Abstract
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. Based upon a rigorous psychometric process of scale development and validation through three studies in the casino setting, the authors propose the CASERV scale as a comprehensive instrument for measuring casino services that is reliable, valid, and distinct from other service quality measures. The paper concludes with discussion of managerial implications and future research directions.
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