Critical Behaviors and Trends of Casino Customers: A New Segmentation Model For The North American Gaming Industry

Jonathan Barsky, University of San Francisco
Todor Tzolov


This study presents a new customer segmentation model for the North American gaming industry based on 280,000 survey responses obtained in 2008 and 2009. The purpose of this model is to identify critical behaviors and trends of casino customers that will help casino management better understand and connect with their target customers. The new segmentation model splits the industry into distinct customer groups based on geo-demographic, behavioral and attitudinal dimensions. The results provide insight into brand preferences, the impact of loyalty programs, the role of social media, price sensitivity, key emotional drivers of loyalty, and demographic profiles of the casino customer.