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Title: The Relationships Between Casino Quality, Image, Value, and Loyalty
Authors: Tsai, H 
Lee, J 
Pan, S 
Keywords: Casino
Service quality
Issue Date: 2015
Publisher: Taylor & Francis
Source: International journal of hospitality & tourism administration, 2015, v. 16, no. 2, p. 164-182 How to cite?
Journal: International journal of hospitality & tourism administration 
Abstract: 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.
ISSN: 1525-6480
EISSN: 1525-6499
DOI: 10.1080/15256480.2015.1023661
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