A multidimensional cognitive model of the covariance structures and theoretically implied partial causal influences of customer loyalty in the North American gaming industry

The relationship between functional casino attributes and gaming customer loyalty was assessed by analyzing the covariance structures among identified latent constructs that were hypothesized as correlates of loyalty in the gaming industry. Fundamentally, an a priori structural equation model was specified and estimated to investigate a set of interrelated research questions. The model was tested for goodness of fit and respecified based on established theory and the modification indices. Moreover, alternative models were developed and examined in detail. The central finding in the inquiry was that the latent construct entitled basic slot product, which measured perceptions regarding the fundamental slot offering, yielded the most influence on aggregate customer loyalty among the exogenous variables. Other key findings include the fact that (a) perceptions about the augmented slot product and residual visit experience yielded moderate but significant influence on overall cognitive assessment, while perceptions about the overall food product had no influence, and (b) overall customer satisfaction served as a mediating variable between perceived overall value and aggregate customer loyalty. Notably, the relationship between the overall slot product and loyalty was much stronger than anticipated, especially since the participating casino properties in the sample attracted both local visitors and tourists. Essentially, it is posited that the influence of the overall slot product was equally significant for locals and tourists, and that perceptions about the about the overall food product failed to significantly influence either group. Ultimately, the outcomes allow for a multifaceted comprehension of the complex relationships leading to customer loyalty in the North American gaming industry, including the relative influence of specific casino-related attributes and the prescribed mediating variables.