Presentation Title

Does Past Experience Matter? A Comparison of First-time and Repeat Casino Gamblers

Panel Title

Session 1-3-B: Gambling Behaviors

Location

The Mirage Hotel & Casino, Las Vegas, Nevada

Start Date

7-6-2016 2:00 PM

End Date

7-6-2016 3:30 PM

Abstract

The boom of world’s gaming tourism industry has intensified the competition among casinos. Competition prompts casino operators to explore effective marketing approaches to gaining competitive advantages. Establishing and maintaining good relationships with customers is the corner stone of these marketing approaches. However, casino visitors are becoming more sophisticated, which poses great challenges not only to retain, but also to attract casino customers. Both first-time customers and repeat customers are very important for casinos in fierce competition environment, while few studies have identified differences between first-time and repeat casino gamblers. Based on the data collected from casino gamblers in Macau, the purpose of the current study is to make a comprehensive comparison between first-time and repeat casino gamblers, including demographic characteristics, behavioral characteristics including gambling budget, time spent gambling and favorite game, the evaluation of casino service quality and customer satisfaction. The research yields insights into casino visitor behavior. Strategic implications are provided for the literature as well as casino practitioners.

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Keywords

Casino gambler; first-time customer; repeat customer; gambler behavior; difference comparison; Macau

Disciplines

Marketing

Comments

Audio recording of this presentation is attached as a downloadable MP3 audio file, 47.3 MB.

13B_JiC_pres_DoesPastExperience.mp3 (47282 kB)
Audio recording of presentation

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Jun 7th, 2:00 PM Jun 7th, 3:30 PM

Does Past Experience Matter? A Comparison of First-time and Repeat Casino Gamblers

The Mirage Hotel & Casino, Las Vegas, Nevada

The boom of world’s gaming tourism industry has intensified the competition among casinos. Competition prompts casino operators to explore effective marketing approaches to gaining competitive advantages. Establishing and maintaining good relationships with customers is the corner stone of these marketing approaches. However, casino visitors are becoming more sophisticated, which poses great challenges not only to retain, but also to attract casino customers. Both first-time customers and repeat customers are very important for casinos in fierce competition environment, while few studies have identified differences between first-time and repeat casino gamblers. Based on the data collected from casino gamblers in Macau, the purpose of the current study is to make a comprehensive comparison between first-time and repeat casino gamblers, including demographic characteristics, behavioral characteristics including gambling budget, time spent gambling and favorite game, the evaluation of casino service quality and customer satisfaction. The research yields insights into casino visitor behavior. Strategic implications are provided for the literature as well as casino practitioners.