TITLE

Practical Guidelines for Increasing Customer Loyalty by Improving Service Quality in Atlantic City Casinos

AUTHOR(S)
WHITHEM, CLIFF; SCALES, MICHAEL S.; QUAIN, BILL
PUB. DATE
January 2014
SOURCE
Consortium Journal of Hospitality & Tourism;2014, Vol. 19 Issue 1, p59
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The authors of this study collected surveys from 529 casino players on the Atlantic City Boardwalk. 458 of the players identified themselves as loyal customers of individual casino property brands throughout the city, while the remainder did not have a strong loyalty to a particular brand. A gap analysis was then conducted between the self-identified loyal players and the players with no particular loyalties, also called "potential switchers" for the purposes of this article, in evaluating casino service quality attributes. Two gaps were found in the casinos' technical service qualities (variety of games, odds, and preferred rules) and one gap was found in the casinos' functional service qualities (physical location of the properties). This study offers suggestions on improving service quality throughout Atlantic City casinos in order to retain loyal players and to create new player loyalties.
ACCESSION #
98368341

 

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