Abstract
As the competition within the gaming industry continues to grow exponentially, casinos are using players club programmes as a key component of their marketing and loyalty programmes. This study investigates the relationships between casino players’ club programmes and its members. Through the use of data collected from a mail survey of 3,000 players’ club members, analyses were conducted to explore the impacts of these programmes on the creation of behavioural and attitudinal loyalty. The findings suggest fnr a number of loyalty programme members, these programmes have little impact on creating loyalty and their subsequent gaming behaviour.
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