Relationship marketing in the casino industry

Catherine Prentice, Brian Edward Melville King

Research output: Journal article publicationJournal articleAcademic researchpeer-review

12 Citations (Scopus)


For casinos involved in targeting high-end clients, relationship building and customer retention are important marketing activities. This paper investigates the effectiveness of two marketing approaches, namely customer orientation and adaptability. The paper explores how these approaches influence the performance of frontline employees operating in the casino high-end market. The investigation involved a survey administered to frontline service representatives within the VIP gaming areas of one of the world's largest casinos. The questionnaire focused on the issues of customer orientation, adaptability and service performance. Various statistical analyses including multiple regression were deployed to analyse the data generated by the 152 valid responses. It is concluded that relationship-oriented selling behaviours are significant predictors of service performance. The predictive capacity of adaptability was particularly strong in terms of the criterion variable.
Original languageEnglish
Pages (from-to)51-63
Number of pages13
JournalJournal of Vacation Marketing
Issue number1
Publication statusPublished - 1 Jan 2011
Externally publishedYes


  • casino frontline employees
  • casino high-end market
  • relationship marketing
  • relationship selling behaviours
  • service performance

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management

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