WIN OR LOSE, IT'S THE CASINO EXPERIENCE THAT GAMBLING HOTEL GUESTS VALUE MOST

Jonathan Barsky

Thomas Maier

University of San Francisco

ABSTRACT

Why do people continue to gamble when the overwhelming likelihood is that they will lose

money? It is widely known that ‘the house always wins’ and the odds are favored against the player.

Little, if any, research has been conducted on casino loyalty behavior associated with gaming

winners and losers. This study examined several fundamental questions centered around why people

gamble and what makes them loyal customers. Results indicated that the casino experience

(especially the emotional connection) plays an important role in whether or not a customer will plan

a return visit. In fact, findings of this study indicated that a favorable casino experience can reduce

or eliminate the negative impact that losing money from gambling has on customer loyalty.