ABSTRACT

This study assesses the relationship between casino-induced satisfaction of needs and casino customer loyalty, and explores the moderating role of gaming attitude, subjective norms, perceived behavioral control, perceived gaming value, and perceived personal luck in this relationship. With 425 valid responses collected from Macau casino goers, the results indicate that casinos can enhance customer loyalty by satisfying their customers’ inner needs, including their self-actualization, esteem, belonging, safety and security, and physiological needs. In strengthening the relationship between casino-induced satisfaction of needs and customer loyalty, casinos should pay special attention to subjective norms and perceived gaming value.

摘要

本研究评估了赌场引起的需求满足与赌场客户忠诚度之间的关系，并探讨了游戏态度、主观规范、感知行为控制、感知游戏价值和感知个人运气在这种关系中的调节作用。通过从澳门赌场游客那里收集到的 425 份有效回复，结果表明赌场可以通过满足客户的内在需求，包括他们的自我实现、尊重、归属感、安全和保障以及生理需求来提高客户忠诚度。在加强赌场引起的需求满足与客户忠诚度之间的关系时，赌场应特别注意主观规范和感知的游戏价值。