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200MKT Marketing Research II

tag 0 Download 24 Pages / 5,803 Words tag 19-08-2020



The Singapore Government has increased a higher casino tax of up to 22 percent of the gross gaming revenue. Singaporeans and Singapore permanent residents (PRs) will also have to pay 50 percent more to enter the casinos. The daily levy for Singaporeans and PRs will increase to $150 from $100 previously, while the annual levy will rise to $3,000 from $2,000. The changes will also require both the Marina Bay Sands and the Resort World Sentosa to invest more than $9 billion into building new world-class attractions. Based on the current investment requirements, both integrated resort operators will be given the green light to expand their casino operations, and exclusive rights to have their casino license renewed until the end of 2030. Given the higher levies and upcoming gaming taxes, the possibility of a decreasing number of gaming visitors is expected and thereby affect the bottom-line. The purpose of this paper is to identify the dimensions of service quality and examining the interrelationships among behavioral intentions, customer satisfaction, perceived value, corporate image and service quality in the gaming industry.


The management has since then conducted a survey examining customers’ product evaluation. The face-to-face survey was undertaken by students from a local university stationed in various areas within the integrated resort. Potential buyers were to participate in the study as they were entering the IR. The total time taken for each survey is around 20 minutes. The intention of the survey was revealed to the visitors, and they were free not to participate. In total 490 responses were obtained and coded.

Research objectives

You are to write a report to the Marketing Director of the company analyzing all the survey data and covering ALL the aspects of the perception of service quality on behavioural intentions of the IR.  Your report should also include any significant differences by age, gender, education level, income level, marital status, and online usages.  You are to evaluate the quality of the research study, discussing the data collected and drawing conclusions and making recommendations.  Finally, you are expected to provide recommendations to the management of the company for consideration.

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Total 24 pages

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