The Value of Relationship Strength in Segmenting Casino Patrons

Increased competition in the gaming industry has resulted in the need for casinos to identify consumer segments that will be most receptive to their communications. In the past, casinos have traditionally used behavioral variables (i.e., frequency of visits, amount of money wagered, etc.) to segment and target customers. However, recent work in segmentation advocates the value of also segmenting customers based on attitudinal variables (i.e.,...