The cardinal purpose of this research proposal is the analysis of the constructs of client relationship direction and client satisfaction in casinos and more specifically in Casino Loutraki. They are the basiss of corporate strategic selling and corporate success. They have attracted significant academic involvement and there is a overplus of literature beginnings about them but there are instead limited beginnings sing casinos.
There will be a research based on secondary informations which will be a critical tool of the present analysis along with an interview with the client gross revenues manager in the particular casino. The basic focal point of this research refers to the elaborate reappraisal of the footings “ client relationship direction ” , “ client and employee satisfaction ” , the analysis of the interaction and correlativity which exists among them, the scrutiny of the relevant theoretical theoretical accounts and their part to the success of organisations and more specifically to the success of Casino Loutraki.
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Introduction
A company that operates in a competitory market and wants to run into in full the demands of its clients, should hold a client service section, which should guarantee that all the conditions required for the systematic activities which should be implemented and proven practically and efficaciously for clients ( Kogas 2007 ) . There should be a clime of trust between clients and the company and frailty versa. If this becomes possible, so the company will be able to accomplish the following through the operation of the client service section:
To attack clients more efficaciously and better cardinal facets of the concern operations
Implement client service quality systems
Be able to work efficaciously by fulfilling in a sufficient manner client demands.
The general rule which governs a client service section and which should besides embrace the several section of Casino Loutraki, is the right attack to running the concern through the first-class behavior of concern activities which can be done by encompassing the construct of client service. In this context, every concern and more specifically Casino Loutraki should do good usage of its corporate resources and pull off them in such a manner as to guarantee the creative activity of specific benefits to the operation of the concern through client service.
Importance of subject
The present survey investigates if, and at what extent, client service ( through client satisfaction and employee satisfaction ) are critical success factors to endeavors runing within a invariably changing competitory environment and more specifically to casinos. The ground why this survey focuses on the peculiar countries is because casinos are services concerns that offer their services to clients who have peculiar demands and demands. The constructs of client service and client satisfaction are critical parts of the aforesaid types of organisation, they are associated with constructs such as fight which is really of import for a company desiring to accomplish a sustainable competitory advantage, and it is interesting every bit good as of import to analyze it since it can either evoke corporate success or go an obstruction to success.
Casino and Development
While the development of casinos is normally used as an index of economic growing, however, existent economic growing is when society gets through the casino an added value ( Garett, 2004 ; Grinols, 2001 ; Walker and Jackson, 1998 ) .
It has besides been argued that the existent benefit of chancing should be measured harmonizing to the pleasance it gives people and whether these benefits outweigh the corresponding costs ( Parliament New South Wales, 2003 ) .
Harmonizing to Grinols ( 2001 ) how the benefits of casinos are allocated depends on the market construction and how they are taxed. If casinos are taxed at the same rates as other concerns, so the benefits of casinos to society will be in the signifier of consumer excess. But if monopolist licences are given to casinos so a big proportion of the casinos ‘ benefits is retained by the casinos themselves thereby cut downing the benefits of consumers. If on the other manus, the authorities imposes heavier revenue enhancements on casinos than in other houses so the authorities is the 1 which will profit and non the casinos and the consumers. But if the authorities invests the excess generated by the revenue enhancement of substructure so the casinos and consumers would profit long term from heavier revenue enhancements.
Sing now the country where the casino is located, the consequences are short-and long-run:
Harmonizing to Adam Rose & A ; Associates ( 1998 ) the biggest short-run consequence that the development of casinos in the country settled is the broad choice of amusement offered to persons.
Long-run, at a micro degree, the casino can increase work places in the local community through the addition of gross revenues of houses, autos and contraptions. ( American Gaming Association 2003 ) .
At a macro degree, the casino can impact the part as follows:
The revenue enhancements levied by the authorities from the casino can be used to better the substructure of the country ( Adam Rose and Associates, 1998 ) .
The investing made by a casino in an country is greater than the investing made by a mill of the same size.
Another positive consequence is that the presence of casinos additions occupations. Consequently, the province spends less on unemployment benefits. In add-on, harmonizing to GAO ( 2000 ) in USA, the opening a casino resultes in a decrease of consumer loans.
Employees can besides go members of several trade brotherhoods and therefore they can guarantee higher rewards and safety at work. This will take to higher life criterions and prosperity of the local community.
But many communities are concerned about the negative effects that a casino can convey in their country. It is believed that a casino may worsen societal jobs such as offense, harlotry, chancing dependence, household jobs and alcohol addiction.
Social scientists have non been able to mensurate the cost in societal services caused by chancing and this is why the societal impact of chancing is more qualitative and really hard to mensurate ( GAO, 2000b ) . It is besides rather complicated to set up a cause and consequence nexus between chancing and societal jobs ( GAO, 2000a ) .
It is besides hard to associate gaming and offense because chancing is non considered to be sufficiently relevant to the committee of a offense in order to warrant its being in official statistics ( Croft 2003 ) . So there is no solid grounds that dependence to chancing can decline the safety conditions in the country where casino is located. Thomas ( 2005 ) argued that international literature shows that communities where casinos are located are every bit safe as communities that do non hold them because the offense ( where here are included driving under the influence of intoxicant and junior-grade larceny ) occur in any tourer country – these offenses do non go on entirely because of gaming.
