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