Relationship marketing in the casino industry

Article

Prentice, Catherine and King, Brian. 2011. "Relationship marketing in the casino industry." Journal of Vacation Marketing. 17 (1), pp. 51-63. https://doi.org/10.1177/1356766710391135
Article Title

Relationship marketing in the casino industry

ERA Journal ID19682
Article CategoryArticle
AuthorsPrentice, Catherine (Author) and King, Brian (Author)
Journal TitleJournal of Vacation Marketing
Journal Citation17 (1), pp. 51-63
Number of Pages13
Year2011
Place of PublicationUnited Kingdom
ISSN1356-7667
1479-1870
Digital Object Identifier (DOI)https://doi.org/10.1177/1356766710391135
Web Address (URL)https://journals.sagepub.com/doi/10.1177/1356766710391135
Abstract

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.

Keywordscasino frontline employees; casino high-end market; relationship marketing; relationship selling behaviours; service performance
ANZSRC Field of Research 2020350799. Strategy, management and organisational behaviour not elsewhere classified
350699. Marketing not elsewhere classified
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Byline AffiliationsCharles Sturt University
Victoria University
Institution of OriginUniversity of Southern Queensland
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An Organic Approach to Customer Engagement and Loyalty
Prentice, Catherine, Wang, Xuequn and Lin, Xiaolin. 2020. "An Organic Approach to Customer Engagement and Loyalty." Journal of Computer Information Systems. 60 (4), pp. 326-335. https://doi.org/10.1080/08874417.2018.1485528
From gambling exposure to adaptation: Implications for casino sustainability
Prentice, Catherine and Zeng, Zhonglu. 2018. "From gambling exposure to adaptation: Implications for casino sustainability." Journal of Retailing and Consumer Services. 41, pp. 31-36. https://doi.org/10.1016/j.jretconser.2017.11.004
The effects of brand identity on brand performance in the service sector
Casidy, Riza, Prentice, Catherine and Wymer, Walter. 2019. "The effects of brand identity on brand performance in the service sector." Journal of Strategic Marketing. 27 (8), pp. 651-665. https://doi.org/10.1080/0965254X.2018.1464050
Innovation and profit motivations for social entrepreneurship: A fuzzy-set analysis
Douglas, Evan and Prentice, Catherine. 2019. "Innovation and profit motivations for social entrepreneurship: A fuzzy-set analysis." Journal of Business Research. 99, pp. 69-79. https://doi.org/10.1016/j.jbusres.2019.02.031
Emotional intelligence and tourist experience: a perspective article
Prentice, Catherine. 2019. "Emotional intelligence and tourist experience: a perspective article." Tourism Review. 75 (1), pp. 52-55. https://doi.org/10.1108/TR-06-2019-0243
The role of airport service quality in airport and destination choice
Prentice, Catherine and Kadan, Mariam. 2019. "The role of airport service quality in airport and destination choice." Journal of Retailing and Consumer Services. 47, pp. 40-48. https://doi.org/10.1016/j.jretconser.2018.10.006
The influence of brand experience and service quality on customer engagement
Prentice, Catherine, Wang, Xuequn and Loureiro, Sandra Maria Correia. 2019. "The influence of brand experience and service quality on customer engagement." Journal of Retailing and Consumer Services. 50, pp. 50-59. https://doi.org/10.1016/j.jretconser.2019.04.020
Customer Engagement and its Outcomes: The Cross-Level Effect of Service Environment and Brand Equity
Ou, Juanjuan, Wong, IpKin Anthony, Prentice, Catherine and Liu, Matthew Tingchi. 2020. "Customer Engagement and its Outcomes: The Cross-Level Effect of Service Environment and Brand Equity." Journal of Hospitality and Tourism Research. 44 (2), pp. 377-402. https://doi.org/10.1177/1096348019897360
Testing complexity theory in service research
Prentice, Catherine. 2020. "Testing complexity theory in service research." Journal of Services Marketing. 34 (2), pp. 149-162. https://doi.org/10.1108/JSM-09-2019-0353
Enhancing the tourist experience with emotional intelligence
Prentice, Catherine. 2020. "Enhancing the tourist experience with emotional intelligence." Tourism Review. 75 (5), pp. 733-744. https://doi.org/10.1108/TR-06-2019-0254
FOR A SPECIAL ISSUE ON COVID-19 and Service Industries
Prentice, Catherine, Kabadayi, Sertan and Woodside, Arch. Prentice, Catherine, Kabadayi, Sertan and Woodside, Arch (ed.) 2020. FOR A SPECIAL ISSUE ON COVID-19 and Service Industries. United Kingdom. Routledge.
