Casino service quality: concept and measurement

Purpose – In contemporary service economies, consumers have increasingly demanded better services in the service exchange. Gaming destinations have made great efforts to improve their casino services. The purpose of the study is to identify levels of casino customer expectations, perceptions, satisfaction and loyalty, as well as to determine the nature of socio-demographic variables. Design/methodology/approach – The empirical research was conducted using primary data. Data were collected from customers in three casinos. A total of 142 respondents completed the questionnaire. To achieve the survey's goals, descriptive statistical analysis was performed. The CASERV scale was created primarily in response to the needs of service evaluation in casino settings but could easily be adopted in other hospitality sectors. Findings – Successful casino operations depend on many service factors, such as game service, customer service, physical service environment and food service. A particular area that practitioners use to gauge success is how well each service offered meets the needs of the customers. There is considerable evidence in recent literature that the service environment plays a crucial role in linking customer satisfaction and loyalty in the casino setting. This research has demonstrated that better casino services would lead to higher customer satisfaction. Originality of the research – Casino service measurement is a new field in the recent literature and there are few researches, most of them in Asian countries, that investigate casino service quality. This paper provides insights into the level of customer satisfaction with services provided at Croatian coastal casinos combining the SERVQUAL and CASERV scales.