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Problem Gamblers’ Harsh Gaze on Casino Services

Authors

  • Catherine Prentice,

    Corresponding author
    1. Swinburne University
    • Correspondence regarding this article should be sent to: Dr Catherine Prentice, Lecturer of Marketing, Professor Arch G. Woodside, Professor of Marketing, Faculty of Business and Enterprise, Swinburne University, Melbourne, Australia (cathyjournalarticles@gmail.com); Arch G. Woodside, Department of Marketing, Carroll School of Management, Boston College, 140 Commonwealth Avenue, Chestnut Hill, MA 02467(arch.woodside@bc.edu).

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  • Arch G. Woodside

    Corresponding author
    1. Boston College
    • Correspondence regarding this article should be sent to: Dr Catherine Prentice, Lecturer of Marketing, Professor Arch G. Woodside, Professor of Marketing, Faculty of Business and Enterprise, Swinburne University, Melbourne, Australia (cathyjournalarticles@gmail.com); Arch G. Woodside, Department of Marketing, Carroll School of Management, Boston College, 140 Commonwealth Avenue, Chestnut Hill, MA 02467(arch.woodside@bc.edu).

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  • The field work for the study in this article was supported by a grant from the Secretariat for Economy and Finance of Macau; the authors express their gratitude for this support. The appendices relevant for each casino and the entire set of data in this study do not appear in this copy of the paper but are available from the authors upon your request.

ABSTRACT

This study provides a first look at the perspectives and profiles of casino problem gamblers. The study proposes that problem gamblers (1) have unique antecedent conditions and (2) evaluate their casino service more favorably than nonproblem gamblers. While first proposition receives support, the findings counter the second; surprisingly, problem gamblers view casino service with a harsh gaze. The coverage here includes overall and specific findings from face-to-face interviews with gamblers (n = 348) inside seven casinos in the world's largest gaming destination (Macau). The interviews included asking participants to complete the “Problem Gambling Severity Index” (identified to participants as “My gambling-related experiences”). The study includes both fit and predictive validities of overall service quality models for each of the seven casinos—these findings support the nomological validity that specific patterns of antecedents and outcomes associate with problem gambling. Policy and managerial implications inform how to go about creating unique marketing service designs to assist problem gamblers in managing their gambling behavior.

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