Casino Service Quality, Tiered Customer Segments, and Casino Player Retention

Prentice, Catherine ORCID: https://orcid.org/0000-0002-7700-3889 and King, Brian E. M. and Ohtsuka, Keis (2012) Casino Service Quality, Tiered Customer Segments, and Casino Player Retention. Services Marketing Quarterly, 33 (4). pp. 277-291. ISSN 1533-2969


Abstract

Building and maintaining service quality is one means of retaining casino customers, and thus establishing competitive advantage. Conducted in Asia, the current study investigated the relationship between casino service quality, player segments, and customer retention using tiered segmentation. The research involved the conduct of 40 in-depth interviews with gamblers from different segments. The results provide insights into how the various tiers of casino player perceive the key dimensions of service quality and how such perceptions affect future purchase intentions. A number of significant implications are identified for casino managers.


Statistics for USQ ePrint 49914
Statistics for this ePrint Item
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 04:07
Last Modified: 10 Aug 2022 04:07
Uncontrolled Keywords: casino player segmentation; casinos; customer retention; customer tier system; 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/10.1080/15332969.2012.714700
URI: http://eprints.usq.edu.au/id/eprint/49914

Actions (login required)

View Item Archive Repository Staff Only