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Casino marketing, problem gamblers or loyal customers?

机译：赌场营销，问题赌徒或忠实客户？

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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. (C) 2015 Elsevier Inc. All rights reserved.
机译：本文利用当前博彩文献中发现的研究空白，调查了赌场中常用的客户获取和保留策略，赌博行为，客户忠诚度和问题赌博之间的关系。尤其是，该研究考察了赌博行为在策略与问题赌博或客户忠诚度之间的关系中的中介作用。选择用于此测试的赌博行为是停留时间，赌博频率和预算以及平均投注。这些行为和相关标准与赌场中用于评估客户盈利能力和终身价值的行为一致。这项调查涉及两项研究，并在澳门博彩之都的30个主要赌场进行。第一项研究旨在确定赌场中的客户获取和保留策略，第二项研究侧重于假设检验。在第二项研究中使用各种统计技术检验假设的结果证实了某些建议的关系，而未能支持其他关系。这些发现对相关文献以及从业人员都有重要意义。 （C）2015 Elsevier Inc.保留所有权利。

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