A Journey From Customer Acquisition to Retention: An Integrative Model for Guiding Future Gaming Marketing Research

IF 3.4 4区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Cornell Hospitality Quarterly Pub Date : 2023-12-05 DOI:10.1177/19389655231214718

Jovanie Tuguinay, Catherine Prentice, Brent Moyle, Sera Vada, Scott Weaven

引用次数: 0

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.

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从获取客户到留住客户的旅程：指导未来游戏营销研究的综合模型

赌场是在竞争激烈的环境中经营的。关系营销已经成为赌场营销实践的中心焦点。然而，文献缺乏任何明确确定的客户获取和保留的营销策略。本文采用系统的文献回顾方法来确定和描述赌场部门的收购和保留策略。研究结果揭示了客户获取、留存、赌场消费和忠诚度的衡量标准和前提。该研究利用这些发现，提出了一个概念模型，对客户获取和保留策略进行分类。对从业者和研究人员提出了突出的建议和建议。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Cornell Hospitality Quarterly Multiple-

CiteScore

8.50

自引率

2.90%

发文量

期刊介绍： Cornell Hospitality Quarterly (CQ) publishes research in all business disciplines that contribute to management practice in the hospitality and tourism industries. Like the hospitality industry itself, the editorial content of CQ is broad, including topics in strategic management, consumer behavior, marketing, financial management, real-estate, accounting, operations management, planning and design, human resources management, applied economics, information technology, international development, communications, travel and tourism, and more general management. The audience is academics, hospitality managers, developers, consultants, investors, and students.