The effects of customer satisfaction, perceived value, corporate image and service quality on behavioral intentions in gaming establishments

• Published in: Asia Pacific journal of marketing and logistics 2014-09, Vol.26 (4), p.540-565
• Main Author: Wu, Hung-Che
• Format: Article
• Language: English
• Subjects: Behavior; Casinos; Corporate image; Customer satisfaction; Customer services; Focus groups; Influence; Marketing; Perceptions; Quality of service; Studies; Tourism
• ISSN: 1355-5855; 1758-4248
• DOI: 10.1108/APJML-03-2014-0049

Purpose This study aims at identifying the dimensions of service quality and examining the interrelationships among behavioral intentions, customer satisfaction, perceived value, corporate image and service quality in the gaming industry. A multi-level and hierarchical model is used as a framework to synthesize the effects of customer satisfaction, perceived value, corporate image and service quality on behavioral intentions of customers in the gaming industry. Design/methodology/approach The data used in this study were based on a sample of 470 at a newly built casino in Macau. Data were analyzed using exploratory factor analysis and regression analysis. Findings The findings support using a multi-level model consisting of three primary dimensions and 10 sub-dimensions to conceptualize and measure perceived service quality. Perceived service quality significantly influences perceived value and corporate image respectively. In addition, perceived value and corporate image are main determinants of customer satisfaction. Also, customer satisfaction and corporate image significantly affect behavioral intentions. Originality/value This is the first study synthesizing behavioral intentions, customer satisfaction, perceived value, corporate image and perceived service quality in a Macau casino setting.