Overall Objective and Key Research Questions
The overall aim of the present survey is the scrutiny and analysis of the constructs of client service and customer/employee satisfaction every bit good as their function as factors, which determine at a important extent the success of casinos. They are important constructs, which have the power to reenforce the fight of a casino which operates in a extremely competitory planetary and transnational environment.
Organization of the thesis
The thesis will be organized as follows:
Extensive analysis of the theoretical portion which will include survey of the constructs of client service, client and employee satisfaction, client service and word of oral cavity advertisement, chancing and corporate societal duty, how these are interrelated and their effects on casino public presentation.
Decision
Casino Supplies
Harmonizing to Chia ( 2006 ) casinos worldwide are divided into three classs:
Mass Casinos
Their chief gross revenues turnover is done by low and medium participants, instead than large 1s. Some of them can suit large participants but the majority of this activity is low compared with what is done in sole nines. They are interested in the figure of participants who come to the casino for growing and net incomes.
Casinos in tourer resorts
These casinos are based on travellers / tourers and the large participants. The majority of minutess comes from tourers ‘ money and the money left by big regular clients. They offer merriment through drama and through their installations ( swimming pools, eating houses, etc. ) . Casino Loutraki belongs to this class.
Exclusive nines
There are merely a few casinos in the universe that are sole nines. These are the casinos of London and Macao. A important portion of their turnover comes from the rich and celebrated. These casinos adapt their offerings harmonizing to the demands of each client. The exclusivity and confidentiality are their chief features. In these casinos, there is the job of money laundering ( Lim 2005 ) as it was the instance in Macao harmonizing to a study addressed to Congress from the State Department.
Casino Loutraki – Presentation
The Casino Loutraki is located in Loutraki, a town near Athens. It is considered one of the largest casinos in Europe and in conformity with the above classification it is a casino in tourer resort. It is celebrated for its luxury. It is unfastened all twelvemonth except for major spiritual and national vacations.
It has 70 tabular arraies of Roulette, Black Jack, Craps, etc.
It opened in 1995 and by 2002 apart from the casino, a luxury hotel began its operations with a capacity of 270 suites. In the country of the hotel and the casino, there is besides a conference Centre. It is regarded as one of the most successful casinos in Europe. The entryway ticket for the casino is 10 euros and 15 euros on weekends. Parking is free twenty four hours a twenty-four hours. Visitors to the casinos can besides dine in the epicurean eating house Neptune.
The market demand for casino
As suggested by Marshall ( 2005 ) , the gaming industry is a manufacturer, it is non guided by the client. Therefore, constructing a casino in an country “ creates ” the demand for chancing. Marshall ( 2005 ) besides states that the size of the casino is non the job. The most of import is the country where the casino will be located to make up one’s mind what sort of client wants to function to make the several benefits to the community. This can be achieved by careful strategic planning that would analyze the current and future development.
He argues that the easy entree to casinos is a factor that increases the demand for chancing. However, handiness is hard to specify and step. Some research workers use the distance while others define handiness on the footing of the size of the casinos and the scope of games. Marshall ( 2005 ) noted that handiness has many dimensions both spacial and non spacial. Factors impacting handiness are the entry conditions, statute law and cultural, economic and societal factors.
Methodology
The methodological analysis of the present survey refers basically to bibliographical research to roll up informations every bit good as to the support of the client service director of Casino Loutraki. There are plentifulness of bibliographical beginnings about the client service and a satisfactory figure of beginnings sing client service in casinos. In item, the research of information entails books, articles, diaries, official researches, e.t.c. related to client service and customer/employee motive. The usage of Internet will be an of import constituent of the research, excessively, as it will be a really helpful agencies of roll uping informations, for case, approximately client service in casinos.
The cardinal aim of the methodological analysis of the current undertaking refers basically to the description and the analysis of the constructs of client service, customer/employee satisfaction in casinos, intending the analysis of their definitions, features, advantages and the description of their interaction and the parametric quantities of each one. The purpose of this survey refers to the account of the nexus which exists among the aforesaid constructs every bit good as their importance and part to the constitution of positive fortunes within the context of a casino. These fortunes will ease the coevals of client trueness and will heighten casino public presentation.
This sort of methodological analysis, aggregation and analysis of secondary informations was selected because the constructs which will be examined in the present survey are really wide and there is an tremendous sum of information about them. Bibliography entails, in add-on, a great scope of studies about these subjects which covers well the basiss of their significance. Last, an interview with the client service director of casino Loutraki was planned. It was decided that in order to bring forth a research paper with verifiable and accurate informations ; a noteworthy sum of bibliographical beginnings should be examined in an attempt to exemplify a complete image of client service and customer/ employee satisfaction, taking, among others, at observing their connexion with sustainable entrepreneurial success.
However, the usage of the aggregation of secondary informations involves a few hazards, which can be summarized as follows: due to the great sum of available information, it is impracticable to analyze and analyse all of them. So, in footings of formality, the present paper can non reexamine every bibliographical beginning and, therefore, it will non be perfect. Additionally, objectiveness must be maintained during the whole readying of the paper. There is the hazard of subjective selectivity, which can cut down the cogency of the findings. There will be used every effort to avoid subjectiveness and reinforce objectiveness.
Ethical Considerations
In order to follow with research moralss, the information that will be used in the present research will be used entirely for academic grounds. The writers of the whole spectrum of bibliographical beginnings, that will be used, will be at no manner offended or judged, no personal Judgess about other people ‘s attempts will be made and no personal information or other sensitive informations of people who will be mentioned in studies, diaries or every other stuff that will be used, will be revealed.
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