How casino marketing relates to problem gambling and customer loyalty

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Author(s): Prentice, Catherine ; IpKin Wong, Anthony

Journal: Journal of Business Research

Year Published: 2015

Date Added: June 06, 2016

Casinos use a variety of marketing strategies to attract and keep casino customers. However, these marketing strategies may have negative influences on gambling problems. Very few studies have combined problem gambling research and marketing research to examine this issue. Therefore, researchers investigated gambling behaviour, gambler loyalty and problem gambling with a focus on common casino acquisition and retention strategies. Researchers conducted this study in two parts.

Citation: Prentice, C., & Wong, I. A. (2015). Casino marketing, problem gamblers or loyal customers?. Journal of Business Research, 68(10), 2084-2092. doi: 10.1016/j.jbusres.2015.03.006

Keywords: casinos ; complimentary services ; customers ; problem gambling ; public health programs

Topics: Information for Operators ; Venue/Casino

Conceptual Framework Factors: Exposure - Gambling Setting

Response Rate: Study 1: N/A. Study 2: 56%.

Study Design: Observational: Cross-sectional

Geographic Coverage: China ; China, Macau

Study Population: Study 1: Casino customers (N=321), aged 21 and above, from several casinos in Macau, China. Study 2: Casino customers (N=300), aged 21 and above, from 30 popular casinos in Macau, China.

Sampling Procedure: Study 1: Participants were recruited at the exit of major casinos in Macau and asked to participate in a survey. Study 2: Participants were recruited through systematic sampling (i.e., every third customer) at the exit of each casino and asked to particip