Casino Customer Perceptions of Diversity, Equity, and Inclusion

Abstract

Research consistently demonstrates the financial advantages of robust diversity, equity, and inclusion (DEI) programs in businesses. However, implementing these programs has been slow, and the emergence of anti-DEI initiatives poses challenges for private companies and their employment practices. As companies reassess their DEI initiatives, understanding customer perspectives on these issues becomes crucial. To address this need, this study focuses on customer perceptions of DEI within the in-person casino environment. Previous studies in the casino industry have primarily concentrated on workforce diversity, disregarding the critical aspects of equity and inclusion that profoundly impact both customers and employees. Additionally, no prior research has explored customer perceptions of diversity, equity, and inclusion within casinos or the extent to which customers prioritize these elements in their decision-making. This research aims to fill this gap by examining the importance that casino customers attach to diversity, equity, and inclusion, as well as the key factors influencing their perceptions and decision-making. By evaluating the impact of DEI on customer behavior and spending patterns, casinos can make informed decisions about resource allocation, devise effective marketing strategies, and develop products and services that align with customer values. To measure customer perceptions, a novel index was developed to assess the observed level of diversity, equity, and inclusion within casinos.