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

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Prentice, Catherine, 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)


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.

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Item type Article
DOI 10.1080/15332969.2012.714700
Official URL
Subjects Historical > FOR Classification > 1504 Services
Historical > Faculty/School/Research Centre/Department > School of Social Sciences and Psychology
Historical > Faculty/School/Research Centre/Department > College of Business
Historical > Faculty/School/Research Centre/Department > Centre for Tourism and Services Research (CTSR)
Keywords ResPubID25649, casinos, casino player segmentation, customer retention, service quality, customer tier system
Citations in Scopus 14 - View on Scopus
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