Examining Casino Service Quality in the Asian Las Vegas: An Alternative Approach

The burgeoning development of integrated casinos and the rapid growth of the gaming industry in Asia have attracted much interest in understanding the success of this market. This research explores the roles of 3 casino service quality drivers—game service, service environment, and service delivery—on customer satisfaction and loyalty intention in Macau, the world gaming capital. Based on 2 empirical studies on Chinese casino players, the results reveal that both the service environment and the service delivery are significant predictors of customer satisfaction. However, despite the importance of game service in the casino operation, its relationship with customer satisfaction is insignificant. The results suggest that not every service value proposition is necessarily important to customer delight. The authors discuss implications of the findings and provide directions for future research.