The influence of customer experience with automated games and social interaction on customer engagement and loyalty in casinos

Tuguinay, Jovanie A. and Prentice, Catherine ORCID: https://orcid.org/0000-0002-7700-3889 and Moyle, Brent (2022) The influence of customer experience with automated games and social interaction on customer engagement and loyalty in casinos. Journal of Retailing and Consumer Services, 64:102830. pp. 1-10. ISSN 0969-6989


Abstract

Drawing on experiential marketing theory, This study examines the relationship between casino customers’ experience with automated games and their engagement and loyalty responses to casinos. Social interaction as a proxy of visiting motivation is modelled as a moderator in the relationship. Customer behaviours include word-of-mouth, visiting frequency, and average spending. The study focuses on Australian land-based casino members with automated game experience. The results show that customer experience with some features of automated games had a positive and significant impact on customer engagement with the casino, which led to positive loyalty. Automated game experience also had an indirect effect on customer loyalty. Social interaction exhibited a significant moderating effect on the relationship between customer engagement and visiting frequency. Discussion and implications of these findings for the literature and practitioners conclude the paper.


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Files associated with this item cannot be displayed due to copyright restrictions.
Faculty/School / Institute/Centre: No Faculty
Faculty/School / Institute/Centre: No Faculty
Date Deposited: 21 Jul 2022 05:04
Last Modified: 21 Jul 2022 05:04
Uncontrolled Keywords: Casino; Customer engagement; Customer experience; Customer loyalty; Game automation
Fields of Research (2020): 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3507 Strategy, management and organisational behaviour > 350799 Strategy, management and organisational behaviour not elsewhere classified
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350699 Marketing not elsewhere classified
Identification Number or DOI: https://doi.org/10.1016/j.jretconser.2021.102830
URI: http://eprints.usq.edu.au/id/eprint/49819

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