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

Joanna Phillips, Mavis Tandoh, Stephanie Noble and Victoria Bush

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.

Lotteries, casinos, gambling
In-game advertising

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,...

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