Exploring Strategies For Acquiring And Retaining Long-Term Customer Relationships In The Online Gambling Industry
Nikolajev, Nikita (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023120534523
https://urn.fi/URN:NBN:fi:amk-2023120534523
Tiivistelmä
The purpose of this thesis was to analyze the online gambling industry, find out what is online gambling by considering its definition and segmentations, figure out the business creation in the industry, and then describe what strategies and approaches used are not only for acquiring, but also for retaining long-term customer relationships in the online gambling industry.
For this thesis, the author proposed to analyze the online gambling industry in the context of acquiring and retaining long-term customer relationships, to help the commissioning company - SIA Suppline provide a better customer experience, improve existing strategies and create new strategies and approaches for attracting and retaining customers.
Customers are an integral and crucial part of every business, especially in the online gambling industry, since they are one of the main sources of profitability. However, because of the rapid growth of the online gambling industry, it becomes harder to attract new and retain existing customers, therefore companies constantly create new strategies and approaches to stay at the forefront of the industry.
To gain more reliable information regarding customer relationship creation in the online industry, the author decided to conduct a literature review using a qualitative research method, which also included interviewing three representatives of different companies in the online gambling industry on the topic of acquiring and retaining long-term customer.
Based on the results of the thesis, the author figured out what marketing strategies and technological approaches are used in the online gambling industry not only to attract but also to retain long-term relationships with customers. Moreover, the author came up the ideas of how to develop the current marketing strategies and create a better customer experience of the commissioning company.
For this thesis, the author proposed to analyze the online gambling industry in the context of acquiring and retaining long-term customer relationships, to help the commissioning company - SIA Suppline provide a better customer experience, improve existing strategies and create new strategies and approaches for attracting and retaining customers.
Customers are an integral and crucial part of every business, especially in the online gambling industry, since they are one of the main sources of profitability. However, because of the rapid growth of the online gambling industry, it becomes harder to attract new and retain existing customers, therefore companies constantly create new strategies and approaches to stay at the forefront of the industry.
To gain more reliable information regarding customer relationship creation in the online industry, the author decided to conduct a literature review using a qualitative research method, which also included interviewing three representatives of different companies in the online gambling industry on the topic of acquiring and retaining long-term customer.
Based on the results of the thesis, the author figured out what marketing strategies and technological approaches are used in the online gambling industry not only to attract but also to retain long-term relationships with customers. Moreover, the author came up the ideas of how to develop the current marketing strategies and create a better customer experience of the commissioning company.