GRIFFITHS, M.D. and WOOD, R.T.A., 2008. Gambling loyalty schemes: treading a fine line? Casino & Gaming International, 4 (2), pp. 105-108.
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Loyalty and discount schemes in which customers are invited to sign up for a card and become a member of a scheme, sometimes in exchange for registering some basic personal details, are an established feature of the retail and services landscape. They have become widespread and arguably ubiquitous. Such schemes are part of the increasing emphasis on defensive marketing where the focus is on retaining existing customers and increasing the amount of custom from them. But whether this leads to ‘customer enhancement’ or ‘customer exploitation’ is open to question.
|Item Type:||Journal article|
|Publication Title:||Casino & Gaming International|
|Creators:||Griffiths, M.D. and Wood, R.T.A.|
|Publisher:||CGI Global Media Limited|
|Place of Publication:||Wickford, Essex|
|Divisions:||Schools > School of Social Sciences|
|Depositing User:||EPrints Services|
|Date Added:||09 Oct 2015 09:45|
|Last Modified:||12 Oct 2015 12:35|
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