Casino-induced satisfaction of needs and casino customer loyalty : the moderating role of subjective norms and perceived gaming value

Abstract

This study assesses the relationship between casino-induced satisfaction of needs and casino customer loyalty, and explores the moderating role of gaming attitude, subjective norms, perceived behavioral control, perceived gaming value, and perceived personal luck in this relationship. With 425 valid responses collected from Macau casino goers, the results indicate that casinos can enhance customer loyalty by satisfying their customers’ inner needs, including their self-actualization, esteem, belonging, safety and security, and physiological needs. In strengthening the relationship between casino-induced satisfaction of needs and customer loyalty, casinos should pay special attention to subjective norms and perceived gaming value.