Designing an appropriate brand image and customer gaming experience in Macau: Challenges and opportunities

Mark T. Spence, Sudhir Kale

Research output: Contribution to conferencePaperResearchpeer-review

Abstract

Merrill Lynch (2005) predicts that gross gaming revenue in Macau will increase at a compound annual growth rate of 15.4% through 2009. Despite this euphoric projection, the trend toward mass market tourists coupled with the massive capacity expansion will mean that revenue per table will decline and gaming position capacity utilization will fall from current levels. Operators desirous of maintaining their market share or creating a niche of loyal customers will be able to do so only through sound marketing practises. To that aim, this paper explores two relevant marketing issues: 1) measuring and projecting a brand's image, and 2) elucidating five factors that affect the customer experience. Given the nascent state of Macau's gaming facilities-integrated resort complexes are just now coming on-line - brand images are in flux. In reference to the customers experience, the factors discussed are: (1) customer characteristics and motivations; (2) other customers; (3) servicescape; (4) invisible organization and systems, and (5) service providers. Managerial implications of these factors for Macau's casino operators are provided. With the Macau gaming industry getting progressively more competitive, brand image and customer experience will be significant determinants of customer loyalty and casino profitability.
Original languageEnglish
Pages60-67
Number of pages8
Publication statusPublished - 2006
EventInternational Conference on Gaming Industry and Public Welfare - Beijing, China
Duration: 17 Nov 200619 Nov 2006
Conference number: 3rd

Conference

ConferenceInternational Conference on Gaming Industry and Public Welfare
CountryChina
CityBeijing
Period17/11/0619/11/06

Fingerprint

Brand image
Gaming
Macau
Customer experience
Factors
Operator
Revenue
Casino
Niche
Profitability
Customer loyalty
Marketing practices
Capacity utilization
Service provider
Market share
Capacity expansion
Integrated
Marketing
Industry
Servicescape

Cite this

Spence, M. T., & Kale, S. (2006). Designing an appropriate brand image and customer gaming experience in Macau: Challenges and opportunities. 60-67. Paper presented at International Conference on Gaming Industry and Public Welfare, Beijing, China.
Spence, Mark T. ; Kale, Sudhir. / Designing an appropriate brand image and customer gaming experience in Macau : Challenges and opportunities. Paper presented at International Conference on Gaming Industry and Public Welfare, Beijing, China.8 p.
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Spence, MT & Kale, S 2006, 'Designing an appropriate brand image and customer gaming experience in Macau: Challenges and opportunities' Paper presented at International Conference on Gaming Industry and Public Welfare, Beijing, China, 17/11/06 - 19/11/06, pp. 60-67.

Designing an appropriate brand image and customer gaming experience in Macau : Challenges and opportunities. / Spence, Mark T.; Kale, Sudhir.

2006. 60-67 Paper presented at International Conference on Gaming Industry and Public Welfare, Beijing, China.

Research output: Contribution to conferencePaperResearchpeer-review

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AB - Merrill Lynch (2005) predicts that gross gaming revenue in Macau will increase at a compound annual growth rate of 15.4% through 2009. Despite this euphoric projection, the trend toward mass market tourists coupled with the massive capacity expansion will mean that revenue per table will decline and gaming position capacity utilization will fall from current levels. Operators desirous of maintaining their market share or creating a niche of loyal customers will be able to do so only through sound marketing practises. To that aim, this paper explores two relevant marketing issues: 1) measuring and projecting a brand's image, and 2) elucidating five factors that affect the customer experience. Given the nascent state of Macau's gaming facilities-integrated resort complexes are just now coming on-line - brand images are in flux. In reference to the customers experience, the factors discussed are: (1) customer characteristics and motivations; (2) other customers; (3) servicescape; (4) invisible organization and systems, and (5) service providers. Managerial implications of these factors for Macau's casino operators are provided. With the Macau gaming industry getting progressively more competitive, brand image and customer experience will be significant determinants of customer loyalty and casino profitability.

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Spence MT, Kale S. Designing an appropriate brand image and customer gaming experience in Macau: Challenges and opportunities. 2006. Paper presented at International Conference on Gaming Industry and Public Welfare, Beijing, China.