Analyzing Customer Revisit Intentions in Singapore Casinos (MKT200)

This report analyzes the behavioral intentions of casino customers in Singapore, considering the impact of increased taxes and government regulations. The study, based on data collected from 490 customers, investigates the influence of factors such as corporate image, customer satisfaction, interaction quality, physical environment quality, outcome quality, and service quality on revisit intentions. The objectives include examining the impact of socio-demographic factors, service quality dimensions, perceived value, and corporate image on customer satisfaction and behavioral intentions within the gaming industry. The literature review explores the relationship between these factors, supported by hypotheses. The methodology involves data analysis to determine the significance of these factors, with the findings highlighting key influences on customer behavior. The report concludes with recommendations for casino management and suggestions for future research. The report also covers the effects of interaction quality, physical environment, and outcome quality on service quality, perceived value, and corporate image, and how these factors impact customer satisfaction and revisit intentions. The findings suggest that customer satisfaction and corporate image significantly influence behavioral intentions, and that differences exist across demographic profiles. The report aims to provide insights for improving customer retention and business performance in the Singapore casino industry. The report is available on Desklib.

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-

solving ability of the employee, employee expertise, equipment in the casino, safety, ambiance,
food, and drinks and waiting time reveal the service quality of a casino. From the study
conducted with the help of the SERVQUAL technique, a positive impact is considered while
examining the main aspects of quality dimensions in Marina Bay Sands (Ahrholdt, Gudergan &
Ringle 2017). A conceptual research model was considered to examine the effects of interaction
quality, physical quality and outcome quality of the casino. The customer satisfaction rate is
examined higher at the casino as these aspects are very well considered. Another study
emphasized the theoretical framework that established the relationship that ocurred between
service quality with that of physical, interaction and outcome quality. Chen, Raab & Tanford
(2015) conducted a three-dimensional study was conducted to examine the service quality
available at Las Vegas casino. The service quality is addressed when customers expect a range of
services starting from the physical environment that consists of ambiance and designs to
outcome quality that consists of waiting time and food and beverages. Overall, the main
emphasis is to attract customers with the help of interaction quality, physical and outcome
quality services.
H4:
Service Quality dimension are positively affected by the three factors of
Interaction, Physical Environment and Outcome Quality at the gaming casino
Perceived value
Service quality has been found to have a higher perceived value which ensures a higher
customer attraction rate. With the overall service quality at the gaming casino, there are several
perspectives that customers consider in terms of perceived value. Customer perceptions change
as and when they visit a casino that has all of the services such as food and beverages, ambiance
and employee uniform. These aspects enhance customer perception and ensure the perceived
value. A research study presents the information about the service quality observance with the
help of the dependent variable as perceived value and independent variable as service quality.
According to Gazzoli, Hancer & Park (2010) perceived value is directly correlated with service
quality at Singapore casino. A study was based on questionnaires that were distributed to 350
respondents. More than 68% of respondents considered service quality as a major aspect to
ensure customer satisfaction. Another study was conducted in which there were two items that
were considered customer satisfaction and service quality which account for significant results in

terms of descriptive analysis (Ha & Jang 2010). Thereby, the overall results focus on perceived
value for which service quality is the major aspect and a positive change that will attract
customers at the casino.
Corporate image
Corporate image is achieved when an organization provides service quality to the
customers. At the gaming zone, corporate image is addressed as the major decision that customer
prefers to visit the casino. This is the major perspective that can be addressed while ensuring
service quality should be provided in the casino. A research study presents the importance of
corporate image while interviewing the views of customers to opt for the best casino, the results
from Sentosa casino in Singapore addressed that more than 82% of visitors in the Sentosa visited
the place due to the corporate image that is had while reviewing the overall results (Choi, Yi &
Lee 2011). The major preference that customers demanded was the service quality that engages a
visitor to opt for the place that serves well. One such study that describes that the corporate
image is accountable by the casino as customers are satisfied with the services with the help of
references they get from friends and family (Abdelhamied 2011). Service quality is the
expectation that customers set and thereby it builds corporate image when customer loyalty is
observed. Thereby to ensure that corporate image is positive, the steps to improve service quality
should be taken by casinos.
H5a: Service Quality at the gaming casino is positively affected by Perceived Value
H5b: Service Quality at the gaming casino is positively affected by Corporate Image
Customer satisfaction
Customers prefer corporate image, service quality and the perceived value that ensures
customer satisfaction. The expectation of customer’s are fulfilled when the organization focuses
to achieve these service quality aspects. A research study indicates that customers prefer to visit
a gaming zone where perceived value is higher, corporate image is higher and service quality is
provided. A research was conducted at Aegean Paradise cruise in which customer satisfaction
was the most important aspect (Chen 2011). People spend thousands of dollars and have fun in
gambling, they expect service quality as the major preference, which is influenced by the twin
factors of corporate image, in other words the organizations reputation and perceived value of
the service offered. There are 40 live tables and the scene of waiting time is not addressed.

