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.
The Value of Relationship Streng
The Value of Relationship
Strength in Segmenting Casino Patrons:
An Exploratory Investigation
Joanna PhillipsMavis TandohStephanie NobleVictoria BushThe University of Mississippi
Introduction
In recent years,...