| Author: | 張建元 Zhang, Jianyuan |
| Title: | 澳門娛樂場莊荷待客服務質量影響因素研究 Aomen yu le chang zhuang he dai ke fu wu zhi liang ying xiang yin su yan jiu |
| Degree: | M.Sc. |
| Year: | 2014 |
| Subject: | Hong Kong Polytechnic University -- Dissertations Casinos -- Employees -- China -- Macau (Special Administrative Region) |
| Department: | School of Hotel and Tourism Management |
| Pages: | xii, 83 leaves : charts ; 30 cm |
| Language: | Chinese |
| Abstract: | 本研究旨在探尋影響莊荷服務質量的關鍵因素，為澳門博彩企業管理者們設計最佳管理解決方案提供有用的依據，進而實現通過提升澳門娛樂場服務質量以推動澳門博彩行業進步的最終目的。在娛樂場與莊荷服務質量影響因素的研究領域中，尚期待被普遍接受的並具實用性的模型出現，筆者試圖通過對該領域的研究為未來國內外學著更深入的研究提供有價值的幫助。筆者選擇 "澳門莊荷服務質量" 作為研究課題是希望本研究具有較強的現實意義。作為娛樂場前線從業員，莊荷在澳門具有龐大的勞動力群體，其服務表現直接決定著澳門娛樂場的整體服務質量水平，對澳門博彩行業的整體形象也產生著重要影響。而莊荷在澳門的社會影響力也不容忽視，其生活與工作狀況直接反映著澳門社會深層次的東西，澳門高速發展中對經濟利益的過度追求所帶來的社會風險在一定程度上被社會中的個體承擔，莊荷群體便是最直接的承擔者。作為澳門服務行業的龍頭，博彩業和其他服務行業一樣將服務質量作為競爭力的根本，因此，娛樂場服務質量得到博彩企業管理者們的普遍重視。 文獻回顧涉及多個方面，針對澳門莊荷的研究必然離不開特定的歷史和現實環境背景，因此筆者回顧了澳門博彩業的發展歷程，並對當下澳門的政治、經濟、文化環境背景進行了分析，試圖從歷史和現實背景找到影響莊荷服務質量的根源。筆者不但對服務、服務質量等基礎理論進行了回顧，還針對酒店業相關理論與實證研究進行了研讀，最後聚焦娛樂場服務質量研究，特別是澳門娛樂場服務質量。筆者首先採用了文獻研究、二手資料分析、實地觀察、訪談等多種研究方法設計出針對澳門莊荷的個性化理論模型，包含職業形象、專業知識、服務時機、基本服務技能、專業服務技能和服務態度六個屬性，並細分為 21 個子屬性。然後透過問卷調查的方法對模型進行實證研究和檢驗，採用因子分析的方法對問卷得到的數據進行分析，得到影響莊荷服務質量的因素主要包含三個方面：職業形象、專業程度、增值服務。論文創新點主要有三個方面：聚焦莊荷服務質量研究，而非娛樂場服務質量，從六個方面全面分析了影響莊荷服務質量的相關因素；從澳門博彩行業發展歷史開始，分析了澳門政治、經濟與文化環境，并提出了澳門當前社會問題，在此基礎上分析莊荷的生存狀態，這樣的研究思路有助於深入理解當前莊荷服務表現的根源；除了問卷、訪談之外，觀察法也被採用來收集信息，筆者能夠直接而真實地感受莊荷與賭客之間的互動效果。 This project aims at seeking the key influencing factors of Macau dealers’ service quality, which can offer Macau gaming companies useful information to deliver the best management solution. The ultimate goal of the study is that the service quality improvement of Macau casinos can help push forward the progress of Macau's gaming industry. Commonly accepted and used models that study the influencing factors of dealers’ service quality and that of casinos are still lacking. This study tries to provide a valued reference and help for the scholars at home and abroad of the related field through his study. The choice of studying the service quality of Macau dealers as a research subject is strongly suggested a realistic meaning in it by the writer. As dealers are a large community in Macau and the frontier workers in casinos, their service performance directly reflects the whole service quality level of Macau casinos. It can make a lot of influence on the whole image of Macau gaming industry. We should pay much attention to Macau dealers because the condition of their work and lifestyle are a reflection of current social problems in Macau. They are also the most direct risk takers from the excessive pursuit of economic benefits in Macau’s rapid development. Gaming as a leading industry in Macau, service quality is recognized as the basic element of competitiveness like other service industries. Therefore, it commonly draws gaming company executives’ attention to the service quality of casinos. The review of literature includes many aspects. Aimed at Macau dealers, the research of special historical and current environmental background of Macau is necessary. Therefore, the writer has reviewed the history of gaming development in Macau and analyzed the current political, economic and culture background in Macau, from which attempted to find the root causes of dealers’ service quality. The writer has reviewed not only the basic theories from service and service quality, but also specific related theories and studies of hospitality industry. Finally, the writer has focused on studying service quality of casino, especially that of Macau. The researcher has firstly adopted study methods such as literature review, secondary data analysis, on-site observation, and interviews. A model was proposed to study the influencing factors of Macau dealers’ service quality. The model contains six factors: professional image, professional knowledge, service timing, basic service skills, professional service skills, and service attitudes. They are divided into 21 sub-attributes. Then the writer conducted an empirical research and tested the model through a questionnaire survey, from which the data were analyzed using factor analysis. As a result, there are four aspects affecting dealers’ service quality: 1. professional image, 2. professional level, and 3. value-added services. The uniqueness of this project has three main aspects: 1. Focusing on dealers’ service quality instead of that of casinos, the researcher comprehensively analyzed the influencing factors of dealers’ service quality from six aspects. 2. Beginning with the history of casino industry development in Macau, the writer has analyzed the political, economic and culture background in Macau and raised current social problems. On this basis, the condition of dealers’ lifestyle was summarized. This research approach helps to deeply understand the root of dealers’ service performance. 3. Besides the research methods of questionnaire survey and interview, information collected from on-site observation was also included in the project. Thus, the writer can observe the interaction effect between dealer and gamblers directly and truly. |
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