較多的莊荷的表現有穩健的改善，娛樂場管理層可以用以上分析結果，更針對性來改善各部門的服務，部門與部門之間可以分享員工對顧客服務的經驗，找出不同的服務案例作為培訓參考資料。Table 5: The extent of improvement/deterioration of PI among all departmentsTable 6: The extent of improvement/deterioration of TI among all departmentsEmployees working in Shuttle bus and Cloakroom departments made more significant improvement than employees in the other departments in 2014. On the other hand the service standards for Customer service and Free F&B departments performed less satisfactorily. Dealers, being the largest employee group, made a steady improvement in their service standards. The casino management can deploy the findings from the above analyses to make appropriate improvement for the various departments. The service experience among different departments can be shared with one another so that suitable service case studies can be developed for training purposes. 10主動指數(PI) 2013 (base year) 2014 Q1 2014 Q2 2014 Q3 2014 Q4 平均2014 avg. 莊荷 Dealer 100 91 128 113 85 104 (4%) 角子機 Slot Machine 100 104 129 132 110 119 (19%) 保安 Security 100 69 94 92 73 82 (-18%) 籌碼兌換 Cashier 100 128 96 105 93 106 (6%) 客戶服務 Customer Service 100 61 66 76 42 61 (-39%) 穿梭巴士 Shuttle Bus 100 182 135 108 145 142 (42%) 衣帽間 Cloakroom 100 150 101 143 140 134 (34%) 免費餐飲 Free F&B 100 96 88 80 56 80 (-20%) 耐心指數(TI) 2013 (base year) 2014 Q1 2014 Q2 2014 Q3 2014 Q4 平均2014 avg. 莊荷 Dealer 100 98 118 126 121 116 (16%) 角子機 Slot Machine 100 120 108 117 115 115 (15%) 保安 Security 100 101 102 104 105 103 (3%) 籌碼兌換 Cashier 100 109 97 124 115 111 (11%) 客戶服務 Customer Service 100 84 100 95 101 95 (-5%) 穿梭巴士 Shuttle Bus 100 148 136 136 132 138 (38%) 衣帽間 Cloakroom 100 139 102 135 132 127 (27%) 免費餐飲 Free F&B 100 107 118 121 96 111 (11%) Macau Gaming Service Index澳門博彩業服務指數2014CMYCMMYCYCMYK博彩業服務指數1506.pdf 10 2015-6-9 19:31:32
一、莊荷： 在 2013 至 2014 年，對莊荷的服務評核了 1261 次。 在 2014 年，莊荷的笑容、耐心有改善。 圖 5.1 莊荷的博彩業服務指數(GSI) 圖 5.2 莊荷的笑容(SI)、主動(PI)、耐心(TI)指數 莊荷服務的例子 (2014 Q2) 職員在工作中會與顧客進行交流來，現場職員偶然微笑，一局結束後指示大家放籌碼，動作熟練。 (2014 Q2) 職員有向部份顧客打招呼，有笑容，有時會詢問顧客下注情況。 (2014 Q4) 職員沒有笑容，表情木呐。整張賭檯人數不多，有其他過來觀看的顧客，但職員也沒有主動用手勢招呼其參與投注。不過，職員對在投注的顧客服務耐心，派牌技術純熟。 (2014 Q4) 職員沒有用手勢邀請顧客加入，亦沒有笑容。對於顧客提的問題，職員回答得比較耐心，語氣相對較好，但職員與顧客沒有太多的交流。 1 Dealers: During 2013 and 2014 a total of 1261 mystery shopper visits were made towards dealers. In 2014 Dealers’ smiling and tolerance improved. Table GameFigure 5.1: The Dealers’ Gaming Service Index (GSI) Figure 5.2: Dealers’ Smiling Index (SI), Proactiveness Index (PI), Tolerance Index (TI) Examples of Dealers’ service: 111001101179611590951001051101151202013(base year)2014Q1 2014Q2 2014Q3 2014Q47080901001101201302013(base year)2014Q1 2014Q2 2014Q3 2014Q4親切笑容(Smiling)主動招呼(Proactiveness)耐心接待(Tolerance)2014澳門博彩業服務指數—博彩前線部門GSI by Departments in 2014Macau Gaming Service Index澳門博彩業服務指數2014CMYCMMYCYCMYK博彩業服務指數1506.pdf 11 2015-6-9 19:31:32