Linking AI quality performance and customer engagement: The moderating effect of AI preference
Prentice, Catherine, Weaven, Scott and Wong, IpKin Anthony. 2020. "Linking AI quality performance and customer engagement: The moderating effect of AI preference." International Journal of Hospitality Management. 90, pp. 1-10. https://doi.org/10.1016/j.ijhm.2020.102629
Personality, trait EI and coping with COVID 19 measures
Prentice, Catherine, Zeidan, Susan and Wang, Xuequn. 2020. "Personality, trait EI and coping with COVID 19 measures." International Journal of Disaster Risk Reduction. 51, pp. 1-10. https://doi.org/10.1016/j.ijdrr.2020.101789
An integrative study of the implications of the rise of coworking spaces in smart cities
Zhao, Fang, Prentice, Catherine, Wallis, Joseph, Patel, Arvind and Waxin, Marie-France. 2020. "An integrative study of the implications of the rise of coworking spaces in smart cities." Entrepreneurship and Sustainability Issues. 8 (20), pp. 467-486. https://doi.org/10.9770/jesi.2020.8.2(28)
Positive psychology and tourist well-being: A systematic literature review
Vada, Sera, Prentice, Catherine, Scott, Noel and Hsiao, Aaron. 2020. "Positive psychology and tourist well-being: A systematic literature review." Tourism Management Perspectives. 33, pp. 1-14. https://doi.org/10.1016/j.tmp.2019.100631
Linking internal service quality and casino dealer performance
Prentice, Catherine. 2018. "Linking internal service quality and casino dealer performance." Journal of Hospitality Marketing and Management. 27 (6), pp. 733-753. https://doi.org/10.1080/19368623.2018.1413476
Managing service encounters with emotional intelligence
Prentice, Catherine. 2019. "Managing service encounters with emotional intelligence." Journal of Retailing and Consumer Services. 51, pp. 344-351. https://doi.org/10.1016/j.jretconser.2019.07.001
The influence of product and personal attributes on organic food marketing
Prentice, Catherine, Chen, Jue and Wang, Xuequn. 2019. "The influence of product and personal attributes on organic food marketing." Journal of Retailing and Consumer Services. 46, pp. 70-78. https://doi.org/10.1016/j.jretconser.2017.10.020
The influence of identity-driven customer engagement on purchase intention
Prentice, Catherine, Han, Xiao Yun, Hua, Lian-Lian and Hu, Lin. 2019. "The influence of identity-driven customer engagement on purchase intention." Journal of Retailing and Consumer Services. 47, pp. 339-347. https://doi.org/10.1016/j.jretconser.2018.12.014
Performance driven outcomes — The case of frontline employees in the hospitality sector
Prentice, Catherine, Ma, Erdan and Wong, IpKin Anthony. 2019. "Performance driven outcomes — The case of frontline employees in the hospitality sector." Journal of Hospitality Marketing and Management. 28 (1), pp. 101-123. https://doi.org/10.1080/19368623.2018.1486767
Revisiting the job performance – burnout relationship
Prentice, Catherine and Thaichon, Park. 2019. "Revisiting the job performance – burnout relationship." Journal of Hospitality Marketing and Management. 28 (7), pp. 807-832. https://doi.org/10.1080/19368623.2019.1568340
Emotional intelligence or artificial intelligence – an employee perspective
Prentice, Catherine, Lopes, Sergio Dominique and Wang, Xuequn. 2020. "Emotional intelligence or artificial intelligence – an employee perspective." Journal of Hospitality Marketing and Management. 29 (4), pp. 377-403. https://doi.org/10.1080/19368623.2019.1647124
The impact of artificial intelligence and employee service quality on customer satisfaction and loyalty
Prentice, Catherine, Lopes, Sergio Dominique and Wang, Xuequn. 2020. "The impact of artificial intelligence and employee service quality on customer satisfaction and loyalty." Journal of Hospitality Marketing and Management. 29 (7), pp. 739-756. https://doi.org/10.1080/19368623.2020.1722304
The influence of tourism experience and well-being on place attachment
Vada, Sera, Prentice, Catherine and Hsiao, Aaron. 2019. "The influence of tourism experience and well-being on place attachment." Journal of Retailing and Consumer Services. 47, pp. 322-330. https://doi.org/10.1016/j.jretconser.2018.12.007
The role of positive psychology in tourists’ behavioural intentions
Vada, Sera, Prentice, Catherine and Hsiao, Aaron. 2019. "The role of positive psychology in tourists’ behavioural intentions." Journal of Retailing and Consumer Services. 51, pp. 293-303. https://doi.org/10.1016/j.jretconser.2019.06.015
