A casino-induced satisfaction of needs: scale development and its relationship with casino customer loyalty

Tsai, Henry, Hsu, Cathy H.C., and Lee, Louisa Yee Sum (2017) A casino-induced satisfaction of needs: scale development and its relationship with casino customer loyalty. Journal of Travel and Tourism Marketing, 34 (7). pp. 986-1000.

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Abstract

Based on Maslow’s hierarchy of needs theory, this study develops a five-factor casino-induced satisfaction-of-needs scale and examines its relationship with casino customer loyalty using Macau as a study context. The findings show that the respondents’ most visited casinos had only marginally met the respondents’ various inner needs; there is still ample room for Macau casinos to improve the level of their customers’ satisfaction regarding customers’ inner needs. Among the five types of inner needs, self-actualization appears to be one need that requires more attention than the others because it was rated as the need that was the least satisfied but contributed the second most to measuring satisfaction. Additionally, Macau casinos should continue their efforts to improve and maintain a safe and secure casino environment, coupled with providing a variety of quality foods and beverages, for their customers. Lastly, safety and security, self-actualization and physiological needs were found to positively affect casino customer loyalty.

Item ID: 49121
Item Type: Article (Research - C1)
ISSN: 1540-7306
Keywords: customer satisfaction, casino, Maslow’s hierarchy of needs, customer loyalty, induced needs
Funders: The Hong Kong Polytechnic University (HKPU)
Projects and Grants: HKPU A-PK53
Date Deposited: 13 Jun 2017 01:06
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150501 Consumer-Oriented Product or Service Development @ 50%
15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150606 Tourist Behaviour and Visitor Experience @ 50%
SEO Codes: 90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900302 Socio-Cultural Issues in Tourism @ 100%
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