Casino; gaming; physical evidence; atmosphere; atmospherics; servicescape; customer satisfaction
Gaming and Casino Operations Management | Gaming Law
Original Research Article
Considerable research in recent years has examined the influence of physical evidence, or atmosphere, in a variety of service settings, including leisure services. Not fully covered has been the area of atmosphere in a casino gaming setting. This extension of a previous study further investigates atmospherics in casinos. The findings showed that customers defined casino atmosphere in five key elements: theme, floor layout, ceiling height, employee uniforms, and noise level. Three of the five contributed positively to a player's satisfaction with the gaming experience as shown by the regression analysis. This reinforces previous indications of the need for casino management to create an inviting atmosphere that will maximize customer satisfaction, with specific attention to those aspects that players appear to value most highly.