Casino employees in Macau as well as Singapore need to be trained with three objectives: (1) adjusting attitudes so all employees understand and accept the organization’s customer-centric culture and service-oriented values; (2) realizing the role each person plays in creating the desired customer experience so as to increase organizational identification; and (3) improving the job related skills of employees so that the customer experience is enhanced. As discussed, previous research suggests that a sizeable proportion of Macau’s frontline casino employees do not believe that service matters. A significant shift in attitude should therefore be the primary goal of training. When each employee realizes the role she performs in delivering the customer experience, they will begin to identify better with the casino’s service strategy. This sense of identity
will enhance motivation and engender loyalty on the part of employees.