Improving Casino Performance Through Enhanced Loyalty Programs

REFERENCES

• Baloglu, S., Zhong, S., & Tanford, S. (2014). Casino loyalty: The influence of loyalty program, switching costs, and trust. Journal of Hospitality & Tourism Research. doi:10.1177/1096348014550922.
   Google Scholar
• Barsky, J., & Nash, L. (2006). Satisfaction trends: Companies update loyalty programs, increase effectiveness. Hotel & Motel Management, 221(11), 8.
   Google Scholar
• Barsky, J., & Tzolov, T. (2010). The effectiveness of casino loyalty programs: Their influence on satisfaction, emotional connections, loyalty and price sensitivity, Paper 1. Retrieved from http://repository.usfca.edu/ml/1
   Google Scholar
• Bolton, S. (2014). Casinos may look to expand non-gaming in 2015. Market Realist. Retrieved from http://marketrealist.com/2014/12/casinos-may-look-expand-non-gaming-2015/
   Google Scholar
• Casino City Times. (2011, February 23). Nevada casino offers new loyalty program. Retrieved from http://www.casinocitytimes.com/news/article/nevada-casino-offers-new-loyalty-program-196514
   Google Scholar
• Drèze, X., & Nunes, J. C. (2009). Feeling superior: The impact of loyalty program structure on consumers’ perceptions of status. Journal of Consumer Research, 35(6), 890–905.
   Web of Science ®Google Scholar
• Dowling, G., & Uncles, M. (1997). Do customer loyalty programs really work? Sloan Management Review, 38(4), 71–82.
   Google Scholar
• Eisendrath, D., Bernhard, B. J., Lucas, A. F., & Murphey, D. J. (2008). Fear and managing in Las Vegas. An analysis of the effects of September 11, 2001, on Las Vegas Strip gaming volume. Cornell Hospitality Quarterly, 49(2), 145–162.
   Web of Science ®Google Scholar
• Gu, Z. (2007). Which way to go? Analysis of gaming revenue enhancement approaches for Macau. Journal of Revenue and Pricing Management, 6(1), 33–39.
   Google Scholar
• Hendler, F., & Latour, K. A. (2008). A qualitative analysis of slot clubs as drivers of casino loyalty. Cornell Hospitality Quarterly, 49(2), 105–121.
   Web of Science ®Google Scholar
• Hlavinka, K., & Sullivan, J. (2011, April). The billion member march: The 2011 colloquy loyalty census—Growth and trends in loyalty program membership and activity. Colloquy Talk. Retrieved from http://www.colloquy.com/files/2011-COLLOQUY-Census-Talk-White-Paper.pdf
   Google Scholar
• Kalargyrou, V., Singh, A. K., & Lucas, A. F. (2012). Estimating the effect of racino restaurant sales on slot wagering volume. International Journal of Contemporary Hospitality Management, 24(7), 1088–1099.
   Web of Science ®Google Scholar
• Liu, Y. (2007). The long-term impact of loyalty programs on consumer purchase behavior and loyalty. Journal of Marketing, 71(4), 19–35.
   Web of Science ®Google Scholar
• Ljung, G. M., & Box, G. E. P. (1978). On a measure of a lack of fit in time series models, Biometrika, 65(2), 297–303.
   Web of Science ®Google Scholar
• Lucas, A. F. (2004). Estimating the impact of match-play promotional offers on the blackjack business volume of a Las Vegas Hotel Casino. Journal of Travel & Tourism Marketing, 17(4), 23–33.
   Google Scholar
• Lucas, A. F. (2011). Estimating untracked gaming volumes by hotel occupancy segment. Cornell Hospitality Quarterly, 52(2), 209–218.
   Web of Science ®Google Scholar
• Lucas, A. F. (2013a, May). Debunking problem gambling and gaming management myths: What does casino operations literature tell us? Special address presented at the 15th International Conference on Gambling & Risk Taking, Las Vegas, NV.
   Google Scholar
• Lucas, A. F. (2013b, September). Casino management myths: When research tells us that conventional wisdom is wrong. Presentation at the Global Gaming Expo, Las Vegas, NV.
   Google Scholar
• Lucas, A. F., & Bowen, J. T. (2002). Measuring the effectiveness of casino promotions. International Journal of Hospitality Management, 21(2), 189–202.
