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Uncovering the service profit chain in the casino industry

Catherine Prentice (Department of Marketing, Griffith Business School, Griffith University, Brisbane, Australia)
IpKin Anthony Wong (Faculty of International Tourism and Management, Institute of Tourism and Gaming, City University of Macau, Macao)
Desmond Lam (Department of Hospitality and Gaming Management, University of Macau, Taipa, Macao)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 13 November 2017

1379

Abstract

Purpose

This paper, from a marketing and management perspective, aims to review the relevant literature germane to casino studies. The review discusses the major findings from previous studies, provides a critique and identifies research gaps for future studies. In particular, the research foci presented in this paper rest on the service profit chain (SPC) model. The review involves studies relating to the constructs of the chain model and comprises sections that are categorized based on the internal link between management and employees, interaction between casino service employees and customers and profitability link.

Design/methodology/approach

The approach used in the current study involves a systematic review of the relevant academic literature with a focus on SPC studies in the casino industry, along with critical evaluation and analysis to identify research gaps. Google Scholar, EBSCOHost, Science Direct, Emerald and other academic databases were used to search relevant studies relating to casino and gambling research streams.

Findings

The review identifies several research gaps on the basis of the SPC link. Specifically, internal service quality needs more attention from both the practice and research points of view. Casino employee research should be extended to include personal traits and characteristics that may contribute to employee performance and loyalty. In the interaction between casino service providers and gamblers, more studies should be undertaken on the efficiency and effectiveness of marketing initiatives and promotions. Externally, the paper points out that more appropriate measurement of customer loyalty and casino profitability should be explored.

Research limitations/implications

This review provides references to focusing on key competitive advantages and presents guidelines on improving business growth and profitability for casino managers. The paper also identifies research areas that future studies should attend to.

Originality/value

The paper is the first thorough literature review of gaming research on marketing and management with a focus on the SPC model. This review represents a new era of gaming research, extending the problem gambling research focus into a broader scope embracing other disciplines.

Keywords

Citation

Prentice, C., Wong, I.A. and Lam, D. (2017), "Uncovering the service profit chain in the casino industry", International Journal of Contemporary Hospitality Management, Vol. 29 No. 11, pp. 2826-2846. https://doi.org/10.1108/IJCHM-02-2016-0089

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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