IDEAS home Printed from https://ideas.repec.org/a/taf/intgms/v3y2003i1p89-101.html
   My bibliography  Save this article

Know When to Hold Them: Applying the Customer Lifetime Value Concept to Casino Table Gaming

Author

Listed:
  • LISA WATSON
  • SUDHIR H. KALE

Abstract

This article considers the impact of relationship marketing in the casino gaming industry. It illustrates how 'customer lifetime value' (LTV)--the estimated profitability of a customer over the course of his or her entire relationship with a company--can be uniquely and successfully applied to improve casino profitability. Findings indicate that increasing customer retention rates for prime customers and upgrading middle-tier customers to higher-volume betting tiers can both significantly increase long-term casino profits. Implementation of such a strategy also reduces a casino's reliance on the high-risk 'junket' segment for achieving targeted revenues and profits.

Suggested Citation

  • Lisa Watson & Sudhir H. Kale, 2003. "Know When to Hold Them: Applying the Customer Lifetime Value Concept to Casino Table Gaming," International Gambling Studies, Taylor & Francis Journals, vol. 3(1), pages 89-101, January.
    • Handle: RePEc:taf:intgms:v:3:y:2003:i:1:p:89-101
    DOI: 10.1080/14459790304587
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/14459790304587
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/14459790304587?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Prentice, Catherine, 2016. "Leveraging employee emotional intelligence in casino profitability," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 127-134.
    2. Francis Markham & Bruce Doran & Martin Young, 2014. "The Spatial Extents of Casino Catchments in Australia," Growth and Change, Wiley Blackwell, vol. 45(1), pages 60-78, March.
    3. Prentice, Catherine, 2014. "Who stays, who walks, and why in high-intensity service contexts," Journal of Business Research, Elsevier, vol. 67(4), pages 608-614.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:intgms:v:3:y:2003:i:1:p:89-101. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/RIGS20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.