角子機服務員服務的例子 (2014 Q3) 職員笑容親切，服務態度熱情。顧客問職員的玩法，職員站在旁邊一項一項地給顧客解釋。但當顧客表現出還是不理解的時候，職員保持面帶微笑地耐心地講解。 (2014 Q3) 職員工作認真、負責，時刻在巡視該區域的顧客的動態，看是否有需要幫忙。職員留意到顧客有點猶豫，主動上前提供幫助，能詳細回答顧客查詢，逐一示範遊戲的玩法，見顧客仍有疑問，繼續耐心講解，顧客表示明白後才離開。 (2014 Q4) 顧客在該區域逗留，職員熱情招呼顧客來玩角子機，對顧客的問題能耐心接待，但全程沒有笑容。 (2014 Q4) 職員一直和另外一名職員閒聊，未主動和顧客打招呼交流，甚至未理會走近職員的顧客，職員簡單回應顧客查詢。 Examples of Slot machines service: 12二、角子機服務員 在 2013 至 2014 年，對角子機服務員的服務評核了 303 次。 在 2014 年，角子機服務員的主動、耐心有改善。 圖 6.1 角子機服務員的博彩業服務指數 圖 6.2 角子機服務員的笑容、主動、耐心指數 2 Slot machines: During 2013 and 2014 a total of 303 mystery shopper visits were made towards slot machines’ staffs. In 2014 Slot machine staffs’ proactiveness and tolerance improved. Figure 6.1: The Slot Machines Gaming Service Index (GSI) Figure 6.2: Slot Machines Smiling Index (SI), Proactiveness Index (PI), Tolerance Index (TI) 100 101971111227080901001101201302013(base year)2014Q1 2014Q2 2014Q3 2014Q47080901001101201301402013(base year)2014Q1 2014Q2 2014Q3 2014Q4親切笑容(Smiling)主動招呼(Proactiveness)耐心接待(Tolerance)Macau Gaming Service Index澳門博彩業服務指數2014CMYCMMYCYCMYK博彩業服務指數1506.pdf 12 2015-6-9 19:31:32
三、保安員： 在 2013 至 2014 年，對保安員的服務評核了 217 次。 在 2014 年，保安員的笑容、耐心水平穩定。 圖 7.1 保安員的博彩業服務指數 圖 7.2 保安員的笑容、主動、耐心指數 保安員服務的例子 (2014 Q1) 評審時職員正在和另一位工作人員聊天，顧客向職員詢問廁所位置，她很急躁的說：“ 麻煩你自己看指示。” 態度差沒有耐心。 (2014 Q1) 職員語氣表情都較嚴肅，機械式查看顧客的證件。對顧客提出的問題，有給出正確的回答。整個過程臉上沒有笑容，語氣態度亦不好。 (2014 Q2) 門口的保安態度非常熱情，見到顧客時都有主動打招呼，面帶親切笑容。 (2014 Q3) 職員態度熱情，笑容親切，看到顧客走近，有使用手勢邀請顧客入內，顧客問問題時，職員有熱心解答，有使用手勢幫顧客指引方向，態度良好。 3 Security: During 2013 and 2014 a total of 217 mystery shopper visits were made towards security guards. In 2014 security guards smiling and tolerance keep stable. Figure 7.1: The Security Gaming Service Index (GSI) Figure 7.2: Security Smiling Index (SI), Proactiveness Index (PI), Tolerance Index (TI) Examples of Security service: 13100939690 967080901001101201302013(base year)2014Q1 2014Q2 2014Q3 2014Q4607080901001102013(base year)2014Q1 2014Q2 2014Q3 2014Q4親切笑容(Smiling)主動招呼(Proactiveness)耐心接待(Tolerance)Macau Gaming Service Index澳門博彩業服務指數2014CMYCMMYCYCMYK博彩業服務指數1506.pdf 13 2015-6-9 19:31:33
