Total rewards customer loyalty programs represent a viable solution for domestic gaming operators in today’s current economic environment. Total rewards customer loyalty programs provide domestic gaming operators with an unparalleled tool in understanding, identifying, and realizing their customer’s desires. The design of total rewards customer loyalty programs provides domestic gaming operators with the ability to remain fluid and allows quick adaptation to ever changing market conditions. Research suggests that total rewards customer loyalty programs provide domestic gaming operators with a viable financial solution that provides equitable value to customers alike. This paper will analyze the structure of customer loyalty programs by defining and examining its components. This paper will also identify and establish parameters necessary for domestic gaming operators to achieve a successful total rewards customer loyalty program. Finally, this paper will recommend that under current economic conditions that domestic gaming operators invest in the development of total rewards customer loyalty programs in order to drive customer retention and add to financial bottom line.
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