The Relationships Between Casino Quality, Image, Value, and Loyalty

Research output: Journal article publicationJournal articleAcademic researchpeer-review

15 Citations (Scopus)


This research builds on the idea that casino customers’ subjective, global judgments of service quality are shaped by experience of its specific attributes, and examines how casino customers form their evaluative attitudes toward the casino experience in the Macau context. Using the data collected from 525 Macau casino customers, we first identify four casino quality dimensions; namely, supporting facilities, staff service, diversity, and equitableness. We then test and validate a proposed model for the structural relationships between casino image (as a consequence of the four quality dimensions), value, and loyalty. In particular, value is shown to be a mediator of the relationship between image and loyalty from the perspective of casino customers. The results of our study can show Macau casino operators what constitutes customers’ casino experiences and aid them in enhancing their image, perceived value, and customer loyalty toward casinos.
Original languageEnglish
Pages (from-to)164-182
Number of pages19
JournalInternational Journal of Hospitality and Tourism Administration
Issue number2
Publication statusPublished - 1 Jan 2015


  • casino
  • image
  • loyalty
  • Macau
  • service quality
  • value

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management


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