Relationship Marketing Tactics and Customer Loyalty: An Exploratory Research on Macao Casinos


  • Yongdong Shi Macau University of Science and Technology, Macao


The influence mechanism of relationship marketing tactics on customer loyalty was investigated using data obtained from interviews of 449 customers of Macao Casinos. Data analysis revealed that three types of relationship marketing tactics which are preferential treatment, interpersonal communication, and tangible rewards have positive effects on customer perceived relationship investment. Moreover they have positive effects on customer loyalty by the mediator of relationship quality. Among these relationships, the moderating effects of three consumer characteristics, namely consumer novelty seeking, consumer involvement and consumer relationship proneness were also explored. These results extend the research on the relationship marketing by revealing the above influence mechanism, as well as yielding deepened insight into customer relationship management in casinos