Relationship marketing in the casino industry

Catherine Prentice, Brian King

Research output: Contribution to journalArticle

11 Citations (Scopus)


For casinos involved in targeting high-end clients, relationship building and customer retention areimportant marketing activities. This paper investigates the effectiveness of two marketing approaches,namely customer orientation and adaptability. The paper explores how these approaches influence theperformance of frontline employees operating in the casino high-end market. The investigationinvolved a survey administered to frontline service representatives within the VIP gaming areas of oneof the world's largest casinos. The questionnaire focused on the issues of customer orientation, adaptabilityand job performance. Various statistical analyses including multiple regression were deployed toanalyse the data generated by the 152 valid responses. It is concluded that relationship-oriented sellingbehaviours are significant predictors of service performance. The predictive capacity of adaptabilitywas particularly strong in terms of the criterion variable.
Original languageEnglish
Pages (from-to)51-63
Number of pages13
JournalJournal of Vacation Marketing
Issue number1
Publication statusPublished - Jan 2011

Fingerprint Dive into the research topics of 'Relationship marketing in the casino industry'. Together they form a unique fingerprint.

  • Cite this