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| Author: | Hendler, F. LaTour, K.A. |
| Title: | A qualitative analysis of slot clubs as drivers of casino loyalty |
| Journal: | Cornell hospitality quarterly: hospitality leadership through learning
2008 : MAY, VOL. 49:2, p. 105-121 |
| Index terms: | gambling industry leisure industry tourism management customer relations loyalty qualitative research USA |
| Freeterms: | casinos slot clubs |
| Language: | eng |
| Abstract: | In the casino industry, the slot club (hereafter as: s-club) is a very common type of loyalty program. This study looks at the deep meanings and emotions of a s-club for tourists and frequent local customers at a Las Vegas mega casino resort using an in-depth interview technique, that is, the Zaltman Metaphor Elicitation Technique (ZMET). It is found that the opportunities for casino loyalty programs to establish emotional bonds with the customer are in the capacity of reflecting human qualities in the s-club service delivery process. In addition, it is also found that the s-club brings different meanings to different customer groups and that these emotional connections, or lack thereof, are best clarified through the qualitative research technique using images instead of words to guide the in-depth interview. |
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