四、籌碼兌換員： 在 2013 至 2014 年，對籌碼兌換員的服務評核了 216 次。 籌碼兌換員在 2014 年表現有改善。 圖 8.1 籌碼兌換員的博彩業服務指數 圖 8.2 籌碼兌換員的笑容、主動、耐心指數 籌碼兌換員服務的例子 Examples of Cashiers’ service: (2014 Q1) 職員服務很有速度，能快速處理顧客的籌碼兌現業務，對於顧客的提問都能給予解答。(2014 Q1) 職員服務態度良好，有親切笑容。看到顧客上前，有主動招呼，迅速完成換籌過程。(2014 Q4) 帳房職員業務知識熟練，動作純熟，很快就給顧客兌換。面對顧客時語氣和態度都有待改善，和顧客無眼神交流，只是埋頭處理， 表情也是很冷漠沒有一點笑容。(2014 Q4) 職員態度友善，業務熟練，和顧客說話有眼神交流，會側頭傾聽顧客說話，說話時用詞也很客氣。如職員可以主動打招呼和多加笑 容就更好。4 Cashier: During 2013 and 2014 a total of 216 mystery shopper visits were made towards Cashier. In 2014 Cashier performance improved. Figure 8.1: The Cashiers’ Gaming Service Index (GSI) Figure 8.2: Cashiers’ Smiling Index (SI), Proactiveness Index (PI), Tolerance Index (TI) 141001051131201047080901001101201302013(base year)2014Q1 2014Q2 2014Q3 2014Q480901001101201302013(base year)2014Q1 2014Q2 2014Q3 2014Q4親切笑容(Smiling)主動招呼(Proactiveness)耐心接待(Tolerance)Macau Gaming Service Index澳門博彩業服務指數2014CMYCMMYCYCMYK博彩業服務指數1506.pdf 14 2015-6-9 19:31:33
五、客戶服務員： 在 2013 至 2014 年，對客戶服務員的服務評核了 136 次。 客戶服務員在 2014 年的笑容及主動的表現服務水平有所下降。 (2014 Q2) 職員接待顧客，非常熱情，詳細解答補辦會員卡事宜。 (2014 Q2) 顧客站在幾米外觀察，職員正在低頭工作。顧客上前查詢，職員立即抬頭，有微笑，但沒有打招呼，也沒有主動詢問顧客是否需要幫忙，但能以親切友善的態度回應顧客的問題。 (2014 Q4) 當顧客走進客戶服務職員時，職員沒有主動打招呼，顧客詢問期間沒有微笑，但能耐心回答顧客問題。 (2014 Q4) 職員見到顧客走進時，沒有打招呼及面帶微笑，但對於顧客的提問，能耐心講解。 5 Customer service: During 2013 and 2014 a total of 136 mystery shopper visits were made towards customer service. In 2014 customer service’s smiling and proactiveness deteriorated. 客戶服務員服務的例子 Examples of Customer service’s service: 15圖 9.1 客戶服務員的博彩業服務指數 圖 9.2 客戶服務員的笑容、主動、耐心指數 Figure 9.1: The Customer Service Gaming Service Index (GSI) Figure 9.2: Customer Service Smiling Index (SI), Proactiveness Index (PI), Tolerance Index (TI) 100718472 83607080901001101201301402013(base year)2014Q1 2014Q2 2014Q3 2014Q4304050607080901001102013(base year)2014Q1 2014Q2 2014Q3 2014Q4親切笑容(Smiling)主動招呼(Proactiveness)耐心接待(Tolerance)Macau Gaming Service Index澳門博彩業服務指數2014CMYCMMYCYCMYK博彩業服務指數1506.pdf 15 2015-6-9 19:31:33
16七、衣帽間員工： 圖 11.1 衣帽間員工的博彩業服務指數 圖 11.2 衣帽間員工的笑容、主動、耐心指數 (2014 Q2) 排在顧客前的男顧客被職員要求打開行李箱，並需要打開行李箱內的固定帶，表示需要檢查是否有可疑物品。男顧客表示厭煩，職員更反問：“ 有炸彈怎麼辦 ? ” 職員對待顧客不夠禮貌，沒有耐心接待顧客，表現不專業。 (2014 Q4) 當顧客走進櫃檯時，職員友善的和顧客打招呼並詢問需求，並主動指引顧客如何進行填寫憑證，並提醒顧客回來取物品時需要注意的事項。當顧客詢問如何去關閘時，能熱心的指引顧客，表現的熱情大方，令顧客很滿意。 在 2013 至 2014 年，對衣帽間員工的服務 評核了153 次。對比2013 年，衣帽間的員工在 2014 下半年有明顯改善。7 Cloakroom:During 2013 and 2014 a total of 153 mystery shopper visits were made towards cloakroom. In the second half of 2014 cloakroom performance improved. Figure 11.1: The Cloakroom Gaming Service Index (GSI) Figure 5.2: Cloakroom Smiling Index (SI), Proactiveness Index (PI), Tolerance Index (TI) 衣帽間員工服務的例子 Examples of Cloakroom service: 1001061501421474060801001201401602013(base year)2014Q1 2014Q2 2014Q3 2014Q4 901001101201301401501601701801902013(base year)2014Q1 2014Q2 2014Q3 2014Q4親切笑容(Smiling)主動招呼(Proactiveness)耐心接待(Tolerance) 六、穿梭巴士服務員： 在 2013 至 2014 年，對穿梭巴士服務員的服務評核了 126 次。 穿梭巴士服務員在 2014 年的笑容及耐心方面有明顯改善。 