Introduction 

Background

Economic and political environment of the nation may impact the business majorly. The reason being the factors like GDP and taxation policy may affect the business and the decision pertaining to the strategies to conduct business in the nation. The external environment would be considered for this research report. As per the case considered, it has be assessed that that Singaporean taxation policy has some changes announce by the government that is increase in taxation for casino’s up to 22% pertaining to gross gaming revenue. Permanent residents of Singapore and Singaporeans are needed to pay additional 50% to the casino as entry fee. The everyday levy for fears and Singaporeans would be increased from hundred dollar to 1 $50 after this change in policy, whereas the annual levy me has also Rise from $2000 to $3000. The identify changes has required the need for resort world Sentosa and Marine Bay Sands to invest additional amount into building new world-class attraction which will be around $9 billion. Both the resorts in Singapore considering the current investment requirements decided to integrate resort operations which will also let the casinos operation to expand and gain exclusive right considering the casino license renewed till the year 2030 (forbes, 2019).

Considering the increasing gaming taxes and higher levies be acquired possibility of decrease in gaming visitor in numbers are expected by the casino which will eventually impact the bottom line. Before the purpose of the research would be to identify service quality dimensions and assessing the interrelationship between customer satisfactions, behavioral intentions, corporate image, perceived value and service quality in this industry that is gaming industry. Research skills apply to this research paper will be ability to find out, collect the data and analyzing the data in order to evaluate the external environment in Singapore and understand the impact of service quality constraints over permanent residence and into relationship among these dimensions (Arana & Leon, 2007).  

Research objective 

Objectives for this research paper include providing solution to marketing director of casino company to assess the survey data and understanding the perception of service quality over the into relation among behavioral intentions and searching the significant difference by gender, age, education level, marital status, income level and online usages (Gong & Yi, 2018). The research study what evaluate the quality while discussing be collected data and coming up to the conclusion and eventually provide recommendation to the management of the casino companies. Thus it can be said that the key objectives of the research is to understand the perception of service quality dimensions over the permanent residence and inter-relations (Ho, 2014). Understanding the significant difference by various constraints which may impact service quality perception is another objective. Another major objective is to provide recommendations to company’s management that has to be considered as the problem-solving to this external political condition of Singapore (Abdulraheem Sal, 2016).

Hypothesis

The political crisis has indicated the decrease in profit margin and may impact decrease in number of customers to the casino in Singapore. The crisis has provided an increase in taxation while revealing the requirement for working upon service quality that may have impact on customer satisfaction and customer retention to the casinos. Thus, hypothesis statement reflects that the increased and better service quality dimensions will positively impact the customer satisfaction and vice versa and impact integrated resort operations (Chari & Feng, 2018).

Literature review 

Literature review includes the study that has already been existing and has currently been researched. An article from April 2019 reflect that Las Vegas Sands Corp and Singapore generating Ltd had pledge to put $9 billion in Singapore tourist attraction for operating their casino licenses. Considering the increased price tag for extension of the license as per plan of government officials is to increase taxes on gambling after 2022 (theglobaleconomy, 2019). Singapore-based developer has found shares to be close at lower of 9.4% considering one of the biggest day drops after 2009. The investment that has been identified from the research was around two3 of the initial spending on operators that was in 2006 around $15 billion to develop this integrated resorts. Since the operators of casinos were considered to pate five prices in order to continue their licenses, the meaningful earnings has found to be increased from this expansion will be taken off (bloomberg, 2019).

However from this research there were some of the positive aspect that has been considered by the researchers that include providing an opportunity to expansion plan that will eventually increase the growth of the business and mass market segment which will also encourage city’s tourist attraction and gaining competitive advantage over other destinations. It has been identified that there has been increasing demand in Singapore tourist considering the tourist number records however the hotel expansion pace has found to be slowed down. Considering, the last year statistics, the arrival of tourists in Singapore were increase to 6.2%, justifying the data by Singapore tourism board that is to 18.5 million (theglobaleconomy, 2019). Nevertheless, the receipts were also found to be increased by 1% battery conclude to $27.1 billion. The research included the need for operators to deal with the increase tax on gaming revenue from February 2022. Moreover some of the hotels will also be part of this industry for Singaporean residence while entering into casinos as they need to pay additional fee as entry fee to the casino is due to increase in tax rates. This reflected that for permanent residence and Singaporean citizens the casino entry prices went up from hundred Singaporean dollar To150 Singaporean dollar (Bruggeman & Baerdemaeker, 2015).

