1

澳門博彩業服務指數Macau Gaming Service Index

2013 – 2016

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：14 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 14 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 2016 Total

客服/衣帽間/

發財巴服務員/

洗手間服務員Customer Service

(CS)/Cloakroom/

Bus/Toilet

163 320 324 340 1,147

角子機服務員Staff at Slot Machine Areas

159 144 144 148 595

保安Security Staff

73 144 144 152 513

籌碼兌換Cashiers

72 144 144 152 512

莊荷Dealers

325 936 936 988 3,185

免費餐飲Staff at Free Food & Beverage

areas

18 36 36 38 128

總數 Total 810 1,724 1,728 1,818 6,080

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

GSI Results

8

100.0103.0

107.0

118.5 119.0115.8

70

90

110

130

150

2013(base year)

2014H1 2014H2 2015H1 2015H2 2016H1 2016H2

10

博彩業服務指數 (2013 – 2016)Gaming Service Index (GSI)(2013 – 2016)

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 2016H2

100.0103.0

107.0

118.5 119.0115.8

127.7

70

90

110

130

150

2013(base year)

2014H1 2014H2 2015H1 2015H2 2016H1 2016H2

70

90

110

130

150

2013(base year)

2014H1 2014H2 2015H1 2015H2 2016H1 2016H2

Trend line

12 pts

12

主動指數 (2013 – 2016)GSI: Proactiveness Index (2013 – 2016)

By Half-Year

100.0102.5

95.0

113.0

129.0

107.9

70

90

110

130

150

2013(base year)

2014H1 2014H2 2015H1 2015H2 2016H1 2016H2

100.0102.5

95.0

113.0

129.0

107.9

124.3

70

90

110

130

150

2013(base year)

2014H1 2014H2 2015H1 2015H2 2016H1 2016H2

70

90

110

130

150

2013(base year)

2014H1 2014H2 2015H1 2015H2 2016H1 2016H2

Trend line

16 pts

13

主動例子Samples of Proactiveness

欠佳 優良

(2016 Q1 餐飲) 職員一直在旁邊站著，沒有主動詢問顧客是否有什麼需要。

(2016 Q2 保安) 職員在門口時刻留意附近的情況，看到需要幫助的顧客時，職員會主動上前了解情況並給予幫助。

(2016 Q3 客戶服務) 職員缺乏主動性，沒有與顧客打招呼和道別。

(2016 Q3 保安) 職員會耐心聆聽顧客問題，主動靠近顧客拉近距離。

(2016 Q3 餐飲) 職員不會主動詢問顧客需要什麼飲品和食物，顧客問職員有什麼飲品和食物，職員表現平淡。

(2016 Q4 角子機) 職員看到顧客要幫助時主動上前，有點頭示意，語氣友好態度專業。

14

主動例子Samples of Proactiveness

Negative Positive

(2016 Q1 Free F&B) Staff just stood near the

counter and did not ask if customerS needed

anything.

(2016 Q2 Security) Staff looked around what

was happening near the entry. When staff

found customer were in need, staff

approached them proactively and offered help.

(2016 Q3 CS) Staff was not proactive. Staff did

not greet and say goodbye to customers.

(2016 Q3 Security) Staff listened to customer’s

queries patiently. Staff leaned towards

customers to get closer to them.

(2016 Q3 Free F&B) Staff did not ask whether

customers needed food or drink proactively.

When customers asked what kind of food or

drink offered, staff responded in a dull tone.

(2016 Q4 Slot Machine) Staff approached

customer proactively when he saw customer

was in need. Staff nodded and talked in a

friendly tone with professional manner.

16

100.0

108.0

118.5121.5 121.5 122.0

70

90

110

130

150

2013(base year)

2014H1 2014H2 2015H1 2015H2 2016H1 2016H2

耐心指數 (2013 – 2016)GSI: Tolerance Index (2013 – 2016)

By Half-Year

100.0

108.0

118.5121.5 121.5 122.0

123.9

70

90

110

130

150

2013(base year)

2014H1 2014H2 2015H1 2015H2 2016H1 2016H2

70

90

110

130

150

2013(base year)

