Customer Satisfaction Analysis of Casino Gamers in Singapore
Added on 2022-10-11
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Marketing Research 2
Marketing Research 2
Executive Summary
This research report presents the results and findings from the SPSS analysis of casino gamers in
Singapore. The purpose of the report is evaluating the customer satisfaction for casino gamers in
Singapore. We applied the survey technique and the quantitative study approach through the
collection of quantitative data using interviews. The interview method being more preferable to
questionnaires due to accuracy and reduced chances of false information from participants. We
used a convenience sampling technique, which allowed for the achieving sample size numbers
without compromising on the randomness of the sampling process.
We then considered the main issues of importance concerning consumer satisfaction in casinos,
applied descriptive data analysis followed by inferential data analysis on the data collected from
the survey. In the descriptive analysis, we obtained the descriptive statistics of the demographic
data on Age, Gender, Educational Level, Income Level and Marital Status. We the evaluated
demographic data variables in the inferential analysis to establish whether there exist a difference
between their categories with respect to Behavioral Intensions, Customer Satisfaction, Perceived
Value, Corporate Image and Service Quality. Finally, we drew inferences, conclusions and
recommendations from the results of both the descriptive and inferential analyses.
We conclude that the Age groups are significantly different with respect to Behavioural
Intentions, Consumer Satisfaction, Corporate Image and Service Quality. However, for the
Perceived Value, we conclude that the Age groups are not significantly different with respect to
Perceived Value. We also conclude that the gender groups are significantly different with respect
to Behavioural Intentions, Perceived Value, Consumer Satisfaction, Corporate Image and
Service Quality. In addition, we conclude that the Educational Levels are significantly different
with respect to Behavioural Intentions, Perceived Value, Consumer Satisfaction, Corporate
Image and Service Quality. Similarly, we conclude that the Income Levels are significantly
different with respect to Behavioural Intentions, Perceived Value, Consumer Satisfaction,
Corporate Image and Service Quality. The same case applies for the Marital Status as well where
we conclude that the Marital Statuses are significantly different with respect to Behavioural
Intentions, Perceived Value, Consumer Satisfaction, Corporate Image and Service Quality. This
report also considers the implications of the findings in both academic and managerial contexts.
2
Executive Summary
This research report presents the results and findings from the SPSS analysis of casino gamers in
Singapore. The purpose of the report is evaluating the customer satisfaction for casino gamers in
Singapore. We applied the survey technique and the quantitative study approach through the
collection of quantitative data using interviews. The interview method being more preferable to
questionnaires due to accuracy and reduced chances of false information from participants. We
used a convenience sampling technique, which allowed for the achieving sample size numbers
without compromising on the randomness of the sampling process.
We then considered the main issues of importance concerning consumer satisfaction in casinos,
applied descriptive data analysis followed by inferential data analysis on the data collected from
the survey. In the descriptive analysis, we obtained the descriptive statistics of the demographic
data on Age, Gender, Educational Level, Income Level and Marital Status. We the evaluated
demographic data variables in the inferential analysis to establish whether there exist a difference
between their categories with respect to Behavioral Intensions, Customer Satisfaction, Perceived
Value, Corporate Image and Service Quality. Finally, we drew inferences, conclusions and
recommendations from the results of both the descriptive and inferential analyses.
We conclude that the Age groups are significantly different with respect to Behavioural
Intentions, Consumer Satisfaction, Corporate Image and Service Quality. However, for the
Perceived Value, we conclude that the Age groups are not significantly different with respect to
Perceived Value. We also conclude that the gender groups are significantly different with respect
to Behavioural Intentions, Perceived Value, Consumer Satisfaction, Corporate Image and
Service Quality. In addition, we conclude that the Educational Levels are significantly different
with respect to Behavioural Intentions, Perceived Value, Consumer Satisfaction, Corporate
Image and Service Quality. Similarly, we conclude that the Income Levels are significantly
different with respect to Behavioural Intentions, Perceived Value, Consumer Satisfaction,
Corporate Image and Service Quality. The same case applies for the Marital Status as well where
we conclude that the Marital Statuses are significantly different with respect to Behavioural
Intentions, Perceived Value, Consumer Satisfaction, Corporate Image and Service Quality. This
report also considers the implications of the findings in both academic and managerial contexts.