圖 10.1 穿梭巴士服務員的博彩業服務指數 圖 10.2 穿梭巴士服務員的笑容、主動、耐心指數 穿梭巴士服務員服務的例子 Examples of Shuttle buses’ Service:(2014 Q1) 在候車期間，工作人員過來詢問大家在娛樂場所消費的情況，詢問是是否玩得開心，很熱情。(2014 Q3) 顧客到達候車區時，客流較多，職員有維持現場秩序，但語氣較不耐煩。職員沒有笑容，亦沒有主動招呼顧客。6 Shuttle bus : During 2013 and 2014 a total of 126 mystery shopper visits were made towards shuttle buses’ staffs. In 2014 shuttle bus staffs’ smiling and tolerance improved. Figure 10.1: The Shuttle Buses Gaming Service Index (GSI) Figure 10.2: Shuttle Buses Smiling Index (SI), Proactiveness Index (PI), Tolerance Index (TI) 100139140170148901001101201301401501601701802013(base year)2014Q1 2014Q2 2014Q3 2014Q4901001101201301401501601701801902013(base year)2014Q1 2014Q2 2014Q3 2014Q4親切笑容(Smiling)主動招呼(Proactiveness)耐心接待(Tolerance)Macau Gaming Service Index澳門博彩業服務指數2014CMYCMMYCYCMYK博彩業服務指數1506.pdf 16 2015-6-9 19:31:34
17九、免費餐飲服務員： 在 2013 至 2014 年，對免費餐飲服務員的服務評核了 54 次。 圖 13.1 免費餐飲服務員的博彩業服務指數 圖 13.2 免費餐飲服務員的笑容、主動、耐心指數 免費餐飲服務員服務的例子 (2014 Q3) 職員是外籍人士，顧客上前查詢時職員有點茫然，沒有招呼語，沒有笑容。瞭解顧客需要後，職員向四周看了一下，用手指快速地指示了一下方向後離開顧客的位置，向前方走上一段距離後再回頭望向顧客，再一次指示了方向。 (2014 Q3) 顧客上前詢問，職員無主動向顧客打招呼，談話過程中面部表情平淡，沒有笑容。顧客詢問情況時職員能夠詳細解答顧客問題並提供幫助方案。在顧客即將離開時，職員有主動詢問顧客需要什麼飲品，職員能主動提供。 9 Free F&B: During 2013 and 2014 a total of 54 mystery shopper visits were made towards free F&B. Figure 13.1: The Free F&B Gaming Service Index (GSI) Figure 13.2: Free F&B Smiling Index (SI), Proactiveness Index (PI), Tolerance Index (TI) Examples of service: 100878279109607080901001101202013(base year)2014Q1 2014Q2 2014Q3 2014Q44050607080901001101201302013(base year)2014Q1 2014Q2 2014Q3 2014Q4親切笑容(Smiling)主動招呼(Proactiveness)耐心接待(Tolerance) Free F&B八、洗手間清潔員： 在 2013 年的調查並未包括洗手間清潔員，在 2014 年，對洗手間清潔員的服務評核了 72 次。 圖 12.1 洗手間清潔員的博彩業服務指數(以 2014 年第一季為基期) 圖 12.2 洗手間清潔員的笑容、主動、耐心指數 (以 2014 年第一季為基期) 洗手間清潔員服務的例子 (2014 Q3) 顧客進入洗手間，職員正在認真打掃和檢查洗手間衛生情況。顧客主動上前查詢，職員有微笑但沒有打招呼，能清楚回答顧客 問題。洗手間空氣品質好，清新並有香味。 (2014 Q4) 職員能及時回應顧客的查詢，但與顧客眼神接觸較少，回答問題時沒有笑容，回答後即離開，顧客道謝後也沒有任何回應，職員態度有點冷淡。8 Washroom: During 2014 a total of 72 mystery shopper visits were made towards washroom. Figure 12.1: The Washroom Gaming Service Index (GSI) Figure 5.2: Washroom Smiling Index (SI), Proactiveness Index (PI), Tolerance Index (TI) Examples of Washroom service: 100851171454060801001201401602014Q1 2014Q2 2014Q3 2014Q44060801001201401601802014Q1 2014Q2 2014Q3 2014Q4親切笑容(Smiling)主動招呼(Proactiveness)耐心接待(Tolerance)Macau Gaming Service Index澳門博彩業服務指數2014CMYCMMYCYCMYK博彩業服務指數1506.pdf 17 2015-6-9 19:31:34
