A Journey From Customer Acquisition to Retention: An Integrative Model for Guiding Future Gaming Marketing Research
Article
Tuguinay, Jovanie, Prentice, Catherine, Moyle, Brent, Vada, Sera and Weaven, Scott. 2024. "A Journey From Customer Acquisition to Retention: An Integrative Model for Guiding Future Gaming Marketing Research." Cornell Hospitality Quarterly: hospitality leadership through learning. 65 (3), pp. 335-353. https://doi.org/10.1177/19389655231214718
Article Title | A Journey From Customer Acquisition to Retention: An Integrative Model for Guiding Future Gaming Marketing Research |
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ERA Journal ID | 19655 |
Article Category | Article |
Authors | Tuguinay, Jovanie, Prentice, Catherine, Moyle, Brent, Vada, Sera and Weaven, Scott |
Journal Title | Cornell Hospitality Quarterly: hospitality leadership through learning |
Journal Citation | 65 (3), pp. 335-353 |
Number of Pages | 19 |
Year | 2024 |
Publisher | SAGE Publications Ltd |
Place of Publication | United States |
ISSN | 1938-9655 |
1938-9663 | |
Digital Object Identifier (DOI) | https://doi.org/10.1177/19389655231214718 |
Web Address (URL) | https://journals.sagepub.com/doi/10.1177/19389655231214718 |
Abstract | Casinos operate in a competitive environment. Relationship marketing has become a central focus of casino marketing practice. However, the literature lacks any clearly identified marketing strategies for customer acquisition and retention. This article employs a systematic literature review method to identify and delineate acquisition and retention strategies for the casino sector. The findings revealed measures and antecedents for customer acquisition, retention, casino consumption, and loyalty. The study draws on these findings to present a conceptual model that categorizes customer acquisition and retention strategies. Suggestions and recommendations are highlighted for practitioners and researchers. |
Keywords | casino; marketing; strategies; customer acquisition; retention |
Contains Sensitive Content | Does not contain sensitive content |
ANZSRC Field of Research 2020 | 350606. Marketing research methodology |
Byline Affiliations | Griffith University |
University of Southern Queensland |
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License: CC BY-NC 4.0 | ||
File access level: Anyone |
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