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

Main Article Content

Sow Hup Joanne Chan
Yim King Penny Wan
Miyoung Joen


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.

Article Details

Author Biographies

Sow Hup Joanne Chan, E22-2069 Faculty of Business Administration, University of Macau Av. Da Universidade, Taipa Macau

Sow Hup Joanne Chan, is Associate Professor in Management, the Faculty of Business Administration, University of Macau, Macau SAR. She studies employees’ and tourists’ attitudes and behavior, career development, and organizational communication. Her research have appeared in journals including Journal of Vocational Behavior, Journal of Business Research, International Journal of Human Resources, International Journal of Hospitality Management, and International Journal of Tourism Research among others.

Yim King Penny Wan, Institute for Tourism Studies Colina de Mong-Ha, Macao, China

Yim King Penny Wan works as a visiting assistant professor at Institute for Tourism Studies, Macau. Her research interests include tourism planning and development; cultural heritage tourism; casino gaming and hospitality services. She has published in several internationally reputable journals in the field, such as International Journal of Hospitality Management, Journal of Travel Research, Journal of Sustainable Tourism, Cornell Hospitality Quarterly, International Journal of Tourism Research, and Tourism Analysis, among others.

Miyoung Joen, Consumer Trend Center, Research Institute of Human Ecology, Seoul National University, Seoul, Korea

Miyoung Joen is a research fellow in the Department of Consumer Studies, Seoul National University, South Korea. She has published widely on consumer behavior and psychology. She is interested in the tracking of consumer trends in Korea and China, and its methodological development for industrial applications.


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