Inside Asian Gaming

IAG JUL 2023年7月 亞博匯 72 initiatives in casinos to be high. People-related issues have emerged as the main cause of the failure of many CRM and change management initiatives in casinos. This series of articles aims to address these issues by providing casino practitioners with validated and empirical research findings on internal CRM, external CRM, and organizational change management in casinos. This first article will introduce the concepts and definitions of internal and external CRM and change management in casinos. Articles 2 and 3 will investigate internal and external CRM process and practices, while Articles 4 and 5 will cover organizational change management process and practices. Finally, Article 6 will present an integrated model of internal and external CRM change management in casinos and its application in an investigated casino in Australia. THE MEANING OF RELATIONSHIP The essence of internal and external CRM requires an understanding of the meaning of relationship, and the relationship between internal customer satisfaction and external customer satisfaction. A relationship is defined as the way in which two or more people or things are connected, or the state of being connected. A relationship is characterized by mutual knowledge, some level of symmetry, long term orientation, communication, mutual benefits and satisfaction, mutual trust and fairness, mutual learning, mutual commitment, investments and efforts from both sides, uniqueness and, above all, freedom, and uncertainty. The quality of a relationship is the result of an overall assessment of the strength of a relationship, and the extent to which it meets the needs and expectations of the parties based on a history of successful or unsuccessful encounters. The quality of a relationship has three dimensions: trust, satisfaction and commitment. These three variables are interrelated. Trust is an element in positive relationships. The outcomes of developing trust include increasing relationship commitment. Satisfaction over time reinforces the perceived reliability and contributes to trust. Satisfaction has a greater effect on commitment. Commitment is an ingredient COLUMNISTS