The purpose of this study was to identify the effects of guests` perceptions
of service fairness on satisfaction, trust and loyalty in the casino resort
hotel in Korea. Especially, this research focused on examining the core factors
influencing customer satisfaction to analyze and evaluate their present service
competences. This study used data collected from 225 casino resort hotel
customers; Out of 247 questionnaires, 22 unsuitable data were excluded for data
analyses. The research results may be summarized as follows. First, the
decomposition of the path analysis revealed significant positive effects on
overall fairness via distributive and interactional fairness. Distributive
fairness was shown to have the largest influence on overall fairness followed by
interactional fairness and procedural fairness. Second, customer satisfaction
significantly influenced trust, and both satisfaction and trust had significant
effects on loyalty. 카지노사이트The findings of this research will help practitioners better
understand casino resort hotel customers` evaluation methods of services and
will be used to guide the formation of proactive relationship-building service
strategies for building customer loyalty by focusing on their fairness
perceptions, a key factor of customer satisfaction on their service exchange
with the hotel. Finally, results are expected to contribute to establishing
various marketing strategies for improving management results with consideration
of guests` perceived service fairness in the casino resort hotel in Korea.