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Customer Retention: Reducing Online Casino Player Churn Through The Application Of Predictive Modeling, Eunju Suh, Matt Alhaery
Customer Retention: Reducing Online Casino Player Churn Through The Application Of Predictive Modeling, Eunju Suh, Matt Alhaery
UNLV Gaming Research & Review Journal
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 …