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~U~ro~lZf~~E1lGg~JfiIyenJWJ~~ middot ftR11~FWJfIlgf~j=BffWJ~lyenJlampfJI1~jIWbL~tfDK ~D~lampHIyenJ~~QE1lGg~JfiELRJBttfjlamplpoundlyenJflft reg-aImWJlyenJm~5~1~~1t~JfIlg

fFffllyenJ 0 ifsectampJ~ JfMi-g-7tifJTfjg~~~~E1lGg~Jfi~jttMOOlyenJifsectf-f1JH1JGtfj Mzm~IJU~

1pound~f~lamp~-aIfjgFIBIyenJ3Z~~-t~~ -sect1J5ftR~~11IBIyenJ1Jft(Toombs 1Z Baily

1995) 0

~-g-7tifJT iJ IyenJtJJ]iIlJttlyenJifsectf1~~jtt middot -aIm~ttM ~1yenJ~(range) ~Pmt r5JWlamplpound JlH1MxIyenJ1Jlifsect~mlBlyenJft ff~~JttJii~ftJlEIyenJ~ff~ffi]gtIB(Okechuku

1993) ~-g-7tifJTt)T~1iJ~~IyenJ5(Levy middot 1995) 0

bull JIJttlyenJ1Jl (utility of attribute) ~-1iJI(=t~~7Jm~~~f-f~tlM

~1yenJ1J 8-t~JlJttlyenJifsectj1Jl 1pound19~7R1pound1Jl r5J19~7Rr5J0

1Jl 0

bull JljttlyenJ~~[j[ (importance of attribute) ~El31iJJjUJMttiJM~lampr5J1JlW

M~lamp1pound1IIyenJ~sectt~tfj1yenJ 0

~amp~ Nees 1Z Gerhardy (1994) 1yenJ~1t ~-g-7tifkEiJ~~fffm~ifsectt)IyenJH

UiJED~~ Arias(1996) 1sectlBm~-g-7tifJT1fgU~IyenJgtzrF~mJ$jMB7tIyenJ~~U ~~~

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~A 1996) 0

254

0

0

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ampJI~M lii5f11~~~~tB~~~~1sect~tm ~H~ SPSS ~H~~tptBlE3lt7tfJT

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s7ttJ7t o

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ff 0 SPSS tB~i17tfJTI~~~MJjU1sectliJf~fffgl-5f~~tlMtB~[[7t~~t~lfj

mt1~tf2~~m1sectliJf~tttBlI[[7t~~t~lfj ~tl- MJjUtBJm~MtB~~

~MtB~[[7t~tf2~~~1~yenU U~~]M7tfJT~~~f~tB1tamp$ ~~t~~Jj1JI1pJT0

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1~ MJjUJm~MtBgW7t~fsectJJtB~JJ 0

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discussion) 1jII$G~~~~~itB~~tg~~~ -tl1r~~~~~fsectampliJf~ ft~1ffifHep

