Service Quality of Casinos in Macau: From the Mainland Chinese Perspective

A majority of earlier studies on customers' perception of casino service quality and customers' repeat visitation factors were mainly conducted in Western countries. With significant growth of the casino gaming industry in Asia, particularly in the case of Macau far surpassing the gaming revenue generated by the traditional gaming mecca of Las Vegas, it is important for the industry to understand customers' perceived service quality of the casinos in Macau and to identify the factors that make them return. In this study, Mainland Chinese visitors were asked to rate their perception of the service quality attributes of the casinos they visited most recently in Macau. Three hundred and ninety-nine usable samples were obtained. The service quality dimensions for casinos derived from this study include tangibles, fairness, responsiveness, professionalism, and variety. Three of these five factors, namely, professionalism, variety, and fairness, significantly contributed to the Mainland Chinese visitors' intentions to revisit the casinos.