The Impact of Loyalty Program Value on Brand Affect, Satisfaction, and Loyalty among Millennial Casino Patrons

Purpose - The purpose of this study is to empirically investigate the impact of the perceived loyalty program value on Millennial casino patrons’ brand affect, satisfaction, and casino loyalty. Design/methodology/approach - Data were collected via an online survey targeting Millennial casino patrons. After data screening process, 348 responses were included in the analysis. Descriptive statistics, confirmatory factor analysis (CFA), and structural equation modeling (SEM) were utilized to analyze the data. Findings - The findings of this study revealed that the perceived economic value of loyalty programs strongly impacts brand affect and overall satisfaction. Yet, the perceived psychological value of casino loyalty programs does not appear to influence brand affect and satisfaction. The results of the current study confirmed that brand affect influences satisfaction and brand loyalty. Overall satisfaction also considerably influences casino loyalty. Research implications or Originality - Given the increasing competition among casinos and the pivotal role of loyalty programs in fostering and retaining customer loyalty, it is imperative for casino marketers to gain deeper insights into how these programs can enhance Millennial casino patrons’ loyalty. The findings of this study provide valuable guidelines for casino marketers seeking to better understand and optimize their loyalty programs.