외국인 전용 카지노 VIP 고객 보상프로그램이 게임 수익에 미치는 영향 : 무료 식음료 서비스와 게임 칩을 중심으로

Abstract

Purpose –The purpose of this study is to examine the effect of reward program on the game revenue for VIP customers in foreigner-only casino, with two major services in terms of free food and beverage(F&B)services and providing game chips Design, data, and methodology – For this study, the dependent variables are the game time and the drop money amount of customer. Free meal order quantity, game chip payment amount, and interaction effect variable between free meal order quantity and game chip payment are used as independent variables. VVIP customer ratio, the number of game customer, promotion day dummy variable are used for the control variables. Daily panel data were used for test the suggested hypotheses by conducting panel regression models as an analysis technique. Result –Empirical results show that only free F&B service had a significant effect on the VIP cusotmer’s game time. Both the free F&B service and the providing the game chip service were significantly influenced on the customer’s drop money amount. In addition, there were existed the interaction effect between the free F&B service and the providing the game chip service Conclusions – Based on the results of this study, the effectiveness of free F&B services on game revenue for casino VIP customers is revealed. The results of this study would provide important information to establish more effective casino customer reward program.