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Casino Service Quality, Tiered Customer Segments, and Casino Player Retention

Prentice, Catherine and King, Brian and Ohtsuka, Keis (2012) Casino Service Quality, Tiered Customer Segments, and Casino Player Retention. Services Marketing Quarterly, 33 (4). pp. 277-291. ISSN 1533-2969 (print) 1533-2977 (online)

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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.

Item Type: Article
Uncontrolled Keywords: ResPubID25649, casinos, casino player segmentation, customer retention, service quality, customer tier system
Subjects: FOR Classification > 1504 Services
Faculty/School/Research Centre/Department > School of Social Sciences and Psychology
Faculty/School/Research Centre/Department > College of Business
Faculty/School/Research Centre/Department > Centre for Tourism and Services Research (CTSR)
Depositing User: Yimin Zeng
Date Deposited: 11 Mar 2014 00:30
Last Modified: 11 Mar 2014 00:30
URI: http://vuir.vu.edu.au/id/eprint/23311
DOI: 10.1080/15332969.2012.714700
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