2
Marketing Research 2
Contents
Introduction......................................................................................................................................4
Literature Review............................................................................................................................5
Service Quality.............................................................................................................................5
Behavioural Intentions and Corporate Image..............................................................................5
Conceptual Framework and Hypothesis Development................................................................6
Method.............................................................................................................................................7
Research Content.........................................................................................................................7
Participants...................................................................................................................................8
Measures......................................................................................................................................9
Procedure...................................................................................................................................10
Results............................................................................................................................................11
Descriptive Statistics..................................................................................................................11
Inferential Statistics....................................................................................................................16
Reliability Test.......................................................................................................................16
Validity Test...........................................................................................................................17
Hypothesis Tests.....................................................................................................................18
Discussion......................................................................................................................................27
Conclusion.....................................................................................................................................28
References......................................................................................................................................29
3
Contents
Introduction......................................................................................................................................4
Literature Review............................................................................................................................5
Service Quality.............................................................................................................................5
Behavioural Intentions and Corporate Image..............................................................................5
Conceptual Framework and Hypothesis Development................................................................6
Method.............................................................................................................................................7
Research Content.........................................................................................................................7
Participants...................................................................................................................................8
Measures......................................................................................................................................9
Procedure...................................................................................................................................10
Results............................................................................................................................................11
Descriptive Statistics..................................................................................................................11
Inferential Statistics....................................................................................................................16
Reliability Test.......................................................................................................................16
Validity Test...........................................................................................................................17
Hypothesis Tests.....................................................................................................................18
Discussion......................................................................................................................................27
Conclusion.....................................................................................................................................28
References......................................................................................................................................29
3
Marketing Research 2
Introduction
The gaming industry represents a fast growing sector with huge potential for returns. The
incentives, both monetary and non-monetary, have played an important role in attracting more
people to gaming, and more crucially retaining them. Understanding the needs and wants of the
customer creates the backbone of designing the best and personalized incentives for the customer
(Laudon & Guercio, 2014; Aalst & Wil, 2011).
Understanding the needs and wants of a customer implies to understanding the customer
satisfaction (Albright & Winston, 2014; Suryanarayanan & Saji, 2015). This makes it
necessary to evaluate the factors that are associated with customer satisfaction and extent this by
determining the specific factors that affect consumer satisfaction. The information collected from
this evaluation and determination provides insights that are useful in improving the consumer
experience to ensure maximum satisfaction (Pappas, 2016; Farris & Neil, 2010; Sheth,
2017).
The casino business is a sector in the gaming industry that has successfully survived the internet
revolution (Fornell, Rust & Dekimpe, 201). Although almost every sectors have partially or
totally incorporating online experience to their customer, the casino business has managed to
maintain a largely physical model for operating (Gaston-Breton & Duque, 2015; O'Malley
& Lichrou, 2016). The casino business therefore provides a useful reference in analyzing
consumer satisfaction in the gaming industry, both online and offline (Twede, 2016; Petty,
2016).
The Resort World Sentosa and Marina Bay Sands casinos in Singapore represents business in the
casino business. The government of Singapore has imposed an increases tax on casinos of a
percentage of the gross gaming revenue equivalent to 22%. This increased tax is expected to be
passed down to the consumers, casino gamers at the Resort World Sentosa and Marina Bay
Sands casinos. This would affect the consumer numbers at the casinos, hence making the
understanding of consumer satisfaction important to enable the casinos to retain them.
This paper considers the casino business in Singapore (specifically Resort World Sentosa and
Marina Bay Sands casinos) as a case study for analyzing the consumer satisfaction in the gaming
industry. The analysis will involve obtaining descriptive statistics of the demographic data on
Age, Gender, Educational Level, Income Level and Marital Status. The analysis then evaluates
4
Introduction
The gaming industry represents a fast growing sector with huge potential for returns. The
incentives, both monetary and non-monetary, have played an important role in attracting more
people to gaming, and more crucially retaining them. Understanding the needs and wants of the
customer creates the backbone of designing the best and personalized incentives for the customer
(Laudon & Guercio, 2014; Aalst & Wil, 2011).
