국내 외국인 전용 카지노 서비스 품질이 고객 만족도와 행동의도에 미치는 영향에 관한 연구: 중국인 카지노 이용객을 대상으로

The purpose of this study is to provide empirical data and suggestions for developing successful, effective marketing strategies targeting Chinese customers of the foreigners-only casinos in Korea. To this end, this study seeks to measure and assess the quality of these casinos’ services, and its impact on customer satisfaction and intent (for returning to and recommending the casinos), using the Public Service Customer Satisfaction Index (PCSI), an evaluation tool often used to assess the quality of public services provided by the government. In order to identify the demographic and other behavioral characteristics of the Chinese customers surveyed, as well as the correlations between these customers and the casino service quality, this study has conducted factor analysis, reliability analysis, and regression analysis. The study revealed that the quality of services of these casinos bore a positive relationship to the customers’satisfaction and behavioral intent, while customers’ satisfaction also had a positive impact on their intent. The study reaffirmed the conclusion of the existing literature that service quality imposes positive influence on customer satisfaction and intent. In doing so, this study emphasizes once again the need for casinos to deliver customer satisfaction by improving the quality of their services in the increasingly fierce competition marking the casino industry as well as other areas of the tourism industry.