WATCH out for this pink star if you want good service.

The Singapore Tourism Board (STB) on Thursday rolled out a new accreditation programme to certify businesses which have consistently delivered top-notch service. They will get a decal to display on their shop windows.

This star-shaped symbol is the latest accreditation programme initiated by the Singapore Tourism Board to highlight retail shops, restaurants and nightspots with top-notch service to locals and tourists.

It is modelled after a successful scheme run by rival Hong Kong Tourism Board, called the Quality Tourism Scheme, which recognises shops that offer outstanding service.

The Singapore Service Star was unveiled by Minister for Trade and Industry Lim Hng Kiang at Clake Quay nightspot Bellini Grande on Thursday evening.

Over 300 companies spanning the three sectors have earned the right to display the star symbol prominently in their shop fronts.

To qualify, they have to pass through mystery shopping audits by an external party and score 70 out of 100 or above industry average, whichever is higher. They must also not have been blacklisted by STB or the Consumers Association of Singapore (Case) in the last two years.

Mr Lim, in unveiling the scheme, said: ''Members of the Singapore Service Star can take pride in this mark of accomplishment which sets them apart from other establishments in the industry.

'Furthermore, members will also enjoy benefits such as customised training programmes and be given opportunities to participate in study trips abroad for greater exposure to top service organisations. Through continued emphasis on service delivery, training and inculcation of best practices, we aim to build up a culture of service excellence in local establishments, such that service quality becomes synonymous with how we are Uniquely Singapore.'

Mr Lim said the recent global economic slowdown underscores the need for businesses to not only deliver quality goods but also provide quality service.

'We would like to encourage businesses to take this as an opportunity to regroup and rethink, and invest in capability development to improve service quality,' he added.

'Whether it is in the retail, F&B, transport, entertainment or hotel industries, higher service standards will drive repeated visits and induce a higher propensity to spend. This will catalyse faster growth, better positioning ourselves for the eventual recovery. "

He referred to the Tourist Perception Survey conducted by the STB earlier this year, which found that service quality ranked high as a key driver of tourist satisfaction, and in fact surpassed other factors such as variety of products and value for money.

Tourists were observed to place extra emphasis on reliability of products and assurance of product quality, together with good service, product knowledge, and responsiveness to customer needs.

Assistant Professor Marcus Lee, academic director of the Institute of Service Excellence at Singapore Management University, said the decals are a way for tourists unfamiliar with the local market to 'help guide their choice of service provider.'

In the most recent 2007 STB survey of 1,000 tourists on their perception of service here, over 90 per cent said they would feel more confident in going to a store recognised by a quality scheme.

STB director of service quality Neeta Lachmandas said:'Consumers today are increasingly sophisticated, well-travelled and discerning, and it is only natural that they have heightened expectations when it comes to service quality