Understanding the needs and wants of a customer implies to understanding the customer
satisfaction (Albright & Winston, 2014; Suryanarayanan & Saji, 2015). This makes it
necessary to evaluate the factors that are associated with customer satisfaction and extent this by
determining the specific factors that affect consumer satisfaction. The information collected from
this evaluation and determination provides insights that are useful in improving the consumer
experience to ensure maximum satisfaction (Pappas, 2016; Farris & Neil, 2010; Sheth,
2017).
The casino business is a sector in the gaming industry that has successfully survived the internet
revolution (Fornell, Rust & Dekimpe, 201). Although almost every sectors have partially or
totally incorporating online experience to their customer, the casino business has managed to
maintain a largely physical model for operating (Gaston-Breton & Duque, 2015; O'Malley
& Lichrou, 2016). The casino business therefore provides a useful reference in analyzing
consumer satisfaction in the gaming industry, both online and offline (Twede, 2016; Petty,
2016).
The Resort World Sentosa and Marina Bay Sands casinos in Singapore represents business in the
casino business. The government of Singapore has imposed an increases tax on casinos of a
percentage of the gross gaming revenue equivalent to 22%. This increased tax is expected to be
passed down to the consumers, casino gamers at the Resort World Sentosa and Marina Bay
Sands casinos. This would affect the consumer numbers at the casinos, hence making the
understanding of consumer satisfaction important to enable the casinos to retain them.
This paper considers the casino business in Singapore (specifically Resort World Sentosa and
Marina Bay Sands casinos) as a case study for analyzing the consumer satisfaction in the gaming
industry. The analysis will involve obtaining descriptive statistics of the demographic data on
Age, Gender, Educational Level, Income Level and Marital Status. The analysis then evaluates
4
Marketing Research 2
the demographic data variables to establish whether there exist a difference between their
categories with respect to Behavioral Intensions, Customer Satisfaction, Perceived Value,
Corporate Image and Service Quality. Inferences will then be drawn and generalized for the case
of case of consumer satisfaction in casinos in Singapore.
Literature Review
Service Quality
The area of customer satisfaction among gamers in casinos has been research by several
researchers. Ipkin, Hoi-In & Mathew (2012) focuses on the service delivery of casino operations
in the city of Macau. The research considers the following aspects of service quality at casinos;
food service, service delivery, game service and service environment. The analysis applied by
Ipkin, Hoi-In & Mathew (2012) involved checking whether there exist any significance
difference in the gender of the gamer and the type of the gamer. The type of gamer in this
instance refers to either a hardcore gamer or a leisure gamer. Ipkin, Hoi-In & Mathew (2012)
finds that there exist significance difference on all the aspects of service quality with respect to
the type of gamer. The research also finds interaction in terms of gender and type of gamer
variables.
The research by Ki-Joon & Choong-Ki (2015) also focuses on the service quality of casino
operations in Korea. The analysis applied by Ki-Joon & Choong-Ki (2015) using impact
asymmetry analysis (IAA) and impact-range performance analysis (IRPA). Ki-Joon & Choong-
Ki (2015) is more interested in determining the accuracy of IAA and IRPA in prediction of
customer satisfaction from service quality metrics. The research finds that IAA and IRPA are
more accurate that IPA (importance–performance analysis).
Behavioural Intentions and Corporate Image
Heesup, JungHoon & Jinsoo (2016) applies structural modelling to a wider range of variables
beyond service quality and customer satisfaction considered in Ipkin, Hoi-In & Mathew (2012)
and Ki-Joon & Choong-Ki (2015). The research considers the following variables; revisits
intentions, customer satisfaction, social value and brand prestige for the case of casino gamers in
the United States of America. Heesup, JungHoon & Jinsoo (2016) finds that brand prestige
5
the demographic data variables to establish whether there exist a difference between their
categories with respect to Behavioral Intensions, Customer Satisfaction, Perceived Value,
Corporate Image and Service Quality. Inferences will then be drawn and generalized for the case
of case of consumer satisfaction in casinos in Singapore.
