Return to search

The Effects of Benefit Types on Customer Loyalty in Integrated Resorts

This study examined the relationships between the six benefit types and customer loyalty through trust and satisfaction in integrated resorts. A self-administered survey was developed based on previous studies in customer loyalty and was distributed through e-Reward online survey panel. The findings showed that only financial gaming benefits, functional gaming benefits, and psychological non-gaming benefits had impacts on customer attitudinal loyalty and customer behavioral loyalty through trust and satisfaction in integrated resorts. Besides, functional gaming benefits had the most influence on customer loyalty through trust and satisfaction. This study extended existing literature in integrated resorts by showing that benefit types in a loyalty program can build customer attitudinal loyalty and customer behavioral loyalty in integrated resorts. This study also examined different types of benefits affect customer loyalty in different degrees. For operators of integrated resorts, understanding how different benefits of a loyalty program affect customer loyalty will allow them to modify their loyalty programs effectively to increase revenue and maintain customers.

Identiferoai:union.ndltd.org:unt.edu/info:ark/67531/metadc1538715
Date08 1900
CreatorsSu, Hsiang Wen
ContributorsMin, Jihye, Kim, Jiyoung, Kennon, Lisa
PublisherUniversity of North Texas
Source SetsUniversity of North Texas
LanguageEnglish
Detected LanguageEnglish
TypeThesis or Dissertation
Formatv, 70 pages, Text
RightsUse restricted to UNT Community, Su, Hsiang Wen, Copyright, Copyright is held by the author, unless otherwise noted. All rights Reserved.

Page generated in 0.0022 seconds