Loyalty Program Rewards Increases Willingness to Use Responsible Gambling Tools and Attitudinal Loyalty

Hollingshead, Samantha J.; Wohl, Michael J. A.

doi:10.1007/s11469-022-00905-y

Cited by 3 publications

(2 citation statements)

References 53 publications

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“…The ability to access meaningful and accurate feedback in real-time appears to be an important benefit to emphasize. The prior literature suggests that integration of loyalty programs within cashless gambling systems presents another potential avenue to drive uptake and engagement (A. , such as by providing customers with nongambling-related rewards (e.g., food or hotel offers) for using harm reduction features (Hollingshead & Wohl, 2022). However, whether (or under what conditions) loyalty programs are compatible with harm reduction remains unclear (Delfabbro & King, 2021a;Wohl, 2018).…”

Section: Discussionmentioning

confidence: 99%

Cashless gambling: Qualitative analysis of consumer perspectives regarding the harm minimization potential of digital payment systems for electronic gaming machines.

Swanton,

Tsang,

Collard

et al. 2024

Psychology of Addictive Behaviors

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Objective: Land-based gambling venues remain predominantly cash-based despite broader consumer trends toward digital payments. Little prior literature directly investigates the role of payment methods in gambling; however, digital payment systems offer a key intervention point for gambling harm minimization. This study explores the perspectives of electronic gaming machine (EGM) gamblers regarding the concept of cashless gambling-the ability to gamble without using physical currency. Method: Twenty-six Australian EGM gamblers (10 females, 16 males; aged 24-76 years) participated in four online focus group discussions. Using content analysis and a pragmatic approach, data were organized thematically in relation to consumer perceptions about the benefits and risks of cashless gambling, factors potentially influencing uptake of cashless gambling, and recommendations about harm reduction features that could be incorporated into the system. Results: Cashless gambling was perceived to present important opportunities for more useful and meaningful harm reduction measures based on the ability to track a user's complete gambling activity. However, participants reported reluctance toward adoption of cashless gambling, tending to perceive such systems as being overly restrictive and invasive, and potentially facilitating (over)spending, depending on design and implementation. Participants commonly perceived systems as offering little value to individuals who gamble without experiencing significant harms. Conclusions: Perceived irrelevance and privacy concerns appear to be major barriers to adoption of a cashless gambling system with strong harm reduction features. Our findings provide insights for policy makers considering the optimal design, implementation, and marketing of cashless gambling from a harm reduction perspective. Public Health Significance StatementA mandatory account-based digital payment system offers important opportunities for minimizing harms associated with electronic gaming machine use. However, consumers tend to view harm reduction tools as not being relevant to themselves. To ensure that systems effectively reduce gambling harm, the voices of people who gamble need to be included in the policy-making process-as to be effective, the system must be used by consumers.

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Section: Discussionmentioning

confidence: 99%

Cashless gambling: Qualitative analysis of consumer perspectives regarding the harm minimization potential of digital payment systems for electronic gaming machines.

Swanton,

Tsang,

Collard

et al. 2024

Psychology of Addictive Behaviors

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“…The complexity of the redemption process is another notable concern within loyalty programs, as discussed by Hollingshead & Wohl (2022). If customers find it cumbersome to redeem their rewards, it may diminish the perceived value of loyalty programs, thereby impacting their effectiveness in retaining customers.…”

Section: Situational Analysismentioning

confidence: 99%

Craving Loyalty: Examining the Influence of Loyalty Programs on Customer Retention in South Africa’s Fast-Food Landscape

Mdletshe

2023

EJMMS

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This study investigates the dynamics of customer loyalty within South African fast-food restaurants, focusing on the influence of loyalty programs on customer retention. The background highlights the rapid growth of the South African fast-food industry and the need for a nuanced understanding of customer behavior in this context. Employing a quantitative methods approach employed a cross-sectional design; the methodology includes a comprehensive situational analysis and addresses three research questions: customer motivations for loyalty program participation, factors beyond loyalty programs affecting retention, and the impact of existing loyalty programs on retention. Findings reveal that emotional connections, trustworthiness, and perceived value are key motivators for program participation. Beyond loyalty initiatives, service quality, menu variety, and overall customer experience significantly impact retention. Loyalty program metrics, including participation rates and reward perceived value, play a crucial role in customer loyalty. The study concludes that businesses should tailor loyalty programs to local preferences, adopt a holistic approach to customer retention, and optimize program metrics. The practical implications emphasize the need for clear communication and cultural sensitivity. This research contributes to the academic literature by addressing gaps specific to the South African context and provides actionable insights for businesses aiming to enhance customer loyalty in this dynamic and competitive market. Article visualizations:<img src="/-counters-/soc/0013/a.php" alt="Hit counter" />

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Player-Facing Casino Employees: Engagement with Responsible Gambling Programming and its Association with Referring Players

Gaudett,

Tabri,

Davis

et al. 2024

J Gambl Stud

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Loyalty Program Rewards Increases Willingness to Use Responsible Gambling Tools and Attitudinal Loyalty

Cited by 3 publications

References 53 publications

Cashless gambling: Qualitative analysis of consumer perspectives regarding the harm minimization potential of digital payment systems for electronic gaming machines.

Cashless gambling: Qualitative analysis of consumer perspectives regarding the harm minimization potential of digital payment systems for electronic gaming machines.

Craving Loyalty: Examining the Influence of Loyalty Programs on Customer Retention in South Africa’s Fast-Food Landscape

Player-Facing Casino Employees: Engagement with Responsible Gambling Programming and its Association with Referring Players

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