Award Date

1-1-2000

Degree Type

Thesis

Degree Name

Master of Science (MS)

Department

Hotel Administration

First Committee Member

Seyhmus Baloglu

Number of Pages

100

Abstract

The primary purpose of this exploratory study was to examine the antecedents and consequences of loyalty relationship in the gaming industry. Building upon a conceptual framework of loyalty, this study proposed and tested a reduced model to investigate the relationship between the loyal behavior and its three antecedents: confidence, emotion, and switching cost. This study also looked at the variation of customer' spending across service lines relative to customer loyalty. Data were collected from 250 local casino customers who are members of a frequent player program in Las Vegas, Nevada. Multiple regression analysis and t test were employed to analyze the data; This study found that emotion and switching cost positively influence gaming loyal behavior. It was also found that the high loyalty customers spent more than low loyalty customers on other revenue centers such as buffet, Italian Restaurant, coffee shop and special events. Results indicated that casino management should increase the customer emotional attachment and switching cost to develop customer loyalty.

Keywords

Antecedents; Casino; Consequences; Customer; Empirical; Investigation; Local; Loyalty

Controlled Subject

Marketing; Recreation

File Format

pdf

File Size

2304 KB

Degree Grantor

University of Nevada, Las Vegas

Language

English

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