The Value of Relationship Strength in Segmenting Casino Patrons: An Exploratory Investigation

Increased competition in the gaming industry has resulted in the need for casinos to identify consumer segments that will be most receptive to their communications.
  
The Value of Relationship Streng

The Value of Relationship Strength in Segmenting Casino Patrons: An Exploratory Investigation

Joanna Phillips
Mavis TandohStephanie NobleVictoria BushThe University of Mississippi
Introduction

In recent years, the American public has accepted gaming as an option for fun and entertainment while the industry continues to grow across the United States (Rutherford 2004). Casinos now attract a wide variety of customers who are familiar with slot machines, video poker, and table games and who are more comfortable with gaming than ever before (Boone ...

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