The field of gambling studies has been remarkably silent on loyalty programmes in the
gambling industry. This article reviews the scant empirical literature, with an aim to stimulate …

Despite the widespread usage of loyalty programs across various businesses in the
hospitality industry, its effectiveness is still being questioned. Thus, it is meaningful for …

Casinos operate in a competitive environment. Relationship marketing has become a
central focus of casino marketing practice. However, the literature lacks any clearly identified …

In spite of the growing importance of promotion utilizing non-gaming products in the US
casino industry, research on the effect of promotion for casino tourists on gaming revenue …

Loyalty reward members who redeem their reward points for materials/experiences may
perceive themselves as “smart shoppers.” The purpose of this study is to illustrate the effect …

This research draws on the model of positive play (ie responsible gambling) to investigate
whether positive play beliefs (eg accurate understanding about the odds of success on …

The purpose of this study was twofold:(a) to measure the mediating effect of satisfaction on
the casino service quality scale–satisfaction–loyalty model, and (b) to measure the …

This research provides a segmentation of reward program members based on perceptions
of fairness (POF) and program benefits. The Theory of Justice provides a theoretical …

Casinos rely extensively on free slot play (FSP) offers for incentivizing patron visitation.
However, there has been a lack of understanding its influence on driving patron visitation …

Background and aims Loyalty programs are implemented widely by gambling operators to
provide customers with additional prizes and benefits for consistent patronage. The aim of …