Mainland Chinese Casino Visitors to Macau: Linking Service, Brand Image, Satisfaction and Loyalty

Abstract

Few studies have investigated the moderating influence of brand image on customer satisfaction and loyalty. The purpose of this study was to examine the link from casino service to satisfaction (affective and cognitive satisfaction) and loyalty (revisit intention and intention to recommend). The influence of brand image as a moderator was also proposed. A quantitative survey was conducted with 240 casino visitors in Macau. The findings demonstrate that cognitively and affectively satisfied customers were more inclined to revisit and recommend a casino. These relations were stronger for customers who scored higher in brand image than for those who scored lower. The moderating influence of brand image was supported for revisit intention but was not supported for recommendation. The study provides promotional marketing strategies for the casino industry and theoretical suggestions for future study.