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Understanding perceived casino service difference among casino players
IpKin Anthony Wong1; Hoi In Veronica Fong2; Matthew Tingchi Liu2
2012
Source PublicationInternational Journal of Contemporary Hospitality Management
ABS Journal Level3
ISSN0959-6119
Volume24Issue:5Pages:753-773
Abstract

Purpose – This paper aims to investigate customers’ perceptions of four service quality aspects – service environment, service delivery, game service, and food service – in the casino setting among Chinese players.

Design/methodology/approach – The study examined the proposed model through a 2(gambler type: leisure versus hardcore) x 2(gender: male versus female) multivariate analysis of variance of the four casino service quality aspects.

Findings – Based on a sample of leisure and hardcore casino players, the results show significant differences between the two types of patrons on the four casino service dimensions. In addition, significant gender-by-player interaction is revealed. Research limitations/implications – This study sheds new light on the understanding of the direct and moderating roles of gender and type of casino players on service evaluation in the literature. The research findings should be interpreted with caution as the results are derived from a Vegas-like casino in Macau among a mass-market Chinese casino clientele.

Practical implications – The findings extend service research by illuminating perceptual differences in different casino service quality dimensions in the Asian leisure milieu. Casino operators should take customers’ gender and player type into account and design service offerings that are more attractive to female and leisure consumers, as they represent a large potential casino clientele.

Originality/value – The findings extend the customer contact model and further the understanding in regard to the service quality perception in the burgeoning casino gambling industry in the Far East.

KeywordService Quality Assurance Gender Player Type Chinese People Customer Services Quality China Consumer Behaviour Leisure Activities Casinos Gambling
DOIhttps://doi.org/10.1108/09596111211237282
Indexed BySSCI
Language英語English
WOS Research AreaSocial Sciences - Other Topics ; Business & Economics
WOS SubjectHospitality, Leisure, Sport & Tourism ; Management
WOS IDWOS:000307689500018
PublisherEmerald Group Publishing Limited
Fulltext Access
Citation statistics
Cited Times [WOS]:25   [WOS Record]     [Related Records in WOS]
Document TypeJournal article
CollectionDEPARTMENT OF MANAGEMENT AND MARKETING
Faculty of Business Administration
Corresponding AuthorIpKin Anthony Wong
Affiliation1.College of Tourism, Institute for Tourism Studies, Macau, People's Republic of China
2.Department of Management and Marketing, University of Macau, Macau, People's Republic of China
Recommended Citation
GB/T 7714
IpKin Anthony Wong,Hoi In Veronica Fong,Matthew Tingchi Liu. Understanding perceived casino service difference among casino players[J]. International Journal of Contemporary Hospitality Management,2012,24(5):753-773.
APA IpKin Anthony Wong,Hoi In Veronica Fong,&Matthew Tingchi Liu.(2012).Understanding perceived casino service difference among casino players.International Journal of Contemporary Hospitality Management,24(5),753-773.
MLA IpKin Anthony Wong,et al."Understanding perceived casino service difference among casino players".International Journal of Contemporary Hospitality Management 24.5(2012):753-773.
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