Keyword

Gambling, customer satisfaction, service quality, loyalty, Servicescape, and betting shops

Abstract

Purpose: This study aims to investigate the relationship between service quality and customer satisfaction within the context of betting shops in the United Kingdom. It does this by outlining the stringent regulations that govern these businesses. This study contributes to understanding the affinities of correlation between these variables. The study draws on gambling theory to present a conceptual framework on the cause-and-effect link between service quality, customer satisfaction, and its outcomes in betting shops.

Methodology: A positivist research philosophy and a deductive approach are employed to conduct the survey. The quantitative research method is used, and the sample size is seventy customers drawn from the Gambling sector in the UK.

Findings: Findings show that, regardless of whether they intend to gamble or engage in other activities, win, or lose money, customers may still experience betting as having healing properties. Professional sports now rely heavily on sponsorship income from the betting sector, and the number of agreements for commercial partnerships has been growing in recent years. Many national and international sports organisations still don't get that close coordination between all parties, including bookmakers, is essential.

Practical Implications: Furthermore, the context of this study is emphasized as being quite significant. Because customer satisfaction and service quality are critical factors in expanding the betting industry's market position, these two factors added credibility to the study. The study explores that certain socially unacceptable services might benefit people's well-being and connects gaming studies to the transformative research paradigm in substantial market demands. This study explores scenarios involving customers and service providers and makes the case that various "sinful services" could provide customers life-changing advantages.

Originality: As it demonstrates that betting shops may be "healthy places" for specific customers, the study is among the first to examine the positive elements of gambling and the relationship between customer satisfaction and service quality.


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