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To investigate the labor force quality deficiency in the Macao casino industry, this study conducted a survey among Macao casino guests on their assessment of customer service. The mean scores of different service features were calculated and compared across casinos operated by different casino companies. Furthermore, different service features were examined for their importance to the overall customer satisfaction based on an estimated regression model. The study found that most of the service features were below satisfactory rating, but Wynn Resorts stood out as the top performer among the four gaming companies. The regression model identified "respect", "smile" and "skill" as the most important contributors to overall customer satisfaction. The findings suggest that to become a top gaming destination, Macao must strengthen its labor force quality in both technical and interpersonal skills.
Gu et al. (Tue,) studied this question.