Perceived Value of the Convention Center Casino Loyalty Program and Customer Loyalty

The loyalty program is one of the strategies used by casino companies to develop relationships with their customers. However, studies that empirically test the influence of loyalty programs and customer loyalty are very limited and the results are inconsistent. Examining the effectiveness of casino loyalty programs is an essential step in developing true customer loyalty. This study examined the impact of the perceived economic value of loyalty program on customer satisfaction and loyalty, including both attitudinal and behavioral loyalty. In addition, this study examined the moderating effects of distance, child(ren), and gaming preference on casino patrons' behaviors. This study utilized the data collected from the casino company in Southeastern United States in May 2008. The results revealed that loyalty program do have an impact on loyalty in the casino industry. This study is one of only a few empirical studies of customer loyalty programs and is perhaps the most comprehensive study of customer loyalty programs in the casino industry. This study resulted in a number of findings that shed light on loyalty, designing loyalty programs, and even casino management.