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 | |
| 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