1

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

3

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

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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

24

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

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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