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دسته بندی:
مدیریت بازاریابی - Marketing Management
سال انتشار:
2020
عنوان انگلیسی مقاله:
Free-play impact by customer segment
ترجمه فارسی عنوان مقاله:
تأثیر بازی رایگان توسط بخش مشتری
منبع:
Sciencedirect - Elsevier - International Journal of Hospitality Management, 84 (2020) 102316. doi:10.1016/j.ijhm.2019.102316
نویسنده:
Anthony F. Lucasa,⁎, Jasmine Nematib
چکیده انگلیسی:
Little is known about the effectiveness of casino free-play campaigns, despite hundreds of millions of dollars in
annual redemptions. These costly play incentives are awarded to individual players, based largely on management’s
evaluation of their historical play. Extant campaign-level research suggests these incentives may not be
effective in driving spend per visit, but there has been no attempt to examine efficacy across player tiers (e.g.,
light, medium, and heavy users). Analysis of 365 days of performance data from a Las Vegas Strip casino produced
varied results across tiers, but all tier-level findings indicated a failure to recover the face value of the freeplay
incentives. While no support was garnered for the house money effect, the results were consistent with the
notion of loss aversion. The methodological approach outlined herein provides the means to critically evaluate
free-play offers at the tier level, fast-tracking campaign optimization via more targeted revisions.
Keywords: Casino marketing | Casino management | Free-play offers | House money effect | Loss aversion | Endowment effect | Reverse house money effect |
rospect-theory-with-memory effect
قیمت: رایگان
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