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The Effect of Casino Service Quality on Customer Satisfaction and Behavior Intention: A Focus on Foreigner Exclusive Casino in Korea

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2010, 34(7), pp.257-276
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Yoon Ji-Hwan 1 김구현 1

1경희대학교

Accredited

ABSTRACT

The casino industry in Korea has been more competitive over the last several years and it should strengthen its competitiveness by the improvement of the service quality and customer's satisfaction. This study was to examine the structural relationship between the casino service quality, customer satisfaction, and behavior Intention(i.e., intention to revisit and recommendation) among foreigner exclusive casino in Korea. Data were collected from 508 customers of a foreigner exclusive casino on July 2008. Results of a structural equation modeling analysis supported all the hypotheses of this study. Specifically, the quality of casino service appeared to significantly influence the customers' satisfaction and their behavior intension. Results from this study propose that the casino should seek to satisfy their customers by improving the service quality for having a better competitiveness. Limitations and future research directions were also discussed.

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