The influence of customer experience with automated games and social interaction on customer engagement and loyalty in casinos |
| |
| Institution: | 1. Department of Marketing, Griffith Business School Griffith University Nathan Campus, QLD, 4111, Australia;2. Department of Marketing Griffith Business School Griffith Institute for Tourism Studies Nathan Campus, Griffith University Brisbane, OLD, 4111, Australia;3. Department of Tourism, Sport & Hotel Management, Griffith Business School Griffith University Nathan, QLD, 4111, Australia;1. Ehrenberg-Bass Institute, UniSA Business, University of South Australia, City West Campus Level 4, Yungondi Building, North Terrace Adelaide, SA 5000, Australia;2. Massey University, Auckland, New Zealand;1. Sauder School of Business, University of British Columbia (UBC), Vancouver, British Columbia, V6T 1Z2, Canada;2. Rowe School of Business, Dalhousie University, Halifax, NS, B3H 4R2, Canada;1. Instituto Multidisciplinar de Empresa, University of Salamanca, Campus Unamuno. Edificio FES, 37007, Salamanca, Spain;2. Instituto Multidisciplinar de Empresa, Universidad Laica Eloy Alfaro de Manabí, Av. Circunvalacion, Manta, Ecuador;3. Instituto Multidisciplinar de Empres, University of Sao Paulo, Brazil;4. Instituto Multidisciplinar de Empresa University of Salamanca, Spain;1. Faculty of Economics and Business Administration, Ruppin Academic Center, Emek Hefer, 4025000, Israel;2. Paris School of Business, France |
| |
| Abstract: | Drawing on experiential marketing theory, This study examines the relationship between casino customers’ experience with automated games and their engagement and loyalty responses to casinos. Social interaction as a proxy of visiting motivation is modelled as a moderator in the relationship. Customer behaviours include word-of-mouth, visiting frequency, and average spending. The study focuses on Australian land-based casino members with automated game experience. The results show that customer experience with some features of automated games had a positive and significant impact on customer engagement with the casino, which led to positive loyalty. Automated game experience also had an indirect effect on customer loyalty. Social interaction exhibited a significant moderating effect on the relationship between customer engagement and visiting frequency. Discussion and implications of these findings for the literature and practitioners conclude the paper. |
| |
| Keywords: | Casino Customer experience Customer engagement Game automation Customer loyalty |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