Linking transaction-specific satisfaction and customer loyalty – The case of casino resorts
Ji, Chunli and Prentice, Catherine. 2021. "Linking transaction-specific satisfaction and customer loyalty – The case of casino resorts." Journal of Retailing and Consumer Services. 58, pp. 1-10. https://doi.org/10.1016/j.jretconser.2020.102319
Timed intervention in COVID-19 and panic buying
Prentice, Catherine, Chen, Jinyan and Stantic, Bela. 2020. "Timed intervention in COVID-19 and panic buying." Journal of Retailing and Consumer Services. 57, pp. 1-11. https://doi.org/10.1016/j.jretconser.2020.102203
Engaging and retaining customers with AI and employee service
Prentice, Catherine and Nguyen, Mai. 2020. "Engaging and retaining customers with AI and employee service." Journal of Retailing and Consumer Services. 56, pp. 1-13. https://doi.org/10.1016/j.jretconser.2020.102186
A netnographical approach to typologizing customer engagement and corporate misconduct
Hua, Lian-Lian, Prentice, Catherine and Han, Xiaoyun. 2021. "A netnographical approach to typologizing customer engagement and corporate misconduct." Journal of Retailing and Consumer Services. 59, pp. 1-14. https://doi.org/10.1016/j.jretconser.2020.102366
Identifying antecedent conditions for luxury brand purchase
Jin, Ting, Prentice, Catherine and Shao, Wei. 2021. "Identifying antecedent conditions for luxury brand purchase." Journal of Retailing and Consumer Services. 60, pp. 1-10. https://doi.org/10.1016/j.jretconser.2021.102466
Transformative service research and COVID-19
Prentice, Catherine, Altinay, Levent and Woodside, Arch G.. 2021. "Transformative service research and COVID-19." Service Industries Journal. 41 (1-2), pp. 1-8. https://doi.org/10.1080/02642069.2021.1883262
Mind, service quality, relationship with airlines
Prentice, Catherine, Hsiao, Aaron, Wang, Xuequn and Loureiro, Sandra Maria Correia. 2021. "Mind, service quality, relationship with airlines." Journal of Strategic Marketing. 31 (1), pp. 212-234. https://doi.org/10.1080/0965254X.2021.1894216
Travel deterrents to regional destinations
Prentice, Catherine and Hsiao, Aaron. 2021. "Travel deterrents to regional destinations." Journal of Retailing and Consumer Services. 58, pp. 1-10. https://doi.org/10.1016/j.jretconser.2020.102292
The influence of gaming and non-gaming experience on customers’ response to the casino
Prentice, Catherine, Ji, Chunli and Li, Kefang. 2022. "The influence of gaming and non-gaming experience on customers’ response to the casino." Journal of Vacation Marketing. 28 (4), pp. 455-468. https://doi.org/10.1177/13567667211066325
Utopia or dystopia – deterrents to ecotourism development in Fiji
Prentice, Catherine, Kundra, Sakul, Alam, Mumtaz, Alam, Mohammad Afsar and Nguyen, Mai. 2023. "Utopia or dystopia – deterrents to ecotourism development in Fiji." Tourism Geographies: an international journal of tourism place, space and the environment. 25 (2-3), pp. 843-864. https://doi.org/10.1080/14616688.2021.2016931
The role of marketing in the development of digital touchpoints
Dominique-Ferreira, Sergio, Viana, Marta and Prentice, Catherine. 2021. "The role of marketing in the development of digital touchpoints." Rocha, Alvaro, Goncalves, Ramiro, Penalvo, Francisco Garcia and Martins, Jose (ed.) 16th Iberian Conference on Information Systems and Technologies (CISTI 2021). Chaves, Portugal 23 - 26 Jun 2021 United States. https://doi.org/10.23919/CISTI52073.2021.9476670
Robotic service quality – Scale development and validation
Prentice, Catherine and Nguyen, Mai. 2021. "Robotic service quality – Scale development and validation." Journal of Retailing and Consumer Services. 62, pp. 1-17. https://doi.org/10.1016/j.jretconser.2021.102661
Relevant, or irrelevant, external factors in panic buying
Prentice, Catherine, Nguyen, Mai, Nandy, Purnima, Winardi, Michael Aswin, Chen, Ying, Le Monkhouse, Lien, Dominique-Ferreira, Sergio and Stantic, Bela. 2021. "Relevant, or irrelevant, external factors in panic buying." Journal of Retailing and Consumer Services. 61, pp. 1-10. https://doi.org/10.1016/j.jretconser.2021.102587
The spillover effect of airport service experience on destination revisit intention
Prentice, Catherine, Wang, Xuequn and Manhas, Parikshat Singh. 2021. "The spillover effect of airport service experience on destination revisit intention." Journal of Hospitality and Tourism Management. 48, pp. 119-127. https://doi.org/10.1016/j.jhtm.2021.06.001
