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      Social Casinos: Winning Isn't Everything

      The Journal of Gambling Business and Economics

      University of Buckingham Press

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          Abstract

          Are players who win more likely to be loyal to social casino games, and better customers for the social casino industry? In this research, we investigate the relationship between social casino player success and customer loyalty. We make a case that winning is not a good predictor of customer loyalty for social casino games. Our proposed theoretical model integrates loyalty and spend level with a player’s perceived level of gaming success. The unexpected diminished role of winning as a contributing factor to loyalty challenges the traditional view of thinking that success in a gambling environment is necessary to ensure valuable ongoing customer relationships. Implications for theory and practice are discussed.

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          Author and article information

          Journal
          The Journal of Gambling Business and Economics
          jgbe
          University of Buckingham Press
          1751-8008
          1751-7990
          September 15 2020
          September 15 2020
          : 13
          : 1
          : 71-85
          Article
          10.5750/jgbe.v13i1.1788
          © 2020

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