Examining the influence of casino attributes on baby boomers' satisfaction and loyalty in the casino industry

Title
Examining the influence of casino attributes on baby boomers' satisfaction and loyalty in the casino industry
Author
현성협
Keywords
casino; satisfaction; loyalty; baby boomer; structural equation modelling
Issue Date
2013-05
Publisher
TAYLOR & FRANCIS LTD
Citation
Current Issues in Tourism, 2013, 16(4), P.343-368
Abstract
The baby boomer market draws attention from the hospitality industry due to its economic power and substantial size. Despite the importance of this market segment, no empirical research to date has provided effective strategies to maximise baby boomer casino visitors' satisfaction and loyalty. The purposes of this study were: (1) to investigate possible casino attributes that influence baby boomer casino visitors' satisfaction levels and (2) to examine how these attributes influence satisfaction level, thus resulting in the formation of loyalty. Based on a literature review, five casino attributes influencing casino visitors' satisfaction were derived. Exploratory factor analysis conducted with 700 baby boomers resulted in the hypothesis that baby boomers' satisfaction with a casino is determined by five casino attributes: slot machines, table games, winning perception, non-gaming-related services, and promotions and benefits. Subsequent confirmatory factor analysis and structural equation modelling analysis revealed that four of the five casino attributes derived from the literature review are key antecedents of gaming satisfaction, attitudinal loyalty, and behavioural loyalty formation in the casino industry: slot machines, table games, non-gaming-related services, and winning perception. With regard to the fifth attribute, promotions and benefits were actually not found to heavily influence baby boomers' casino satisfaction and loyalty. Based on the findings, the key theoretical and managerial implications are discussed in the latter part of this article.
URI
http://www.tandfonline.com/doi/full/10.1080/13683500.2012.685703?scroll=top&needAccess=true#aHR0cDovL3d3dy50YW5kZm9ubGluZS5jb20uYWNjZXNzLmhhbnlhbmcuYWMua3IvZG9pL3BkZi8xMC4xMDgwLzEzNjgzNTAwLjIwMTIuNjg1NzAzP25lZWRBY2Nlc3M9dHJ1ZUBAQDA=http://hdl.handle.net/20.500.11754/44544
ISSN
1368-3500; 1747-7603
DOI
10.1080/13683500.2012.685703
Appears in Collections:
COLLEGE OF SOCIAL SCIENCES[S](사회과학대학) > TOURISM(관광학부) > Articles
Files in This Item:
There are no files associated with this item.
Export
RIS (EndNote)
XLS (Excel)
XML


qrcode

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.

BROWSE