2014H1 2014H2 2015H1 2015H2 2016H1 2016H2

Trend line

17

耐心例子Samples of Tolerance

欠佳 優良

(2016 Q2 帳房) 顧客走到帳房的時候，看到職員在收拾東西，顧客向職員詢問現在葡幣的匯率是多少，職員不但沒有詳細回答，還將顧客趕到隔壁的櫃位。

(2016 Q2 角子機) 顧客詢問職員應往何處取車票回關閘，職員耐心指引顧客前往二樓領取，並告訴顧客若不懂到二樓後詢問其他職員。

(2016 Q3 賭檯) 顧客詢問職員問題時，職員沒能耐心講解，顧客還是不明白時，職員表現出不耐煩的樣子。

(2016 Q3 賭檯) 顧客不是很會玩的情況下，職員耐心講解遊戲規則給顧客參考。

(2016 Q4 賭檯) 職員在操作賭桌的過程中，動作機械和緩慢，讓顧客感覺到職員很不耐煩，職員耐心不足。

(2016 Q3 衣帽間) 包存好後，職員詢問顧客是否還需要其他的協助，職員確認顧客無需其他協助後與顧客禮貌道別。

18

Negative Positive

(2016 Q2 Cashier) A customer went to cashier and

found that staff was tidying. The customer asked the

exchange rate of Macau Pataca. Staff did not answer

in detail and asked the customer to stand aside.

(2016 Q2 Slot Machine) A customer asked staff where

to get the bus ticket to Border Gate. Staff patiently

directed the customer to 2/F to get the ticket and told

the customer to seek for help on 2/F if he still could

not find the way.

(2016 Q3 Dealer) Staff did not not answer a

customer’s questions patiently. When the customer

still could not understand, staff showed an annoying

face.

(2016 Q3 Dealer) Staff explained the gaming rules to

a customer patiently when the customer did not know

how to play the game.

(2016 Q4 Dealer) A dealer worked mechanically and

slowly. Even customers could feel the staff was

annoyed. Staff was not patient enough.

(2016 Q3 Cloakroom) Staff asked whether a customer

needed further help after helping him with the

baggage. Staff said goodbye to the customer politely

after confirming no further help was needed.

