Casino: Physical Environment and People

Physical attributes that are not managed properly can hurt a business by sending negative messages.

Examples include: signs that continue to advertise a holiday special two weeks after the holiday has passed; signs with missing letters or burned out lights; parking lots and grounds that are unkempt and full of trash; and employees in dirty uniforms and messy work stations.

The atmosphere of the casino is also an important product feature. The atmosphere of the Mirage is upscale and well done. The white tiger cage, the tropical rain forests, the large aquarium behind the front desk, and other product features all contribute to create a 'WOW' effect.

The Mirage targets the upper end of the market, and the atmosphere fits that market segment. The Gold Coast is another successful casino in Las Vegas. Its atmosphere does not have the WOW effect, and its customers are not seeking that.

Two of the target markets for this establishment are casino employees and senior citizens, both of which would rather have inexpensive food and beverage, good slot payouts, and a good slot club.

As to dealing with people, a moment of truth occurs when employee and customer have contact. When this occurs, what happens is no longer directly influenced by the company.

It is the skill, motivation, and tools employed by the firm's representative and the expectations and behavior of the client that together create the service delivery process.

When employees and customers interact, a careless mistake by the employee or an unanticipated request by the guest can result in a dissatisfied customer.

When people think of marketing, they usually think of efforts directed toward the marketplace, but a casino's first marketing efforts should be directed internally toward employees.

Managers must make sure that employees know their products and believe that they offer good value. The employees must be well-trained, and knowledgeable in this aspect.

Otherwise, it is impossible for the guests to become excited. Unpreparedness with regard to casino marketing would definitely not entice customers.

Marketers must also develop techniques and procedures to ensure that employees are able and willing to deliver quality service. The internal marketing concept evolved as marketers formalized procedures for marketing to employees.

Internal marketing ensures that employees at all levels of the organization experience the business and understand it various activities and campaigns, in an environment that supports customer consciousness.

The objective is to enable employees to deliver satisfying products to the guest. Furthermore, a marketing perspective is used to manage the firm's employees.

Internal marketing programs flow out a service culture. A service marketing program is doomed to fail if its organizational culture does not support serving the customer.

Management must develop a service culture, that is, a culture that hundred percent supports customer service through policies, reward systems, and actions.