FACTORS AFFECTING CUSTOMER SATISFACTION ON CASINO UNDER PAGCOR, MANILA

Abstract

This research study aims to address the factors affecting customer satisfaction at casinos under PAGCOR in Manila. It seeks to identify issues such as loyalty/membership programs, the tangibility of services, the accessibility of machines, and the courtesy, responsiveness, and empathy of the establishment’s staff. Additionally, it examines employee satisfaction and its impact on customer perceptions of the casino staff. Employing the descriptive and quantitative research methods, this study examines the demographics and evaluations of customer satisfaction by twenty five respondents. Assessing the factors affecting customer satisfaction in terms of loyalty/membership programs, the mean scores indicate a high level of satisfaction across all indicators, with good customer service ranking the highest at 3.60. In terms of tangibles, the highest level of satisfaction was found in well-maintained cleanliness, with a mean score of 3.68, followed by a composite mean score of 3.62.  In terms of accessibility, the highest level of satisfaction was achieved in customer experience, with a mean score of 3.68, followed by a composite mean score of 3.58. Regarding courtesy, the highest level of satisfaction was in communication, with a mean score of 3.72, followed by a composite mean score of 3.62.  In terms of responsiveness and empathy, the highest level of customer satisfaction was in speed, with a ranking of 3.64 and a composite mean score of 3.52. Lastly, in terms of employee satisfaction, the highest level of satisfaction was in the speed of service and cleanliness, with a mean score of 3.72 and a composite mean score of 3.71. The findings reveal a consistent trend of high satisfaction levels across all dimensions, with employee satisfaction emerging as the most critical aspect. This underscores the significant impact of employee-related factors, including efficient service delivery, cleanliness, and positive staff interactions, on overall customer satisfaction. Tangibles and courtesy also received commendable scores, suggesting that customers highly value physical facilities and professionalism among casino staff. However, loyalty and membership programs received comparatively lower scores, indicating potential areas for improvement to further enhance customer satisfaction.