fJpoundf~ftlNWH~ampJIrn~ft~~~~ffiJ~~tltBfrm~~ ~j~~EE~JII~1ffifH1~lfj0

~~~~~amp~MtBtJ55F

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~~~~ ~1sect~mH~~ $~

~pound~7C1t ~Mm~

~1J1J~5t1t ~~-~

~pound~7G1t ~tmmp

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F2 ~ampIJ~5t1t

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255

0

0

ff1g~ sect)[-liJiE~QE1lGg~Jfi~fjg-)1IJ~tEM~fl-g-ffm~ m= regiE~JlH1M

~~JE~fff~iE ~E1lGg~JfiIyenJ~mWyenfI 0

~-g-7tifJTBmmnX~-1iJni5E1ZfJIm~~Q~g~Jfi~ttm5amplyenJmE1Tm~1J$

(Hobbs 1996) ~7fjg1poundF[qJjIWRTwHii~~Q~JttlyenJfI9f 8]1fjgj=Bflf~IyenJ5amptrd

t frtmJjUU~~[j[~~gt-g-~ifeuro~Q~g~Jfi~tt(Diamantopoulos ~A 1995) WyenlJU ~gHIyenJ1fMCm~1J1t~(ri]j=B1iJJjU~~Q~~1JJJlElsectfJI -~regt1PJfjg~5ampm~~ijJ

U~~OiJ]FIB~f~~IyenJ~TU~ ~U~~LI~f-4fojtf~ F~yen-1Z1JJJlf~~tltJ0

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~U~~DiJ]j=BF~IyenJ~~Q~~~~j~~-t 1JGlBtf~U~lampr5JIyenJ~~QfIJ1-g- fsecttt80

m~1J1t ~-g-7tifJT1poundm~~fjiJ(ri]m~Aplusmnmjt~~~JfIyenJf~bL ~~fjgj=B~~~Q

~tllyenJfI5jfjDK m~IJU~IyenJ~m~~[j[ (Levy1995 U~~~A 2003

Koo1999 Koo et al 1999 Koo2004) 0

~-g-7tifJTIyenJ~~~fjg~m~ff1pound~811t~JfjlWbLT 1poundF[qJgt~Q~g~Jfi1J1ID1yenJ

~JttJ1-g-iJtt~~FIB~m~~ te~~~Q~g~Jfi~jtt(F3Z~~-t (trade-off) IyenJ~LI

~U~ro~lZf~~E1lGg~JfiIyenJWJ~~ middot ftR11~FWJfIlgf~j=BffWJ~lyenJlampfJI1~jIWbL~tfDK ~D~lampHIyenJ~~QE1lGg~JfiELRJBttfjlamplpoundlyenJflft reg-aImWJlyenJm~5~1~~1t~JfIlg

fFffllyenJ 0 ifsectampJ~ JfMi-g-7tifJTfjg~~~~E1lGg~Jfi~jttMOOlyenJifsectf-f1JH1JGtfj Mzm~IJU~

1pound~f~lamp~-aIfjgFIBIyenJ3Z~~-t~~ -sect1J5ftR~~11IBIyenJ1Jft(Toombs 1Z Baily

1995) 0

~-g-7tifJT iJ IyenJtJJ]iIlJttlyenJifsectf1~~jtt middot -aIm~ttM ~1yenJ~(range) ~Pmt r5JWlamplpound JlH1MxIyenJ1Jlifsect~mlBlyenJft ff~~JttJii~ftJlEIyenJ~ff~ffi]gtIB(Okechuku

1993) ~-g-7tifJTt)T~1iJ~~IyenJ5(Levy middot 1995) 0

bull JIJttlyenJ1Jl (utility of attribute) ~-1iJI(=t~~7Jm~~~f-f~tlM

~1yenJ1J 8-t~JlJttlyenJifsectj1Jl 1pound19~7R1pound1Jl r5J19~7Rr5J0

1Jl 0

bull JljttlyenJ~~[j[ (importance of attribute) ~El31iJJjUJMttiJM~lampr5J1JlW

M~lamp1pound1IIyenJ~sectt~tfj1yenJ 0

~amp~ Nees 1Z Gerhardy (1994) 1yenJ~1t ~-g-7tifkEiJ~~fffm~ifsectt)IyenJH

UiJED~~ Arias(1996) 1sectlBm~-g-7tifJT1fgU~IyenJgtzrF~mJ$jMB7tIyenJ~~U ~~~

81J$JH fIyenJD~MB7t ~~f-f~~Q~g~JfiHIyenJjf][j[~ ~-Jm~~pq ftR11~IyenJ~iftl(homogeneity)fampr5J F[qJu~~rs~IyenJ~ifjtt(heterogeneity)tMampr5J(Vriens

~A 1996) 0

254

0

0

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ampJI~M lii5f11~~~~tB~~~~1sect~tm ~H~ SPSS ~H~~tptBlE3lt7tfJT

(orthogonal design)~~~~pJTmrtBmE~~IIi1(profi1es ~Ilfttp) BtJ~~lfjtB1sectliJf

~fffgl-MmE~~IIi1ti( El BtBgWtJ7t mtrJ7t~~-S 7t tf2flP~~g1sectliJf~ff

~~-mt~~tB~~~~mil~~~~mt~tB~~~~mil1sectliJf~~~tJ~

7t tf2~p~~ f-Ff~IIi1tBmE~~~~IIi1 1sectliJf~ffti(El BtBplusmnGgWfJpound~yenshy

s7ttJ7t o

bullbull~~yen-i~IIi1~~~f~tB~M)7U~lfj ~i1(conjoint) tBt1JJ3i1 bullbullmt)~~~E8lw1Jt EE1sectliJf~ffWP7t pJT~ffpound~mH~jIHl~f~-~tByen-i~ sectU0

~DampifS Rm ~~f~~ ffiJ~M~f~IIHltByen-iJjU[[ ~D ampifSeptBfJ m 1 0

~~ RmeptB ep 1jamp~f~eptB zp~ ~D5F1~~ffllE3lt7tfJT$ ~J3i1tB~0

secti~Pyen-M~~1amptBZP ~1JJ3i1tB~~~J3i1~sect~jF1yen~ 1jpoundffiJyenU7tfJTftP)~

ff 0 SPSS tB~i17tfJTI~~~MJjU1sectliJf~fffgl-5f~~tlMtB~[[7t~~t~lfj

mt1~tf2~~m1sectliJf~tttBlI[[7t~~t~lfj ~tl- MJjUtBJm~MtB~~

~MtB~[[7t~tf2~~~1~yenU U~~]M7tfJT~~~f~tB1tamp$ ~~t~~Jj1JI1pJT0

