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澳門博彩業服務指數Macau Gaming Service Index
2013 – 2016 mid-term
2
自2013年起,本會為澳門博彩業界定期進行神秘顧客調查,建立博彩業服務指
數並研究指數的趨勢,持續進行博彩業的服務質素研究,能使整個社會都能關注
博彩業的服務質量,各博彩公司可以根據指數制訂其優質服務政策。
Since 2013, the Gaming Service Index (GSI) has been compiled periodically to
facilitate the trend analysis in order to monitor the service level of the Gaming
industry. The community can be aware of its service quality, and the gaming
concessionaries can improve their customer service using this GSI as their
benchmark.
研究目的Research Objectives
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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。
測量對象:13 間具代表性的娛樂場(永利、永利皇宮、美高梅、銀河、新濠天地、新濠影滙、葡京、新葡京、海立方、十六浦、財神、金沙、威尼斯人和金沙城中心)的中場區。
抽樣方式:限額抽樣法
研究小組事先安排各指定場館的各職系所抽樣數目。
MGRA collaborated with SGS Hong Kong Limited to recruit and train Mystery Shoppers
and conduct data collection and data entry.
Targets of assessment: mass markets of 13 representative casinos (Wynn, Wynn Palace,
MGM, Galaxy, COD, Studio City, Lisboa, Grand Lisboa, Oceanus, Ponte 16, Fortuna,
Sands, Venetian and Sands Cotai).
Methodology: Quota sampling
Research team would arrange a number of visits to every selected casino and job type.
神秘顧客調查Mystery Shopper Survey
4
Sample size 2013 2014 2015 2016H1 Total
客服/衣帽間/
發財巴服務員/
洗手間服務員Customer Service
(CS)/Cloakroom/
Bus/Toilet
163 320 324 169 976
角子機服務員Staff at Slot Machine Areas
159 144 144 72 519
保安Security Staff
73 144 144 76 437
籌碼兌換Cashiers
72 144 144 76 436
莊荷Dealers
325 936 936 494 2,691
免費餐飲Staff at Free Food & Beverage
areas
18 36 36 19 109
總數 Total 810 1,724 1,728 906 5,168
抽樣數目Sample size
周一至周五Weekday 周末Weekend
Total11:00-
17:00
17:00-
23:00
11:00-
17:00
17:00-
23:00
客服/衣帽間/
發財巴服務員/
洗手間服務員Customer Service (CS)/Cloakroom/
Bus/Toilet
2 2 2 3 9
角子機服務員Staff at Slot Machine Areas
1 1 1 1 4
保安Security Staff
1 1 1 1 4
籌碼兌換Cashiers
1 1 1 1 4
莊荷 Dealers 4 4 9 9 26
免費餐飲Staff at Free Food & Beverage areas
1 1
總數 Total 9 9 14 16 48
神秘顧客對各職系每次抽樣數目如下Checkpoints for each casino in a single round
6
• 每個員工的綜合表現=親切笑容 × 1.5 +主動招呼 × 1 +耐心接待 × 1,每次評核“親切笑容”、“主動招呼”、“耐心接待”是0或1分。
• 行業平均分定為六間賭牌公司的平均值。
• The aggregate score of each staff member =
1.5 × smiling + 1 × proactiveness + 1 × tolerance.
the score of smiling, proactiveness and tolerance is either 0 or 1 for each
evaluation.
• The industry average score is the mean of six concessionary casino
operators.
計算公式Formula for Calculation
7
神秘顧客調查 (質量控制)Mystery Shopper Survey (Quality Control)
• 在神秘顧客搜集數據的過程中,SGS會安排一組項目協調員管理,以防其偽造數據,協助神秘顧客的工作達到應有標準。
• 同時,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,避免長時間拖延會對該工作的細節模糊。
• During the data collection process, SGS arranges a group of project
coordinators for supervision in order to ensure the quality standard.
• Meanwhile, SGS has requested the mystery shoppers to submit data within
24 hours after the visits as they may have a vague memory after a long
period of time.
