The Role of Relationship Selling in the Performance of Casino Employees

Prentice, Catherine ORCID: and King, Brian (2010) The Role of Relationship Selling in the Performance of Casino Employees. In: CAUTHE 2010: Challenge the Limits, 8 Feb - 11 Feb 2010, Hobart, Tasmania.

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For casinos involved in targeting high-end clients, relationship building and customer retention are important marketing activities. This paper investigates the incidence of two marketing approaches, namely customer orientation and adaptability. The paper explores how these approaches influence the performance of frontline employees operating in the casino high-end market. The investigation involved a survey administered to frontline service representatives within the VIP gaming areas of one of the world's largest casinos. The questionnaire focused on the issues of customer orientation, adaptability and job performance. Various statistical analyses including multiple regression were deployed to analyse the data generated by the 152 valid responses. It is concluded that relationship-oriented selling behaviours are significant predictors of service performance. The predictive capacity of adaptability was particularly strong in terms of the criterion variable.

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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: There are no files associated with this item.
Faculty/School / Institute/Centre: No Faculty
Faculty/School / Institute/Centre: No Faculty
Date Deposited: 11 Aug 2022 05:15
Last Modified: 11 Aug 2022 05:15
Uncontrolled Keywords: casinos; high-end clients; relationship building
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

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