Gronroos in his research in service quality states that quality is what guests perceive, and he ...

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Group sales refer to selling to an individual or small group of people who represent a larger association. So it is personal selling in that the salesperson is promoting the casino to an individual. However, there are different decision making processes that occur with a group. Mainly, the individual does not make the purchase decision but rather gathers information to pass on to the larger group who make a consensus decision. This makes the process for influencing the purchase harder because there are so many people who are in the decision process.

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A tournament can introduce inexperienced gamblers to the fun and excitement of the games and give them the opportunity to meet new people. A tournament also generates additional gaming revenue and creates positive publicity for the casino. Finally, it expands the number of new members in the casino's player database.

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Demand is changing and competition has intensified. Old competitive methods will be less effective.

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Dealers can now have conversations with the guests at the table. A likeable or lucky dealer can draw a gambler back to the casino. In addition, pit bosses and floor people also spend time getting to know their clientele. As an example, a regular blackjack player, Don, goes back to the same casino because he likes the dealers and supervisors.

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The old pattern of change can no longer be counted on as guidelines to the future. Managers cannot rely heavily on past experiences but need to develop a forward thinking philosophy. Managers need to invest in their intellectual capital and expand their receptions of the business environment.

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The tendency is to think about the problems of today or next week. This results in the manager having difficulty foreseeing the possibility of danger in the future. Managers try to see minor changes as just small shifts in the way things are currently taking place. They try to put the future into the context of the present.

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They complement, not compete with, the leisure gambler. Gamblers prefer to frequent casinos on weekends, holidays, and summer periods, just like most leisure travelers. By contrast, conventions/meetings rarely start their program before Monday and prefer to finish activities by Thursday so their attendees can be at home with families on the weekends. The same holds true for holidays and summers: most groups do not meet then. As a result, conventions/meetings fit nicely with the ebb and flow of casino clientele.

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