   Google Scholar
• Lucas, A. F., & Brewer, K. P. (2001). Managing the slot operations of a hotel casino in the Las Vegas locals’ market. Journal of Hospitality & Tourism Research, 25(3), 289–301.
   Google Scholar
• Lucas, A. F., Dunn, W. T., & Kharitonova, A. (2006). Estimating the indirect gaming contribution of bingo rooms. UNLV Gaming Research & Review Journal, 10(2), 39–54.
   Google Scholar
• Lucas, A. F., Dunn, W. T., & Singh, A. K. (2005). Estimating the short-term effect of free-play offers in a Las Vegas hotel casino. Journal of Travel & Tourism Marketing, 18(2), 53–68.
   Google Scholar
• Lucas, A. F., & Kilby, J. (2008). Principles of casino marketing. Norman, OK: Okie International.
   Google Scholar
• Lucas, A. F., Kilby, J., & Santos, J. (2002). Assessing the profitability of premium players. Cornell Hotel and Restaurant Administration Quarterly, 43(4), 65–78.
   Google Scholar
• Lucas, A. F., & Santos, J. (2003). Measuring the effect of casino-operated restaurant volume on slot machine business volume: An exploratory study. Journal of Hospitality & Tourism Research, 27(1), 101–117.
   Google Scholar
• Lucas, A. F., & Tanford, S. (2010). Evaluating the impact of a new resort amenity on gaming business volumes. UNLV Gaming Research & Review Journal, 14(2), 1–13.
   Google Scholar
• Macomber, D., & Karoul S. (2000). How a professional casino consultant can help optimize your casino marketing plan. Retrieved from http://www.scribd.com/doc/77848593/Casino-Marketing-Planning-Process-MI-EAC.
   Google Scholar
• Marfels, C. (2010). Complimentaries as an instrument of product promotion in U.S. casinos. Gaming Law Review and Economics, 14(3), 161–164.
   Google Scholar
• Mattila, A. S. (2006). How affective commitment boosts guest loyalty (and promotes frequent-guest programs). Cornell Hotel and Restaurant Administration Quarterly, 47(2), 174–181.
   Google Scholar
• McCall, M., & Voorhees, C. (2010). The drivers of a loyalty program success: An organizing framework and research agenda. Cornell Hospitality Quarterly, 51(1), 35–52.
   Web of Science ®Google Scholar
• McGowan, R., & Brown, T. (2009). Revenue generation at casino resorts: The use of comp-based promotions. Gaming Law Review and Economics, 13(5), 363–385.
   Google Scholar
• Mills, J. R. (2007, April). Auditing player reward programs: Casino incentive clubs pay out big for frequent customers, but fraud and the lack of controls are turning them into a huge liability for the gaming industry. Internal Auditor. Retrieved from http://www.theiia.org/intAuditor/feature-articles/2007/april/auditing-player-reward-programs/
   Google Scholar
• Nelson, L. (2011, September 14). All-new boarding pass to reinvent popular loyalty program [Web log post]. Station Casinos. Retrieved from http://blog.stationcasinos.com/2011/09/all-new-boarding-pass-to-reinvent-popular-loyalty-program/
   Google Scholar
• Nunes, J. C., & Drèze, X. (2006). Your loyalty program is betraying you. Harvard Business Review, 84(4), 124–131.
   PubMed Web of Science ®Google Scholar
• O’Brien, L., & Jones, C. (1995). Do rewards really create loyalty? Harvard Business Review, 73(3), 75–82.
   Web of Science ®Google Scholar
• O’Malley, L. (1998). Can loyalty schemes really build loyalty? Marketing Intelligence & Planning, 16(1), 47–55.
   Google Scholar
• Ollstein, B. W. (2006). Estimating the indirect gaming contribution of poker rooms: Is poker room volume a peripheral driver of slot revenue (Master’s thesis). Retrieved from ProQuest Dissertations and Theses database. (UMI No. 1441723).
   Google Scholar
• Palmer, R., & Mahoney, E. (2005), Winners and losers: Segmenting a casino loyalty programme. International Gambling Studies, 5(2), 271–287.
   Google Scholar
• Pindyck, R. S., & Rubinfeld, D. L. (Eds.). (1998). Econometric models and economic forecasts (4th ed.). Boston, MA: Irwin/McGraw-Hill.
