Social Casinos: Winning Isn't Everything

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Published: Sep 15, 2020
DOI: https://doi.org/10.5750/jgbe.v13i1.1788
Keywords:
Loyalty social casino gambling online games satisfaction enjoyment

Main Article Content

Jonathan Barsky
University of San Francisco

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.

Article Details

Issue
Vol. 13 No. 1 (2020)
Section
Articles
Author Biography

Jonathan Barsky, University of San Francisco

Jonathan Barsky, Ph.D.Associate Professor of BusinessDepartment of MarketingSchool of Management | University of San Francisco415.225.0892 | barsky@usfca.edu | www.usfca.edu

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