Customers are highly satisfied with the service quality offered by the casino on the cruise and its
perceived value. Another such study at Mindil Beach Casino Resort studied the importance of
service quality towards the reputation of the organization and perceived value for the customers
(Barber, Goodman & Goh 2011). Paying huge bills and engaging in bets is not the only thing
that customers expect. Service quality has been found to be a major aspect that influences
customer satisfaction. Thereby it is important that organizations should largely focus on food and
beverages, ambiance, design architecture, safety, and equipment at the casino.
H6:
Customer Satisfaction at the gaming casino is positively affected by Perceived
Value, Service Quality and Corporate Image
Behavioral intention
According to Kim et al (2017) behavioral intention can be defined as revisit intention of a
customer. According to the researchers casino ganming has both positive as well as negative
impacts on the society. Corporate social responsibility plays a vital role to ensure that negative
impacts of the casino industry are reduced. The researchers found that corporate image of the
gaming casino has a positive significant impact on the behavioral intention of a gaming
customer. Jin et al (2015) studied the revisit intention to water park themes. They found that
customer satisfaction of the casino’s have an important role in behavioral intention of a
customer. More significantly they have deduced that there are significant differences in customer
satisfaction and corporate image between first time and revisit customers.
H7: Behavioral Intention at the gaming casino is positively affected by Customer
Satisfaction and Corporate Image
H8:
The difference in casino gaming customers’ gender, education level, income level
and marital status has a statistically significant positive impact on the three
dimensions of service quality, service quality itself and perceived value, customer
satisfaction, corporate image and behavioral intention

Figure 1: Conceptual Framework
(Adapted from Wu 2014)
Methodology
According to Willoughby (2015) to study how independent variables affect the dependent
variable survey data is used. In addition, considering the fact that Singapore has a population of 1
million, a sample size of 384 survey is adequate at 95% confidence interval. Thus for the present
research data was collected from 490 customers. Likert scale was used to collect the survey data.
The advantage offered by likert scale can be described as that the collected information can be
easily converted to quantitative data. Explanatory study was undertaken from the quantitative
data. In order to study how the various factors influence the behavioral intention a deductive
approach was used. Chi-square test is used to assess the relative validity of the model. In
addition, linear regression is used to study the relation between the variables. Moreover, test for

means is used to investigate the differences between the demographic profile of the surveyed
customers and study variables.
Data Analysis
To explore the effect of increase in casino tax by the Singaporean government, 490
gamers were surveyed.
Table 1: Age of the respondents
Statistic Value
Minimum 19
Maximum 69
Mean 28.71
Std. Deviation 8.938
It was found that the average age of a casino gamer was 28.71 years with the minimum
and maximum age being 19 and 69 years respectively. The standard deviation of age was 8.938
years.
Table 2: Demographic Profile of the respondents
Measure Option Frequency
(N = 470)
Percentage (%)
Gender
Male 305 62.2
Female 184 37.6
Missing 1 0.2
Education Level
Secondary School 173 36.3
Tertiary 122 24.9
Bachelor's 152 31
Master's 43 8.8
Income Level
Below $2500 59 12
$2501 - $5000 132 26.9
$5001 - $10000 98 20
Above $10000 201 41
Marital Status
Single 53 10.8
Married 140 28.6
Divorced 79 16.1
Widowed 88 18
Separated 54 11
Living Together 62 12.7

Missing 14 2.9
Further it was found that 62.2% of the respondents were males and 37.6% were females.
Moreover, the highest frequency (31.0%) of the respondents had a bachelor’s degree, while only
8.8% had a master’s degree. Most of the casino gamers (41.0%) surveyed had an income level
of more than $10000, while only 12% of the repsondents had an income level of less than $2500.
28.6% of those surveyed wer married.
Table 3: KMO and Bartlett’s Test
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy.
.944
Bartlett's Test of
Sphericity
Approx. Chi-Square 42145.533
df 1431
Sig. .000
To test the accuracy of the model the maximum likelihood method was used. All the
factors were loaded. The Kaiser-Meyer-Olking (KMO) statistic for the model was found to be
0.944, suggesting that all the factors can be used to test the model. Further, the Bartlett’s test of
Sphericity revealed that the Chi-square value is 42145.433, p-value = 0.000. Thus the model
used to evaluate the service quality dimensions and behavioral intentions for the customers of
gaming casino is a good fit.
Table 4: Summary of interrelationships amongst dimensions
Hypothesi
s
Dependent
Variable
Independent
Variable
Standardize
d
Coefficients
t-value F-value Adjusted
R2
H1 Interaction
Quality
Employees
Conduct
0.303 6.773*** 92.407*** 0.359
Employees
Expertise
0.162 3.623***
Employees
Problem Solving
0.258 5.436***
H2 Physical
Environmental
Quality
Equipment 0.056 1.840 347.121*** 0.739
Ambience 0.234 7.940***