THE PERCEPTION OF CUSTOMER BEHAVIOR AND SATISFACTION IN CASINO AT SOLAIRE NORTH, QUEZON CITY

Abstract

Casinos such as Solaire North operate as multifaceted entertainment hubs that merge gambling, hospitality, and behavioral psychology to boost customer satisfaction and loyalty. A deep understanding of customer behavior is crucial to remain competitive in this industry. Studies indicate that sensory elements—such as lighting, sound, and layout—significantly influence customer engagement and decision-making. Meanwhile, technological innovations like online gambling platforms and blockchain offer new opportunities but also introduce challenges, particularly concerning gambling addiction and mental health. High-profile incidents, such as the case of Jessie Javier Carlos, underscore the potential social risks associated with gambling. Moreover, regulatory issues—including the Philippines’ placement on the FATF gray list—emphasize the need for stricter compliance and the promotion of responsible gambling practices. To ensure long-term sustainability, the casino industry must adopt a balanced approach that embraces innovation while upholding social responsibility. This quantitative descriptive study investigated customer behavior and satisfaction at Solaire North Casino, utilizing data from 50 randomly selected respondents with an equal gender distribution. The gender balance aligns with current trends in casino patronage, enhancing the representativeness of the sample. Data were gathered through a customized questionnaire grounded in Parasuraman’s customer satisfaction model, ensuring the reliability and validity of the findings through a structured and measurable framework. The study revealed that the majority of Solaire North Casino patrons are over 40 years old, with a slight female majority and a high proportion of single, employed individuals. While most respondents reported feeling safe within the casino, signs of compulsive gambling linked to emotional and financial stress were observed, although suicidal ideation was rare. Customer satisfaction is primarily driven by high-quality service, a welcoming ambiance, and engaging, personalized promotions. Patrons showed a preference for innovative table games over slot machines and expressed strong appreciation for responsible gambling measures, sustainability efforts, and technological upgrades such as cashless payment systems. Areas identified for improvement include entertainment options, signage clarity, dining experiences, and queue management. Conversely, non-gaming amenities and emerging technologies like virtual or augmented reality were considered less important by most respondents. The study underscores the need for robust responsible gambling programs at Solaire North, particularly to address issues such as emotional escapism and financial irresponsibility among patrons. It also emphasizes the importance of integrating sustainability initiatives and enhancing key service areas—including entertainment, customer service, and dining—to improve overall customer satisfaction and support the casino’s long-term success.