کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1009516 1482501 2014 9 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
A patron, a referral and why in Macau casinos—The case of mainland Chinese gamblers
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری استراتژی و مدیریت استراتژیک
پیش نمایش صفحه اول مقاله
A patron, a referral and why in Macau casinos—The case of mainland Chinese gamblers
چکیده انگلیسی

Delivering high quality service tends to improve the loyalty of valued customers. Operators should have an understanding of how customers react to the service provision. The current investigation is undertaken in Macau casinos and explores the relationship between service quality and loyalty of casino members and non-members with a focus on gamblers from the mainland China. Gamble loyalty is operationalized on the basis of attitudinal and behavioural dimensions. A quantitative method is used to explore these relationships. Casino service quality is measured by using a newly developed four-dimensional scale named CASERV. The results indicate that service quality explains significant variance in gambler attitudinal loyalty but not behavioural loyalty for casino members and non-members. In particular, service delivery contributes substantially to gambler attitudinal loyalty. Surprisingly, non-members report higher level of service quality perceptions and are more likely to act as referral for the casino and to spread positive word-of-mouth communications; whereas members do appear to patronize the casino more frequently and to play longer in the casino of their first choice during their visit in Macau. Implications of these findings are provided for practitioners and researchers.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: International Journal of Hospitality Management - Volume 36, January 2014, Pages 167–175
نویسندگان
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