Attitudinal and Behavioral Loyalty Amongst Casino Players in Macau
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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.
Services Marketing Quarterly
© 2013 Taylor & Francis (Routledge). This is an Accepted Manuscript of an article published by Taylor & Francis in Services Marketing Quarterly on 2 Sep 2013, available online: https://www.tandfonline.com/doi/10.1080/15332969.2013.827067
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