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  • The influence of gaming and non-gaming experience on customers’ response to the casino

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    Prentice527534-Accepted.pdf (369.2Kb)
    File version
    Accepted Manuscript (AM)
    Author(s)
    Prentice, Catherine
    Ji, Chunli
    Li, Kefang
    Griffith University Author(s)
    Prentice, Catherine
    Year published
    2021
    Metadata
    Show full item record
    Abstract
    The study examines how customers’ experiences with gaming and non-gaming services offered by casino resorts affect their response toward the casino with the primary visiting purpose being modelled as a moderator. The response opted for this study includes place attachment, customer spending within the casino premises during their trip, and willingness to revisit and spread word of mouth as loyalty indicators. The study was undertaken in Macau casino resorts. Data were collected from visitors who had gambled and consumed in at least one of the resorts. The results show that customer experience, place attachment, and spend ...
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    The study examines how customers’ experiences with gaming and non-gaming services offered by casino resorts affect their response toward the casino with the primary visiting purpose being modelled as a moderator. The response opted for this study includes place attachment, customer spending within the casino premises during their trip, and willingness to revisit and spread word of mouth as loyalty indicators. The study was undertaken in Macau casino resorts. Data were collected from visitors who had gambled and consumed in at least one of the resorts. The results show that customer experience, place attachment, and spend were significantly related to customer loyalty. Place attachment accounts for customers’ spending at the casino. The moderation relationships are rather complex, dependent upon the influence of other variables. This research enriches experiential marketing, consumer behaviour, and loyalty research. The findings may also be utilised by casinos to develop more appropriate marketing strategies to maximise business profitability.
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    Journal Title
    Journal of Vacation Marketing
    DOI
    https://doi.org/10.1177/13567667211066325
    Copyright Statement
    Prentice, C; Ji, C; Li, K, The influence of gaming and non-gaming experience on customers’ response to the casino, Journal of Vacation Marketing, 2021. Copyright YEAR The Authors. Reprinted by permission of SAGE Publications.
    Note
    This publication has been entered as an advanced online version in Griffith Research Online.
    Subject
    Marketing
    Tourism
    Publication URI
    http://hdl.handle.net/10072/411375
    Collection
    • Journal articles

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