Casino-induced satisfaction of needs and casino customer loyalty: the moderating role of subjective norms and perceived gaming value: Article

Henry Tsai; Lawrence Hoc Nang Fong

doi:10.1080/10548408.2021.1952147

Casino-induced satisfaction of needs and casino customer loyalty: the moderating role of subjective norms and perceived gaming value: Article

Henry Tsai, Lawrence Hoc Nang Fong

School of Hotel and Tourism Management

Research output: Journal article publication › Journal article › Academic research › peer-review

17 Citations (Scopus)

Abstract

This study assesses the relationship between casino-induced satisfaction of needs and casino customer loyalty, and explores the moderating role of gaming attitude, subjective norms, perceived behavioral control, perceived gaming value, and perceived personal luck in this relationship. With 425 valid responses collected from Macau casino goers, the results indicate that casinos can enhance customer loyalty by satisfying their customers’ inner needs, including their self-actualization, esteem, belonging, safety and security, and physiological needs. In strengthening the relationship between casino-induced satisfaction of needs and customer loyalty, casinos should pay special attention to subjective norms and perceived gaming value.

Original language	English
Pages (from-to)	480-492
Number of pages	13
Journal	Journal of Travel and Tourism Marketing
Volume	38
Issue number	5
DOIs	https://doi.org/10.1080/10548408.2021.1952147
Publication status	Published - Jul 2021

Keywords

casino gaming
customer loyalty
perceived gaming value
Satisfaction of needs
subjective norms

ASJC Scopus subject areas

Tourism, Leisure and Hospitality Management
Marketing

More information

10.1080/10548408.2021.1952147

http://hdl.handle.net/10397/93218

Cite this

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Casino-induced satisfaction of needs and casino customer loyalty: the moderating role of subjective norms and perceived gaming value: Article

Abstract

Keywords

ASJC Scopus subject areas

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