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CASINO LOYALTY PROGRAMS: DIFFERENCES BETWEEN MEMBERS AND NONMEMBERS BASED ON ATTITUDES AND BEHAVIORS

Abstract Details

2013, MS, Kent State University, College of Education, Health and Human Services / School of Foundations, Leadership and Administration.
With the rapid growth in the gaming industry, determining how to achieve loyal guests has become a priority for casinos. Loyalty programs have been around for decades but past research indicates that the need for attitudinal loyalty is becoming more important than behavioral loyalty. There is a gap in the body of knowledge pertaining to the differences between members and nonmembers of loyalty programs. The research objectives of this study are to determine: RO1: The psychometric properties of the newly developed survey; RO2: Participants’ overall level of loyalty (behavioral and attitudinal) RO3: Whether participants in casino loyalty programs are more likely to exhibit behavioral loyalty (measured by frequency of visits, time spent per visit and product usage) compared to non-participants RO4: Whether participants in casino loyalty programs are more likely to exhibit attitudinal loyalty (measured by satisfaction, service climate, trust, emotional commitment, switching costs, word of mouth and cooperation) compared to non-participants. An exploratory survey was developed and conducted via email and social media websites. Chronbach Alpha, descriptive statistics, independent t-Tests, and A Two- Group MANOVA were used to generate results for this study. Results indicated significant differences between members and nonmembers in regards to their behavioral loyalty and no significance difference between members and nonmembers in regards to their attitudinal loyalty. Limitations and future research are also discussed.
Hammond Rhonda (Committee Chair)
Karpinski Aryn (Committee Member)
Chuang Ning (Committee Member)
76 p.

Recommended Citations

Citations

  • Harris, R. L. (2013). CASINO LOYALTY PROGRAMS: DIFFERENCES BETWEEN MEMBERS AND NONMEMBERS BASED ON ATTITUDES AND BEHAVIORS [Master's thesis, Kent State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=kent1374080595

    APA Style (7th edition)

  • Harris, Rebecca. CASINO LOYALTY PROGRAMS: DIFFERENCES BETWEEN MEMBERS AND NONMEMBERS BASED ON ATTITUDES AND BEHAVIORS. 2013. Kent State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=kent1374080595.

    MLA Style (8th edition)

  • Harris, Rebecca. "CASINO LOYALTY PROGRAMS: DIFFERENCES BETWEEN MEMBERS AND NONMEMBERS BASED ON ATTITUDES AND BEHAVIORS." Master's thesis, Kent State University, 2013. http://rave.ohiolink.edu/etdc/view?acc_num=kent1374080595

    Chicago Manual of Style (17th edition)