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Home > Division of Research & Economic Development > GRRJ > Vol. 20 (2016) > Iss. 2

Article Title

Casino

This course is designed to identify, contrast, and compare basic casino department management procedures. Students will examine and discuss the relationship between the casino department and other departments in a hotel/casino environment. Current trends in gaming, she noted, show that more non-gaming professionals are taking on management roles in hotel/casino environments. The study, published in the UNLV Gaming and Research Journal, also found that that an online degree format was preferred due to the wide geographic dispersion and often unpredictable work schedules in the.

Authors

Unlv casino management online classes

Keywords

Online

Churn; Decision Tree; Data Mining; iGaming; Online Gaming; Customer relationship management; Marketing

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Disciplines

Gaming and Casino Operations Management

Document Type

Management

Original Research Article

Unlv Casino Management Online Classes

Abstract

With the potential expansion of legalized online gaming in the United States as well as in the global market, customer retention is critical to the continued growth and success of an online casino. While customer churn prediction can be an essential part of customer retention efforts, it has received very little attention in the gaming literature. Using historical online gaming data, this study examines whether player churn (attrition) can be predicted through an application of a decision tree data mining algorithm called Exhaustive CHAID (E-CHAID). The results of this empirical study suggest that the predictive model based on the E-CHAID method can be a valuable tool for identifying potential churners and understanding their churn behavior. Additionally, this study shows how the classification rules and propensity scores extracted from a decision tree churn model can be used to identify players at risk of churn. The patron play and visitation parameters that are closely associated with churn are also discussed. This study contributes to the gaming literature by focusing on online players’ churn prediction through a data-driven approach. Finally, it discusses proactive approaches for churn prevention.

Recommended Citation

Suh, E., & Alhaery, M. (2016). Customer Retention: Reducing Online Casino Player Churn Through the Application of Predictive Modeling. UNLV Gaming Research & Review Journal, 20(2). Retrieved from https://digitalscholarship.unlv.edu/grrj/vol20/iss2/6


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