Customer Loyalty in the Online Gambling Industry: Are Problem Gamblers Loyal Customers?  

Oleh:

Haried, Peter

Jenis: Article from Proceeding
Dalam koleksi: American Society of Business and Behavioral Sciences (ASBBS) Proceedings: Feb 2014; Vol. 21 (1), page 1-14.
Topik: Loyalty; online gambling; pathological gambling; enjoyment
Fulltext: 33 - ASBBS 2014 - p360.pdf (397.88KB)

Isi artikel

Are problem gamblers loyal customers? In this research, we investigate the relationship between an online gambler’s problem gambling classification and customer loyalty. We argue that an online gambler’s problem gambling classification is not a good predictor of customer loyalty. Our proposed theoretical model integrates loyalty with a consumer’s pathological gambling classification along with enjoyment, satisfaction and commitment. The expected diminished role of loyalty in regards to those classified as a problem gambler challenges the traditional view of thinking that loyalty is necessary to ensure valuable ongoing customer relationships. Implications for theory and practice are discussed.

Opini Anda

Klik untuk menuliskan opini Anda tentang koleksi ini!

Kembali