Award Date

1-1-2008

Degree Type

Dissertation

Degree Name

Doctor of Philosophy (PhD)

Department

Hotel Administration

First Committee Member

Kathryn LaTour

Number of Pages

142

Abstract

This study examines how temporal orientation impacts perception of a loyalty program. It examines how control over loyalty program features impacts the subjective experience of empowerment for customers with three temporal orientations: Present-Hedonistic (PH), Present-Fatalistic (PF), and Future-Oriented (FO). The study analyzes whether future-oriented individuals evaluate the more long-term and abstract levels associated with choice, while present-oriented individuals look for concrete details and the more immediate benefits of their consumption experience. A qualitative technique, the Zaltman Metaphor Elicitation Technique (ZMET), is used in order to capture the conscious and unconscious meanings associated with a casino loyalty program by members of a Las Vegas-based casino. The results indicate that temporal orientation changes the types of benefits sought in a loyalty program as well as the types of relationships formed with a company. Findings also evidence similarities between groups and provide a mental representation of an ideal Las Vegas casino loyalty program.

Keywords

Casino; Casino Marketing; Consumer; Consumer Empowerment; Examining; Hospitality Industry; Hospitality Industry Las Vegas; Loyalty; Loyalty Program; Las Vegas; Nevada; Orientation; Program; Temporal; Temporal Orientation; Vegas; Zaltman Metaphor Elicitation Technique; ZMET

Controlled Subject

Marketing; Recreation

File Format

pdf

File Size

2355.2 KB

Degree Grantor

University of Nevada, Las Vegas

Language

English

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