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.
| Original language | English |
|---|---|
| Pages (from-to) | 277-291 |
| Number of pages | 15 |
| Journal | Services Marketing Quarterly |
| Volume | 33 |
| Issue number | 4 |
| DOIs | |
| Publication status | Published - 1 Oct 2012 |
| Externally published | Yes |
Keywords
- casino player segmentation
- casinos
- customer retention
- customer tier system
- service quality
ASJC Scopus subject areas
- Business, Management and Accounting (miscellaneous)