The relationship between casino service and gambler loyalty

The current investigation is undertaken in Macau casinos and explored the relationship between service quality and Chinese gambler loyalty with a focus on participants from the mainland China. Gamble loyalty is operationalized on the basis of attitudinal and behavioural dimensions. Casino service quality is measured by using a newly developed four dimensional scale named CASER). The results indicate that service quality explains significant variance in Chinese gambler attitudinal loyalty but not behavioural loyalty. In particular, service environment and service delivery make substantial contributions to gambler attitudinal loyalty. Implications of these findings are provided for practitioners and researchers