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

Catherine Prentice, Brian Edward Melville King, Keis Ohtsuka

Research output: Journal article publicationJournal articleAcademic researchpeer-review

13 Citations (Scopus)


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.
Original languageEnglish
Pages (from-to)277-291
Number of pages15
JournalServices Marketing Quarterly
Issue number4
Publication statusPublished - 1 Oct 2012
Externally publishedYes


  • casino player segmentation
  • casinos
  • customer retention
  • customer tier system
  • service quality

ASJC Scopus subject areas

  • Business, Management and Accounting (miscellaneous)

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