The report is called the according to the 2008 Northern California Indian Gaming Casino Satisfaction Study.
The new study examines 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, with 718 points, and Black Oak Casino, with 712 points, respectively. "Feather Falls performs particularly well in beverage service and with regard to their cage cashier and ticket redemption functions," the report says. 

The study shows 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.

So-called "players club members" are particularly satisfied with friendliness and knowledge of casino staff, but indicate relatively low levels of satisfaction with players club benefits, the study says. 

"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 shows 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 and 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. :

* 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.
* Almost six in ten, or 59%, of casino players receive beverage service while gaming.

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