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,...