TITLE

Loyalty -- the big picture

AUTHOR(S)
Hilgeman, Debra
PUB. DATE
April 2009
SOURCE
International Gaming & Wagering;Apr2009, Vol. 30 Issue 4, p8
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article discusses the importance of customer loyalty in the gambling industry worldwide. Research suggests that the industry should understand the factors that motivates their customers to be successful in their loyalty programs. Moreover, another study relates the use of "Customer Lifetime Value" to establish a segmented model of a casino players hub based on how club membership impacted behavior and loyalty over time.
ACCESSION #
37223160

 

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