Build trust, they will come: the case of casino high rollers!
Article
Ji, Chunli, Prentice, Catherine, Sthapit, Erose and Lei, Inman. 2024. "Build trust, they will come: the case of casino high rollers!" International Journal of Contemporary Hospitality Management. 36 (10), pp. 3361-3377. https://doi.org/10.1108/IJCHM-07-2023-0929
Article Title | Build trust, they will come: the case of casino high rollers! |
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ERA Journal ID | 19660 |
Article Category | Article |
Authors | Ji, Chunli, Prentice, Catherine, Sthapit, Erose and Lei, Inman |
Journal Title | International Journal of Contemporary Hospitality Management |
Journal Citation | 36 (10), pp. 3361-3377 |
Number of Pages | 17 |
Year | 2024 |
Publisher | Emerald |
Place of Publication | United Kingdom |
ISSN | 0959-6119 |
1757-1049 | |
Digital Object Identifier (DOI) | https://doi.org/10.1108/IJCHM-07-2023-0929 |
Web Address (URL) | https://www.emerald.com/insight/content/doi/10.1108/IJCHM-07-2023-0929/full/html |
Abstract | Purpose: Using the analogy of “If you build it, they will come” from the movie Field of Dreams, this study aims to draw on relational signaling and commitment–trust theories to examine the role of different types of trust (cognitive, affective and relational) in the relationship between relational-encounter quality and customer loyalty to service employees and to the organization in the case of an integrated casino resort. The study confirms that building it (trust), they (customers) will come to the casino exhibited in their loyalty to casino hosts and their affiliated casinos. Design/methodology/approach: The study was conducted with very important person (VIP) customers who have a designated VIP host to provide them with personal services at an integrated casino resort in Macau. The questionnaire was distributed to the respondents by VIP hosts using WeChat and Tencent QQ. Findings: The study shows that different types of trust (cognitive, affective and relational) play a significant mediation role in the relationship between relational-encounter quality and the customers’ loyalty to the hosts and their affiliated casinos. Originality/value: To the best of the authors’ knowledge, this study is the first to investigate the roles of different types of trust (cognitive, affective and relational) in the relational encounter between casino hosts and VIP customers and provides insights into the link between service employees and their firm through the nurturing of the service encounter with the firm’s key accounts. © 2024, Emerald Publishing Limited. |
Keywords | Customer loyalty; Integrated casino resort; Service encounter; Trust; Frontline employees |
Contains Sensitive Content | Does not contain sensitive content |
ANZSRC Field of Research 2020 | 350402. Hospitality management |
Public Notes | The accessible file is the accepted version of the paper. Please refer to the URL for the published version. |
Byline Affiliations | Macao Polytechnic University, China |
School of Business | |
Manchester Metropolitan University, United Kingdom | |
Taylor’s University, Malaysia | |
Woxsen University, India | |
UCSI University, Malaysia |
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https://research.usq.edu.au/item/z5v28/build-trust-they-will-come-the-case-of-casino-high-rollers
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