Award Date

Summer 2011

Degree Type

Professional Paper

Degree Name

Master of Science in Hotel Administration

Department

Hotel Administration

First Committee Member

Robert Woods, Chair

Number of Pages

39

Abstract

This study summarizes academic theories and industry applications related to customer loyalty programs, drawing on literature pertaining to reciprocity and resource theory, attitudinal loyalty, tiered loyalty programs, and reward type and timing. Specifically, this study attempts to understand aspects that have been proven successful in order to design more effective customer loyalty programs. This literature synthesis provides important professional implications for casino executives in effectively designing customer loyalty programs.

Keywords

Casinos; Customer loyalty programs; Gambling industry – Customer services

Disciplines

Business Administration, Management, and Operations | Gaming and Casino Operations Management

Language

English


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