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Examining the influence of loyalty r...

Palmer, Robert.

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Examining the influence of loyalty reward program membership on the behavior of casino patrons.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Examining the influence of loyalty reward program membership on the behavior of casino patrons./
Author:	Palmer, Robert.
Description:	204 p.
Notes:	Source: Dissertation Abstracts International, Volume: 65-04, Section: A, page: 1223.
Contained By:	Dissertation Abstracts International65-04A.
Subject:	Business Administration, Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3129529
ISBN:	0496767887

Examining the influence of loyalty reward program membership on the behavior of casino patrons.
Palmer, Robert.

Examining the influence of loyalty reward program membership on the behavior of casino patrons. - 204 p.

Source: Dissertation Abstracts International, Volume: 65-04, Section: A, page: 1223.

Thesis (Ph.D.)--Michigan State University, 2004.

Numerous industries have implemented frequent buyer or loyalty rewards programs as part of their marketing mix. As the gaming industry continues to grow exponentially, these organizations are using player's club programs as a key component of their marketing strategies. This study investigates the relationship between casino player's club programs and its members. As the gaming industry continues to grow exponentially, these organizations are using player's club programs as a key component of their marketing strategies. Building on past loyalty studies, this study will attempt to further the knowledge of how these programs affect the behavior of casino patrons.

ISBN: 0496767887Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Examining the influence of loyalty reward program membership on the behavior of casino patrons.
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100 1 $a Palmer, Robert. $3 1375489
245 1 0 $a Examining the influence of loyalty reward program membership on the behavior of casino patrons.
300 $a 204 p.
500 $a Source: Dissertation Abstracts International, Volume: 65-04, Section: A, page: 1223.
500 $a Adviser: Edward Mahoney.
502 $a Thesis (Ph.D.)--Michigan State University, 2004.
520 $a Numerous industries have implemented frequent buyer or loyalty rewards programs as part of their marketing mix. As the gaming industry continues to grow exponentially, these organizations are using player's club programs as a key component of their marketing strategies. This study investigates the relationship between casino player's club programs and its members. As the gaming industry continues to grow exponentially, these organizations are using player's club programs as a key component of their marketing strategies. Building on past loyalty studies, this study will attempt to further the knowledge of how these programs affect the behavior of casino patrons.
520 $a Through the use of a 200,000 member casino player's club tracking database, a detailed analysis of four years of member behavior was undertaken to explore how behaviors have changed over the course of their membership. The findings suggest that not all segments of a loyalty program are potentially profitable and that the costs of serving frequent (loyal) customers increase over the course of their lifetime. A structural model was developed in order to examine the development of attitudinal and behavioral loyalty based on data collected from a mail survey of 3000 player's club members. The results suggest that perceived value is a better predictor of behavioral loyalty as compared to attitudinal loyalty.
520 $a Overall this study had four distinct contributions: (1) It reveals that lifetime visitation does not fully explain lifetime casino revenues and that the costs associated with serving loyal long-term player's club members actually increase over their lifetime; (2) It demonstrates that commonly utilized loyalty segmentation bases are ineffective in terms of identifying segments of a player's club program; (3) the development of behavioral loyalty varies across segments of players club members, and (4) a large segment of members in the player's club program are potentially unprofitable and should not be targeted as part of any marketing initiative. Practical and research implications will be also provided by the author.
590 $a School code: 0128.
650 4 $a Business Administration, Marketing. $3 1017573
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710 2 0 $a Michigan State University. $3 676168
773 0 $t Dissertation Abstracts International $g 65-04A.
790 1 0 $a Mahoney, Edward, $e advisor
790 $a 0128
791 $a Ph.D.
792 $a 2004
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