As per the study by the researchers, the article reflect that To casinos of Singapore has found to be stand strong considering the gross gaming revenue in 2010 that was US$6 billion. However in 2019 the gross gaming revenue was turned out to be and found to be US$5.9 billion. As per the article resort world Sentosa and Marina Bay Sands has been granted by Singapore to stay long desired integrated to work to words the growth opportunity and has been offered that the port be able to refuse (Camison & Fores, 2016).

As per the article, 4 ministries have been in ball under arrangements that include finance, trade and industry, social and family development and home affairs. Integrated resorts of Singapore would increase the investment by combining two third of their spending that is $4.5 billion and has also work two words new facilities in order to expand the gaming revenue. The investment from integrated research would be considered to increase the tourism appeal and vibrancy while offering for sustaining and being competitive in the industry with other regional destinations and bring our own half 1 million additional tourist per year. As per the announcement by ministries the integrated resorts were allowed to though duopoly that’s reflecting extension of license for at least 2030. Every integrated resort has found to gain expansion opportunities and requirement. For instance increase in indoor seating, luxury hotel tower, additional MICE space (Nair, 2018).

Integrated resorts are use as a term to describe a last resort property that has inculcated a hotel offering along with the casino, entertainment shows, convention facilities, luxury retail, fine dining and theme parks. Thus this reflect a license of integrated resort that will offer customers the whole set of entertainment package along with the gaming opportunities for gambling and other luxury within a single area. Considering the operation start begin in 2010 the award for IR license were going to resort world Sentosa and Marina Bay Sands and were found to be most profitable casinos by 2013 across the globe (Kaplan, 2015). Therefore it can be said that the integrated resort is one of the term that has been used for global use by hospitality industry around the world. Casinos have been the major part of debate for various groups like Christian and Muslim communities and some social workers has expressed their opinion regarding the casinos through their disapproval and criticism (theglobaleconomy, 2019). The major issue raised by these groups but their social impact that was negative impact of gambling in casinos and encouraging the risk of compulsive gambling. Such groups have turned out to be a threat for the gambling industry that is for the casino operators including loan sharks, money laundering and even found to have even organized crime (forbes, 2019).

Marina Bay street reflect that the company called for RFC that is request for concept to the Singapore Ian government in 2004, that included lighting industry players for integrated resort opportunity. There for around 19 bids for this RFC that is request for concept. Sentosa has also submitted the proposal by 2006 that included broadcast Ltd as eighth wonder (Gabriel, 2016).            

The gap from this literature review has been analyzed that the research problem identified include increase in taxation on issue with licensing renewal that has provide opportunity for the company to expand integrated resorts and Singaporean tourist attraction however need to solve the problem for increased taxation which may imply to customer eventually (theglobaleconomy, 2019). Thus, the Gap reflect through analyzing the need for increase in service quality that may or may not have impact over the tourist attraction in Singapore or on integrated resorts (Birasnav, 2014)

Research methodology 

Research approach 

The research approach that will be considered for this research paper but reflect either deductive or inductive research that will make researchers to understand the use of data analysis and collection method that will be used for this research study (Hudson & Roth, 2016). Among the two approaches, deductive approach would be applied to this research study for the casino case, the reason being this will lead the researcher to gain understanding on researching problem and enhance the validity and reliability of the outcomes of the research as per this approach, the hypothesis will be created and the information based on the data collected will be rejected or accepted the hypothesis. Disability researcher to understand the objective as well as subjective knowledge to words the research problem (Alvai & Wahab, 2013).

