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Various models of service quality are observed for the criteria of quality assessment that identify the ways of improving the service such as through customer segmentation and targeting for customization of service and promotions, frontline employee and management training and motivation schemes, focusing on the servicescape or implementation of customer relationship management databases and systems that further help to adopt loyalty appreciation schemes. Service quality is of immense importance because high service quality leads to greater customer satisfaction, which in turn increases customer retention that helps to develop a sustainable competitive advantage in the fast growing competitive hotel casinos business. ACKNOWLEDGEMENTS I express my heartfelt gratitude to all those who contributed to the successful completion of this dissertation. Specially, I would like to thank Macau's Landmark Hotel's Casino's Manager, Ms. Choy Man Yee, Casino's Supervisor, and Ms. Choy Siu Wah for their cooperation, support and time to provide me with the relevant details needed to accomplish the task effectively. Also, I extend sincere thanks to my course instructor whose guidance helped me to make this dissertation meaningful. I apologize, in advance, for any errors or omissions on my part in the composition of this dissertation. ...
Servicescape 34 9. Customer Information 36 10. Conclusions 38 11. Recommendations 39 12. Bibliography 40 13. Appendix 44 List of Figures Figure 1: Service Quality Components…………………………………………………....8 Figure 2: The SERVQUAL Model in the Hospitality Industry………………………...12 Figure 3: Quality inconsistencies drawn from various literatures……………………..15 Figure 4: Service Gap Model……………………………………………………………..16 1. INTRODUCTION 1.1. BACKGROUND AND CONTEXT In the recent years gambling tourism has been the greatest revenue generator for Macau contributing up to more than 50% of its revenue. With the boom in the gaming industry and advent of international casinos in Macau particularly from Las Vegas and Australia, Macau has beaten Las Vegas in terms of revenue generation from the gaming business since 2007. Providing quality service to these customers to beat one’s competitors, in order to achieve customer loyalty has now become the major concern and a topic of hot debate for every casino’s management. The major customers for Macau’s casino businesses are from China and Hong Kong along with other international tourists. With the high rising competition among the casinos, keeping up sustainable profits and revenue, along with a reasonable market share has become a major challenge for the casino management. The only way this seems possible is by shifting from a customer attraction strategy to a more viable, profitable and easier, customer retention strategy. Customer retention i.e. holding on to loyal customers to maintain an influx of a sustainable revenue stream, is possible only by providing quality service that beats the service offered by the competitors
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48 Pages(12000 words)Dissertation
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