Applying the Loyalty Matrix to Evaluate Casino Loyalty Programs

Material TypeArticleLanguageEnglish
TitleApplying the Loyalty Matrix to Evaluate Casino Loyalty Programs Author(S)Sarah Tanford (Author)
Abstract  A well-established loyalty matrix classifies customers into four quadrants based on their frequency of purchase and attitude toward a hospitality business. These quadrants represent four distinct types of loyalty, according to combinations of patronage frequency and attitude favorability: true, latent, spurious, and low. ...Paginationp 333-346
SubjectHome economicsDescriptorsHospitality industry
Journal TitleCornell Hospitality Quarterly  
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