The Macau Gaming Research Association (MGRA) recently published the results of its “Macau Gaming Service Index (GSI) 2023” survey, revealing the highest score in 11 years. The comprehensive study, conducted through mystery shopper surveys at 12 major casinos in Macau, focused on evaluating the service quality of gaming staff across various departments.
Overall GSI Trends:
The Macau GSI, established with a base of 100 in 2013, demonstrated a significant upward trend, reaching an impressive score of 145 in the fourth quarter of 2023. This noteworthy achievement reflects the continuous commitment to enhancing customer service within Macau’s gaming sector. The survey, comprising two rounds in the second half of 2023, collected 864 data points, contributing to the GSI’s remarkable performance.
Service Quality Categories:
The survey focused on three main criteria to evaluate service quality: smile, proactivity, and tolerance. Notably, the gaming staff scored exceptionally well, with indices for smiling and proactivity breaking the previous year’s records. The smile index stood at 171, the proactivity index at 172, and the tolerance index at 103.
Impact of Customer Volume on Dealer Performance:
An intriguing revelation from the survey was the correlation between the number of players at a table and the performance of gaming dealers. Contrary to findings from 2017 to 2019, the 2023 survey indicated that the smile, proactivity, and tolerance of dealers increased as the number of customers at their table rose. Specifically, scores for smile, proactivity, and tolerance showed a notable increase when there were more than nine customers at the table.
Pandemic Period Impact:
The survey observed a positive trend in the smiling and proactivity indices during the pandemic period (2020 to 2022). Despite the challenges posed by the pandemic, the service quality of gaming staff demonstrated resilience, maintaining an upward trajectory. However, the tolerance index experienced a decline during this period.
Departmental Analysis:
The survey covered seven departments, including Table Games, Slot Machines, Cashier, Security, Membership, Shuttle Bus, and Cloakroom. By dissecting the service quality in each department, the study provides valuable insights into specific areas of improvement and excellence.
Casino Environment:
Beyond evaluating staff performance, the survey assessed the overall environment within casinos. A notable finding was the high quality of air in casinos, with 99% of samples rated as “fresh.” However, a significant drop in toilet performance was identified, with only 82% of samples rated as “good.”
Partnership and Methodology:
The GSI is a collaborative effort between the Macau Gaming Research Institute (MGRI) and SGS Hong Kong. The partnership underscores the commitment to conducting thorough and reliable research to gauge and enhance the gaming experience in Macau.
The Macau Gaming Service Index (GSI) 2023 survey paints a positive picture of the gaming industry’s commitment to customer service excellence. With a decade-high score, the Macau gaming sector showcases resilience, adaptability, and an unwavering dedication to enhancing the overall customer experience. The insights gleaned from this survey provide a roadmap for continuous improvement and emphasize the importance of customer-centric strategies in maintaining Macau’s status as a premier gaming destination.