Impact of Service Quality, Corporate Image and Customer Satisfaction on Behavioral Intention in Singapore's Gaming Industry

Module No: 200MKT
Module title: Research Skills for Marketing 2
Name of the student
Name of the university
Author’s note

Executive Summary
The present study is based on the fact that Singapore government hs increased the levy on
customers. Moreover, the government regulations require that the management of the casino’s
convert the zone to an integrated resort. Thus the study investigates the behavioral intention of
the customers to revisit the casino’s inspite of the increased levy. Thus to study the revisit
intention information was collected from 490 customers. From the study it was found that
besides corporate imag, customer satisfaction also signficantly influences the behavioral
intention of the customers. Moreover, from the study it is found that significant differences exist
amonsgt the the factors of behavioral intention of the customers across the demographic profile
of the surveyed customers.

Table of Contents
Executive Summary.........................................................................................................................1
Introduction......................................................................................................................................3
Objectives of the Study................................................................................................................3
Literature Review............................................................................................................................3
Interaction Quality.......................................................................................................................4
Physical Environmental Quality..................................................................................................4
Outcome Quality..........................................................................................................................5
Service Quality.............................................................................................................................5
Perceived value............................................................................................................................6
Corporate image...........................................................................................................................7
Customer satisfaction...................................................................................................................7
Behavioral intention.....................................................................................................................8
Methodology....................................................................................................................................9
Data Analysis.................................................................................................................................10
Conclusion and Recommendation.................................................................................................17
Conclusion.................................................................................................................................17
Limitations of the study.............................................................................................................18
Recommendation to the management........................................................................................18
Future Research..........................................................................................................................18
References......................................................................................................................................19

Introduction
Singapore is best described as a city-country which geographically lies at the southern tip
of Malaysia. The state is devoid of any natural resources, and thus is dependent on the revenue
from services. In 2013, the annual revenue of Singapore from casino gambling was USD$4.1
billion (Wu and Chen 2015). The present study investigates the effect of the 22% increase in
casino tax by the Singapore government. As a result of the higher taxes, the daily levy on
residents would increase from $100 to $150. The annual levy on the residents would also
increase substantially. Moreover, investments of $9 billion needs to be made by both the
integrated resorts - Resort World Sentosa and Marina Bay Sands. As a result of the increase in
taxes, it is envisaged that there may be a reduction of visitors to gaming resorts. The study
explores how various factors are interconnected in the gaming industry.
Objectives of the Study
From the literature review the objectives of the study can be described as:
 To examine the impact of socio-demographic on behavioral intention, customer
satsifaction, corporate image as well as service quality in the gaming industry in
Singapore.
 To examine the influence of interaction and physical environment and outcome quality
on service quality on the casino gaming business
 To examine the influence of corporate image and perceived value on service quality of
casino gaming industry at Singapore
 To study the effect of service quality, perceived value and corporate image on customer
satisfaction of gaming industry at Singapore
 To examine the influence of customer satisfaction and corporate image on the behavioral
intention on retailers at gaming industry at Singapore
Literature Review
The retention of a customer is the key to the growth of the gaming industry. Behavioral
intention of the customer plays a pivotal role in his return to the casino. However, behavioral
intention is dependent on factors like customer satisfaction, percieved value, corporate image and

service quality of casino’s at IR at Singapore. Moroever, the dimensions of interaction and
physical environment and outcome quality play a vital role in service quality of the casino.
Interaction Quality
Interaction quality perceptions affect positive outcomes with the help of employees' code
of conduct, problem-solving ability and employee expertise at gaming casinos. Customer
interaction is positive as and when employees follow the code of conduct and help to resolve the
issues. This means that the interaction between customers as well as the casino’s employees is
encouraging whch leads to positive outcomes. In a qualitative study, there are three aspects that
are considered by customers in terms of quality perceptions such as employees' code of conduct,
problem-solving ability, and employee expertise. This study was undertaken in Singapore while
customers were happy at the casino gaming at Marina Bay Sands Casino (Martyn & Anderson
2018). The attitudinal aspect of consumers was positive as and when the casino managers
interviewed the consumers about quality at the gaming zone. The other study reflects that service
quality aspects were determined with the help of employee relationships with consumers and
quality services provided by employees with the help of a survey questionnaire (Ding & Cronin
2011). Thereby considering the interaction quality perception, there are positive results at the
gaming zone when the three attributes are satisfied such as employee code of conduct, problem-
solving ability, and employee expertise. These aspects can ensure quality services at a gaming
casino.
H1: Interaction quality perceptions at the gaming casino are positively affected by
Employees conduct, expertise and problem-solving ability
Physical Environmental Quality
Physical environmental is the most attractive feature that consumers prefer while entering
the gaming casino. It attracts the consumers and ensures that the best time can be spent at the
gaming zone. The ambiance, equipment and safety, and security are the main aspects that
consumers consider in terms of physical environment quality. One such study describes the
importance of physical evidence which is surveyed by the casino manager while reviewing the
quality services that they provide to the customers. An interview process was conducted that
ensures that ambiance is the main aspect and is imperative to the marketing expectations at
Sentosa (Ryu & Han 2010). There are positive effects of the physical environment and safety

that cannot be missed by the owners. The effects of the physical environment are positive when
ambiance, safety, and security are assured. Another research is about investigating the physical
environment of the gaming zone in Australia (Park & Jeong 2019). As a whole statement
represents the importance of physical facility that casinos provide to the customers to attract
them and to ensure safety and security at the gaming zone. Architectural design, signage, and
colors are the most attractive aspects that customers get attracted to in the gaming zone.
H2:
Physical Environmental Quality are positively affected by Equipment, Ambience
Design and Safety and Security at the gaming casino
Outcome Quality
The outcome quality of the casino is largely affected by the food and beverage quality
and waiting time. Providing good quality and a wide range of food items and beverages will
attract customers and result in improved business performance. Waiting time is another aspect
that customers consider while entering the casino. The casino should have a waiting area where
customers can pass time and can engage themselves in playing games, this will help to improve
quality and ensure customer preference. A comprehensive study was conducted in which the
major aspect was to collect information about food and beverages which consequently affected
the perception of customers and reflects the outcome quality of Crockfords Tower (Hjørland
2010). Food and drinks were the major aspects that customers consider in the study and reflect
that waiting time should be managed. Another study ensures that from a SERVQUAL instrument
group, waiting time, food and beverages and employee code of conduct that includes employee
uniform were considered into tangible dimensions (Lai 2017). Thereby, the whole perception of
outcome quality depends on the importance of providing food and drinks and arrange the waiting
time for the customers. These are the major aspects that are considered to focus on overall
quality at the gaming casino.
H3:
Outcome Quality is positively affected by Valence Food and Beverages and
Waiting Time at the gaming casino
Service Quality
The overall service quality available at the casino is impacted by the interaction quality,
outcome quality, and physical environmental quality. The employee code of conduct, problem-