CUSTOMER PERCEPTION OF ATMOSPHERICS IN CASINO

Abstract

Atmospherics have been introduced into the market as early as in the 1970s. Since then, the concept of atmospherics has been widely introduced, however solely in the retailing context to create certain effects on buyers. Studies in this field later expanded into leisure service settings, yet little has been done to exploit its application in the casino industry. In this study, the researcher first examined the global casino scenario and realised the need for such application in this escalating industry to serve as a differentiator in signaling the intended market segment, positioning the organization and conveying distinctiveness from competitor. Subsequently, the study focused on identifying the atmospheric attributes and amongst the 25 attributes, 24 signified some degree of importance in influencing customer's perception of atmospherics in casinos, reflecting how such conditions could affect overall customer satisfaction. It was later found that factors which affected the physical comfort of casino patrons such as 'ambient conditions', 'cleanliness' and 'comfort of seat' performed better than factors that affected the level of excitement and attractiveness of servicescape such as 'visual and sound effects', 'spatial layout', 'interior decor'. Consequently, results showed significant relationship between certain atmospheric factors and behaviour of casino patrons. Such findings are able to help casino management better understand the economic effects associated with the various factors. A developer can thereby re-strategise to strengthen its atmospheric conditions to reposition itself to a more distinctive position.