Perceived Casino Service Quality: Comparing Light and Heavy Gamblers

The purpose of this study is twofold: a) to examine whether different segments classified by volume segmentation based on both usage and expenditure, heavy and light gamblers, have different perceptions of casino service quality (CSQ); and b) to identify what characteristics lead to any differences among segments in terms of demographics, behavioral characteristics, and service quality dimensions. This study utilizes Importance-Performance Analysis (IPA) to examine CSQ as perceived by both heavy and light gamblers. It also explores the determinants which contribute to customers becoming heavy gamblers at the casino by employing a logistic regression model. The results show that demographic variables of gender, age, and income were significantly different between light and heavy gamblers. The results of IPA indicate differences in CSQ attributes between light and heavy gamblers. These differences were confirmed by a logistic regression model and imply that the differentiation of marketing effort according to volume segmentation of light and heavy gamblers is necessary. This study suggests that CSQ should be evaluated according to different market segments based on volume segmentation, and expands the service quality literature by combining service quality with the volume segmentation concept. This study also expands the segmentation of casino gamblers based on two criteria of expenditure and visit frequency.