In order to explain the above findings, the authors comparedthe nature of four services in different integrated resorts in Macau.For F&B service, different integrated resorts cover most styles ofrestaurants – Italian, American, Indian, Southeast Asian – as wellas different types of Chinese restaurants. Thus tourists can sam-ple many types of cuisines in any of the integrated resorts ofMacau. Different integrated resorts offer similar F&B services, thusthe direct effect of F&B satisfaction on customer loyalty is notsignificant and the total effect of F&B satisfaction on customerloyalty is the lowest as compared with other forms of service(total effect = 0.162).