University of Singapore: Casino Customer Satisfaction Research Report

This research report presents an analysis of customer satisfaction within the casino industry in Singapore, specifically focusing on the Resort World Sentosa and Marina Bay Sands casinos. The study employs a quantitative approach, utilizing survey data collected from casino gamers to evaluate factors influencing their satisfaction. The research examines the impact of demographic variables such as age, gender, education, income, and marital status on behavioral intentions, customer satisfaction, perceived value, corporate image, and service quality. Statistical analyses, including descriptive and inferential statistics, are applied to identify significant relationships and differences between demographic groups and key satisfaction metrics. The report concludes with inferences, recommendations, and implications for both academic and managerial contexts, offering insights into how casinos can enhance customer experience and retention in a competitive market, considering the impact of increased taxes and levies on the gaming industry.

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.

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 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.
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