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Development and validation of the casino service quality scale: CASERV Casino service quality, gambler satisfaction and loyalty. Service quality has important influence on customer loyalty (e.g. Cronin and Taylor, 1992, Parasuraman et al., 1985). The service quality–customer loyalty relationship is also established in the case of casinos (Prentice, 2013a, Prentice, 2013b). Prentice, Catherine, King, Brian and Ohtsuka, Keis (2012) Casino Service Quality, Tiered Customer Segments, and Casino Player Retention. Services Marketing Quarterly, 33 (4). pp. 277-291. ISSN 1533-2969 (print) 1533-2977 (online) Full text for this resource is not available from the Research Repository. Downloadable! Purpose – In contemporary service economies, consumers have increasingly demanded better services in the service exchange. Gaming destinations have made great efforts to improve their casino services. The purpose of the study is to identify levels of casino customer expectations, perceptions, satisfaction and loyalty, as well as to determine the nature of socio-demographic Casino Service Quality, Tiered Customer Segments, and Casino Player Retention Casino service quality, customer satisfaction and retention Service quality is commonly acknowledged as an antecedent of customer retention, Zeithaml, Berry and Parasuraman (1996) reported that improving service quality increases favourable behavioural intentions and decreases unfavourable intentions. With intensifying competition among casino operators, consumers are demanding better services. This research conceptualizes casino service quality as a second-order, four-dimensional construct which assesses casino patrons’ perceptions of service delivery, service environment, food service, and service product.
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