Linking service quality, customer satisfaction and loyalty in casinos, does membership matter?

Shi, Yongdong and Prentice, Catherine ORCID: https://orcid.org/0000-0002-7700-3889 and He, Wei (2014) Linking service quality, customer satisfaction and loyalty in casinos, does membership matter? International Journal of Hospitality Management, 40. pp. 81-91. ISSN 0278-4319


Abstract

The paper compares casino service quality evaluations, customer satisfaction and loyalty between casino members and nonmembers, and investigates the relationships among these variables. In particular, the study examines a mediation relationship by proposing that customer satisfaction intervenes between casino service quality and customer loyalty. The investigation is undertaken at six Macau casinos that provide membership to customers. The results show that customers without holding any membership have higher evaluations of casino service quality; nevertheless, casino members tend to choose the casino which they hold membership with as their first choice. The mediation testing indicates that including customer satisfaction in the model increases the variance in customer loyalty only in the case of casino members. Finally, each casino service quality dimension has different effect on gambler satisfaction and loyalty. The research yields insights into customer loyalty research. Strategic implications are provided for the literature as well as casino practitioners.


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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 02:53
Last Modified: 10 Aug 2022 02:53
Uncontrolled Keywords: Casino marketing, Macau; Customer loyalty; Customer satisfaction; Membership; Service quality
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.2014.03.013
URI: http://eprints.usq.edu.au/id/eprint/49900

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