An Assessment of the Value of Slot Clubs As Drivers of Casino Loyalty

Flavia Hendler, University of Nevada – Las Vegas, USA
Kathryn A. Braun-LaTour, University of Nevada – Las Vegas, USA
The goal of our research is to better understand the impact of slot clubs on casino loyalty. Casino slot clubs are the entities in the casinos that operationalize the collection of customer data and the delivery of loyalty program benefits. We investigate the deep meanings and emotions associated with such clubs using qualitatively-derived perceptual maps of mental models of slot clubs and casinos and their underlying constructs. We will present data on Las Vegas slot customers, including local (Las Vegas residents) and non-local customers of a casino resort. Our findings enrich our understanding of the loyalty construct and reveal personal meanings associated with slot clubs and casino mega-resorts.
[ to cite ]:
Flavia Hendler and Kathryn A. Braun-LaTour (2007) ,"An Assessment of the Value of Slot Clubs As Drivers of Casino Loyalty", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 690-692.