~~~~tB~~~MtBIIi1tBgW7t~ ffflll[[7t~QJP)JjilUj~~reg~~JIH1M0

1~ MJjUJm~MtBgW7t~fsectJJtB~JJ 0

Uff~I~IyenJ~~

~7ftlfj-regi1~tB~~~ampfsect~~M ~1T71~J~~JJ3~1ffifH(focus group

discussion) 1jII$G~~~~~itB~~tg~~~ -tl1r~~~~~fsectampliJf~ ft~1ffifHep

fJpoundf~ftlNWH~ampJIrn~ft~~~~ffiJ~~tltBfrm~~ ~j~~EE~JII~1ffifH1~lfj0

~~~~~amp~MtBtJ55F

JmJ~ JmttIyenJM Fl Jm~~1~ Jm~~~ ~1sect~mH~H $H

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~~~~ ~1sect~mH~~ $~

~pound~7C1t ~Mm~

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~~tJJt 1~i1M

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F2 ~ampIJ~5t1t

F3 ~~tJJt

255

sectfj[EE~g~~ff~~~gtg~fyenJAplusmnII$GfyenJJJ3fFlfj~1ffifH ftlfjmW~~tB~~JI~

ampJI~M lii5f11~~~~tB~~~~1sect~tm ~H~ SPSS ~H~~tptBlE3lt7tfJT

(orthogonal design)~~~~pJTmrtBmE~~IIi1(profi1es ~Ilfttp) BtJ~~lfjtB1sectliJf

~fffgl-MmE~~IIi1ti( El BtBgWtJ7t mtrJ7t~~-S 7t tf2flP~~g1sectliJf~ff

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7t tf2~p~~ f-Ff~IIi1tBmE~~~~IIi1 1sectliJf~ffti(El BtBplusmnGgWfJpound~yenshy

s7ttJ7t o

bullbull~~yen-i~IIi1~~~f~tB~M)7U~lfj ~i1(conjoint) tBt1JJ3i1 bullbullmt)~~~E8lw1Jt EE1sectliJf~ffWP7t pJT~ffpound~mH~jIHl~f~-~tByen-i~ sectU0

~DampifS Rm ~~f~~ ffiJ~M~f~IIHltByen-iJjU[[ ~D ampifSeptBfJ m 1 0

~~ RmeptB ep 1jamp~f~eptB zp~ ~D5F1~~ffllE3lt7tfJT$ ~J3i1tB~0

secti~Pyen-M~~1amptBZP ~1JJ3i1tB~~~J3i1~sect~jF1yen~ 1jpoundffiJyenU7tfJTftP)~

ff 0 SPSS tB~i17tfJTI~~~MJjU1sectliJf~fffgl-5f~~tlMtB~[[7t~~t~lfj

mt1~tf2~~m1sectliJf~tttBlI[[7t~~t~lfj ~tl- MJjUtBJm~MtB~~

~MtB~[[7t~tf2~~~1~yenU U~~]M7tfJT~~~f~tB1tamp$ ~~t~~Jj1JI1pJT0

~~~~tB~~~MtBIIi1tBgW7t~ ffflll[[7t~QJP)JjilUj~~reg~~JIH1M0

1~ MJjUJm~MtBgW7t~fsectJJtB~JJ 0

Uff~I~IyenJ~~

~7ftlfj-regi1~tB~~~ampfsect~~M ~1T71~J~~JJ3~1ffifH(focus group

discussion) 1jII$G~~~~~itB~~tg~~~ -tl1r~~~~~fsectampliJf~ ft~1ffifHep

fJpoundf~ftlNWH~ampJIrn~ft~~~~ffiJ~~tltBfrm~~ ~j~~EE~JII~1ffifH1~lfj0

~~~~~amp~MtBtJ55F

JmJ~ JmttIyenJM Fl Jm~~1~ Jm~~~ ~1sect~mH~H $H

Jm~~ ~1sectrJjmH~~ $H Jm~~~ ~1sect~mH~H $~

~~~~ ~1sect~mH~~ $~

~pound~7C1t ~Mm~

~1J1J~5t1t ~~-~

~pound~7G1t ~tmmp

~~tJJt 1~i1M

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~~tJJt ~L

~~tJJt yenI)fiU jG~lHT

F2 ~ampIJ~5t1t

F3 ~~tJJt

255

F4 tp~$Ed~iimi

F5 01i~Jit

F6 7t~~~

tp~m$llt~ii9r tp~~l$~ ~iz

tp~m$llt~iz9r tp~~l$~ ~iij

tp~~l$llt~iz9r tp~~1$1~ ~iz

tp~~l$llt~ii9r tp~~1$1~ ~iij

-ashy01i~Jit fiJ

01i~Jit tp

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7t~~~ ~~1J1lJt~1J1l

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7t~i1l~~ ~~1J1lJt~f1J1l

7t~i1l~~ ~~f1J1lJt~f1J1l

M~rnfJE~~lfittllt~ttJifjze~1NjJ 1E~1J]~1if==f- B~fEJ8J6J~gfI

0 0-euroI (4 x 3 x 4 x 4 x 3 x 4 = 2304) EI3 SPSS iyenJiE5C7ttJTJi~7 =+-tJfEJiyenJfI-euroJ 1pound mllitf~tpiQgfI57P1Tfm~Ajl4 (~~7 342 A fl55mtp~1ifiB7ttt) ~ II153U ~ [706] fJ [2941]

~ rf~ 18 yen 30 ~ [258] 31 yen 50 ~ [617] 50 ~P1L [126]

~ ~~ ~~ [35] B~Ji [131] ~~J[ [147] ~fjg [687]

~ lAeJ=Fpfgamp 1000 7GPlT [290] 1001 yen 3000 7G [616]

3000 7GP1L [94]

~ mt~~~ fJ]tplltP1T [91] rtp [476] ~lltEJ~~~QlGP1L [433]

~ M~~~iyenJ~PJl~fi~~ tp~ew~~ [793] tp~miflJ~~ [97]

tp~ew~~tp~mifU~~ [110]

~ efFpfg~~~y~~ 100 7GP1T [310] 100 yen 500 7G [529]

500yen 3000 7G [133] 3000 ltP1L [28]

256

5ampfflftrr ~~~2yen Fl ~~jffimM~lIf ~~ 9832 1057

~~PJimnt2yen ~~ -1677 1308 ~~PJimnMf ~fsectt2yen 235 1308 ~~PJimU~2yen ~fsectt2yen -8390 1308

F2 jIft~1P 1498 962 jIft~-JiR -339 962 jlftJmDlp -1158 1150

F3 ffiliM 7141 1057 ~~ -1793 1308 ~L -869 1308 t~g1(J[HT -4478 1308

F4 $~~$~~ii 4838 1057 $~~$~ ~~J -6100 1308 $~~$~~ii 633 1308 $~~$~ ~iiIJ 629 1308

F5 ~ 1496 962 $ 147 962 ~ -1643 1150

F6 IlI~Jj~3t~Jj~ 6908 1057 Jl1Ij~1Jj~3t~Jj~ -1916 1308 Jl1Ij~Jj~3t~1Jj~ 1063 1308 Jl1Ij~1Jj~3t~1Jj~ -6056 1308

