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What is it about online gambling that creates value from the customer’s perspective?

McCabe, Pat (2013) What is it about online gambling that creates value from the customer’s perspective? Masters thesis, Dublin, National College of Ireland.

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While Internet gambling is a relatively new leisure pursuit it is no longer a prodigy or new form of gambling. Comparatively speaking there is a poor understanding of the use, effect and influence of this activity in the context of other gambling behaviour and activities, so as to inform policy decisions, promote safe and responsible gambling, and exemplify a win-win solution for its clients and the industry.

The transition to Internet gambling from land-based or no gambling is an important area for research. With player tracking and identification, the possibility exists for responsible gambling features and tools to be developed for online gambling sites, which could be highly effective in providing a safer gambling environment than land-based venues.

The Internet has altered the dynamics of gambling at a global level. The ubiquitous nature of the Internet facilitates access to online gambling 24x7. The introduction of smartphones and tablets allows patrons to gamble on the go, at an event, or even watching a game.

Internet gambling seems to be more popular among adolescents and young adults. Some social networks such as Facebook have given their blessing to what was once considered an immoral or socially destructive behavior, with the availability of online gambling on social networking sites. Social networks are also facilitating gambling operators by allowing them to advertise and recruit players as part of their marketing strategy.

Internet gambling provides benefits for patrons in terms of ease of access, convenience, range of payment methods, variety of gambling options, privacy and anonymity, escapism, responsiveness and reliability of online operators and the range of operators available compared to land based gambling.

Methodology limitations mean that no generalisations can be made on what creates value from the customers perspective in the online gambling industry, however analysis and findings indicate that this phenomenon is worthy of further research.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
G Geography. Anthropology. Recreation > GV Recreation Leisure > Games and Amusements > Gambling
Divisions: School of Business > Master of Business Administration
Depositing User: Caoimhe Ní Mhaicín
Date Deposited: 28 Nov 2013 18:09
Last Modified: 28 Nov 2013 18:09

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