| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 1017568 | Journal of Business Research | 2014 | 7 Pages |
The current investigation explores relationships among customer service-quality evaluations, propensity-to-switch, and player retention in a highly-intense service delivery environment (casinos). The study also examines the proposal that player loyalty intervenes between casino service-quality perceptions and player retention. Overall customer service-quality perception is operationalized as a multi-dimensional construct, consisting of service environment, empathy, reliability, assurance, responsiveness, game service, and food service. Path analyses show that casino service environment is the only factor that impacts player propensity-to-switch, whereas food service and empathy affect player retention. After separating the sample into three groups based on respondents' average betting, namely low-end, medium and high-end players, the influence of casino service factors on player propensity-to-switch and retention varies substantially among the groups. Results for testing the mediation model demonstrate that customer loyalty affects player retention and that casino service evaluations influence customer loyalty directly. A few measured factors such as age, education, occupation, and income influence player propensity-to-switch and retention. These findings have strategic implications for casino marketers.
