Casino Service Quality, Tiered Customer Segments, and Casino Player Retention
Article
Article Title | Casino Service Quality, Tiered Customer Segments, and Casino Player Retention |
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ERA Journal ID | 19863 |
Article Category | Article |
Authors | Prentice, Catherine (Author), King, Brian E. M. (Author) and Ohtsuka, Keis (Author) |
Journal Title | Services Marketing Quarterly |
Journal Citation | 33 (4), pp. 277-291 |
Number of Pages | 15 |
Year | 2012 |
Place of Publication | United States |
ISSN | 1533-2969 |
1533-2977 | |
Digital Object Identifier (DOI) | https://doi.org/10.1080/15332969.2012.714700 |
Web Address (URL) | https://www.tandfonline.com/doi/full/10.1080/15332969.2012.714700 |
Abstract | Building and maintaining service quality is one means of retaining casino customers, and thus establishing competitive advantage. Conducted in Asia, the current study investigated the relationship between casino service quality, player segments, and customer retention using tiered segmentation. The research involved the conduct of 40 in-depth interviews with gamblers from different segments. The results provide insights into how the various tiers of casino player perceive the key dimensions of service quality and how such perceptions affect future purchase intentions. A number of significant implications are identified for casino managers. |
Keywords | casino player segmentation; casinos; customer retention; customer tier system; service quality |
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 | Swinburne University of Technology |
Victoria University | |
Institution of Origin | University of Southern Queensland |
https://research.usq.edu.au/item/q7884/casino-service-quality-tiered-customer-segments-and-casino-player-retention
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