Analyzing Casino Service Characteristics: A Marketing Perspective

This report provides a detailed analysis of casino services, focusing on the key characteristics of intangibility, perishability, simultaneity, and heterogeneity. It explains how these characteristics impact the marketing of casino services, noting that the intangible nature makes it difficult for clients to assess value beforehand, the perishable nature means services cannot be stored, and the simultaneous production and consumption require client presence. The report also addresses the heterogeneity arising from diverse client preferences and motivations. Furthermore, it recommends improvements such as special events and promotions featuring celebrities and pool parties, along with premium lounge entertainment at a nominal cost, to enhance service quality and attract more guests. Desklib offers a platform for students to access similar solved assignments and past papers.

Casino Star
Services description

Intangibility of Casino services
• The Intangibility of services refers to the inability to assess the value
of a service through the use of sensory organs (Lovelock and
Patterson 2015).
• Casino services cannot be touched before the client purchases them.
Therefore the clients first pay for the services before they even start
playing the casino games.
• They have no precise standardization and customers do not get any
tangible product in exchange for their money.
• The clients cannot quantify the value gained from the gaming service.

Perishability of Casino services
• Perishability of a service refers to the fact that the service capacity
cannot be stored, resold, or saved after production or once sold to a
customer (Hoffman and Bateson 2010).
• Casino services the clients are part of the process since they consume
the service as soon as they are processed, therefore, once a client
plays the game the value obtained from that service can be stored for
future use by either the client or the casino operator.
• Secondly, a client cannot transfer or re-resell the value obtained from
playing a casino game.

Simultaneity of Casino services
• The Simultaneity of a service refers to the fact that the service must
be produced and consumed at the same time (Mudie and Cottam
2010).
• In Casino business, the clients must avail themselves to the casino
center in order to consume the gaming services. Therefore the clients
cannot get the services if the casino operator is not available to offer
them.
• Secondly, the casino operator cannot offer the gaming services if
there is no client who is available to consume them, thus production
and consumption of gaming services must take place simultaneously.

Heterogeneity of Casino services
• Heterogeneity of a service refers to the uniqueness or variability of a
service offering (Moeller 2010).
• In casino services, different clients are interested in playing different
games, thus each game which is offered in the casino has a unique
service compared to another game in the same casino.
• Secondly, for clients who are playing the same game, each one of
them has unique motivations towards playing that game, therefore
the service rendered to each of them will be customized to meet their
desires.

Recommendations for improvement
and new service market mix
strategy
• Special Events and Promotion- Bring celebrities and organize pool
parties.
• Provide free-lounge entertainment at a one time nominal cost-
Charge a nominal fee and provide premium quality services to the
guests.

References
Hoffman, K.D. and Bateson, J.E., 2010. Services marketing: concepts,
strategies, & cases. Cengage learning.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson
Australia.
Moeller, S., 2010. Characteristics of services–a new approach uncovers
their value. Journal of services Marketing, 24(5), pp.359-368.
Mudie, P. and Cottam, A., 2010. Management and marketing of
services. Routledge.