The effects of customer satisfaction, perceived value, corporate image and service quality on behavioral intentions in gaming establishments
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 2 September 2014
Abstract
Purpose
The purpose of this paper is to identify the dimensions of service quality and examining the interrelationships among behavioral intentions, customer satisfaction, perceived value, corporate image and service quality in the gaming industry. A multi-level and hierarchical model is used as a framework to synthesize the effects of customer satisfaction, perceived value, corporate image and service quality on behavioral intentions of customers in the gaming industry.
Design/methodology/approach
The data used in this study were based on a sample of 470 at a newly built casino in Macau. Data were analyzed using exploratory factor analysis and regression analysis.
Findings
The findings support using a multi-level model consisting of three primary dimensions and ten sub-dimensions to conceptualize and measure perceived service quality. Perceived service quality significantly influences perceived value and corporate image, respectively. In addition, perceived value and corporate image are main determinants of customer satisfaction. Also, customer satisfaction and corporate image significantly affect behavioral intentions.
Originality/value
This is the first study synthesizing behavioral intentions, customer satisfaction, perceived value, corporate image and perceived service quality in a Macau casino setting.
Keywords
Citation
Wu, H.-C. (2014), "The effects of customer satisfaction, perceived value, corporate image and service quality on behavioral intentions in gaming establishments", Asia Pacific Journal of Marketing and Logistics, Vol. 26 No. 4, pp. 540-565. https://doi.org/10.1108/APJML-03-2014-0049
Publisher
:Emerald Group Publishing Limited
Copyright © 2014, Emerald Group Publishing Limited