IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v68y2015i10p2084-2092.html
   My bibliography  Save this article

Casino marketing, problem gamblers or loyal customers?

Author

Listed:
  • Prentice, Catherine
  • Wong, IpKin Anthony

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.

Suggested Citation

  • Prentice, Catherine & Wong, IpKin Anthony, 2015. "Casino marketing, problem gamblers or loyal customers?," Journal of Business Research, Elsevier, vol. 68(10), pages 2084-2092.
    • Handle: RePEc:eee:jbrese:v:68:y:2015:i:10:p:2084-2092
    DOI: 10.1016/j.jbusres.2015.03.006
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296315001204
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2015.03.006?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Prentice, Catherine, 2014. "Who stays, who walks, and why in high-intensity service contexts," Journal of Business Research, Elsevier, vol. 67(4), pages 608-614.
    2. Wong, IpKin Anthony & Dioko, Leonardo (Don) A.N., 2013. "Understanding the mediated moderating role of customer expectations in the customer satisfaction model: The case of casinos," Tourism Management, Elsevier, vol. 36(C), pages 188-199.
    3. Max W. Abbott & Dave Clarke, 2007. "Prospective Problem Gambling Research: Contribution and Potential," International Gambling Studies, Taylor & Francis Journals, vol. 7(1), pages 123-144.
    4. Desmond Lam & Richard Mizerski, 2009. "An investigation into gambling purchases using the NBD and NBD–Dirichlet models," Marketing Letters, Springer, vol. 20(3), pages 263-276, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Prentice, Catherine & Dominique-Ferreira, Sergio & Ferreira, Andreia & Wang, Xuequn (Alex), 2022. "The role of memorable experience and emotional intelligence in senior customer loyalty to geriatric hotels," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    2. Prentice, Catherine, 2016. "Leveraging employee emotional intelligence in casino profitability," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 127-134.
    3. Tuguinay, Jovanie A. & Prentice, Catherine & 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, Elsevier, vol. 64(C).
    4. Prentice, Dr Catherine, 2019. "Managing service encounters with emotional intelligence," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 344-351.
    5. Xinjia Huang & Yang Zhang & Chaojun Li, 2022. "Assessing the Compensatory Potentiality of Hot Spring Tourism in the COVID-19 Post-Pandemic Environment," Sustainability, MDPI, vol. 14(14), pages 1-19, July.
    6. Nader T. Tavassoli & Matteo Visentin, 2022. "To buy or how much to buy? Partition dependence in purchase-quantity decisions," Marketing Letters, Springer, vol. 33(2), pages 177-188, June.
    7. Ji, Chunli & Prentice, Catherine, 2021. "Linking transaction-specific satisfaction and customer loyalty – The case of casino resorts," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    8. Sharon Lawn & Candice Oster & Ben Riley & David Smith & Michael Baigent & Mubarak Rahamathulla, 2020. "A Literature Review and Gap Analysis of Emerging Technologies and New Trends in Gambling," IJERPH, MDPI, vol. 17(3), pages 1-20, January.
    9. Prentice, Catherine & Wang, Xuequn & Loureiro, Sandra Maria Correia, 2019. "The influence of brand experience and service quality on customer engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 50-59.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Prentice, Catherine, 2016. "Leveraging employee emotional intelligence in casino profitability," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 127-134.
    2. Bilgihan, Anil & Madanoglu, Melih & Ricci, Peter, 2016. "Service attributes as drivers of behavioral loyalty in casinos: The mediating effect of attitudinal loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 14-21.
