Loyalty program membership influences perceptions of service quality, customer satisfaction and loyalty: evidence from Macao casinos

Abstract

The influences of loyalty program membership on the relationships among service quality perceptions, customer satisfaction and loyalty were investigated using data obtained from interviews of 672 customers of Macao casinos. Regression analysis revealed that loyalty program membership negatively moderates the relationship between service quality and satisfaction but positively moderates the relationship between satisfaction and loyalty. These results extend the research on the relationship between service quality, customer satisfaction and loyalty by treating loyalty program membership as a moderator, yielding deepened insight into the effects of loyalty program in casinos.