8247 Positive attributes
9267 negative attributes
GSI Results
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11
博彩業服務指數 (2013 – 2016Q2)Gaming Service Index (GSI)(2013 – 2016Q2)
By Quarter
100 99
107
112
102 106
131
123
115
109
123
70
90
110
130
150
2013(base year)
2014Q1
2014Q2
2014Q3
2014Q4
2015Q1
2015Q2
2015Q3
2015Q4
2016Q1
2016Q2
Trend line
12
博彩業服務指數 (2013 – 2016Q2)Gaming Service Index (GSI)(2013 – 2016Q2)
By Half-Year
100.0103.0
107.0
118.5 119.0115.8
70
90
110
130
150
2013(base year)
2014H1 2014H2 2015H1 2015H2 2016H1
Trend line
13
笑容指數 (2013 – 2016Q2)GSI: Smiling Index (2013 – 2016Q2)
By Quarter
100 98 98
105
99
110
127
116
104
111
118
70
90
110
130
150
2013(base year)
2014Q1
2014Q2
2014Q3
2014Q4
2015Q1
2015Q2
2015Q3
2015Q4
2016Q1
2016Q2
Trend line
14
100.098.0
102.0
118.5
110.0
114.3
70
90
110
130
150
2013(base year)
2014H1 2014H2 2015H1 2015H2 2016H1
笑容指數 (2013 – 2016Q2)GSI: Smiling Index (2013 – 2016Q2)
By Half-Year
Trend line
15
主動指數 (2013 – 2016Q2)GSI: Proactiveness Index (2013 – 2016Q2)
By Quarter
100
95
110 106
84 82
144
137
121
98
118
70
90
110
130
150
2013(base year)
2014Q1
2014Q2
2014Q3
2014Q4
2015Q1
2015Q2
2015Q3
2015Q4
2016Q1
2016Q2
Trend line
16
100.0102.5
95.0
113.0
129.0
107.9
70
90
110
130
150
2013(base year)
2014H1 2014H2 2015H1 2015H2 2016H1
主動指數 (2013 – 2016Q2)GSI: Proactiveness Index (2013 – 2016Q2)
By Half-Year
Trend line
17
耐心指數 (2013 – 2016Q2)GSI: Tolerance Index (2013 – 2016Q2)
By Quarter
100 104
112
121
116 116
127
121 122
114
130
70
90
110
130
150
2013(base year)
2014Q1
2014Q2
2014Q3
2014Q4
2015Q1
2015Q2
2015Q3
2015Q4
2016Q1
2016Q2
Trend line
18
100.0
108.0
118.5121.5 121.5 122.0
70
90
110
130
150
2013(base year)
2014H1 2014H2 2015H1 2015H2 2016H1
耐心指數 (2013 – 2016Q2)GSI: Tolerance Index (2013 – 2016Q2)
By Half-Year
Trend line
19
RESULTS BY DEPARTMENT
1.50
1.70
1.90
2.10
2.30
2.50
2.70
2.90
2013 2014H1 2014H2 2015H1 2015H2 2016H1
博彩業服務指數 (2013 – 2016H1) 以賭牌公司分組GSI (2013 – 2016H1) by Gaming Concessionary
Original Scale: 0-3.5
Security
Slot machine
Customer Service
Cashier
Dealer
Dealer
Slot Machine
Security
Cashier
Customer Service*
* Customer Service: Cloakroom, Shuttle Bus, Toilet
0.40
0.60
0.80
1.00
1.20
1.40
2013 2014H1 2014H2 2015H1 2015H2 2016H1
Original Scale: 0-1.5
Security
Slot machine
Customer Service
Cashier
Dealer
笑容指數 (2013 – 2016H1) 以部門分組GSI: Smiling Index (2013 – 2016H1) by Dept.
Security
Dealer
Slot Machine
Cashier
Customer Service*
* Customer Service: Cloakroom, Shuttle Bus, Toilet
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微笑
笑容面帶臉笑保持微笑和藹友善微笑
微笑溝通
露出微笑
微笑打照呼
笑容真誠笑容自然笑容甜美陽光微笑
沒有笑容
欠缺笑容缺少笑容
笑容指數 (2013 – 2016Q2)GSI: Smiling Index (2013 – 2016Q2)
0.20
0.30
0.40
0.50
0.60
0.70
0.80
2013 2014H1 2014H2 2015H1 2015H2 2016H1
Original Scale: 0-1
Security
Slot machine
Customer Service
Cashier
Dealer
主動指數 (2013 – 2016H1) 以部門分組GSI: Proactiveness Index (2013 – 2016H1) by Dept.
Security
DealerSlot Machine
Cashier
Customer Service*
* Customer Service: Cloakroom, Shuttle Bus, Toilet
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沒有察覺顧客跟同事聊天
低著頭機械化打哈欠低頭工作表情木訥
動作緩慢表現冷淡
煩燥
警覺性眼神交流及時/迅速伴有手部動作注意顧客
主動上前幫助表現積極
推薦把頭靠近顧客
提醒
態度熱情感覺受重視
主動招呼顧客肢體語言
主動指數 (2013 – 2016Q2)GSI: Proactiveness Index (2013 – 2016Q2)
0.60
0.70
0.80
0.90
1.00
2013 2014H1 2014H2 2015H1 2015H2 2016H1
Original Scale: 0-1
Security
Slot machine
Customer Service
Cashier
Dealer
耐心指數 (2013 – 2016H1) 以部門分組GSI: Tolerance Index (2013 – 2016H1) by Dept.
