A patron, a referral and why in Macau casinos—The case of mainland Chinese gamblers

Zeng, Zhong Lu and Prentice, Catherine ORCID: https://orcid.org/0000-0002-7700-3889 (2014) A patron, a referral and why in Macau casinos—The case of mainland Chinese gamblers. International Journal of Hospitality Management, 36. pp. 167-175. ISSN 0278-4319


Delivering high quality service tends to improve the loyalty of valued customers. Operators should have an understanding of how customers react to the service provision. The current investigation is undertaken in Macau casinos and explores the relationship between service quality and loyalty of casino members and non-members with a focus on gamblers from the mainland China. Gamble loyalty is operationalized on the basis of attitudinal and behavioural dimensions. A quantitative method is used to explore these relationships. Casino service quality is measured by using a newly developed four-dimensional scale named CASERV. The results indicate that service quality explains significant variance in gambler attitudinal loyalty but not behavioural loyalty for casino members and non-members. In particular, service delivery contributes substantially to gambler attitudinal loyalty. Surprisingly, non-members report higher level of service quality perceptions and are more likely to act as referral for the casino and to spread positive word-of-mouth communications; whereas members do appear to patronize the casino more frequently and to play longer in the casino of their first choice during their visit in Macau. Implications of these findings are provided for practitioners and researchers.

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Item Type: Article (Commonwealth Reporting Category C)
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: 10 Aug 2022 02:59
Last Modified: 10 Aug 2022 02:59
Uncontrolled Keywords: Attitudinal loyalty; Behavioural loyalty; Casino service quality; Chinese gamblers; Loyalty programme; Macau casinos; Membership
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
Identification Number or DOI: https://doi.org/10.1016/j.ijhm.2013.09.001
URI: http://eprints.usq.edu.au/id/eprint/49897

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