(m~) 51319 872

ffiJTXf(f]~ 2 fjHi~7R~3~JIH~(f]m~ttw pfT1f3~JIH~ZP~m~J~7tf5((f]JfD

~ 100 1plusmn71il3~g~rp itfjg~I1rn~lf~(f]gJ~~I1rn~~ 0 tsectfJmJsect itfm ~(f]g~~3~(f]0~~iX ~f(f]litf~5

m~~W

Fl 11rn~~ 2413

F3 ~J1Jct 1918

F6 7t~~ 1807

F4 rp~$amp~~mi 1793

F2 ~JflQ~7Ct 1044

F5 0id~iX 1025

~m~ 1 (f]f5(~QtJrr1$~fj3~fI-EJ(f]I1rn~W~N tJT~-grH95W $~

W~tifj~~1plusmn~ffM~Jrp~$~~~I1rn~~m3~(f]0id~iX~amp~

JfD3t~m1Jj(f]i-EJ (yenJtL~f(f]i-EJ~it~W(f]i-EJ) EI3~ 1 rp(f]mf5(amp~1il

JjUgJ~MX(f]fIWf5(W(f]fDj~~1il~Wi-EJ(f]7tf5( 5132 + 983 + 150 + 714 + 484 + 150 + 691 = 8304

257

~ffttraJt)Jsect~ 1 lyenJtt~H~lamp~~~~Mi-EJIyenJU~~Hl~~ tjT~~~g~~

~$m~~~~yft~~~mrr~~$~~~~~~U~~~~~1yenJ0

M~11poundamp~~fD3t~1mf1J~IyenJJ3-EJ ($J-~fflyenJJ3-EJ~lamp~IyenJJ3-EJ) EE~ 1 $ IyenJ~IQamp~l53U~JI1M Jz1yenJ1Jl1jIQ100lyenJfD~~~]~J3-EJIyenJ5t1Q

5132 - 839 - 116 - 448 - 610 - 164 - 606 = 2349

fUffl Fll~~ J-f~IyenJ]AlitJ -arffFfJt~MHl5tIyenJ~~ f~U~MIyenJ1Jlj5tlQ-ar tjffl T-~U~~yenlEIr~~IQ(OnewayANOVA)5tfJT1t~~~IyenJ5tfJTm~tJ(JBf~U~MIyenJ

1JI1j5tIQ~=amp1fljilyenJ~53U(Norusis 1993 Babbie 2004 Ji$~ 2001 ~~Jj~ 2000 ~8jjlli 2000 51tx~ 2002) 0

sectft fUffl JI153U1tlmlJ1ffis Tft5E5tfJT$IyenJ5tJ3~1li te7Jj~~~11IyenJm~f~Ht

~ft5E~1li ~$R1fyenJb~7C1t~~~IDJtfW9~IDJ~IyenJZPY=jIli~1fD~~53U (D~

~~004)

sex Icent53U 1Wl12 LfSf=J15 ~tlsect~ zrsf=Jl5lyenJt1Bf~

F2 Importance ofpound~o~7t1t

100 J3 200 tJ

218 85

106234 93051

590097 458507

39966

49732

Independent Samples Test

Levenes Test for Equality of Variances t-test for ualitv of Means

F Sig t df Sig (2-tailed) Mean Difference F2 Importance Equal variances assumed 7133 008 1853 301 065 131833 of ~rQ~iC1t Equal variances not assumed 2066 195905 040 131833

1fpound~ 3 W~ 4 -artj~yenU~~IDJ~f-f~~yenJ1rtsect77C1tlyenJm~I1D~tili~~9II1IyenJ~

~ ~lZ9-ar~g~~I1~9JI1~tm1fJjffg~ ~tm1f~~~7C1tlyenJm$ ~~~ffeuro~

9I1~~f-f~~IyenJ~iC1t~~1pound 1fpound~Jz1J~~[ljf[tMfis-artj~yenU ~JI15t3~W9tl0

5f3~lyenJtt~~ 7 3 Ltt IEllitte~~~7C1t~ff~tmlyenJ$I~~~ a

lmlJ1ffis Tf~5E5tfJTIyenJplusmn~1tm~~u~mJ3IyenJZPY=j1li1001yenJ~53U~=ampD~ tlD~tt

~~~ mI J353U IyenJ ZPY=jIliL Fa IyenJ ~53U ~=amp D~ ffif fft4 ffl yen lEI r~ ~1li(Oneway

ANOVA)5tfJT~ff ~ffif~T~JJl1sect7mtt~~3ampIyenJ~~(multiple comparison error) ft~

258

~ffttraJt)Jsect~ 1 lyenJtt~H~lamp~~~~Mi-EJIyenJU~~Hl~~ tjT~~~g~~

~$m~~~~yft~~~mrr~~$~~~~~~U~~~~~1yenJ0

M~11poundamp~~fD3t~1mf1J~IyenJJ3-EJ ($J-~fflyenJJ3-EJ~lamp~IyenJJ3-EJ) EE~ 1 $ IyenJ~IQamp~l53U~JI1M Jz1yenJ1Jl1jIQ100lyenJfD~~~]~J3-EJIyenJ5t1Q

5132 - 839 - 116 - 448 - 610 - 164 - 606 = 2349

fUffl Fll~~ J-f~IyenJ]AlitJ -arffFfJt~MHl5tIyenJ~~ f~U~MIyenJ1Jlj5tlQ-ar tjffl T-~U~~yenlEIr~~IQ(OnewayANOVA)5tfJT1t~~~IyenJ5tfJTm~tJ(JBf~U~MIyenJ

1JI1j5tIQ~=amp1fljilyenJ~53U(Norusis 1993 Babbie 2004 Ji$~ 2001 ~~Jj~ 2000 ~8jjlli 2000 51tx~ 2002) 0

sectft fUffl JI153U1tlmlJ1ffis Tft5E5tfJT$IyenJ5tJ3~1li te7Jj~~~11IyenJm~f~Ht

~ft5E~1li ~$R1fyenJb~7C1t~~~IDJtfW9~IDJ~IyenJZPY=jIli~1fD~~53U (D~

~~004)

sex Icent53U 1Wl12 LfSf=J15 ~tlsect~ zrsf=Jl5lyenJt1Bf~

F2 Importance ofpound~o~7t1t

100 J3 200 tJ

218 85

106234 93051

590097 458507

39966

49732

Independent Samples Test

Levenes Test for Equality of Variances t-test for ualitv of Means

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268

[fi1iij~]

m~fIJYfH~-B-7tfJT (conjoint analysis)1iJm~1EM~eW~~pff~JJla9~JjlZ9

a9gHl~l5t EHll~~m~a9~LI$sectU~IH~~~a9 lZ91rt fJg~$~J][JE2dj[iU~0 0

~M~M1E~m~~~~JJI~~JMtta9gHm15t Q~lftUJEmt~~~ m~secttffl0

