Lucky Strike, Inc-Report

Running head: LUCKY STRIKE, INC.-REPORT 1

Lucky Strike, Inc.-Report

Student’s Name

Institutional Affiliation

LUCKY STRIKE, INC.-REPORT 2

Lucky Strike, Inc.-Report

Introduction

Always, service quality is regarded as a pointer to the quality of services that are offered in any

facility. Owing to this, any improvement in service quality is anticipated to result into customer

satisfaction, help in retaining the already existing customers (likelihood of return among the

clients who had earlier visited the facility), ability to attract new ones, increase the profits and

gain market share. Due to this, it can allude that a satisfied customer remains one of the vital

ambassadors of an organization. The satisfied customer often is never persuaded by other

competitors and stand higher chances of buying products and services of an organization. In fact,

most of the satisfied clients show positive behavioral intentions, which is evident through word

of mouth adverts and loyalty. Nonetheless, it emerges from the research of tourism and

hospitality that the traditional dimensions of service quality may not adequately address both the

effective and holistic factors that are needed to ensure high-quality service experiences.

According to Petrillose & Brewer (2000), customers need to be happy and satisfied owing to the

experience that they get from a service instead of the mere provision of service quality which

means that experience quality goes beyond the concept of service quality. The argument has its

foundation on the stressing of the creation of creating the consumer experience from the early

years of 1990. For instance, Richard (1997) and Mi Jeon et al., (2013) suggest the existence of

paradigm shift from a delivery-focused service economy that mainly focuses on quality, to an

experience that is more oriented to the creation of a memorable consumption experience. From

the perspective of a consumer, having this kind of an experience is itself enjoyable, engaging and

memorable. According to the line of business, experiences refer to the events that engage

individuals in a personal manner. The concept of an experience is specific to the tourism

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industry. Within the tourism section, the experience may relate to almost everything that a tourist

or a hotelier may find at their point of destination. The things may be emotional or cognitive,

implied or expressed, behavioral or perceptual.

In the recent past, many clients have been the gaming companies, including Lucky Strike, Inc., a

multinational casino resort firm. The study was aimed at establishing the possible reasons for any

changes in the firm. Data was collected from selected samples extracted from the population

during the past 2 years (2015 & 2016) - 12 months a year. Gaming has risen so fast in the recent

past increasing consumer confidence in gaming companies. The objective of the stated

hypothesis is to develop a status update for Lucky Strike’s Biloxi, Mississippi and come up with

significant recommendations. The status update will entail analysis of data each year. The report

will use a sample collected for 12 months over the respective years. The report depicts the

analysis of the last two years, with significant movements being integrated. Further, logical

discussions tied with possible reasons for changes, either good or bad are incorporated.

Methodology

This section covers the different research methods put in place to carry out the study. The

research methodology includes the research design, research sample, the procedure of data

collection and data analysis.

Research design

The study adopted a descriptive survey method. Through the descriptive survey method,

information is collected through interviews or administration of questionnaires to a sample

selected for the research. Shuttleworth (2008) noted that through the administration of

questionnaires to a sample of individuals is best preferred when collecting information that

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concerns attitudes, the opinions, habits or social issues of any group of persons. As noted by De

Vaus & de Vaus (2001), the descriptive survey is the best approach for educational fact-finding

given that it leads to yielding of accurate information. The research design was the best and most

vital as it helped in providing the linkage that was required between theory and argument that

informed the research and the empirical data collected. The research design was defined as the

process that entails organizing the research activity, which includes the data collection means

which help in arriving at the research objectives (Whalon, Conroy, Martinez & Werch, 2015).

The researcher also needed to examine that he or she gets the appropriate design as per the

research question, hence it’s the right thing was, to begin with, the question then proceeds to

choose the design. In fact, the research design assisted the researchers to come up with a general

outline to ensure data collection and analysis of data from a study.

Sample

Given that the study aimed to find the possible reasons for the changes in the resort firm, the

main target group from where the sample could be derived are the guests. The design of the

study largely targeted the students as the areas of concern included overall experience at the

Casino, hotel quality, safety and security, likelihood of return among different age groups,

comparative value and the reasons for visiting the casino. The study employed a total of 350

respondents across different ages and gender. Among those who were targeted for the study

included the first time visitors and the return clients, or those who are visiting the casino resort

for another time. For those who are visiting the casino for another time, care was taken to check

that the last visit was almost 12 months. To ensure that the sample is more representative, the

study subjects engaged were selected using random sampling method.

