The antecedents of customer loyalty have been a subject of interest to marketers and researchers alike. Few studies have investigated the moderating influence of brand image on customer satisfaction and loyalty. A framework was developed and tested to link casino service quality with satisfaction (affective and cognitive satisfaction) and loyalty (revisit intention and willingness to recommend). The influence of brand image as a moderator was also proposed. Quantitative surveys with 240 mainland Chinese tourists, who were the major source of tourists in Macau, were conducted. All the proposed hypotheses were supported. This study contribute knowledge on customers’ satisfaction and loyalty to casinos by explaining the interrelationships between casino brand image, casino service, customer satisfaction and loyalty. The research demonstrates that satisfied customers are more inclined to revisit and recommend the casino. These relations are stronger for customers who scored higher in image than those who scored lower. The study provides promotional marketing strategies for the casino industry and theoretical suggestions for future study.

• Sow Hup Joanne Chan(University of Macau, Macau, China)
• Yim King Penny Wan(Institute for Tourism Studies, Macau, China)
• Miyoung Jeon(Seoul National University, Republic of Korea)