A patron, a referral and why in Macau casinos—The case of mainland Chinese gamblers
Article
Article Title | A patron, a referral and why in Macau casinos—The case of mainland Chinese gamblers |
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ERA Journal ID | 19662 |
Article Category | Article |
Authors | Zeng, Zhong Lu (Author) and Prentice, Catherine (Author) |
Journal Title | International Journal of Hospitality Management |
Journal Citation | 36, pp. 167-175 |
Number of Pages | 9 |
Year | 2014 |
Place of Publication | United Kingdom |
ISSN | 0278-4319 |
1873-4693 | |
Digital Object Identifier (DOI) | https://doi.org/10.1016/j.ijhm.2013.09.001 |
Web Address (URL) | https://www.sciencedirect.com/science/article/pii/S0278431913001217 |
Abstract | 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. |
Keywords | Attitudinal loyalty; Behavioural loyalty; Casino service quality; Chinese gamblers; Loyalty programme; Macau casinos; Membership |
ANZSRC Field of Research 2020 | 350799. Strategy, management and organisational behaviour not elsewhere classified |
350699. Marketing not elsewhere classified | |
Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
Byline Affiliations | Macao Polytechnic Institute, China |
Swinburne University of Technology | |
Institution of Origin | University of Southern Queensland |
https://research.usq.edu.au/item/q786w/a-patron-a-referral-and-why-in-macau-casinos-the-case-of-mainland-chinese-gamblers
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