Exploring jaycustomer behavior and handling approach in casinos

Lawrence Hoc Nang Fong, Amy Siu Ian So, Chun Hung Roberts Law

Research output: Journal article publicationJournal articleAcademic researchpeer-review

18 Citations (Scopus)


Purpose: This paper aims to uncover various types of jaycustomer behaviors, causes of the behaviors and employees’ handling approaches in casinos, which is an underresearched sector in the literature. Design/methodology/approach: Using critical incident technique (CIT), the researchers prompted 52 casino employees in Macao to recall critical incidents about jaycustomer behavior that they had encountered. The informants, then, described the circumstances that led up to the situation, the responses of customers and how they and their colleagues handled the situation. Content analysis was used to develop the categories. Findings: The findings of this study report 9 categories of jaycustomer behaviors, 9 causes of the behaviors and 12 handling approaches. Different from previous findings, breaking a promise and instigation are identified for the first time. Such causes as a losing experience and superstition are specific to the casino industry. Strict handling approaches are rarely adopted to handle jaycustomers, especially the premium customers. Practical implications: Casino operators are recommended to ensure that employees are well-trained and provide clear guidelines on handling jaycustomers. Conniving approaches should be re-evaluated. Seeking support from other personnel has to be tactical. Moreover, customers should be educated to reduce their misunderstanding of gaming and transaction procedures. Originality/value: There has been increasing scholarly focus on jaycustomer behaviors. However, very less is known regarding such behaviors, their causes and employees’ handling approaches in casino, a sector which is different from other hospitality sectors. The current study unveiled jaycustomer behaviors which have not been found in previous studies and causes which are specific to the casino sector.
Original languageEnglish
Pages (from-to)1403-1425
Number of pages23
JournalInternational Journal of Contemporary Hospitality Management
Issue number5
Publication statusPublished - 1 Jan 2017


  • Casino
  • Critical incident technique
  • Dysfunctional customer behaviour
  • Gaming
  • Macao
  • Superstition

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management


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