Gap Analysis as a Diagnostic Tool for Improving the Slot Gaming Experience

Abstract

This study offers a unique application of gap analysis as a diagnostic tool to examine slot players' perception of customer service and the quality of their gaming experience. As part of the gap analysis, an importance-performance matrix was designed to visually depict significant measures according to whether or not these measures met slot players' expectations. It was discovered that several service and quality related issues lacked in terms of perceived performance by patrons of the casino that was examined in this current study. The results of this study will help casino management identify critical factors affecting slot players' overall gaming experience and thus, allocate resources effectively to the areas for improvement.

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