Attitudinal and Behavioral Loyalty Amongst Casino Players in Macau

Prentice, Catherine ORCID: https://orcid.org/0000-0002-7700-3889 (2013) Attitudinal and Behavioral Loyalty Amongst Casino Players in Macau. Services Marketing Quarterly, 34 (4). pp. 309-321. ISSN 1533-2969


Abstract

The current investigation is undertaken in Macau casinos and explores the relationship between casino service quality and gambler attitudinal and behavioral loyalty. Gamblers are segmented on the basis of low, medium, or high visiting frequency. Service quality is measured by a newly developed scale. The results indicate that service quality explains significant variance in gambler loyalty, which service environment and service delivery make substantial contributions. However, when analyzing the relationship separately for VIP and non-VIP players, service quality has minimal influence on the behavioral loyalty of the latter group. 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 03:52
Last Modified: 10 Aug 2022 03:52
Uncontrolled Keywords: attitudinal loyalty; behavioral loyalty; casino service quality; 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
Identification Number or DOI: https://doi.org/10.1080/15332969.2013.827067
URI: http://eprints.usq.edu.au/id/eprint/49911

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