The Science of High Roller Club Loyalty Programs
Casinos use chips rather than cash to encourage customers to continue gambling, enabling casinos to monitor customer spending habits while making them feel special and encouraging them to spend even more at the tables.
Research (Mattila 2006 and 2001a) has demonstrated how emotions shape customer loyalty program perceptions. This study supplements those findings by exploring consumers' unconscious motivations for joining loyalty programs.
High rollers are a target market
Casinos recognize that their top spenders represent an essential portion of revenue and take every measure to keep them satisfied. As thanks for their patronage, casinos provide VIP perks like larger bonuses and luxurious gifts - as well as access to special events and gaming rooms as well as personalized account...