A Journey From Customer Acquisition to Retention: An Integrative Model for Guiding Future Gaming Marketing Research-Reference-Cited by-同舟云学术

A Journey From Customer Acquisition to Retention: An Integrative Model for Guiding Future Gaming Marketing Research

Published:2023-12-05 Issue: Volume: Page:
ISSN:1938-9655
Container-title:Cornell Hospitality Quarterly
language:en
Short-container-title:Cornell Hospitality Quarterly

Author:

Tuguinay Jovanie¹^ORCID,Prentice Catherine²^ORCID,Moyle Brent¹,Vada Sera¹,Weaven Scott¹

Affiliation:

1. Griffith University, Brisbane, Queensland, Australia

2. University of Southern Queensland, Springfield Central, Australia

Abstract

Casinos operate in a competitive environment. Relationship marketing has become a central focus of casino marketing practice. However, the literature lacks any clearly identified marketing strategies for customer acquisition and retention. This article employs a systematic literature review method to identify and delineate acquisition and retention strategies for the casino sector. The findings revealed measures and antecedents for customer acquisition, retention, casino consumption, and loyalty. The study draws on these findings to present a conceptual model that categorizes customer acquisition and retention strategies. Suggestions and recommendations are highlighted for practitioners and researchers.

Publisher

SAGE Publications

Subject

Tourism, Leisure and Hospitality Management

Link

http://journals.sagepub.com/doi/pdf/10.1177/19389655231214718

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