Gamblers who use voluntary limit-setting features remain more loyal to the gambling operator

The results of the present study suggest that gamblers who use voluntary limit-setting features remain more loyal to the gambling operator compared to those who do not set such limits. From a business perspective, the implication is that gambling operators should try to get their players to utilize limit-setting features because it may increase long-term customer retention (and therefore ‘lifetime customer value’) while simultaneously providing protection against over-spending for their clientele.
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