Security
Cashier
Customer Service*
Slot Machine
Dealer
* Customer Service: Cloakroom, Shuttle Bus, Toilet
26
工作機械
面無表情
没有眼神接觸
職業倦怠
語氣差
插話
用力拋錢/籌碼
動作顯得很隨意
語速快
打哈欠
動作緩慢
煩燥
愛理不理
不禮貌
態度很差
沒有禮貌
晃腿
表情僵硬
不專心
刻板
動作敷衍
抖動身體
沒有精神
不太願意
粗魯
走動太少
散漫
邊說邊離開
耐心接待耐煩聆聽顧客雙手遞還給顧客確認顧客無需其他協助才離開重複說一次眼神交流
保持微笑客氣
責任心臉帶微笑
叮囑
感覺受重視
耐心指數 (2013 – 2016Q2)GSI: Tolerance Index (2013 – 2016Q2)
27
RESULTS BY CONCESSIONARY
1.5
1.6
1.7
1.8
1.9
2
2.1
2.2
2.3
2.4
2.5
2.6
2013 2014 H1 2014 H2 2015 H1 2015 H2 2016 H1
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博彩業服務指數 (2013 – 2016H1) 以賭牌公司分組GSI (2013 – 2016H1) by Gaming Concessionary
A
B
C
D
E
F
A
B
F
E
D
CD
A 6th 1st 1st 2nd 2nd 1st
B 1st 4th 6th 4th 4th 2nd
C 2nd 2nd 2nd 5th 5th 4th
D 3rd 5th 3rd 1st 1st 3rd
E 4th 6th 5th 6th 6th 5th
F 5th 3rd 4th 3rd 3rd 6th
0.4
0.5
0.6
0.7
0.8
0.9
1
2013 2014 H1 2014 H2 2015 H1 2015 H2 2016 H1
29
笑容指數 (2013 – 2016H1) 以賭牌公司分組GSI: Smiling Index (2013 – 2016H1) by Gaming Concessionary
A 6th 5th 1st 1st 3rd 2nd
B 2nd 1st 5th 5th 6th 1st
C 3rd 2nd 3rd 3rd 4th 4th
D 1st 4th 2nd 4th 1st 3rd
E 5th 6th 6th 6th 5th 5th
F 4th 3rd 4th 2nd 2nd 6th
A
B
FE
C
D
A
B
C
D
E
F
0.2
0.3
0.4
0.5
0.6
0.7
0.8
2013 2014 H1 2014 H2 2015 H1 2015 H2 2016 H1
30
A
BF
C
D
主動指數 (2013 – 2016H1) 以賭牌公司分組GSI: Proactiveness Index (2013 – 2016H1) by Gaming Concessionary
A 6th 1st 1st 3rd 2nd 3rd
B 1st 6th 6th 4th 4th 4th
C 2nd 3rd 4th 5th 6th 2nd
D 5th 4th 3rd 1st 1st 1st
E 3rd 5th 5th 6th 5th 5th
F 4th 2nd 2nd 2nd 3rd 6th
A
B
C
D
E
F
E
0.6
0.7
0.8
0.9
1
2013 2014 H1 2014 H2 2015 H1 2015 H2 2016 H1
31
A
B
F
C
D
耐心指數 (2013 – 2016H1) 以賭牌公司分組GSI: Tolerance Index (2013 – 2016H1) by Gaming Concessionary
A 6th 1st 3rd 3rd 1st 1st
B 1st 2nd 4th 1st 4th 2nd
C 4th 3rd 1st 5th 6th 3rd
D 3rd 6th 2nd 2nd 2nd 4th
E 2nd 5th 6th 6th 5th 6th
F 5th 4th 5th 4th 3rd 5th
E
A
B
C
D
E
F
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OTHER MEASURES
27%
10% 13%1% 1% 1% 4%
39%64%
54% 30%
31%35% 34% 32% 30%
6%
14%
34%26%
46%58%
68%63% 66% 68% 69%
93%82%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2013 2014Q1 2014Q2 2014Q3 2014Q4 2015Q1 2015Q2 2015Q3 2015Q4 2016Q1 2016Q2
清新 Fresh 一般 General 混濁 Stale
33
空氣質素意見Air Quality Comment
空氣質素在2016年第一季度達至歷史高位,唯在其後一季有4%的巡行被評為‘混濁’。Air quality attained the best in history in 2016 Q1. However, 4%
visits were rated as ‘stale’ in Q2.
34
廁所環境評論Toilet Environment Comment
22%
6%11% 11%
6% 6% 5%
44%
44%
22%
22%28%
33%17%
17%
22%
5%
33%
50%
78%67%
61%67%
78%83%
72%
90%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2013 2014Q1 2014Q2 2014Q3 2014Q4 2015Q1 2015Q2 2015Q3 2015Q4 2016Q1 2016Q2
優良 Good 一般 General 欠佳 Bad
NA
評審廁所環境屬 “優良” 的巡行比例在2016年第二季達至有記錄以來新高的90%。90% of toilets rated as “good” in
2016Q2. It hit the record high.
35
賭場巴的候車時間Waiting Time at Shuttle Bus Station
7.3
9.2
13.8
8.1
9.6
4.7
9.28.2
14.6
7.1
11.4
0.0
2.0
4.0
6.0
8.0
10.0
12.0
14.0
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2013 2014Q1 2014Q2 2014Q3 2014Q4 2015Q1 2015Q2 2015Q3 2015Q4 2016Q1 2016Q2
>10 mins 6-10 mins ≦5 mins
2016年第一季度的候車時間為7.1分鐘,第二季度則上升至11.4分鐘;兩個季度的候車時間皆比去年同季度高。
Waiting time was 7.1 minutes and 11.4
minutes in 2016Q1 and Q2 respectively. Both
are longer than the same quarter last year.
36
End
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