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Macau Periodical Index (澳門期刊論文索引)
- Author
- Fong, Hoi In; Wong, Ip Kin
- Title
- Scale development: necessary factors for the key success of casinos
- Journal Name
- 澳門科技大學學報
- Pub. Info
- Jun. 2009, Vol.3, No.1, pp. 49-59
- Keyword
- Casino；Gaiming industry；Physical environment；Gaming offering；Service hospitality
- Abstract
- Abstract : The success of gaming operators depends on many marketing and organizational factors such as human resources, government policy, marketing efforts, and management styles. One particularly important area in this increasingly competitive industry is service differentiation. Yet, the extend literature provides little, if any, research on service measures for this market. This paper fills the research gap by investigating service factors in casino operations. Exploratory factor analysis and confirmatory factor analysis were employed. Three factors emerged-game offering, physical environment, and service hospitality - as key components for casino service criteria. The result indicates a need for casino management to place more emphasis on these three service dimensions. Theoretical and other managerial discussions about the findings are also presented. Paragraph Headings: 1. Introduction 2. Literature review 2.1. Physical environment 2.2. Service hospitality 2.3. Game offering 3. Methodology 4. Results and findings 5. Discussions 6. Research limitations Tables: 1. Item to item correlation matrix 2. Pattern matrix 3. Cronbach’s Alpha for the three subscales Figures: 1. Scree plot