Research Repository

Relationship marketing in the casino industry

Prentice, Catherine and King, Brian (2011) Relationship marketing in the casino industry. Journal of Vacation Marketing, 17 (1). pp. 51-63. ISSN 1356-7667 (print) 1479-1870 (online)

Full text for this resource is not available from the Research Repository.


For casinos involved in targeting high-end clients, relationship building and customer retention are important marketing activities. This paper investigates the effectiveness of two marketing approaches, namely customer orientation and adaptability. The paper explores how these approaches influence the performance of frontline employees operating in the casino high-end market. The investigation involved a survey administered to frontline service representatives within the VIP gaming areas of one of the world’s largest casinos. The questionnaire focused on the issues of customer orientation, adaptability and service performance. Various statistical analyses including multiple regression were deployed to analyse the data generated by the 152 valid responses. It is concluded that relationship-oriented selling behaviours are significant predictors of service performance. The predictive capacity of adaptability was particularly strong in terms of the criterion variable.

Item Type: Article
Uncontrolled Keywords: ResPubID24265, ResPubID24266, casino frontline employees, casino high-end market, relationship marketing, relationship selling behaviours, service performance
Subjects: Current > FOR Classification > 1504 Services
Historical > Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
Historical > Faculty/School/Research Centre/Department > School of International Business
Historical > SEO Classification > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
Depositing User: VUIR
Date Deposited: 07 Sep 2012 02:23
Last Modified: 02 Jul 2020 07:17
ePrint Statistics: View download statistics for this item
Citations in Scopus: 11 - View on Scopus

Repository staff only

View Item View Item

Search Google Scholar