Research Design

Research design section of this chapter reflects the type of research that will eventually help research to significantly deter mine the research project design. This may include descriptive, casual, and explore the research design (Jones et al., 2016). Considering is suitability of the research design is the explorer tree research will be considered along with the descriptive research design as this will lead researcher to collect all the in-depth information considering the casino service quality and other constraints like a gentle and marital status. Along with this the descriptive design will enable the researcher to understand the characteristic of every time mention of service quality and its impact on IR (Bonaccio & O’Reilly, 2016).

Methods of Collection of Data

Data collection method used for this research study is through survey which will eventually reflect that the method used is primary method as this will increase the validity of the research by collecting the data first time with the use of survey and questionnaire as attached in appendix one (Jing, 2016). Secondary data will also be considered for this research study In order to understand the Gap considering the existing information available and the result is required for this research study. The secondary data collection method will be used by collecting data from existing journals, governmental reports, website and newspapers (Bull & Sitas, 2016). Other than this the sampling method for data collection would be used from a large sample size that is 490 participants from whom the responses will be collected and will be analyzed further (Brooks & Normore, 2015).  

Methodology of Analysis of Data 

For analyzing the data collected from the primary mode, the approach used for analysis will be qualitative research approach and quantitative research approach. The reason being considering the statistical analysis that is to interpret the results from questionnaire will be considered in the quantitative aspects. Other than this the quantitative analysis approach would include two types of statistical test that is chi test and T test (Brooks & Normore, 2015).

Analysis

The analysis of data includes understanding the questionnaire and the results that can be interpreted from the questionnaire. Some of the criteria that have been serviced through the questionnaire include the demographic factors like age, gender, educational level, income level; marital status which will eventually affect the answer is pertaining to the casinos (Kauffeld & Lehmann-Willenbrock, 2012). Some of the questions asked include the statement that will be answered by the participants using five point scaling that is strongly agree, agree, not sure, disagree, strongly disagree (Chatzoglou & Chatzoudes, 2018). The statement pertaining to employees conduct that is behavior of employs of casino that will affect the trust, the attitude of the employs that will reflect the willingness of employees to help customers, employees providing the best service to the customer, friendly employees, employers of casino that many fled the needs of the customer. Through this part of the employs conduct that has impact on the customer satisfaction is analyzed so as to assist the impact of service Quality of casinos (Choi & Park, 2016). Another part identifies the employs expert ties so as to assess if the competencies of employs are affecting the integrated discuss business and visitors number. Other than this the employs problem solving ability, equipment of the casinos, and ambience of the casinos designs of the casinos and security of casinos. All the factors and parts are asked by B Sophie to the participants to assess if the interaction, physical environment, service quality, outcome quality, corporate image and perceived value can be assist and the impact can be analyzed for integrated resorts. This will eventually reflect the customer satisfaction and the impact of the service quality of constant over customer satisfaction. The statistical analysis for the questionnaire conducted as presented in appendix one will be reflected in report further (Ding, 2018).

Statistical analysis 

From the graph presented above it can be said that the chart reflect the analysis from the questionnaire from 490 participants. through this chart reflect the results from number of participants and the Y axis reflect the age criteria representing the average response of every question asked by the customer that are reflecting impact of every service quality constant and considering the demographic factors like age as the major element reflect the impact on integrated resorts. For instance considering the demographic factors the average of education level includes two point scaling That reflect that average people from each 12 to 71 year have gained tertiary education level background (Norman & Verganti, 2014). Average income considering all the age groups reflects three rates that are most of the people are from the income group of $5000-$10,000. The statistics also reflected that the participant’s demographic factors on average reflected female. The average marital status reflects third point which is divorced in Singapore. Most importantly the questions that has been asked through the survey included like that one reflected employs conduct which reflected through average of EC12EC5 through the chart above for which the average result was fourth that is agreed that the employs conduct of the casinos were trustworthy, willingness to help, provided best service, friendly staff, able to meet customer’s needs (Pappas, 2016).

Considering result for part two that is employs expertise the average result included from EE1 to EE3 from the graph above which resulted that the questions asked for this part are agreed by the customers all participants which reflected that the professional knowledge were able to meet the customer needs, competency of the price and employees but knowing their responsibilities in casino (Rialp & Rialp, 2007).