Literature Review
Service Quality
The area of customer satisfaction among gamers in casinos has been research by several
researchers. Ipkin, Hoi-In & Mathew (2012) focuses on the service delivery of casino operations
in the city of Macau. The research considers the following aspects of service quality at casinos;
food service, service delivery, game service and service environment. The analysis applied by
Ipkin, Hoi-In & Mathew (2012) involved checking whether there exist any significance
difference in the gender of the gamer and the type of the gamer. The type of gamer in this
instance refers to either a hardcore gamer or a leisure gamer. Ipkin, Hoi-In & Mathew (2012)
finds that there exist significance difference on all the aspects of service quality with respect to
the type of gamer. The research also finds interaction in terms of gender and type of gamer
variables.
The research by Ki-Joon & Choong-Ki (2015) also focuses on the service quality of casino
operations in Korea. The analysis applied by Ki-Joon & Choong-Ki (2015) using impact
asymmetry analysis (IAA) and impact-range performance analysis (IRPA). Ki-Joon & Choong-
Ki (2015) is more interested in determining the accuracy of IAA and IRPA in prediction of
customer satisfaction from service quality metrics. The research finds that IAA and IRPA are
more accurate that IPA (importance–performance analysis).
Behavioural Intentions and Corporate Image
Heesup, JungHoon & Jinsoo (2016) applies structural modelling to a wider range of variables
beyond service quality and customer satisfaction considered in Ipkin, Hoi-In & Mathew (2012)
and Ki-Joon & Choong-Ki (2015). The research considers the following variables; revisits
intentions, customer satisfaction, social value and brand prestige for the case of casino gamers in
the United States of America. Heesup, JungHoon & Jinsoo (2016) finds that brand prestige
5
Marketing Research 2
influences customer satisfaction, revisits intentions and social value positively. The research also
finds that social values influences revisits intentions and customer satisfaction positively.
This research build on Ipkin, Hoi-In & Mathew (2012), Ki-Joon & Choong-Ki (2015) and
Heesup, JungHoon & Jinsoo (2016) by considering more variables. This study will consider Age,
Gender, Educational Level, Income Level, Marital Status, Behavioural Intentions, Customer
Satisfaction, Perceived Value, Corporate Image and Service Quality. This increase in number of
variables will enable the derivation of broader and more conclusive inferences.
Conceptual Framework and Hypothesis Development
The diagram in Figure 1: Conceptual Framework below shows the framework for the evaluation
of the existence of difference in the groups of Age, Gender, Educational Level, Income Level
and Marital Status with respect to Behavioural Satisfaction, Customer Satisfaction, Perceived
Value, Corporate Image and Service Quality.
Figure 1: Conceptual Framework
The resultant hypothesis tests from the conceptual framework above are:
HXy0: There is significant difference between the groups in X with respect to y.
HXy1: There is no significant difference between the groups in X with respect to y.
6
influences customer satisfaction, revisits intentions and social value positively. The research also
finds that social values influences revisits intentions and customer satisfaction positively.
This research build on Ipkin, Hoi-In & Mathew (2012), Ki-Joon & Choong-Ki (2015) and
Heesup, JungHoon & Jinsoo (2016) by considering more variables. This study will consider Age,
Gender, Educational Level, Income Level, Marital Status, Behavioural Intentions, Customer
Satisfaction, Perceived Value, Corporate Image and Service Quality. This increase in number of
variables will enable the derivation of broader and more conclusive inferences.
Conceptual Framework and Hypothesis Development
The diagram in Figure 1: Conceptual Framework below shows the framework for the evaluation
of the existence of difference in the groups of Age, Gender, Educational Level, Income Level
and Marital Status with respect to Behavioural Satisfaction, Customer Satisfaction, Perceived
Value, Corporate Image and Service Quality.
Figure 1: Conceptual Framework
The resultant hypothesis tests from the conceptual framework above are:
HXy0: There is significant difference between the groups in X with respect to y.
HXy1: There is no significant difference between the groups in X with respect to y.
