Purpose
This study explores the links between attributes, consequences and values of casino restaurants and the differences of hierarchical value maps between female and male customers and between casino players and non-casino players.
Design/methodology/approach
This study was conducted based on a means-end chain theory. Data was collected using the hard-laddering method with 241 responses ultimately collected.
Findings
Attributes as “Taste”, “Reasonable price”, and “Discount” were associated with “Personal happiness”, “Considered”, “Life satisfaction”, and “Life quality enhancement” values at casino restaurants. Males consider “Prompt services” important, while females consider “Spacious environment” critical when dining at casino restaurants. Furthermore, “Using “casino complimentary credits” is considered for casino players, while “Free parking” and “Comfortable seats” matter for non-casino players.
Originality/value
This current study broadens the range of studies on casino restaurants based on means-end chain theory. Furthermore, it provides useful information for restauranteurs in marketing and operational strategies development for different customer segments.