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This case study assesses the asymmetric relationship between the relative importance of service quality attributes and overall customer satisfaction in Korean casino settings, using impact-range performance analysis (IRPA) and impact asymmetry analysis (IAA). Results validated the rigor of IRPA and IAA over importance–performance analysis (IPA) in identifying key determining attributes of customer satisfaction/dissatisfaction among various casino service quality attributes based on three-factor theory. The theoretical and practical implications of this study’s findings are included to enrich both academicians’ and casino industry professionals’ understanding of customers’ perceptions of and attitudes towards casinos, and the development of a marketing strategy.
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Back et al. (2015) studied this question.
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