18各部門各季度的絕對分數如下，反映在每個季度的各部門的服務表現。 表 7 2013年各部門的 SI, PI, TI 及 GSI 評分 2013 年，以客戶服務員及保安員表現突出。 The quarterly service score in absolute score are summarized as below. This depicts the quarterly service performance of all departments.Table 7: The SI, PI, TI, and GSI (in descending order) of various departments in 2013 Customer service and security guards were outstanding in 2013. 2013 部門 Dept 親切笑容(SI Score) (Max=1.5) 主動招呼(PI Score) (Max=1) 耐心接待(TI Score) (Max=1) GSI Score (i.e. SI+PI+TI) 客戶服務 Customer Service 1.07 0.81 0.91 2.79 保安 Security 1.01 0.73 0.90 2.64 角子機 Slot Machine 0.85 0.44 0.79 2.07 免費餐飲 Free F&B 0.88 0.35 0.78 2.00 籌碼兌換 Cashier 0.60 0.51 0.76 1.88 莊荷 Dealer 0.51 0.37 0.68 1.56 衣帽間 Cloakroom 0.50 0.43 0.60 1.52 穿梭巴士 Shuttle Bus 0.45 0.41 0.60 1.47 2013—2014澳門博彩業服務指數－博彩前線部門（絕對分數）表現GSI by Departments (Absolute Scores) in 2013-2014Macau Gaming Service Index澳門博彩業服務指數2014CMYCMMYCYCMYK博彩業服務指數1506.pdf 18 2015-6-9 19:31:34
19表 8 2014 年第一季各部門的 SI, PI, TI 及 GSI 評分 在 2014 年第一季，以穿梭巴士服務員及保安員表現最好。 表 9 2014 年第二季各部門的 SI, PI, TI 及 GSI 評分 在 2014 年第二季，以保安員表現最好，其次為客戶服務員。 Table 8: The SI, PI, TI, and GSI (in descending order) of various departments in 1st quarter 2013 Shuttle buses’ staffs and security guards were well performance in 1st quarter 2014. Table 9: The SI, PI, TI, and GSI (in descending order) of various departments in 2nd quarter 2013 Security guards were the best in 2nd quarter 2014, followed by customer service. 第一季2014 Q1 部門 Dept 親切笑容(SI Score) (Max=1.5) 主動招呼(PI Score) (Max=1) 耐心接待(TI Score) (Max=1) GSI Score 穿梭巴士 Shuttle Bus 0.85 0.89 0.75 2.49 保安 Security 0.97 0.91 0.50 2.38 角子機 Slot Machine 0.92 0.94 0.45 2.31 籌碼兌換 Cashier 0.76 0.83 0.66 2.25 衣帽間 Cloakroom 0.69 0.83 0.64 2.16 客戶服務 Customer Service 0.75 0.77 0.49 2.01 洗手間 Washroom 0.67 0.76 0.29 1.72 免費餐飲 Cloakroom 0.42 0.83 0.33 1.58 莊荷 Dealer 0.50 0.66 0.34 1.51 部門 Dept 親切笑容(SI Score) (Max=1.5) 主動招呼(PI Score) (Max=1) 耐心接待(TI Score) (Max=1) GSI Score 保安 Security 0.93 0.92 0.68 2.52 客戶服務 Customer Service 0.86 0.91 0.54 2.31 免費餐飲 Free F&B 0.96 0.92 0.31 2.18 穿梭巴士 Shuttle Bus 0.79 0.82 0.56 2.17 角子機 Slot Machine 0.69 0.85 0.56 2.10 洗手間 Washroom 0.85 0.84 0.33 2.02 籌碼兌換 Cashier 0.72 0.74 0.49 1.95 莊荷 Dealer 0.52 0.80 0.47 1.80 衣帽間 Cloakroom 0.56 0.61 0.43 1.60 Macau Gaming Service Index澳門博彩業服務指數20142014 Q2 第二季CMYCMMYCYCMYK博彩業服務指數1506.pdf 19 2015-6-9 19:31:34
20第三季2014 Q3 表 11 2014 年第四季各部門的 SI, PI, TI 及 GSI 評分 在2014 年第四季，以保安員表現最好，其次為衣帽間服務員。 Table 11: The SI, PI, TI, and GSI (in descending order) of various departments in 4th quarter 2013 Security guards were the best in fourth quarter 2014, followed by cloakroom. 