Who stays, who walks, and why in high-intensity service contexts

Catherine Prentice

Journal of Business Research, 2014, vol. 67, issue 4, 608-614

Abstract: The current investigation explores relationships among customer service-quality evaluations, propensity-to-switch, and player retention in a highly-intense service delivery environment (casinos). The study also examines the proposal that player loyalty intervenes between casino service-quality perceptions and player retention. Overall customer service-quality perception is operationalized as a multi-dimensional construct, consisting of service environment, empathy, reliability, assurance, responsiveness, game service, and food service. Path analyses show that casino service environment is the only factor that impacts player propensity-to-switch, whereas food service and empathy affect player retention. After separating the sample into three groups based on respondents' average betting, namely low-end, medium and high-end players, the influence of casino service factors on player propensity-to-switch and retention varies substantially among the groups. Results for testing the mediation model demonstrate that customer loyalty affects player retention and that casino service evaluations influence customer loyalty directly. A few measured factors such as age, education, occupation, and income influence player propensity-to-switch and retention. These findings have strategic implications for casino marketers.

Keywords: Casino service quality; Customer loyalty; Player retention; Player propensity-to-switch (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (22)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:67:y:2014:i:4:p:608-614

DOI: 10.1016/j.jbusres.2013.02.044

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