The Role of Relationship Selling in the Performance of Casino Employees
Paper
Paper/Presentation Title | The Role of Relationship Selling in the Performance of Casino Employees |
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Presentation Type | Paper |
Authors | Prentice, Catherine (Author) and King, Brian (Author) |
Editors | Wells, Malcolm |
Journal or Proceedings Title | Proceedings of the 20th Annual Council for Australasian University Tourism and Hospitality Education Conference (CAUTHE 2010) |
Number of Pages | 20 |
Year | 2010 |
Place of Publication | Hobart, Tasmania |
ISBN | 9781862955608 |
Web Address (URL) of Paper | https://cauthe.org/services/conferences/conference-2010/ |
Conference/Event | 20th Annual Council for Australasian Tourism and Hospitality Education Conference (CAUTHE 2010) |
Event Details | 20th Annual Council for Australasian Tourism and Hospitality Education Conference (CAUTHE 2010) Parent Annual Council for Australasian Tourism and Hospitality Education (CAUTHE) Conference Delivery In person Event Date 08 to end of 11 Feb 2010 Event Location Hobart, Tasmania |
Abstract | For casinos involved in targeting high-end clients, relationship building and customer retention are important marketing activities. This paper investigates the incidence 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 job 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. |
Keywords | casinos; high-end clients; relationship building |
ANZSRC Field of Research 2020 | 350799. Strategy, management and organisational behaviour not elsewhere classified |
350699. Marketing not elsewhere classified | |
Public Notes | There are no files associated with this item. |
Byline Affiliations | Victoria University |
Institution of Origin | University of Southern Queensland |
https://research.usq.edu.au/item/q7889/the-role-of-relationship-selling-in-the-performance-of-casino-employees
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