Quality Service Benchmarking & Customized Assessment  | HKRMA


Change Your Shopping Preferences

Please select your Language



“Quality Service Benchmarking Assessment” measures retail service by Mystery Shopper Assessment and 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.


Since 1996

20+ Retail Categories

100% Quality Assurance

Industry Awards to Service Leaders


The assessment criteria is covering critical in-store service touch-points of customer experience.  New elements including technology adoption, innovative customer experience, and enhancing customer communication were added in the shopfront assessment, which serves as an effective service performance assessment tool for retailers.


  • 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 7 specific categories, while standardized benchmarking criteria on the other categories enable participating brands to gauge their service performance against industry peers.


Category-specific Benchmarking Criteria

  • Automobile

  • Convenience Stores     

  • Electronic & Electrical Appliances    

  • Fast Food / Restaurants

  • Personal Care Products   

  • Shopping Malls   

  • Supermarkets

Standardized Benchmarking Criteria

  • Beauty Products / Cosmetic

  • Department Stores

  • Fashion & Accessories

  • Furniture & Home Accessories

  • Infant and Child Merchandise

  • Health Care Products

  • Premium Life-Style

  • Retail (Services)

  • Specialty Stores

  • Telecommunications

  • Watch & Jewellery

  • Quality Living



Each assessment period covers three months.  A team of trained and experienced mystery shoppers conduct random visits and assessment.  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);

Click here to view no. of visits per period



  • 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.

Category Performance

Average Performance vs Category Leader

Performance Comparsion

Your Performance
vs Category Performance
vs Industry Performance

Gap Analysis

Gap Analysis of Your Performance
vs Industry's Average Performance

Performance Trend

Your Performance Trend
vs Category Performance Trend
vs Industry Performance Trend


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.

Result of 2021 Service Retailers of the Year will be announced soon.

Latest Seasonal Service Industry leader >


Please submit Online Application Form and fill in Outlet List Form  and return to qsp@hkrma.org by email.

Cheque for fee payment 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.

Participation Fee >   Online Application Form >   Outlet List Form >


Tailor-made assessment and training programmes upon client’s requests which promote quality service culture and implement service & brand building strategies effectively

Participating retail brands can determine all assessment details in order to obtain insightful survey result, data analysis and industry indicators that best meet the needs of your business and enable A Full View for Management.

01/ Monitor the service performance of all retail outlets

02/ Review staff performance

03/ Design related training

04/ Provide all-rounded review on areas for improvement



Agreement to Conditions

  • Participating companies are required to abide by all rules and regulations of the Programme.

  • HKRMA reserves the right of ownership of all data as well as the assessment methods used in the Programme.

  • HKRMA reserves the right of final decision on all matters related to this Programme, and is not required to disclose any of the reasons relating thereto.


  • A list of all participating retail brands will be disclosed in the seasonal Assessment Reports for reference.

  • All information pertaining to the survey data and findings of individual participating retail brands will be handled with utmost care and strict confidentiality.

  • Participating retail brands' performance will not be disclosed, except for the "Service Category Leader" and "Service Industry Leader" awards.

Participating Brand / Company

  • A company with several brands across different product categories should participate by brand rather than by company.


  • At least three participating retail brands are required to form one award category.

  • Participating retail brands being affected as a result of insufficient participation in a particular category will be informed of changes in categorization after the enrolment deadline.

  • Entries should be assigned to the most appropriate category of participating retail brands. HKRMA reserves the right to change a category if necessary.

  • The categories may be revised, added or deleted by HKRMA upon learning the final number and type of participating companies.


  • Withdrawals are not acceptable after the enrolment is received, and the participation fee will not be refunded.

  • Any false information given relating to the participating retail brand(s) may result in disqualification of the brand's / brands' entry, and any participation fee paid for the period will not be refunded.