Servicescape; physical environment; built environment; casino management; slot machines; slot management; casino environment; casino marketing
Gaming and Casino Operations Management | Gaming Law
Original Research Article
Scales representing ambient conditions, ability to navigate the slot floor, cleanliness, interior decor and seating comfort all produce a significant effect on slot servicescape satisfaction. Scales representing slot servicescape satisfaction and gaming value produce significant effects on overall satisfaction with the slot experience. Overall satisfaction with the slot experience produces a significant effect on behavioral intention variables such as repatronage, word of mouth and desire to remain in the casino environment. This exploratory study uses data from a Las Vegas hotel casino to extend the work of Bitner (1992) and Wakefield and Blodgett (1996) related to servicescape effects. Simultaneous multiple regression analysis was used to test all one-tailed hypotheses at the .1 0 alpha level (n = 195).