部門 Dept 親切笑容(SI Score) (Max=1.5) 主動招呼(PI Score) (Max=1) 耐心接待(TI Score) (Max=1) GSI Score 保安 Security 0.99 0.94 0.53 2.46 衣帽間 Cloakroom 0.90 0.79 0.60 2.28 穿梭巴士 Shuttle Bus 0.65 0.79 0.60 2.03 角子機 Slot Machine 0.61 0.91 0.48 2.00 客戶服務 Customer Service 0.72 0.92 0.34 1.98 籌碼兌換 Cashier 0.63 0.87 0.48 1.97 免費餐飲 Free F&B 0.79 0.75 0.19 1.74 莊荷 Dealer 0.58 0.82 0.32 1.72 洗手間 Washroom 0.48 0.82 0.17 1.47 表 10 2014 年第三季各部門的 SI, PI, TI 及 GSI 評分 Table 10: The SI, PI, TI, and GSI (in descending order) of various departments in 3rd quarter 2013 Security guards and Slot machine were well performance in 3rd quarter 2014。 在2014年第三季，以保安員及角子機服務員表現最好。部門 Dept 親切笑容(SI Score) (Max=1.5) 主動招呼(PI Score) (Max=1) 耐心接待(TI Score) (Max=1) GSI Score 保安 Security 0.93 0.94 0.67 2.53 角子機 Slot Machine 1.03 0.92 0.58 2.53 洗手間 Washroom 1.19 0.97 0.33 2.49 客戶服務 Customer Service 0.86 0.86 0.62 2.34 衣帽間 Cloakroom 0.81 0.81 0.61 2.23 籌碼兌換 Cashier 0.65 0.94 0.54 2.13 穿梭巴士 Shuttle Bus 0.79 0.82 0.44 2.06 莊荷 Dealer 0.55 0.86 0.42 1.83 免費餐飲 Free F&B 0.42 0.94 0.28 1.64 Macau Gaming Service Index澳門博彩業服務指數20142014 Q4 第四季CMYCMMYCYCMYK博彩業服務指數1506.pdf 20 2015-6-9 19:31:35
空氣質素 神秘顧客每次對員工評分時，都會同時留意當時的空氣質素，並根據自己的主觀感覺評分。（即：清新、一般、混濁） 其他顧客滋擾 神秘顧客在評核莊荷時，亦會注意當時的在場的顧客有沒有被其他顧客滋擾。在2014年，被滋擾的情況在1%下。 滋擾例子 1. 有顧客到處詢問其他顧客需不需要刷卡。 2. 一名陌生的女顧客對正在賭博的男顧客進行教導，滋擾顧客。職員有正面進行阻止。 Air quality During each visit the mystery shoppers would also pay attention to the quality of air in the casinos. The rated the air quality subjectively. (i.e. Fresh, General, Stale) 圖 14 2013-2014 季度娛樂場主觀空氣質素 Figure 14 : 2013-2014 Casino air quality 在 2014 年，隨著娛樂場禁煙措施的收緊，直至十月份娛樂場中場全面禁煙，空氣質素有明顯改善。Following the introduction of tightening measures on ban of smoking in the casinos in 2014, and the total ban of air inside the casino improved significantly. of smoking in the mass market areas in November, the quality Interference by Strangers The mystery shopper would also take note of situations where a customer was disturbed by other people.This situation is observed to be less than 1%. Examples of disturbance to customers: 27%10% 13%1%39%64%54% 30%31%34%26%46%58%69%0%10%20%30%40%50%60%70%80%90%100%2013 2014Q1 2014Q2 2014Q3 2014Q4清新 Fresh一般 General混濁 Stale21Macau Gaming Service Index澳門博彩業服務指數2014CMYCMMYCYCMYK博彩業服務指數1506.pdf 21 2015-6-9 19:31:35
22洗手間環境評論 神秘顧客對洗手間服務員評分時，會同時留意洗手間內環境質素，並根據自己的主觀感覺評分。（即：優良、一般、欠佳） 在 2014 年下半年，洗手間環境有改善。 圖 15 洗手間環境評論 洗手間環境 的例子 (2014 Q1) 洗手間有異味，地上有水。 (2014 Q4) 洗手間空氣清新，洗手台乾淨沒積水，地面光潔。 ( )穿梭巴士 發財巴 的候車時間 神秘顧客在評核穿梭巴士服務員時，會測量等候穿梭巴士的等候時間。 圖 16 穿梭巴士候車時間(分鐘) 等候穿梭巴士服務的例子 (2014 Q2) 發財巴班次不夠密集，完全滿足不了顧客的需要，等候時間過長，將近一小時。巴士上下車的地方沒有分流，顯得很是混亂。空氣很混濁，沒有風扇，顧客非常多，集中在空氣不流動的地方很容易令顧客暈倒，沒有職員的安慰，讓顧客顯得十分煩躁。職員都是面無表情，機械性工作，連和顧客多說一句話都有點不太願意。而且職員都是在聊天玩手機，對於等候的顧客不聞不問。 (2014 Q3) 職員態度有點冷淡。 