Attitudinal and Behavioral Loyalty Amongst Casino Players in Macau

Loading...
Thumbnail Image
File version

Accepted Manuscript (AM)

Author(s)
Prentice, C
Griffith University Author(s)
Primary Supervisor
Other Supervisors
Editor(s)
Date
2013
Size
File type(s)
Location
License
Abstract

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.

Journal Title

Services Marketing Quarterly

Conference Title
Book Title
Edition
Volume

34

Issue

4

Thesis Type
Degree Program
School
Publisher link
Patent number
Funder(s)
Grant identifier(s)
Rights Statement
Rights Statement

© 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

Item Access Status
Note
Access the data
Related item(s)
Subject

Commercial services

Marketing

Marketing not elsewhere classified

Persistent link to this record
Citation
Collections