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dc.contributor.authorWoodside, Arch G
dc.contributor.authorPrentice, Catherine
dc.contributor.authorLarsen, Anders
dc.date.accessioned2018-05-09T05:32:45Z
dc.date.available2018-05-09T05:32:45Z
dc.date.issued2015
dc.identifier.issn0742-6046
dc.identifier.doi10.1002/mar.20763
dc.identifier.urihttp://hdl.handle.net/10072/172472
dc.description.abstractThis study revisits the theory, data, and analysis in Prentice and Woodside (2013). The study here applies fuzzy‐set qualitative comparative analysis (fsQCA) to customer service–evaluation data from seven mega casinos in the world's gambling capital—Macau. The study includes contrarian case analysis and offers complex algorithms of highly favorable customer outcomes—an alternative stance to theory and data analysis in comparison to the dominant logic of statistical analyses that Prentice and Woodside (2013) report. Contrary to their principal hypotheses, Prentice and Woodside (2013) report a negative main effect between problem gambling and casino service evaluations. The findings in the reanalysis here include more complex, nuanced views on the antecedent conditions relating to high problem‐gambling, immediate service evaluations, and desired customer behavior measures in casinos. Counter to the findings using symmetric testing via multiple regression analysis in Prentice and Woodside (2013), the present study, using asymmetric testing via fsQCA, recognizes the occurrence of causal asymmetry, and draws conclusions from different algorithms leading to high scores for favorable and unfavorable outcome conditions. The findings indicate that not all problem gamblers gaze on casino services harshly; the minority of problem gamblers who view casinos positively versus harshly may be the most valuable customers for the casinos—the casinos’ exceptional customers.
dc.description.peerreviewedYes
dc.languageEnglish
dc.publisherJohn Wiley & Sons, Inc.
dc.relation.ispartofpagefrom65
dc.relation.ispartofpageto77
dc.relation.ispartofissue1
dc.relation.ispartofjournalPsychology and Marketing
dc.relation.ispartofvolume32
dc.subject.fieldofresearchCommercial Services not elsewhere classified
dc.subject.fieldofresearchCommerce, Management, Tourism and Services
dc.subject.fieldofresearchPsychology and Cognitive Sciences
dc.subject.fieldofresearchcode150499
dc.subject.fieldofresearchcode15
dc.subject.fieldofresearchcode17
dc.titleRevisiting Problem Gamblers' Harsh Gaze on Casino Services: Applying Complexity Theory to Identify Exceptional Customers
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.hasfulltextNo Full Text
gro.griffith.authorPrentice, Catherine


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