The results for third part that is employs problem-solving but reflected through EP1 to E P3 presented from the graph above, which has reflected that the average result for this part was also fourth point that is the customers agreed that the employees were able to resolve the complaint, able to immediately handle the customers complaints directly and shows interest in the complaint or problem occurred to the customer (Soranno, 2014).

Fourth part of the questionnaire reflected the equipment of the casinos, for which the results presented in the graph above; reflect through the average of E1 to average of E3. From the table and graph interpreted that the average of these three factors was for which was again agreed by the participants that the equipment of the casino super clean, in good condition and up to date entertainment equipment were available in casinos (Sigala, 2017).

For fifth part of the questionnaire that is the ambience of the casino that may impact the integrated results reflect through result of average of A1 to the average of A3 reflecting that the average was four point as per the result from 490 participants impact think that the ambience were found to be comfortable and safe for the customer, lightning, cleanliness and temperature was found to be appropriate and the casino atmosphere was agreeable to enjoyed by the customer (Magalhães, 2014).

Interpretation for Part six that is designing at casino is reflected through the craft from results or average of D1 to D3 as Presented in graph above. This has reflected that the average result for this part was also fourth point that is the customers agreed that the physical environment were considered to have high standard as per the participants (Zhang & Tan, 2017).

The results of outcome quality reflect the average result from 490 responses agreed that they felt good regarding the provided product and services by casinos to the customers, they always experience excellent service when they visit the casinos.

The service quality reflected that the overall quality of casino was good that was agreed by average number of customers all participants. The results also reflected that the average participants answered agreed for high-quality services provided  by the casinos, and participants agree to believe that the service offered by casinos are superior in every manner.

The perceived value for the casino were found to be resulted as average of agreed scaling that the casino is able to offer value for the price to their services and products, the experience of gaming at the casinos are worth paying the entry fee, and the value for playing was overall high for the casino (Sodhi & Tang, 2014).

The result for corporate image as one of the dimensional reflected To have average of four point that is the participants on an average agreed to have a good impression of casinos as per their perception, the image of the casino is a better than those of competitors and the opinion of the participants reflect that the agree to have a good image of the casinos in mind of the customers.

The customer satisfaction which is one of the most important dimension resulted as for eight scaling that is agree that the overall experience was pleasant to the customer while playing gambling at the casino, as per ticket participants the customers believe that they have made right choices while considering or selecting the casino for playing gambling, and the decision making trailer related to the purchasing decision is satisfied for the customers.

Behavioural intentions are the another important dimension and last part of the questionnaire that has resulted into agree that is four point scaling, reflecting that the participants believe positive things and convey the same to other people about the casino, The prefer to play at this casino again, we are looking to put this casino on their prior list at the first position when it comes to the entertainment and will definitely recommend the casinos to their family and friends and other people across them socially (export.gov, 2019).

Chi Test 

CHI test is one of the statistical tests that are helping to measure the actual and the expected outcomes observed from the data. The calculation of the data used in the chi-square test is raw, random, drawn from independent residents and mutually exclusive. The suitability of the test reflected the result or from large sample, which reflect that the 490 sample from this research paper is more suitable to words this test of statistics. As presented above, the calculation for the chi-square test for the available data collected from 490 samples were one as a result. These results can be reflected for the test to determine if the null hypothesis will be accepted or rejected considering the number of samples and number of variables within the research. As a result from the chi-square test for this research sample size reflected that the null hypothesis can be rejected which has been determined from this result. The result is calculated on the basis of the expected outcomes that is strongly agree for all the dimensions of service quality asked through the survey, this also reflect That there is not a major significant difference when it comes to expected on the actual outcomes than the actual outcomes are majorly four point for all the constraints that is agreed scaling. Thus, the difference only reflected through this five and four point scaling as per the five rate scaling criteria.

T Test 

T-test is another statistical test that is helping to identify the significant difference among the two sample. A test that reflects standardize value while calculating from data considering the hypothesis test. As per the procedure from this t-test reflect that the calculation will compare the data to the expectation as per the null hypothesis.

