카지노 인적 서비스 품질과 고객의 행동의도 간 관계에서 오락성과 안전성의 조절효과

Abstract

The purpose of this study is to provide practical implications to domestic casino companies by identifying the impact relationship between casino human service quality and customers’ behavior intention and, moderating effects of entertainment and safeness factors of casino on the relationship. To achieve the goal of the study, the literature reviews on ‘human service quality and customers’ behavior intention’, ‘entertainment and behavior intention’, and ‘safeness and behavior intention’ were performed, and empirical studies on the perceptions of the customers visiting ‘Kangwon Land Casino’ on physical circumstances and human service quality of the casino were conducted as well. The major findings of the study are summarized as follows: Firstly, the two factors of the research, human service quality and entertainment, had positive impacts on behavioral intention, while the factor, safeness, didn’t. Secondly, the moderating effect of the interaction of human service quality and safeness didn’t have significant impact on the relationship between human service quality and behavioral intention. However, the moderating effects of the two interactions of ‘human service quality and entertainment’ and ‘human service quality, entertainment and safeness’ had significant impacts on the relationship. Based upon these results and the discussed practical implications, marketing strategy plans for domestic casino companies were suggested.