Award Date
8-2010
Degree Type
Professional Paper
Degree Name
Master of Science in Hotel Administration
Department
Hotel Administration
First Committee Member
Kurt Stahura, Chair
Number of Pages
42
Abstract
This study summarizes academic theories and industry applications related to loyalty marketing schemes, drawing on literature pertaining to casino marketing, behavioral learning theory, loyalty marketing, and economics. Specifically, this study attempts to understand the market conditions and program structure under which Las Vegas Strip casinos may profitably utilize complimentary rewards through increasing short-term revenue and generating long-term loyalty. This literature synthesis provides important professional implications for casino marketers both in terms of effectively designing complimentary reward programs and sustaining profitable business during recessionary times.
Keywords
Casinos – Marketing; Customer loyalty programs – Economic aspects; Recessions
Disciplines
Gaming and Casino Operations Management | Hospitality Administration and Management
File Format
Degree Grantor
University of Nevada, Las Vegas
Language
English
Repository Citation
Meczka, Katharine S., "Complimentary rewards in Las Vegas casinos: A literature synthesis and recommendations for profitable complimentary reward programs" (2010). UNLV Theses, Dissertations, Professional Papers, and Capstones. 554.
http://dx.doi.org/10.34917/1717633
Rights
IN COPYRIGHT. For more information about this rights statement, please visit http://rightsstatements.org/vocab/InC/1.0/