With competition in the gaming industry intensifying, customer satisfaction may hold the key to the long-term fi nancial success of a casino. The primary goal of this explora tory study was to develop and test a model for gaming cus tomer satisfaction. The model is based on four constructs: Experiential Affect/Atmosphere, Chance of Winning, Cus tomer Service, and Process. A regression analysis using three of the four constructs as independent variables explained 57% of the variance in slot machine customer satisfaction. There is a need for further research to identify the additional variables that affect gaming customer satisfaction.
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