耐心例子Samples of Tolerance

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 2016H2

博彩業服務指數 (2013 – 2016) 以賭牌公司分組GSI (2013 – 2016) by Gaming Concessionary

Original Scale: 0-3.5

* Customer Service: Cloakroom, Shuttle Bus, Toilet

1.50

1.70

1.90

2.10

2.30

2.50

2.70

2.90

2013 2014H1 2014H2 2015H1 2015H2 2016H1 2016H2

1.50

1.70

1.90

2.10

2.30

2.50

2.70

2.90

2013 2014H1 2014H2 2015H1 2015H2 2016H1 2016H2

Dealer

Cashier

Customer

Service*

Security

Slot machine

Customer Service

Cashier

Dealer

Slot Machine

Security

0.20

0.40

0.60

0.80

1.00

2013 2014H1 2014H2 2015H1 2015H2 2016H1 2016H2

1.5%

Original Scale: 0-3.5

Security

Slot machine

Customer Service

Cashier

Dealer

1.50

1.70

1.90

2.10

2.30

Tolerance Index

Smiling Index

Proactive Index

GSI Index

Trend (2013 – 2016) of Dealer

13%

38%

2%

22

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

2.7

2.8

2013 2014 H1 2014 H2 2015 H1 2015 H2 2016 H1 2016 H2

23

博彩業服務指數 (2013 – 2016) 以賭牌公司分組GSI (2013 – 2016) by Gaming Concessionary

A

B

C

D

E

F

A

B

FED

C

A 3rd 5th 3rd 1st 1st 3rd 2nd

B 1st 4th 6th 4th 4th 2nd 1st

C 6th 1st 1st 2nd 2nd 1st 3rd

D 5th 3rd 4th 3rd 3rd 6th 4th

E 4th 6th 5th 6th 6th 5th 5th

F 2nd 2nd 2nd 5th 5th 4th 6th

17%

14%

4%

19%9%

1%

11%

0.20

0.40

0.60

0.80

1.00

1.20

2013 2014H1 2014H2 2015H1 2015H2 2016H1 2016H2

Trend (2013 – 2016) of Gaming Concessionary A

Security

Slot machine

Customer Service

Cashier

Dealer

1.50

1.70

1.90

2.10

2.30

2.50

2.70

A

Tolerance Index

Smiling Index

Proactive Index

GSI Index

17%

25%

5%

26%

3rd 5th 3rd 1st 1st 3rd 2nd

0.20

0.40

0.60

0.80

1.00

1.20

2013 2014H1 2014H2 2015H1 2015H2 2016H1 2016H2

Security

Slot machine

Customer Service

Cashier

Dealer

1.50

1.70

1.90

2.10

2.30

2.50

2.70

B

Tolerance Index

Smiling Index

Proactive Index

GSI Index 14%

20%

3%

25%

1st 4th 6th 4th 4th 2nd 1st

Trend (2013 – 2016) of Gaming Concessionary B

0.20

0.40

0.60

0.80

1.00

1.20

2013 2014H1 2014H2 2015H1 2015H2 2016H1 2016H2

Security

Slot machine

Customer Service

Cashier

Dealer

1.50

1.70

1.90

2.10

2.30

2.50

2.70

C

Tolerance Index

Smiling Index

Proactive Index

GSI Index 4%

12%

-3%

2%

6th 1st 1st 2nd 2nd 1st 3rd

Trend (2013 – 2016) of Gaming Concessionary C

0.20

0.40

0.60

0.80

1.00

1.20

2013 2014H1 2014H2 2015H1 2015H2 2016H1 2016H2

Security

Slot machine

Customer Service

Cashier

Dealer

1.50

1.70

1.90

2.10

2.30

2.50

2.70

D

Tolerance Index

Smiling Index

Proactive Index

19%

28%

52%

-3%

5th 3rd 4th 3rd 3rd 6th 4th

Trend (2013 – 2016) of Gaming Concessionary D

0.20

0.40

0.60

0.80

1.00

1.20

2013 2014H1 2014H2 2015H1 2015H2 2016H1 2016H2

Security

Slot machine

Customer Service

Cashier

Dealer

1.50

1.70

1.90

2.10

2.30

2.50

2.70

E

Tolerance Index

Smiling Index

Proactive Index

9%

11%

13%

4th 6th 5th 6th 6th 5th 5th

Trend (2013 – 2016) of Gaming Concessionary E

5%

0.20

0.40

0.60

0.80

1.00

1.20

2013 2014H1 2014H2 2015H1 2015H2 2016H1 2016H2

Security

Slot machine

Customer Service

Cashier

Dealer

1.50

1.70

1.90

2.10

2.30

2.50

2.70

F

Tolerance Index

Smiling Index

Proactive Index

GSI Index 1%

17%

-1%

2nd 2nd 2nd 5th 5th 4th 6th

Trend (2013 – 2016) of Gaming Concessionary F

-18%

30

OTHER MEASURES

27%

10% 13%1% 1% 1% 4%

39%64%

54% 30%

31%35% 34% 32% 30%

6%

14%

1% 1%

34%26%

46%58%

68%63% 66% 68% 69%

93%82%

99% 99%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2013 2014Q1 2014Q2 2014Q3 2014Q4 2015Q1 2015Q2 2015Q3 2015Q4 2016Q1 2016Q2 2016Q3 2016Q4

清新 Fresh 一般 General 混濁 Stale

31

空氣質素意見Air Quality Comment

在2016年，空氣質素大致保持清新。Air quality was generally fresh in 2016.

32

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%100% 100%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2014Q1 2014Q2 2014Q3 2014Q4 2015Q1 2015Q2 2015Q3 2015Q4 2016Q1 2016Q2 2016Q3 2016Q4

優良 Good 一般 General 欠佳 Bad

評審廁所環境屬 “優良” 的巡行比例在2016年第三及第四季度達至歷史新高的100%。All toilets rated as “good” in 2016Q3 & Q4. It

hit the record high.

33

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

9.2

8.2

14.6

7.1

11.4

13.8

8.7

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 2016Q3 2016Q4

>10 mins 6-10 mins ≦5 mins

Average 9.67 minutes

穿梭巴士等候時間在2016年起伏較大，在第一季度比上一季度大幅下跌後，等候時間在其後兩季上升，在第四季度則回落至8.7分鐘。There were fluctuations for waiting time for shuttle bus in 2016. Waiting

time in 2016 Q1 was shorter than the previous quarter. However, it

raised in the two quarters followed by. Waiting time dropped to 8.7

minutes in 2016 Q4.

34

End