Complimentary rewards in Las Vegas casinos: A literature synthesis and recommendations for profitable complimentary reward programs

摘要

This study summarizes academic theories and industry applications related to loyalty marketing schemes, drawing on literature pertaining to casino marketing, behavioral learning theory, loyalty marketing, and economics. Specifically, this study attempts to understand the market conditions and program structure under which Las Vegas Strip casinos may profitably utilize complimentary rewards through increasing short-term revenue and generating long-term loyalty. This literature synthesis provides important professional implications for casino marketers both in terms of effectively designing complimentary reward programs and sustaining profitable business during recessionary times.