6
Marketing Research 2
X represents a value from 1 to 5 with: 1 – Age, 2 – Gender, 3 – Educational Level, 4 – Income
Level, 5 – Marital Status.
y represents a value from a to d as assigned in Figure 1: Conceptual Framework above.
Method
Research Content
This research involved the collection of data from 490 individuals on 59 questions regarding
their demographic data and casino gaming experience. Out of the 59 questions, this study
considers 10 questions for the analysis to produce the data variables described in Table 1:
Summary Variable Description below. All the variables in this research are categorical in nature
and measured on the nominal scale.
Table 1: Summary Variable Description
Variable Name Variable Description Type of Variable
Age Variable on the age group in
which the participant falls
Independent
Gender Variable on the gender of the
participant.
Independent
Educational Level Variable on the highest level
of education attained by
participant.
Independent
Income Level Variable on the wage group
in which the participant’s
income falls.
Independent
Marital Status Variable on the marital status
of the participant.
Independent
Behavioural Intensions (BI1) Variable providing
information on whether the
participant always says
positive things about the
casino.
Dependent
7
X represents a value from 1 to 5 with: 1 – Age, 2 – Gender, 3 – Educational Level, 4 – Income
Level, 5 – Marital Status.
y represents a value from a to d as assigned in Figure 1: Conceptual Framework above.
Method
Research Content
This research involved the collection of data from 490 individuals on 59 questions regarding
their demographic data and casino gaming experience. Out of the 59 questions, this study
considers 10 questions for the analysis to produce the data variables described in Table 1:
Summary Variable Description below. All the variables in this research are categorical in nature
and measured on the nominal scale.
Table 1: Summary Variable Description
Variable Name Variable Description Type of Variable
Age Variable on the age group in
which the participant falls
Independent
Gender Variable on the gender of the
participant.
Independent
Educational Level Variable on the highest level
of education attained by
participant.
Independent
Income Level Variable on the wage group
in which the participant’s
income falls.
Independent
Marital Status Variable on the marital status
of the participant.
Independent
Behavioural Intensions (BI1) Variable providing
information on whether the
participant always says
positive things about the
casino.
Dependent
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Marketing Research 2
Consumer Satisfaction (CS1) Variable providing
information on whether the
participant had a pleasant
experience at the casino.
Dependent
Perceived Value (PV1) Variable providing
Information on whether the
gaming experience at the
casino was worth the
participant’s money.
Dependent
Corporate Image (CI1) Variable providing
information on whether the
participant has a good
impression of the casino.
Dependent
Service Quality (SQ1) Variable providing
information on the
participant’s opinion on
whether the service at the
casino was good.
Dependent
Participants
The analysis in this research will apply descriptive analysis in evaluating the demographic
characteristics of the participants in the study. The descriptive statistics will provide information
on
1. The age group with the highest number of casino gamers as well as the age group with
the lowest number of casino gamers in Singapore.
2. The gender with the highest number of casino gamers in Singapore.
3. The educational level with the highest number of casino gamers as well as the
educational level with the lowest number of casino gamers in Singapore.
4. The income level with the highest number of casino gamers as well as the income level
with the lowest number of casino gamers in Singapore.
8
Consumer Satisfaction (CS1) Variable providing
information on whether the
participant had a pleasant
experience at the casino.
Dependent
Perceived Value (PV1) Variable providing
Information on whether the
gaming experience at the
casino was worth the
participant’s money.
Dependent
Corporate Image (CI1) Variable providing
information on whether the
participant has a good
impression of the casino.
Dependent
Service Quality (SQ1) Variable providing
information on the
participant’s opinion on
whether the service at the
casino was good.
Dependent
Participants
The analysis in this research will apply descriptive analysis in evaluating the demographic
characteristics of the participants in the study. The descriptive statistics will provide information
on
1. The age group with the highest number of casino gamers as well as the age group with
the lowest number of casino gamers in Singapore.
2. The gender with the highest number of casino gamers in Singapore.
3. The educational level with the highest number of casino gamers as well as the
educational level with the lowest number of casino gamers in Singapore.
4. The income level with the highest number of casino gamers as well as the income level
with the lowest number of casino gamers in Singapore.
8
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