Customer Perception of a Casino Environment

Paper Summary:

The paper describes research carried out to determine whether the customers' perception of a Costa Rican casino has an effect on gambling habits. The paper discusses the model of servicescape and how it relates to customer perception. This paper also presents reviews on previous research and on literature relating to the topic of casinos and casinos in Costa Rica, perception, research methods and data analysis. The research methodology used by the paper is a critical review of the literature together with a survey of casino patrons at the Fiesta Casino in Costa Rica. The paper concludes that the effects of servicescape does have an effect on gambling in a casino. The paper includes maps, graphs, charts, tables and photos.

Outline:
Introduction to the Study
Review of Related Literature
Methodology
Results
Conclusion and Recommendations

From the Paper:

"By design, casinos are known to have an attractive element, however the eventual perception held by patrons of the casino and its environment is often actually far different from their initial impression. Casinos were built to lure customers in and not let them out, to stimulate them into merging with the environment in order to draw customers into a fantasy world for which they are willing to pay (Eadington and Cornelius 1999). Gaming rows in casinos are typically arranged so that customers are enticed further and further into the casino without any visible means of egress; every corner represents a new adventure in gaming and savvy casino managers taking advantage of this. According to Ritzer (2001), human environment has come to be dominated by entertainment so that architectural designs nowadays are real fake and people tend to find artificial things more impressive than those that are real. As a consequence, as stated by Bagozzi, Gurhan-Canli and Priester (2002), processing goals and contextual factors affect focal attention so consumers attend to matters which are in their peripheral vision without being aware of it."

Sample of Sources Used:

• American Gaming Association website (2007). [On-line] Available from URL : http://www. americangaming.org/industry/faq_detail.cfv?id=60 [accessed 19 Mar 2007].
• Bagozzi, Richard P., Gurhan-Canli, Z., Priester, Joseph R. (2002). The Social Psychology of Consumer Behaviour. Buckingham: Open Press University.
• Bitner, M.J. (1992). "Servicescapes: the impact of physical surroundings on customers and employees" Journal of Marketing; 56, 57-71.
• Casino City website (2007) Costa Rica casinos. [On-line] Available from URL: http://www. casinocity.com/cr/casinos.html [accessed 15 Jan 2007]
• Christiansen, E. (1996). The 1995 gross annual wager. Gambling and Wagering Business Magazine, 17(8), 53-92.

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