Chukchansi Gold Resort & Casino ranks highest in satisfying customers among Indian gaming casinos in Northern California, according to the J.D. Power and Associates 2008 Northern California Indian Gaming Casino Satisfaction Study(SM) released today.
The inaugural study measures overall customer satisfaction based on performance in five key measures (listed in order of importance): gaming (33%), facility (27%), cage cashier/ticket redemption machine (17%), arriving/parking (15%), and beverage service (9%).
Chukchansi Gold Resort & Casino achieves a score of 732 on a 1,000-point scale and performs particularly well in three of five measures: arriving/parking, facility, and gaming. Following in the rankings are Feather Falls (718) and Black Oak Casino (712), respectively. Feather Falls performs particularly well in beverage service and with regard to their cage cashier and ticket redemption functions.
The study finds that customers who belong to a casino players club are considerably more satisfied than customers who do not have a club membership, and are twice as likely as non-members to say they "definitely will" return to the casino. Players club members are particularly satisfied with friendliness and knowledge of casino staff, but indicate relatively low levels of satisfaction with players club benefits.
"While players club members expect to be treated with extra care, whether in the form of complimentary or discounted meals and hotel rooms or individualized attention from a casino host, investment in these customers can bring great benefits to casinos in terms of customer loyalty and advocacy," said Sam Thanawalla, director of the global hospitality and travel practice at J.D. Power and Associates. "Opportunities exist for casinos to further enhance satisfaction with their players clubs by improving on the perceived value of their program benefits and rewards."
The study also finds that cigarette smoke and issues with slot machines are the problems most frequently experienced by casino customers. Other problems rounding out the top five include: staff attitudes/service, parking, and restaurant/buffet.
"Both air quality and machine games are important aspects in customer satisfaction, so it is crucial for casinos to reduce problem incidences in these areas," said Thanawalla. "An overwhelming percentage of Northern California Indian casino customers-86 percent-say they would prefer a non-smoking environment, so efforts to improve air quality would be meaningful to a vast majority of players. Furthermore, approximately 93 percent of gaming customers play machine games, so improvements to machine availability and variety would go a long way in delighting a large group of customers."
The study also finds the following key patterns:
-- Approximately 95 percent of female Indian casino players in Northern California say they play slots or other machine games, while 86 percent of male players say the same. Approximately 60 percent of male customers report playing table games such as blackjack, poker, craps and roulette, compared with only 33 percent of women.
-- Nearly six in ten (59%) casino players receive beverage service while gaming. On average, players wait 10 minutes to receive their drink order. However, satisfaction with beverage service declines dramatically when players have to wait more than 5 minutes for their drink.
-- Only one in 20 casino players report having a problem during their casino visit, and among these customers, approximately 40 percent say their problem was resolved.
The 2008 Northern California Indian Gaming Casino Satisfaction Study measures customer satisfaction of players at Indian casinos in Northern California. Casinos included in the study have a minimum of 850 slot machines. The study is based on more than 2,000 responses from players who visited an Indian casino in Northern California between December 2007 and June 2008. The study was fielded in September 2008.
Customer Satisfaction J.D. Power.com Power Circle
Index Ranking Ratings
(Based on a 1,000-point For Consumers
scale)
Chukchansi Gold Resort & Casino 732 5
Feather Falls Casino 718 4
Black Oak Casino 712 4
Cache Creek Casino Resort 707 4
Thunder Valley Casino 702 3
Industry Average 695 3
Jackson Rancheria Casino
and Hotel 685 3
Colusa Resort Casino 683 3
Gold Country Casino 680 3
River Rock Casino 652 2
San Pablo Lytton Casino 632 2
Power Circle Ratings Legend:
5 - Among the best
4 - Better than most
3 - About average
2 - The rest
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