顧客問職員發財巴的等候時間，職員態度友好地告訴顧客: “ 馬上就到了，請耐心等待。” Cleanliness of Washroom While the mystery shoppers assessed the service level of employees working in the washrooms, they alsorated the quality of the washroom environment and made subjective assessments according. (i.e. Good,General, Bad) Figure 15: Rating on cleanliness of washrooms The cleanliness of washrooms improved in the second half of 2014.Examples of Washroom cleanliness: Waiting Times for Shuttle Buses In assessing the service of employees of Shuttle bus, the mystery shoppers would also measure the waiting time duration. Figure 16: Waiting time (in minutes) for Shuttle bus Examples of Shuttle bus service: 2014下半年總體比上半年有改善。 The second half of 2014 was better than that in the first half. 22%6% 11%44%44%22%22%33%50%78%67%0%10%20%30%40%50%60%70%80%90%100%2014Q1 2014Q2 2014Q3 2014Q4優良 Good一般 General欠佳 BadMacau Gaming Service Index澳門博彩業服務指數2014CMYCMMYCYCMYK博彩業服務指數1506.pdf 22 2015-6-9 19:31:35
As the 2014 survey is an extension of the study conducted in 2013 (the base year of GSI), a wider scope is covered, and the results are reported on quarterly basis, making the findings more pragmatic and useful. The respective casino operators can understand the service standards offered by their front line employees more precisely and to deploy resources more effectively to meet their customers’ expectation. In order to ensure the rigor of the service index, SGS collected opinions from veterans in the gaming industry and academia during 2014 to refine the GSI (e.g. extending the scope to washroom and the timing of assessing smiling etc.) Being the service indicator for the gaming industry, GSI can facilitate individual casino operators to elevate the service performance levels to cope with the national policy of turning Macau into a renowned tourism and leisure center. With the research findings provided in the GSI, and the specific information of service details of each respective casino, the management of the concerned casino would have a deeper understanding of their service offerings to effectively improve their service standards. Apart from monitoring the service, the examples reported by the mystery shoppers can be used as service case studies in the training for front line employees. Individual casinos can also benchmark their own service standards with that of the industry averages. Those casinos performing above the industry standards should work hard to maintain their competitive edges and those lagging behind the industry averages should strive to improve. Competitive in service is a healthy development. This can make the most important industry in Macau to continuously enhance its competitiveness and keeping the gaming industry to stay in the leading position in the world. The followings