How does service quality affects casino players’ satisfaction

• Autor(a) principal: Prata, Tiago Marques
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/19607
• topic: Motivations; Determinants of service quality; Types of casino players; Customers’ satisfaction; Motivação; Qualidade do serviço; Tipos de jogadores de casino; Satisfação do consumidor

Over the years, consumers are getting more and more demanding and companies are struggling to attend to their needs. Casinos’ customers are not an exception, as its core service has not changed much in the past years. As a consequence, it is important, for casinos to understand the additional services they can provide. This way, by differentiating themselves from other casinos, they will achieve high levels of customers’ satisfaction. Previous studies regarding this matter, focused on the determinants of service quality that contributed to the overall satisfaction of customers in general. Those researches did not focus on any types of customers; they treated all customers as part of one group. In this thesis investigation, casinos customers are divided into four different groups (Challenge/Winning Seekers, Only Winning Seekers, Light Gambling Seekers and Multi-Purpose Seekers), according to their motivations and personalities. The aim is to study their individual satisfaction, considering six service quality variables (Tangibles, Access, Courtesy, Understanding, Responsiveness and Empathy). The respondents were asked to choose one of those four casino players’ profiles, regarding their characteristics and preferences. After that, they evaluated how much a certain determinant of service quality influences their own satisfaction. By analyzing all the answers it was possible to take some conclusions regarding each one of the four types of casino players. The final results proposed that Tangibles and Responsiveness have a positive influence on Light Gambling and Multi-Purpose Seekers’ satisfaction and Courtesy has a positive contribution on Only Winning and Light Gambling Seekers’ satisfaction.