Submission Type

Presentation

Submission Title

The influence of service environment and brand equity on gaming customer engagement

Session Title

Session 3-2-D: Case Studies – Engagement

Location

Caesars Palace, Las Vegas, Nevada

Start Date

30-5-2019 11:00 AM

End Date

30-5-2019 12:25 PM

Disciplines

Advertising and Promotion Management | Gaming and Casino Operations Management | Hospitality Administration and Management | Marketing

Abstract

To date, customer engagement research has primarily focused on individual behaviors, while impacts of organizational attributes on customer engagement and its consequences have not received equal attention. The study fills the literature gap by proposing a chain relationship of service environment, customer engagement, impulsive behavior, and customer loyalty in the casino context. Casino service environment and brand equity are conceptualized as an organizational level of constructs to exert cross-level moderating effects on this relationship chain in order to gain insights into gambling behaviours. Two independent surveys were undertaken to examine the proposed cross-level relationships. Results show that casino service environment has significant direct and moderating effects on customer engagement. Impulsive gambling behavior can be driven by customer engagement and prompted by the service environment. Whilst casino brand equity does exert significant moderating effects, only certain loyalty behaviors can be enhanced by the casino brand. The findings not only point to a significant mediating role of impulsive behavior on the customer engagement-loyalty relationship, but also show an indirect effect on both attitudinal and behavioral loyalty manifested in revisit intention, positive WOM, willingness to pay more, actual spending, and frequency of visit.

Keywords

customer engagement, impulsive behavior, gambler loyalty, service environment, brand equity, casino

Author Bio

Catherine had worked in various industries as a business owner and as a corporate senior executive. She has published extensively in top tier marketing, tourism and hospitality journals. Her main research interests include services and relationship marketing, consumer behaviours, emotional intelligence, gambling studies with a focus on tourism and hospitality industries

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May 30th, 11:00 AM May 30th, 12:25 PM

The influence of service environment and brand equity on gaming customer engagement

Caesars Palace, Las Vegas, Nevada

To date, customer engagement research has primarily focused on individual behaviors, while impacts of organizational attributes on customer engagement and its consequences have not received equal attention. The study fills the literature gap by proposing a chain relationship of service environment, customer engagement, impulsive behavior, and customer loyalty in the casino context. Casino service environment and brand equity are conceptualized as an organizational level of constructs to exert cross-level moderating effects on this relationship chain in order to gain insights into gambling behaviours. Two independent surveys were undertaken to examine the proposed cross-level relationships. Results show that casino service environment has significant direct and moderating effects on customer engagement. Impulsive gambling behavior can be driven by customer engagement and prompted by the service environment. Whilst casino brand equity does exert significant moderating effects, only certain loyalty behaviors can be enhanced by the casino brand. The findings not only point to a significant mediating role of impulsive behavior on the customer engagement-loyalty relationship, but also show an indirect effect on both attitudinal and behavioral loyalty manifested in revisit intention, positive WOM, willingness to pay more, actual spending, and frequency of visit.