Casino marketing, problem gamblers or loyal customers?

Prentice, Catherine ORCID: https://orcid.org/0000-0002-7700-3889 and Wong, IpKin Anthony (2015) Casino marketing, problem gamblers or loyal customers? Journal of Business Research, 68 (10). pp. 2084-2092. ISSN 0148-2963


Abstract

This paper draws upon the research gap identified in the current gaming literature, investigates the relationships among the commonly practiced customer acquisition and retention strategies in casinos, gambling behaviors, customer loyalty and problem gambling. In particular, the study examines the mediating role of gambling behaviors in the relationship between the strategies and problem gambling or customer loyalty. Gambling behaviors selected for this testing are length of stay, gambling frequency and budget, and average betting. These behaviors and the relevant criteria are consistent with those applied in casinos to assess customer profitability and lifetime value. This investigation involves two studies and was undertaken at 30 major casinos in the gaming capital - Macau. The first study aims to identify customer acquisition and retention strategies in casinos and the second is focused on hypotheses testing. Results from testing the hypotheses using various statistical techniques in the second study confirm some proposed relationships and fail to support others. The findings have significant implications for the relevant literature as well as for practitioners.


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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: 10 Aug 2022 06:12
Last Modified: 10 Aug 2022 06:12
Uncontrolled Keywords: Casino marketing; Complimentary service; Customer loyalty; Fengshui; Loyalty programs; Problem gambling
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.jbusres.2015.03.006
URI: http://eprints.usq.edu.au/id/eprint/49893

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