Procedures

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To ensure that the design of study remains top notch and the questionnaire used is best with no or

minimal errors, a pilot study was carried out. A pilot study was done among the sample

population using the questionnaires. The subjected who took part in the study was on a voluntary

basis and it took an estimated 10-15 minutes to complete the questionnaires.

Results

Overall Experience

2014

From the results, it arose that those who found the overall experience of the casino visits being

good and excellent were significantly many as represented by 131 and 95. Seemingly, there is

only one person who found the casino visit as poor.

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2015

The trend seems to have changed with more people not finding the services improved as they had

seen them in 2014. For instance, the number of persons who attested to overall experience being

excellent reduced from 95 to 63. On the other hand, those that found the overall experience as

poor increased from 5 to 1.

Hotel Quality

2014

In looking at the hotel quality, it emerged that many who had their first visit to Lucky Strike

found the hotel quality to be good. A large number, 118, found the hotel quality to be good while

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approximately 81 people found the hotel quality as excellent. There are those who noted that the

hotel quality was just fair, they were 2 in number.

2015

From the results, it seems, the hotel quality at the Lucky Strike declined. The reduction is

attributed to the reduced number of ratings by the respondents. Those who rated the hotel quality

as excellent had a reduction in numbers by almost half, 50% from 81 to 43. Additionally, the

number of those who rated the hotel quality as good also declined by almost half from 61 to 118.

In general, it can allude to the results that the quality of the hotel side at Lucy Strike reduced

from 2014 to what the respondents had in 2015.

Safety and Security

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2014

The other parameter of concern for the research was the safety and security within Lucky Strike.

From the results, most of the respondents felt that Lucky Strike Casino Resort has good safety

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and security measures in place. Additionally, there is also a large number of individuals who are

of the opinion that the safety and security of the place are excellent. Very few in number are of

the opinion that the place has fair safety and security measures.

2015

The trend in changes for the year is similar to that witnessed in the other parameters. Notably,

the number of the highest ranking reduced while the number of lowest ranking increased. From

the results, most of the respondents felt that Lucky Strike Casino Resort has good safety and

security measures in place. Additionally, there is also a large number of individuals who are of

the opinion that the safety and security of the place are excellent. Very few in number are of the

opinion that the place has fair safety and security measures.

Return Likelihood

2014

On finding the return likelihood those who were very unlikely to come back were 1, those who

unlikely were 7, those neither likely nor unlikely are 33, likely ones are 118, and the majority

133 were very likely to get back or return to Lucky Strike Casino Resort.

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2015

To find out the return likelihood of the persons who had visited the resort, it emerged that those

who were very unlikely to come back were 1, those who unlikely were 4 a reduction from 7 in

the previous year, those neither likely nor unlikely are 23, likely ones are 136 an increase from

118 in the previous year, and the majority 129 were very likely to get back or return to Lucky

Strike Casino Resort.

Gender Composition of Players Club Member

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A head count was done to determine the number of those who visit the facility. From the result, it

was evident that 112 of those in the players’ club member were male and 148 were female. From

the respondents, those who were not members were 23 males with a corresponding number of 16

females.

Reason for Visit

When asked the reason for their visit to the Casino, 16.5% stated convenient location, 10.7%

stated that they had come to join friends for play there, 1.1% for guest service, 1.1% for hotel

quality, 11.1% for restaurant quality, 14.2% for players club offerings, 10% slot payouts, 6.5%

for value of comps, 8.8% for slot selection, 4.6% for live entertainment, 6.1% for direct mail

offers, 0.8% for table games selection, 4.6% for overall atmosphere and other reasons stated was

3.8%.

LUCKY STRIKE, INC.-REPORT 12

Comparative Value

2014

Comparative value helps in defining the position of a facility in comparison to another. When

asked to compare it to others, 1.4% noted that Lucky Strike was much worse than others, 5.8%

noted that it was worse than others; 32.7% noted that it was about the same as the others; 38.8%

acknowledged that it was better than others while 21.4% maintained that it was much better than

others.

2015

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When asked to compare it to others, 1.3% noted that Lucky Strike was much worse than others,

5.1% noted that it was worse than others; 44.4% noted that it was about the same as the others;

32.3% acknowledged that it was better than others while 16.8% maintained that it was much

better than others.

Discussion

One of the most vital findings is that the respondents registered a satisfactory index across the

different parameters. Most of the respondents that took part in the study noted that they had good

overall experience at the Casino. Additionally, they were satisfied by the quality of the hotel, the

security and safety of the casino resort were good and most of them had higher chances of

returning (Horning, Maurer & Dogariu, 2013). Comparing it to the other casino resorts, most of

them noted that it was better than the rest. A good percentage of the respondent would get back.

