The relationship between casino service and gambler loyalty

Prentice, Catherine ORCID: https://orcid.org/0000-0002-7700-3889 (2014) The relationship between casino service and gambler loyalty. In: CAUTHE 2014: Tourism and Hospitality in the Contemporary World: Trends, Changes and Complexity, 10 Feb - 13 Feb 2014, Brisbane, Australia.


Abstract

The current investigation is undertaken in Macau casinos and explored the relationship between service quality and Chinese gambler loyalty with a focus on participants from the mainland China. Gamble loyalty is operationalized on the basis of attitudinal and behavioural dimensions. Casino service quality is measured by using a newly developed four dimensional scale named CASER). The results indicate that service quality explains significant variance in Chinese gambler attitudinal loyalty but not behavioural loyalty. In particular, service environment and service delivery make substantial contributions to gambler attitudinal loyalty. Implications of these findings are provided for practitioners and researchers.


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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
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 04:25
Last Modified: 11 Aug 2022 04:27
Uncontrolled Keywords: casino service quality, behavioural loyalty, attitudinal loyalty, Chinese gamblers, Macau casinos
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
URI: http://eprints.usq.edu.au/id/eprint/49901

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