are the key survey findings:1: Overall speaking, the service standards of front line employees in 2014 are better than those in 2013, particularly in “tolerance”. The performance in “smiling” is rather stable, and “Proactiveness” standard is somewhat fluctuating.2: Since the ban of smoking in the mass market areas in casinos in October 2014, the quality of air demonstrated significant improvement. This may help improve the image of visitors on casinos in Macau.3. Despite the fact that tourist figures continue to increase, the gaming revenue have declined since the second half of 2014. Moreover many regulations on casino operations were introduced (e.g. ban of smoking, changing the minimum age to enter casinos to 21 years, Responsible Gaming measures, computerization of operations etc.), the working pressure on the front line employees working in casinos have been intensifying. This might have caused the decline in “proactiveness” in the fourth quarter.Integrating the experiences of 2013 and 2014, MGRA has the following recommendations:1. To continue the Gaming Service Index survey in 2015 with similar scale as in 2014. All casino operators and concerned parties can use the data released on a periodic basis to monitor and improve the service levels. As there will be more casinos in 2016, the GSI survey will be adjusted accordingly. 2. Individual casinos should make appropriate changes in managing their employees in order to take better care of their psychological issues, reduce adverse emotional factors to help improve their service performance.3. Currently the assessment by the mystery shoppers is largely by observation. In 2015, some simple enquiries may be included during the mystery shopper visits.4. Individual casinos can use the service examples outlined in this reports for training uses and to develop their service norms. Conclusion Recommendations25Chapter 3 Conclusion & RccommendationsMacau Gaming Service Index澳門博彩業服務指數2014CMYCMMYCYCMYK博彩業服務指數1506.pdf 25 2015-6-9 19:31:36
附錄 2 活動花絮及媒體報導Appendix 2 Activities and Media Reporting in July 2014 《澳門博彩業服務指數調查（2014年度）》中期研究成果發佈會Press Release of mid-term 2014 Macau Gaming Service Index (GSI)27 Macau Gaming Service Index澳門博彩業服務指數20142014年8月1日澳門日報A10 2014年8月1日澳門每日時報第2版2014年8月1日市民日報第三版CMYCMMYCYCMYK博彩業服務指數1506.pdf 27 2015-6-9 19:31:38
《澳門博彩業服務指數調查（2014年度）》研究成果發佈會Press Release of annual findings of Macau Gaming Service Index (GSI) in 201428附錄 3 活動花絮及媒體報導Appendix 3 Activities and Media Reporting in Dec 2014 Macau Gaming Service Index澳門博彩業服務指數20142014年12月18日澳門日報A102014年12月18日市民日報第四版CMYCMMYCYCMYK博彩業服務指數1506.pdf 28 2015-6-9 19:31:39