Addressing Issues and Challenges in Managing Migratory Tuna Resources in the Western and Central Pacific Ocean
Zhao, Fang, Mapuru, David, Waxin, Marie-France, Prentice, Catherine and Scavarda, Annibal. 2021. "Addressing Issues and Challenges in Managing Migratory Tuna Resources in the Western and Central Pacific Ocean." International Journal of the Commons. 15 (1), pp. 119-131. https://doi.org/10.5334/ijc.1069
Trustworthy artificial intelligence in the sharing economy-a systematic review and meta-analysis
Chen, Ying, Prentice, Catherine, Weaven, Scott and Hsiao, Aaron. 2022. "Trustworthy artificial intelligence in the sharing economy-a systematic review and meta-analysis." 32nd Annual Council for Australasian Tourism and Hospitality Education Conference (CAUTHE 2022). Brisbane, Australia 07 - 09 Feb 2022 Brisbane, Australia. https://doi.org/10.3316/informit.413702193282132
The role of memorable experience and emotional intelligence in senior customer loyalty to geriatric hotels
Prentice, Catherine, Dominique-Ferreira, Sergio, Ferreira, Andreia and Wang, Xuequn (Alex). 2022. "The role of memorable experience and emotional intelligence in senior customer loyalty to geriatric hotels." Journal of Retailing and Consumer Services. 64, pp. 1-9. https://doi.org/10.1016/j.jretconser.2021.102788
Antecedents and consequences of panic buying: The case of COVID-19
Prentice, Catherine, Quach, Sara and Thaichon, Park. 2022. "Antecedents and consequences of panic buying: The case of COVID-19." International Journal of Consumer Studies. 46 (1), pp. 132-146. https://doi.org/10.1111/ijcs.12649
Testing the effectiveness of acquisition marketing strategies: The case of Australian land-based casinos
Tuguinay, Jovanie, Prentice, Catherine and Moyle, Brent. 2022. "Testing the effectiveness of acquisition marketing strategies: The case of Australian land-based casinos." 32nd Annual Council for Australasian Tourism and Hospitality Education Conference (CAUTHE 2022). Brisbane, Australia 07 - 09 Feb 2022 Brisbane, Australia. https://doi.org/10.3316/informit.421621206066867
The influence of customer experience with automated games and social interaction on customer engagement and loyalty in casinos
Tuguinay, Jovanie A., Prentice, Catherine and Moyle, Brent. 2022. "The influence of customer experience with automated games and social interaction on customer engagement and loyalty in casinos." Journal of Retailing and Consumer Services. 64, pp. 1-10. https://doi.org/10.1016/j.jretconser.2021.102830
The influence of norms on tourist behavioural intentions
Wasaya, Allah, Prentice, Catherine and Hsiao, Aaron. 2022. "The influence of norms on tourist behavioural intentions." Journal of Hospitality and Tourism Management. 50, pp. 277-287. https://doi.org/10.1016/j.jhtm.2022.02.023
Addressing service profit chain with artificial and emotional intelligence
Wei, He and Prentice, Catherine. 2022. "Addressing service profit chain with artificial and emotional intelligence." Journal of Hospitality Marketing and Management. 31 (6), pp. 730-756. https://doi.org/10.1080/19368623.2022.2058671
The journey from optimism to cynicism: The mediating and moderating roles of coping and training
Zeidan, Susan and Prentice, Catherine. 2022. "The journey from optimism to cynicism: The mediating and moderating roles of coping and training." International Journal of Disaster Risk Reduction. 71, pp. 1-11. https://doi.org/10.1016/j.ijdrr.2022.102796
The influence of customer trust and artificial intelligence on customer engagement and loyalty – The case of the home-sharing industry
Chen, Ying, Prentice, Catherine, Weaven, Scott and Hisao, Aaron. 2022. "The influence of customer trust and artificial intelligence on customer engagement and loyalty – The case of the home-sharing industry." Frontiers in Psychology. 13. https://doi.org/10.3389/fpsyg.2022.912339
Service environment and gambling behaviors
Prentice, Catherine and Ma, Er Dan. 2015. "Service environment and gambling behaviors." Gursoy, Dogan, Yolal, Medet and Lee, Timothy (ed.) 5th Advances in Hospitality & Tourism Marketing and Management Conference (AHTMM 2015). Beppu, Japan 18 - 21 Jun 2015
Identifying casino patrons from the tourism market
Prentice, Catherine and Laesser, C.. 2012. "Identifying casino patrons from the tourism market." 22nd Annual Council for Australasian Tourism and Hospitality Education Conference (CAUTHE 2012). Melbourne, Australia 06 - 09 Feb 2012 Melbourne, Australia.