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

被引：91

作者：

Shi, Yongdong ^{[1
]}

Prentice, Catherine ^{[2
]}

He, Wei ^{[3
]}

机构：

[1] Macau Univ Sci & Technol, Sch Business, Taipa, Macau, Peoples R China

[2] Swinburne Univ, Fac Business & Enterprise, Hawthorn, Vic 3122, Australia

[3] Univ Elect Sci & Technol China, Sch Management & Econ, Chengdu 610054, Sichuan, Peoples R China

来源：

INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT | 2014年 / 40卷

关键词：

Membership; Service quality; Customer satisfaction; Customer loyalty; Casino marketing; Macau; CONSUMER PERCEPTIONS; COMPARISON STANDARD; EXPECTATIONS; PROGRAMS; CONSEQUENCES; PROFITABILITY; REASSESSMENT; RETENTION; MOTIVES; MODEL;

D O I：

10.1016/j.ijhm.2014.03.013

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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. (C) 2014 Elsevier Ltd. All rights reserved.

引用

页码：81 / 91

页数：11

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