~~~JJ3(focus group) t~lB~~~mM~~~pff~Lla9lZ9 (Elt3 i]j~rm ~rrQ

~~~M~nrt~$amp~~~0M~~7t~~~)o~~~ffl~reg~~lZ9

fflIE5(g~H(orthogonal design)ftUJE~-B-7tfJTa9l3-B-~ ~IDJ1sect-n7t tI4ijOOAamp~~

J31JUa9M~Ma9~m~~a9~JjlZ9a911oogt~lB m~~fJM~IUJ~~1E~0

mM~RW~~~pound~a9~JJllZ9 m~1GD7G~-B-7tfJTfJg1EM~IUJrgfl( Customer Relationship Management CRM) ~Wsect~il1a9~ 0

[Abstract]

This research deploys conjoint analysis to measure the extent of preferences of lottery

customers on the key attributes of Sports Lottery which they would use in deciding their

purchases The purchase criteria adopted by each customer are different from each other

Effective marketing strategies can be formulated if the utilities of the respective purchase

criteria are known Through focus group discussion the various attributes (Le Customer

Relationship Product Variety Purchase Method Winning Odds and Winning Prizes

Contribution to the Community and Distribution Network) that the lottery customers would

use in their purchases are determined With these attributes a conjoint input form is

developed through orthogonal design The respondents are requested to rate each profile

developed from the orthogonal design process and the findings can be used to determine the

preference choices of various customer segments The key findings reveal that Customer

Relationship is the most important attribute when customer decide for their purchases This

study suggests that conjoint analysis can be used to explore insightful information in

Customer Relationship Management

Key words Sports Lottery lottery customers conjoint analysis marketing strategies

orthogonal design Customer Relationship Management

269

~tJRIjlIill1liU~bullbullbulliIf~mbull rl JI I bull ~ Instituto Poli~ de Macau China Center for Lottery Studies(CCLS) Peking University Macao Polytechnic Institute

m7JOO1f3pound~~0~$~ ~~$Viq1iffM1IffifB3t~ Conference Proceedings

The 6th International Conference on Gaming Industry and Public Welfare

2009

t~ Organisers

it~~cp ~0tnt5f~~~liff~JT China Center for Lottery Studies (CCLS) Peking University

yen~r~fJI~~ Macao Polytechnic Institute

ti~tz~~liff~cpJ Gaming Teaching and Research Centre

~ Co-Organisers

cpyenABfD~Mlampfft)~Jlampf4~liff~JT

Institute for Fiscal Science Ministry ofFinance Peoples Republic of China

yen~r~jjjplusmnitIfF~ Instituto de AC9ao Social

~rlJtzW~wif~ Education and Youth Affairs Bureau

BMM Compliance

yen~r~ti~liff~~it The Macau Gaming Research Association (MGRA)

yenMMW Event Coordinator

~rHI ~~x1t(it~)~~amp0PJ Zizhou International Co Ltd

Hobbs 1 E (1996) A transaction cost analysis of quality traceability and animal welfare issues in

UK beef retailing British Food Journal 986 pp 16-26

Jain S C (2005) CRM shifts the paradigm Journal ofStrategic Marketing 13 pp 275-291

Jackson T W (2007) Personalisation and CRM Database Marketing amp Customer Strategy

Management 15(1) pp 24-36

Jensen Morten Bach (2008) Planning of online and oflline B2B promotion with conjoint analysis

Journal ofTargeting Measurement and Analysis for Marketing Vol 163 pp 203-213

Koo Hannah H Y (1997) A Stratlogic Approach to Examine Employee Behavioral Inclinations shy

Revisiting the EXit-Voice-Loyalty-Neglect Model An unpublished Master of Management

Studies thesis with Asia International Open University (Macau)

Koo L C (1999) Conjoint Analysis Industrial Engineering Applications and Practice User Encyclopaedia International Journal of Industrial Engineering ISBN 0-9654599-0-X

Koo L C Tao F K C and Yeung John HC (1999) Preferential segmentation of restaurant

attributes through conjoint analysis International Journal ofContemporary Hospitality

Management 115 pp242-250

Koo Leung Chee (2004) Empirical Comparison of AHP and Conjoint Analysis on Training Attributes

in the Gaming Industry in Macau SAR Conference Proceedings ofthe International Conference

on Gaming Industry and Public Welfare 6-1 Oth October Beijing

Levy D S (1995) Modem marketing research techniques and the property professional Property

Management Vol 13 No pp 33-40

MoskowitzH Krieger Bamp Rabino S (2001) Element category importance in conjoint analysis

Evidence for segment differences Journal ofTargeting Measurement and Analysis for Marketing

Vol 104 pp 366-384

Ness M R and H Gerhardy (1994) Consumer Preferences for Quality and Freshness Attributes of

Eggs British Food Journal Vol 96 No3 pp 26-34

Norusis MJ (1993) SPSS for Windows Base System User s Guide Release 60 SPSS Inc Chicago

Okechuku C (1993) The Importance of Product Country of Origin A Conjoint Analysis ofthe

United States Canada Germany and the Netherlands European Journal ofMarketing Vol 28

No4 pp5-19

Raman P M Wittmann (2006) Leveraging CRM for sales The role of organizatioal capabilities in

successful CRM implementation Journal ofPersonal Selling amp Sales Management vol XXVI(I)

pp39-53

SPSS (1994) SPSS Categories 61 SPSS Inc Chicago 209 pages

