A Multi-Dimensional and Hierarchical Model of Service Quality in the Gaming Industry

Abstract

The burgeoning development of integrated casinos and the rapid growth of the gaming industry in Macau have attracted much interest in understanding the success of this market. The purpose of this study is to examine service quality in the gaming industry by developing a conceptual framework and measurement scale. Based on an extensive literature review, and qualitative and empirical research, a multi-dimensional and hierarchical model of service quality for the gaming industry is proposed. The analysis of data collected from a total of 510 customers revealed that the proposed model fitted the data well. The validity and reliability of the measurement scale were established using a pretest and the substantive survey. This study extends the literature on service quality in the field of casino management by providing a psychometrically sound conceptual framework and measurement scale. Implications, limitations and directions for future studies are discussed.