Development and validation of the casino service quality scale: CASERV

With intensifying competition among casino operators, consumers are demanding better services. This research conceptualizes casino service quality as a second-order, four-dimensional construct which assesses casino patrons’ perceptions of service delivery, service environment, food service, and service product. Based upon a rigorous psychometric process of scale development and validation through three studies in the casino setting, the authors propose the CASERV scale as a comprehensive instrument for measuring casino services that is reliable, valid, and distinct from other service quality measures. The paper concludes with discussion of managerial implications and future research directions.

► Consumers are demanding better casino services.
► A rigorous psychometric scale development with three studies was undertaken.
► Casino service is conceptualized as a second-order, four-dimensional construct.
► They include service delivery, service env., food service, and service product.
► Theoretical and managerial implications are delineated.