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| Author: | Nisbet, S. |
| Title: | How customers behave on the gaming floor: revelations from employees |
| Journal: | Journal of Travel & Tourism Marketing
2009 : VOL 26:4, p. 430-444 |
| Index terms: | gambling industry consumer behaviour payment systems Australia |
| Language: | eng |
| Abstract: | The paper aims to provide new understanding of variations in gaming behavior by investigating customers' use of cashless cards on the gaming floor. The issue is examined from the employees' perspective in two Australian gaming venues. The results suggest that when designing adoption campaign messages, it would be more useful to segment the customers as heavy or light users, rather than based on demographics. For the customers who have already adopted the cashless card, the problems of associating lack of staff awareness and non use of the responsible gambling attributes, could be solved with a communication and training program. |
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