   Google Scholar
• Repetti, T. (2011). Recent research trends in the gaming industry: A content analysis of research literature on casino profits. UNLV Gaming Research & Review Journal, 15(2), 91–108.
   Google Scholar
• Shoemaker, S., & Lewis, R. C. (1999). Customer loyalty: The future of hospitality marketing. International Journal of Hospitality Management, 18(4), 345–370.
   Google Scholar
• Suh, E. (2011). Examining the indirect impact of showroom entertainment on hourly slot gaming volume: The case of a Las Vegas hotel-casino. International Journal of Hospitality Management, 30(3), 522–529.
   Web of Science ®Google Scholar
• Suh, E. (2012). Estimating the impact of free-play coupon value on players’ slot gaming volumes. Cornell Hospitality Quarterly, 53(2), 134–143.
   Web of Science ®Google Scholar
• Suh, E., & Erdem, M. (2009). Gap analysis as a diagnostic tool for improving the slot gaming experience. Journal of Hospitality Marketing & Management, 18(4), 445–455.
   Google Scholar
• Suh, E., & Lucas, A. F. (2011). Estimating the impact of showroom entertainment on the gaming volumes of Las Vegas hotel-casinos. International Journal of Hospitality Management, 30(1), 103–111.
   Web of Science ®Google Scholar
• Suh, E., & Tanford, S. (2012). The impact of paid versus complimentary showroom entertainment on gaming volumes. Journal of Hospitality Marketing & Management, 21(4), 374–394.
   Google Scholar
• Suh, E., Tanford, S., & Singh, A. K. (2012). The indirect gaming contributions of cash and comped casino dining: Does providing complimentary meals pay off at the slots? International Journal of Hospitality Management, 31(4), 1303–1310.
   Web of Science ®Google Scholar
• Tanford, S., & Lucas, A. F. (2011). The indirect impact of casual dining on low-end gaming in destination and local casinos. International Journal of Hospitality Management, 30(3), 486–494.
   Web of Science ®Google Scholar
• Tanford, S., & Malek, K. (2014). Segmentation of reward program members to increase customer loyalty: The role of attitudes towards green hotel practices. Journal of Hospitality Marketing & Management, 24(3), 314–343.
   Web of Science ®Google Scholar
• Tanford, S., Raab, C., & Kim, Y-S. (2011). The influence of reward program membership and commitment on hotel loyalty. Journal of Hospitality & Tourism Research, 35(3), 279–307.
   Web of Science ®Google Scholar
• Tanford, S., Raab, C., & Kim, Y.-S. (2013). A model of hotel defection at the purchasing stage. Journal of Hospitality Marketing & Management, 22(8), 805–831.
   Google Scholar
• Tanford, S., & Suh, E. (2013). How restaurant variety indirectly impacts gaming for different casino worth segments. International Journal of Contemporary Hospitality Management, 25(3), 328–345.
   Web of Science ®Google Scholar
• Uncles, M. D., Dowling, G. R., & Hammond, K. (2003). Customer loyalty and customer loyalty programs. Journal of Consumer Marketing, 20(4), 294–316.
   Google Scholar
• Xie, K. L., & Chen, C.-C. (2013). Progress in loyalty program research: Facts, debates, and future research. Journal of Hospitality Marketing & Management, 22(5), 463–489.
   Google Scholar
• Yi, S., & Busser, J. A. (2008). The influential attributes that affect resident slot gamblers’ repatronage intentions and willingness to recommend casinos to other. Journal of Hospitality & Leisure Marketing, 16(4), 343–367.
   Google Scholar
• Yoo, M. (2011). The long-term impact of a loyalty program: An evaluation from a Las Vegas casino hotel (Doctoral dissertation). University of Nevada, Las Vegas. Retrieved from http://digitalscholarship.unlv.edu/cgi/viewcontent.cgi?article=2283andcontext=thesesdissertations
   Google Scholar
• Zheng, T., Farrish, J., & Kitterlin, M. (2015). Performance trends of hotels and casinos hotels through the recession: An ARIMA with intervention analysis of stock indices. Journal of Hospitality Marketing & Management. doi:10.1080/19368623.2015.970725.
   Google Scholar