AbstractsBusiness Management & Administration

An Exploratory Study of Casino Customer Loyalty Programs

by Cristina R. Crofts

Institution: University of Nevada – Las Vegas
Department: Hotel Administration
Degree: MSin Hotel Administration
Year: 2011
Keywords: Casinos; Customer loyalty programs; Gambling industry – Customer services; Business Administration, Management, and Operations; Gaming and Casino Operations Management
Record ID: 1924520
Full text PDF: http://digitalscholarship.unlv.edu/thesesdissertations/1096


This study summarizes academic theories and industry applications related to customer loyalty programs, drawing on literature pertaining to reciprocity and resource theory, attitudinal loyalty, tiered loyalty programs, and reward type and timing. Specifically, this study attempts to understand aspects that have been proven successful in order to design more effective customer loyalty programs. This literature synthesis provides important professional implications for casino executives in effectively designing customer loyalty programs.