The number of those who would get back was high across the different ages and gender. In fact,

most of the guests were satisfied with their current stay owing to the quality of service being

offered. It is the satisfaction that perhaps explains the high intention to return to the casino resort.

The trend across all the parameters seemed to show a situation where there was decline. The

comparison value shows that in overall clients find Lucky Strike to be better than most of the

casino resort. The few numbers of those dissatisfied need to be taken seriously with their

grievances or issues of concern being fully addressed. However, the number of those who stated

that the hotel was much worse than others declined from 2014 to 2015. The show of decline in

the trend alludes to improvements made in the hotel (Doocey, 2003). The management at Lucky

Strike seems to be addressing the areas of inadequacy. The trend of overall comparative value

despite having positive shifts, the constructs or factors that seem to inform the overall decision

LUCKY STRIKE, INC.-REPORT 14

seem to be on the decline in comparison to the indices of 2014. This could be a pointer to a

general negative shift in the performance of the casinos.

Recommendations

To ensure that there is a boost in security and safety of guests in the casino resort, there is need

to improve the security and safety of the users first. To improve on the security, Lucky Strike

needs to ensure that the duration for working alone is reduced, improve on the safety training and

recaps for the old employees. Also, there is need to have an extensive orientation in regards to

safety issues. Additionally, the persons also need to come up with clear and consistent safety

policy and guidance with clearly articulated plans for emergencies that address varied situations.

The threatening situations training and the easy means of getting help in times of emergencies

need the training to boost the security and safety of persons.

Lucky Strike needs to improve the general quality of the hotel. Service quality is regarded as a

pointer to the quality of services that are offered in any facility. Any improvement in service

quality is anticipated to result into customer satisfaction, help in retaining the already existing

customers (likelihood of return among the clients who had earlier visited the facility), ability to

attract new ones, increase the profits and gain market share (Petrillose & Brewer, 2000). When

the casino resort manages to ensure that they have satisfied customer remains they definitely end

up getting free ambassadors. The satisfied customer often is never persuaded by other

competitors and stand higher chances of buying products and services of an organization. In fact,

most of the satisfied clients show positive behavioral intentions, which is evident through word

of mouth adverts and loyalty (Horning, Maurer & Dogariu, 2013).

Limitations

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While handling the study, it is worth noting that some limitations existed. First, the sample size

used was small, even though approximately 320 questionnaires were filled, approximately 300 or

less was used in the analysis of the different types of questions and areas. The small sample size

may have ended up in giving rise to non-representative data.

Given that the study was also voluntary in nature, there are very high chances of biases. Even

though the participants were screened to ensure that only those who met the study requirements

and criteria were engaged, it is worth noting that group homogeneity was not controlled. In

addition, the researcher was asked also not to request the participants from the casino, which was

a potential lead to the elimination of some kinds of participants.

LUCKY STRIKE, INC.-REPORT 16

References

Amoah, F., Radder, L., van Eyk, M., & Elizabeth, P. Experience quality dimensions and

customer perceptions: A case study of guesthouses in Ghana.

De Vaus, D. A., & de Vaus, D. (2001). Research design in social research. Sage.

Doocey, P. (2003). Slot secrets revealed. Casino Journal, 16(9), 60-62.

Horning, M., Maurer, N., & Dogariu, L. (2013). MGM Resorts International: Linking Strategy

and Organizational Learning for Long-Term Growth.

Mi Jeon, S., Magnini, V. P., Kim, I., & Sean Hyun, S. (2013). Causal relationships between table

game players' perceptions of service quality, perceived winning, and game spending:

Moderating effects of demographic factors. International Journal of Contemporary

Hospitality Management, 25(6), 922-944.

Petrillose, M. J., & Brewer, K. P. (2000). An exploration of customer retention factors in Las

Vegas casino resort properties. UNLV Gaming Research & Review Journal, 5(2), 1.

Richard, M. D. (1997). Determinants of casino repeat purchase intentions. Journal of Hospitality

& Leisure Marketing, 4(3), 25-39.

Shuttleworth, M. (2008). Descriptive research design. Retrieved Apr 15, 2015.

Whalon, K. J., Conroy, M. A., Martinez, J. R., & Werch, B. L. (2015). School-based peer-related

social competence interventions for children with autism spectrum disorder: A meta-

analysis and descriptive review of single case research design studies. Journal of autism

and developmental disorders, 45(6), 1513-1531.

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