Examining Casino Service Quality in the Asian Las Vegas: An Alternative Approach

IpKin Anthony Wong · Veronica Hoi In Fong

68 citations0/0 files storedJournal of Hospitality Marketing & Management

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Customer Service Quality and Loyalty Diverse Aspects of Tourism Research Gambling Behavior and Treatments

Abstract

The burgeoning development of integrated casinos and the rapid growth of the gaming industry in Asia have attracted much interest in understanding the success of this market. This research explores the roles of 3 casino service quality drivers—game service, service environment, and service delivery—on customer satisfaction and loyalty intention in Macau, the world gaming capital. Based on 2 empirical studies on Chinese casino players, the results reveal that both the service environment and the service delivery are significant predictors of customer satisfaction. However, despite the importance of game service in the casino operation, its relationship with customer satisfaction is insignificant. The results suggest that not every service value proposition is necessarily important to customer delight. The authors discuss implications of the findings and provide directions for future research.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1999Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives 1992Alternative Ways of Assessing Model Fit 1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1996The Behavioral Consequences of Service Quality 1996Power analysis and determination of sample size for covariance structure modeling.1992Servicescapes: The Impact of Physical Surroundings on Customers and Employees 1984A Service Quality Model and its Marketing Implications

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