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ABSTRACT
The purpose of this paper is twofold: first, to test the moderating effects of casino visitors’ past experience on service quality and customer satisfaction; and second, to explore how every dimension of service quality influences casino visitors’ satisfaction and also to compare the difference between first-timers and repeat visitors regarding casino visitors’ perceived service quality and satisfaction. To achieve the research aim, a sample of 304 gaming customers in Macau was used and structural equation modeling analysis was performed. The findings reveal that each casino service quality dimension has different effects on customer satisfaction. First-timers reported higher levels of service quality and satisfaction compared with repeaters. Moreover, past experience moderates the relationship between service quality and satisfaction. The research yields insights into casino tourist research. Some implications are provided for the literature as well as casino practitioners.
摘要
本文有双重目的：首先，测试旅客的过往经验对服务质量和顾客满意度的调节作用；第二，探讨服务质量影响旅客满意度的各个维度，并比较首次赌场访客和重复访客在感知服务质量与满意度的差异。研究人员对304位澳门赌场旅客的样本进行结构方程模型分析。研究结果表明，赌场之服务质量维度对客户满意度产生不同影响。与重复访客相比，首次赌场访客展现较高的服务质量和满意度。此外，过往经验对服务质量和满意度之间的关系具调节作用。本研究为赌场旅游研究提供了见解，亦为学术研究及赌场从业者提供意见。
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No potential conflict of interest was reported by the authors.
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Notes on contributors
Chunli Ji
Chunli Ji is a Lecturer in the Gaming Teaching and Research Centre at Macao Polytechnic Institute, Macao SAR, China (E-mail: [email protected]).
Jian Li
Jian Li is a Lecturer in the School of Urban and Environment at Yunnan University of Finance and Economics, Kunming, Yunnan, China (E-mail: [email protected]).
Yuankun Nie
Yuankun Nie is a Professor in the School of Business at Yunnan University of Finance and Economics, Kunming, Yunnan, China (E-mail: [email protected]).