    3. Anesbury, Zachary William & Talbot, Danielle & Day, Chanel Andrea & Bogomolov, Tim & Bogomolova, Svetlana, 2020. "The fallacy of the heavy buyer: Exploring purchasing frequencies of fresh fruit and vegetable categories," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    4. Coussement, Kristof & De Bock, Koen W., 2013. "Customer churn prediction in the online gambling industry: The beneficial effect of ensemble learning," Journal of Business Research, Elsevier, vol. 66(9), pages 1629-1636.
    5. Trinh, Giang & Wright, Malcolm J., 2022. "Predicting future consumer purchases in grocery retailing with the condensed Poisson lognormal model," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    6. Prentice, Catherine & Correia Loureiro, Sandra Maria, 2017. "An asymmetrical approach to understanding configurations of customer loyalty in the airline industry," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 96-107.
    7. Ji, Chunli & Prentice, Catherine, 2021. "Linking transaction-specific satisfaction and customer loyalty – The case of casino resorts," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    8. Hasan Emin GÜRLER & Ramazan ERTURGUT, 2019. "Hizmet Kalitesi ile Algılanan Değer Arasındaki İlişkide Kuşağın Moderatör Etkisi: Havayolu Endüstrisinde X ve Y Kuşağı Üzerine Bir Araştırma," Istanbul Business Research, Istanbul University Business School, vol. 48(2), pages 335-365, November.
    9. Quach, Thu Nguyen & Thaichon, Paramaporn & Jebarajakirthy, Charles, 2016. "Internet service providers' service quality and its effect on customer loyalty of different usage patterns," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 104-113.
    10. Prentice, Catherine & Dominique-Ferreira, Sergio & Ferreira, Andreia & Wang, Xuequn (Alex), 2022. "The role of memorable experience and emotional intelligence in senior customer loyalty to geriatric hotels," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    11. Prajitmutita, Lyn Manassannan & Perényi, à ron & Prentice, Catherine, 2016. "Quality, Value? – Insights into Medical Tourists’ Attitudes and Behaviors," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 207-216.
    12. Payam Hanafizadeh & Parastou Hatami & Erik Bohlin, 2019. "Business models of Internet service providers," Netnomics, Springer, vol. 20(1), pages 55-99, April.
    13. Wong, IpKin Anthony & Prentice, Catherine, 2015. "Multilevel environment induced impulsive gambling," Journal of Business Research, Elsevier, vol. 68(10), pages 2102-2108.
    14. Trinh, Giang & Khan, Huda & Lockshin, Larry, 2020. "Purchasing behaviour of ethnicities: Are they different?," International Business Review, Elsevier, vol. 29(4).
    15. Rui Song & Wen Shi & Wanyi Qin & Xingjian Xue & Hongzhou Jin, 2024. "Exploring Passengers’ Emotions and Satisfaction: A Comparative Analysis of Airport and Railway Station through Online Reviews," Sustainability, MDPI, vol. 16(5), pages 1-23, March.
    16. Ahmed R. Al-Owaidi & Özgür Çengel, 2023. "Body Language of Sellers and Its Impact on Customer Loyalty," International Business Research, Canadian Center of Science and Education, vol. 16(12), pages 1-1, December.
    17. Ji, Mingjie & Wong, IpKin Anthony & Eves, Anita & Scarles, Caroline, 2016. "Food-related personality traits and the moderating role of novelty-seeking in food satisfaction and travel outcomes," Tourism Management, Elsevier, vol. 57(C), pages 387-396.
    18. Katharina Blöcher & Rainer Alt, 2021. "AI and robotics in the European restaurant sector: Assessing potentials for process innovation in a high-contact service industry," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(3), pages 529-551, September.
    19. Mizerski, Richard & Mizerski, Katherine & Lam, Desmond & Lee, Alvin, 2013. "Gamblers' habit," Journal of Business Research, Elsevier, vol. 66(9), pages 1605-1611.
    20. Shamah, Rania A.M. & Mason, Michela C. & Moretti, Andrea & Raggiotto, Francesco, 2018. "Investigating the antecedents of African fast food customers' loyalty: A self-congruity perspective," Journal of Business Research, Elsevier, vol. 86(C), pages 446-456.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:68:y:2015:i:10:p:2084-2092. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.