The influence of customer experience with automated games and social interaction on customer engagement and loyalty in casinos
Article
Article Title | The influence of customer experience with automated games and social interaction on customer engagement and loyalty in casinos |
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ERA Journal ID | 19837 |
Article Category | Article |
Authors | Tuguinay, Jovanie A. (Author), Prentice, Catherine (Author) and Moyle, Brent (Author) |
Journal Title | Journal of Retailing and Consumer Services |
Journal Citation | 64, pp. 1-10 |
Article Number | 102830 |
Number of Pages | 10 |
Year | 2022 |
Publisher | Elsevier |
Place of Publication | United Kingdom |
ISSN | 0969-6989 |
1873-1384 | |
Digital Object Identifier (DOI) | https://doi.org/10.1016/j.jretconser.2021.102830 |
Web Address (URL) | https://www.sciencedirect.com/science/article/pii/S0969698921003969 |
Abstract | Drawing on experiential marketing theory, This study examines the relationship between casino customers’ experience with automated games and their engagement and loyalty responses to casinos. Social interaction as a proxy of visiting motivation is modelled as a moderator in the relationship. Customer behaviours include word-of-mouth, visiting frequency, and average spending. The study focuses on Australian land-based casino members with automated game experience. The results show that customer experience with some features of automated games had a positive and significant impact on customer engagement with the casino, which led to positive loyalty. Automated game experience also had an indirect effect on customer loyalty. Social interaction exhibited a significant moderating effect on the relationship between customer engagement and visiting frequency. Discussion and implications of these findings for the literature and practitioners conclude the paper. |
Keywords | Casino; Customer engagement; Customer experience; Customer loyalty; Game automation |
ANZSRC Field of Research 2020 | 350799. Strategy, management and organisational behaviour not elsewhere classified |
350699. Marketing not elsewhere classified | |
Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
Byline Affiliations | Griffith University |
Institution of Origin | University of Southern Queensland |
https://research.usq.edu.au/item/q7803/the-influence-of-customer-experience-with-automated-games-and-social-interaction-on-customer-engagement-and-loyalty-in-casinos
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