Service Quality Perception and Casino Player Loyalty

Prentice, Catherine ORCID: (2016) Service Quality Perception and Casino Player Loyalty. In: Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era: Proceedings of the 2014 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham, Switzerland, pp. 405-410. ISBN 9783319118147


This research explored the relationship between service quality andcustomer loyalty in casinos. A newly developed scale named CASERV is used to measure casino service quality. Customer loyalty is operationalized into behavioural intentions and actual patronage. The results indicate that CASERV explains significant variance in casino player loyalty. In particular, casino environment and service delivery made substantial contribution to both dimensions of loyalty. When analysing the relationship separately for international and domestic customers, the findings show that casino service quality has little influence on customer actual patronage in the case of domestic customers. The paper concludes with theoretical and managerial implications.

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Item Type: Book Chapter (Commonwealth Reporting Category B)
Refereed: Yes
Item Status: Live Archive
Additional Information: Files associated with this item cannot be displayed due to copyright restrictions.
Faculty/School / Institute/Centre: No Faculty
Faculty/School / Institute/Centre: No Faculty
Date Deposited: 11 Aug 2022 03:50
Last Modified: 31 Aug 2022 03:23
Uncontrolled Keywords: services; casino loyalty; service quality; quality-loyalty relationship
Fields of Research (2020): 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3507 Strategy, management and organisational behaviour > 350799 Strategy, management and organisational behaviour not elsewhere classified
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350699 Marketing not elsewhere classified
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