Toombs K and G Bailey (1995) How to redesign your organization to match customer needs

Managing Service Quality Vol 5 No3 pp 52-56

Vriens Marco amp Wedel Michel (1996) Metric Conjoint Segmentation Methods A Monte Carlo

Comparison Journal ofMarketing Research February Vol 33 Issue 1 pp 73-85

Wyner G A (1995) Trade-off techniques and marketing issues Marketing Research FallWinter

Vol 7 Issue 4 pp32-34

265

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268

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m~fIJYfH~-B-7tfJT (conjoint analysis)1iJm~1EM~eW~~pff~JJla9~JjlZ9

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mM~RW~~~pound~a9~JJllZ9 m~1GD7G~-B-7tfJTfJg1EM~IUJrgfl( Customer Relationship Management CRM) ~Wsect~il1a9~ 0

[Abstract]

This research deploys conjoint analysis to measure the extent of preferences of lottery

customers on the key attributes of Sports Lottery which they would use in deciding their

purchases The purchase criteria adopted by each customer are different from each other

Effective marketing strategies can be formulated if the utilities of the respective purchase

criteria are known Through focus group discussion the various attributes (Le Customer

Relationship Product Variety Purchase Method Winning Odds and Winning Prizes

Contribution to the Community and Distribution Network) that the lottery customers would

use in their purchases are determined With these attributes a conjoint input form is

developed through orthogonal design The respondents are requested to rate each profile

developed from the orthogonal design process and the findings can be used to determine the

preference choices of various customer segments The key findings reveal that Customer

Relationship is the most important attribute when customer decide for their purchases This

study suggests that conjoint analysis can be used to explore insightful information in

Customer Relationship Management

Key words Sports Lottery lottery customers conjoint analysis marketing strategies

orthogonal design Customer Relationship Management

269

~tJRIjlIill1liU~bullbullbulliIf~mbull rl JI I bull ~ Instituto Poli~ de Macau China Center for Lottery Studies(CCLS) Peking University Macao Polytechnic Institute

m7JOO1f3pound~~0~$~ ~~$Viq1iffM1IffifB3t~ Conference Proceedings

The 6th International Conference on Gaming Industry and Public Welfare

2009

t~ Organisers

it~~cp ~0tnt5f~~~liff~JT China Center for Lottery Studies (CCLS) Peking University

yen~r~fJI~~ Macao Polytechnic Institute

ti~tz~~liff~cpJ Gaming Teaching and Research Centre

~ Co-Organisers

cpyenABfD~Mlampfft)~Jlampf4~liff~JT

Institute for Fiscal Science Ministry ofFinance Peoples Republic of China

yen~r~jjjplusmnitIfF~ Instituto de AC9ao Social

~rlJtzW~wif~ Education and Youth Affairs Bureau

BMM Compliance

yen~r~ti~liff~~it The Macau Gaming Research Association (MGRA)

yenMMW Event Coordinator

~rHI ~~x1t(it~)~~amp0PJ Zizhou International Co Ltd

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268

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J31JUa9M~Ma9~m~~a9~JjlZ9a911oogt~lB m~~fJM~IUJ~~1E~0

mM~RW~~~pound~a9~JJllZ9 m~1GD7G~-B-7tfJTfJg1EM~IUJrgfl( Customer Relationship Management CRM) ~Wsect~il1a9~ 0

[Abstract]

This research deploys conjoint analysis to measure the extent of preferences of lottery

customers on the key attributes of Sports Lottery which they would use in deciding their

purchases The purchase criteria adopted by each customer are different from each other

Effective marketing strategies can be formulated if the utilities of the respective purchase

criteria are known Through focus group discussion the various attributes (Le Customer

Relationship Product Variety Purchase Method Winning Odds and Winning Prizes

Contribution to the Community and Distribution Network) that the lottery customers would

use in their purchases are determined With these attributes a conjoint input form is

developed through orthogonal design The respondents are requested to rate each profile

developed from the orthogonal design process and the findings can be used to determine the

preference choices of various customer segments The key findings reveal that Customer

Relationship is the most important attribute when customer decide for their purchases This

study suggests that conjoint analysis can be used to explore insightful information in

Customer Relationship Management

Key words Sports Lottery lottery customers conjoint analysis marketing strategies

orthogonal design Customer Relationship Management

269

~tJRIjlIill1liU~bullbullbulliIf~mbull rl JI I bull ~ Instituto Poli~ de Macau China Center for Lottery Studies(CCLS) Peking University Macao Polytechnic Institute

m7JOO1f3pound~~0~$~ ~~$Viq1iffM1IffifB3t~ Conference Proceedings

The 6th International Conference on Gaming Industry and Public Welfare

2009

t~ Organisers

it~~cp ~0tnt5f~~~liff~JT China Center for Lottery Studies (CCLS) Peking University

