Master of Science in Hotel Administration
First Committee Member
Kurt Stahura, Chair
Number of Pages
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.
Casinos – Marketing; Customer loyalty programs – Economic aspects; Recessions
Gaming and Casino Operations Management | Hospitality Administration and Management
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.