Service Quality Perception and Casino Player Loyalty

This research explored the relationship between service quality andcustomer loyalty in casinos. A newly developed scale named CASERV is used to measure casino service quality. Customer loyalty is operationalized into behavioural intentions and actual patronage. The results indicate that CASERV explains significant variance in casino player loyalty. In particular, casino environment and service delivery made substantial contribution to both dimensions of loyalty. When analysing the relationship separately for international and domestic customers, the findings show that casino service quality has little influence on customer actual patronage in the case of domestic customers. The paper concludes with theoretical and managerial implications.