yen~r~fJI~~ Macao Polytechnic Institute

ti~tz~~liff~cpJ Gaming Teaching and Research Centre

~ Co-Organisers

cpyenABfD~Mlampfft)~Jlampf4~liff~JT

Institute for Fiscal Science Ministry ofFinance Peoples Republic of China

yen~r~jjjplusmnitIfF~ Instituto de AC9ao Social

~rlJtzW~wif~ Education and Youth Affairs Bureau

BMM Compliance

yen~r~ti~liff~~it The Macau Gaming Research Association (MGRA)

yenMMW Event Coordinator

~rHI ~~x1t(it~)~~amp0PJ Zizhou International Co Ltd

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mM~RW~~~pound~a9~JJllZ9 m~1GD7G~-B-7tfJTfJg1EM~IUJrgfl( Customer Relationship Management CRM) ~Wsect~il1a9~ 0

[Abstract]

This research deploys conjoint analysis to measure the extent of preferences of lottery

customers on the key attributes of Sports Lottery which they would use in deciding their

purchases The purchase criteria adopted by each customer are different from each other

Effective marketing strategies can be formulated if the utilities of the respective purchase

criteria are known Through focus group discussion the various attributes (Le Customer

Relationship Product Variety Purchase Method Winning Odds and Winning Prizes

Contribution to the Community and Distribution Network) that the lottery customers would

use in their purchases are determined With these attributes a conjoint input form is

developed through orthogonal design The respondents are requested to rate each profile

developed from the orthogonal design process and the findings can be used to determine the

preference choices of various customer segments The key findings reveal that Customer

Relationship is the most important attribute when customer decide for their purchases This

study suggests that conjoint analysis can be used to explore insightful information in

Customer Relationship Management

Key words Sports Lottery lottery customers conjoint analysis marketing strategies

orthogonal design Customer Relationship Management

269

~tJRIjlIill1liU~bullbullbulliIf~mbull rl JI I bull ~ Instituto Poli~ de Macau China Center for Lottery Studies(CCLS) Peking University Macao Polytechnic Institute

m7JOO1f3pound~~0~$~ ~~$Viq1iffM1IffifB3t~ Conference Proceedings

The 6th International Conference on Gaming Industry and Public Welfare

2009

t~ Organisers

it~~cp ~0tnt5f~~~liff~JT China Center for Lottery Studies (CCLS) Peking University

yen~r~fJI~~ Macao Polytechnic Institute

ti~tz~~liff~cpJ Gaming Teaching and Research Centre

~ Co-Organisers

cpyenABfD~Mlampfft)~Jlampf4~liff~JT

Institute for Fiscal Science Ministry ofFinance Peoples Republic of China

yen~r~jjjplusmnitIfF~ Instituto de AC9ao Social

~rlJtzW~wif~ Education and Youth Affairs Bureau

BMM Compliance

yen~r~ti~liff~~it The Macau Gaming Research Association (MGRA)

yenMMW Event Coordinator

~rHI ~~x1t(it~)~~amp0PJ Zizhou International Co Ltd

~ shy

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shy

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cp~~l$

~~iz

shy

cp M~1Jif

tt~1Jif

OOA~

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[jJjU ~ [] 1( [ ]

~~ 18yen30~[ 31yen50~[ 50~L-~L[]

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500yen 3000 m[] 3000 ~L-~L [ ]

268

[fi1iij~]

m~fIJYfH~-B-7tfJT (conjoint analysis)1iJm~1EM~eW~~pff~JJla9~JjlZ9

a9gHl~l5t EHll~~m~a9~LI$sectU~IH~~~a9 lZ91rt fJg~$~J][JE2dj[iU~0 0

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fflIE5(g~H(orthogonal design)ftUJE~-B-7tfJTa9l3-B-~ ~IDJ1sect-n7t tI4ijOOAamp~~

J31JUa9M~Ma9~m~~a9~JjlZ9a911oogt~lB m~~fJM~IUJ~~1E~0

mM~RW~~~pound~a9~JJllZ9 m~1GD7G~-B-7tfJTfJg1EM~IUJrgfl( Customer Relationship Management CRM) ~Wsect~il1a9~ 0

[Abstract]

This research deploys conjoint analysis to measure the extent of preferences of lottery

customers on the key attributes of Sports Lottery which they would use in deciding their

purchases The purchase criteria adopted by each customer are different from each other

Effective marketing strategies can be formulated if the utilities of the respective purchase

criteria are known Through focus group discussion the various attributes (Le Customer

Relationship Product Variety Purchase Method Winning Odds and Winning Prizes

Contribution to the Community and Distribution Network) that the lottery customers would

use in their purchases are determined With these attributes a conjoint input form is

developed through orthogonal design The respondents are requested to rate each profile

developed from the orthogonal design process and the findings can be used to determine the

preference choices of various customer segments The key findings reveal that Customer

Relationship is the most important attribute when customer decide for their purchases This

study suggests that conjoint analysis can be used to explore insightful information in

Customer Relationship Management

Key words Sports Lottery lottery customers conjoint analysis marketing strategies

