Casinos Are Way Off the Mark

Casinos Are Way Off the Mark with Satisfaction-Based Market Research

Casinos rely on traditional market research with a belief that the more satisfied guests are, the more inclined they will be to come back, bringing more revenues. Guest satisfaction has become a catch-all term for the end result of many marketing approaches where customer data is used. You want guests to visit your casino, play and have a pleasurable experience. Once they do it for the first time, you want them to continue doing business with your casino. 
However, it’s important to note that casinos regularly spend between $500,000 and $1 million per month on marketing and advertising. You don’t want to be forced to pay that month after month. You want to create “loyal” guests who engage in profitable behavior. You want guest advocates.
Martin R. Baird
Robinson & Associates, Inc.