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CONTRIBUTORS:
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JOURNAL:
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YEAR:
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1998
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PUB TYPE:
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Journal Article
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SUBJECT(S):
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Gaming customer satisfaction; Factr analysis
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DISCIPLINE:
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Business/Management
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HTTP:
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LANGUAGE:
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English
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PUB ID:
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103-383-835
(Last edited on
2004/09/20 15:21:13 GMT-6)
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SPONSOR(S):
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ABSTRACT:
This study examined the overall gaming satisfaction of slot tournament players at the Riviera Hotel and Casino. The constructs tested generated a three factor solution consisting of experiential affect (atmosphere), chance of winning, and customer service. The regression model explained fifty-seven percent of the variance in overall satisfaction with the slot gaming experience. In this model, experiential affect had the greatest impact on satisfaction, followed by chance of winning and customer service. Experiential affect, however, was defined in terms of friendly service instead of the physical environment and was closely linked with customer service issues.
The hypothesis that the constructs of experiential affect, chance of winning, and customer service have equal impact on overall gaming satisfaction was rejected. The overall mean for satisfaction for the Riviera was 5.05 using an interval scale of 1 - 7. The regression model illustrated that the predicted mean for satisfaction can be increased to 5.6464 by manipulating atmosphere, winning, and customer service.
Since the regression model explained fifty-seven percent of the variance in overall satisfaction, forty-three percent can be attributed to other factors. There is a need for further research to define an atmosphere and refine the experiential affect construct, as well as to identify additional variables that impact satisfaction. The casino that identifies and utilizes these attributes has the potential to create a foundation of satisfied and loyal repeat customers. With the increasing intensity of competition in Las Vegas, a loyal customer base may hold the key to long-term financial success.
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