Enquiry
Telephone : 2866 8311     |     msp@hkrma.org

“Quality Service Benchmarking Assessment” aims to acknowledge retail brands showing outstanding service performance by complementary seasonal and annual award schemes, and to uplift Hong Kong's retail service standard as a whole.

The programme provides industry and category benchmarking assessment by collecting, analyzing, and gauging a comprehensive coverage of service data and information through regularly and seasonal mystery assessment visits.

Feature
Assessment and Awards
Retail Categories

Participating retail brands are grouped into different retail categories under the Programme. There are AT LEAST THREE participating brands in each category. The brands will be re-grouped under assigned categories if there is insufficient participation.

Category-specific assessment criteria cover 6 specific categories, while standardized benchmarking criteria on the other categories enable participating brands to gauge their service performance against industry peers.

Retail Categories
Category-specific Assessment Criteria
Convenience Stores
Electronic & Electrical Appliances
Fast Food / Restaurants
- Fast Food
- Restaurants
Personal Care Products
Shopping Malls
Supermarkets
Standardized Benchmarking Criteria
Beauty Products / Cosmetic
Department Stores
Furniture & Home Accessories
Infant and Child Merchandise
Food Shops
(No dine-in services are provided)
Telecommunications
Fashion & Accessories
- Fashion & Accessories
- High Fashion
- Sports & Outdoor Products
- Footwear
Health Care Products
Premium Life-Style
Retail (Services)
- Public Utilities
- Entertainment
- Theme Parks
- Retail Banking
Specialty Stores
- Specialty Stores
- Underwear & Nightwear
Watch & Jewellery
- Watch
- Jewellery
- Watch & Jewellery

Participating brands will be re-grouped to Specialty Stores Category in case of insufficient participation

Assessment Periods

Each assessment period covers three months. A team of trained and experienced mystery shoppers conduct clandestine visits to shops randomly selected from participating companies.

Participating companies are required to enroll either

  • Two consecutive assessment periods (compete for seasonal awards); or
  • Three consecutive assessment periods (compete for seasonal awards); or
  • Four consecutive assessment periods (compete for both seasonal and annual awards);

*Additional Service:
We provide visit service to all retail outlets, which could effectively provide a full view for management to monitor the service performance of all retail outlets and to provide all-rounded review on areas for improvement.

For Retail Chain Stores
Scroll the table right to see more info
No. of Outlets No. of visits
per assessment period
Total visits for
2 3 4
consecutive assessment periods
5 outlets or less 6 12 18 24
6-10 outlets 7 14 21 28
11-20 outlets 10 20 30 40
21-30 outlets 13 26 39 52
31-40 outlets 16 32 48 64
41-60 outlets 18 36 54 72
61-200 outlets 36 72 108 144
More than 200 outlets 60 120 180 240
For Department Stores
Scroll the table right to see more info
Each Outlets No. of visits
per assessment period
Total visits for
2 3 4
consecutive assessment periods
4 sections per visit # 5 10 15 20

# Each visit covers four randomly selected sections within a department store. Each section will be assessed using an individual assessment form, providing a total of four assessment forms per visit.

For Shopping Mall
Scroll the table right to see more info
Each Shopping Mall No. of visits
per assessment period
Total visits for
2 3 4
consecutive assessment periods
3 districts per visit 12 24 36 48
Assessment Reports

Following an assessment period, each participating retail brand will receive a customized Assessment Report, covering the analysis of service performance and industry trend. All information pertaining to the assessment data and findings of individual companies will be handled with utmost care and strict confidentiality.

*Additional Service:
We could provide copy of assessment form in advance on monthly basis, which enables management to take a quick review on frontline sales' service performance, and to effectively take actions for improvement.

Average Performance of Category vs
Category Leader
Your Performance vs Category Performance vs
Industry Performance
Gap Analysis of Your Performance vs
Industry's Average Performance

Performance Trend
Exclusive Awards

Participating retail brands with excellent service performance will be recognized by the highly-represented seasonal or annual awards among retail industry. The assessment criteria and mechanism put in place by HKRMA's independent sub-committee are well justified. Awarded brands would receive a series of promotion and publicity.

Annual Awards (4 Consecutive Assessment of The Calendar Year)

Service Retailers of the Year - Gold, Silver and Bronze Award

Score the TOP 3 highest overall percentage among all participating retail brands throughout the 4 assessment periods

Service Retailers of the Year - Category Award

Score the highest overall percentage among its own retail category throughout the 4 assessment periods

Excellence Award

  • Being the Gold Award Winner of "Service Retailer of the Year" in the previous year AND has made the highest score among all participating brands in the current year; OR

  • Being the Excellence Award Winner in the previous year AND has made the highest score among all participating brands in the current year.
Seasonal Awards (4 Assessment Periods)

Service Industry Leader - Gold, Silver and Bronze Award

Score the TOP 3 highest overall percentage among all participating retail brands throughout the 4 assessment periods

Service Category Leader

Score the highest overall percentage among its own retail category in a period.

Top Ten Service Retailers

Score the TOP 10 highest overall percentage among all participating retail brands in a period.

Enrollment

Please and fill in “Outlet List Form”  and return to msp@hkrma.org by email.

Cheques for fee payments should be made payable to the "Hong Kong Retail Management Association Limited" and mail to 7/F First Commercial Building, 33-35 Leighton Road, Causeway Bay, Hong Kong.