For this research test analysis the significant difference for two variables that are considered is service quality as one of the major dimension to be considered to have impact on integrated resorts considering the significant difference with the demographic factors. Therefore, the test considering the significant difference by the demographic factors on service quality has been concluded below.

Significant difference by age on service quality 

Significant difference by gender on service quality 

Significant difference by education level on service quality 

Significant difference by income level on service quality 

Significant difference by marital status on service quality 

 
From the results of all the t-test presented above it has been analyzed that the P distributions are majorly defined by the degree of freedom that is DF which is different for every test conducted above. The study reflects that the null hypothesis is rejected and turns out to be false.

Recommendations 

From the analysis and interpretation of the statistical test on data collected the key recommendation for integrated resorts include from analyzing the data as some of the constraints that can be improved in order to enhance the revenue for integrated resorts and enhance the visitors in Singapore include handling complaints directly by the employees and immediately (Feng & Chari, 2018). The average is agreed but as compare to other constant various customers Had strongly disagree on disagree as a result to the survey which reflect that one of the recommendation to the company is to enhance the ABVP for the employees to immediately take the complaints and take action for the benefit of the customers so as to increase the customer satisfaction and visitors attraction (Evans, 2011).

Another recommendation that is based on the data analysis and the participants reply to the service quality constant is considering the availability of safety deposit boxes for which many customers but strongly disagree to this point and were not fully satisfied. This reflects the opportunity for the company to enhance the safety deposit boxes availability at the casino so as to retain the customers and increase the customer satisfaction (Craig & Douglas, 2015).

Another constraint as per the comparative analysis of every dimension of service quality the external environment standards that is highest standard of physical environment of the casinos have resulted into strongly disagreed by some of the customers, where the disagreement reflected through the result from 44 respondents, which may impact the integrated resort operations and need to enhance this aspect so as to increase the customer retention and loyalty (Fattore & Vittandi, 2018).

Limitation of research 

Some of the limitations that has been analyzed from the research report is

Lack of secondary research

The dependency of the research is fully on the survey conducted that is the primary research conducted, where the secondary research was not considered majorly through this research report which may decrease the viability of the results analyzed and interpreted. Moreover the qualitative research approach is used on door percentage as compare to the quantitative research

Large sample size

The sample size for this research report is quite large which is good for the validity and reliability of the results but the analysis and interpretation from this result could be difficult and may reflect long procedure to be followed to analyses all the results. This could be one of the limitations of this research study as analyzing 500 participants’ responses for large number of service constant dimensional is difficult to be conducted.

Conclusion 

From the research report it can be concluded that the hypothesis developed is accepted and the null hypothesis is rejected. Thus, it can be said that the service quality dimensions has major impact on the integrated resorts and reflect the requirement for the IR’s to enhance the service quality and increase the area to be serve to the customer for casinos in order to cope up with the increased taxation policy for casino gaming.

It has be assessed that that Singaporean taxation policy has some changes announce by the government that is increase in taxation for casino’s up to 22% pertaining to gross gaming revenue. The political crisis has indicated the decrease in profit margin and may impact decrease in number of customers to the casino in Singapore. Hypothesis statement reflects that the increased and better service quality dimensions will positively impact the customer satisfaction and vice versa and impact integrated resort operations.

The analysis of data includes understanding the questionnaire and the results that can be interpreted from the questionnaire. Some of the questions asked include the statement that will be answered by the participants using five point scaling that is strongly agree, agree, not sure, disagree, strongly disagree. This will eventually reflect the customer satisfaction and the impact of the service quality of constant over customer satisfaction. From the table and graph interpreted that the average of these three factors was for which was again agreed by the participants that the equipment of the casino super clean, in good condition and up to date entertainment equipment were available in casinos.

The calculation for the chi-square test for the available data collected from 490 samples was one as a result. These results can be reflected for the test to determine if the null hypothesis will be accepted or rejected considering the number of samples and number of variables within the research. As a result from the chi-square test for this research sample size reflected that the null hypothesis can be rejected which has been determined from this result.

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