orthogonal design Customer Relationship Management

269

~tJRIjlIill1liU~bullbullbulliIf~mbull rl JI I bull ~ Instituto Poli~ de Macau China Center for Lottery Studies(CCLS) Peking University Macao Polytechnic Institute

m7JOO1f3pound~~0~$~ ~~$Viq1iffM1IffifB3t~ Conference Proceedings

The 6th International Conference on Gaming Industry and Public Welfare

2009

t~ Organisers

it~~cp ~0tnt5f~~~liff~JT China Center for Lottery Studies (CCLS) Peking University

yen~r~fJI~~ Macao Polytechnic Institute

ti~tz~~liff~cpJ Gaming Teaching and Research Centre

~ Co-Organisers

cpyenABfD~Mlampfft)~Jlampf4~liff~JT

Institute for Fiscal Science Ministry ofFinance Peoples Republic of China

yen~r~jjjplusmnitIfF~ Instituto de AC9ao Social

~rlJtzW~wif~ Education and Youth Affairs Bureau

BMM Compliance

yen~r~ti~liff~~it The Macau Gaming Research Association (MGRA)

yenMMW Event Coordinator

~rHI ~~x1t(it~)~~amp0PJ Zizhou International Co Ltd

[fi1iij~]

m~fIJYfH~-B-7tfJT (conjoint analysis)1iJm~1EM~eW~~pff~JJla9~JjlZ9

a9gHl~l5t EHll~~m~a9~LI$sectU~IH~~~a9 lZ91rt fJg~$~J][JE2dj[iU~0 0

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fflIE5(g~H(orthogonal design)ftUJE~-B-7tfJTa9l3-B-~ ~IDJ1sect-n7t tI4ijOOAamp~~

J31JUa9M~Ma9~m~~a9~JjlZ9a911oogt~lB m~~fJM~IUJ~~1E~0

mM~RW~~~pound~a9~JJllZ9 m~1GD7G~-B-7tfJTfJg1EM~IUJrgfl( Customer Relationship Management CRM) ~Wsect~il1a9~ 0

[Abstract]

This research deploys conjoint analysis to measure the extent of preferences of lottery

customers on the key attributes of Sports Lottery which they would use in deciding their

purchases The purchase criteria adopted by each customer are different from each other

Effective marketing strategies can be formulated if the utilities of the respective purchase

criteria are known Through focus group discussion the various attributes (Le Customer

Relationship Product Variety Purchase Method Winning Odds and Winning Prizes

Contribution to the Community and Distribution Network) that the lottery customers would

use in their purchases are determined With these attributes a conjoint input form is

developed through orthogonal design The respondents are requested to rate each profile

developed from the orthogonal design process and the findings can be used to determine the

preference choices of various customer segments The key findings reveal that Customer

Relationship is the most important attribute when customer decide for their purchases This

study suggests that conjoint analysis can be used to explore insightful information in

Customer Relationship Management

Key words Sports Lottery lottery customers conjoint analysis marketing strategies

orthogonal design Customer Relationship Management

269

~tJRIjlIill1liU~bullbullbulliIf~mbull rl JI I bull ~ Instituto Poli~ de Macau China Center for Lottery Studies(CCLS) Peking University Macao Polytechnic Institute

m7JOO1f3pound~~0~$~ ~~$Viq1iffM1IffifB3t~ Conference Proceedings

The 6th International Conference on Gaming Industry and Public Welfare

2009

t~ Organisers

it~~cp ~0tnt5f~~~liff~JT China Center for Lottery Studies (CCLS) Peking University

yen~r~fJI~~ Macao Polytechnic Institute

ti~tz~~liff~cpJ Gaming Teaching and Research Centre

~ Co-Organisers

cpyenABfD~Mlampfft)~Jlampf4~liff~JT

Institute for Fiscal Science Ministry ofFinance Peoples Republic of China

yen~r~jjjplusmnitIfF~ Instituto de AC9ao Social

~rlJtzW~wif~ Education and Youth Affairs Bureau

BMM Compliance

yen~r~ti~liff~~it The Macau Gaming Research Association (MGRA)

yenMMW Event Coordinator

~rHI ~~x1t(it~)~~amp0PJ Zizhou International Co Ltd

~tJRIjlIill1liU~bullbullbulliIf~mbull rl JI I bull ~ Instituto Poli~ de Macau China Center for Lottery Studies(CCLS) Peking University Macao Polytechnic Institute

m7JOO1f3pound~~0~$~ ~~$Viq1iffM1IffifB3t~ Conference Proceedings

The 6th International Conference on Gaming Industry and Public Welfare

2009

t~ Organisers

it~~cp ~0tnt5f~~~liff~JT China Center for Lottery Studies (CCLS) Peking University

yen~r~fJI~~ Macao Polytechnic Institute

ti~tz~~liff~cpJ Gaming Teaching and Research Centre

~ Co-Organisers

cpyenABfD~Mlampfft)~Jlampf4~liff~JT

Institute for Fiscal Science Ministry ofFinance Peoples Republic of China

yen~r~jjjplusmnitIfF~ Instituto de AC9ao Social

~rlJtzW~wif~ Education and Youth Affairs Bureau

BMM Compliance

yen~r~ti~liff~~it The Macau Gaming Research Association (MGRA)

yenMMW Event Coordinator

~rHI ~~x1t(it~)~~amp0PJ Zizhou International Co Ltd

m7JOO1f3pound~~0~$~ ~~$Viq1iffM1IffifB3t~ Conference Proceedings

The 6th International Conference on Gaming Industry and Public Welfare

2009

t~ Organisers

it~~cp ~0tnt5f~~~liff~JT China Center for Lottery Studies (CCLS) Peking University

yen~r~fJI~~ Macao Polytechnic Institute

ti~tz~~liff~cpJ Gaming Teaching and Research Centre

~ Co-Organisers

cpyenABfD~Mlampfft)~Jlampf4~liff~JT

Institute for Fiscal Science Ministry ofFinance Peoples Republic of China

yen~r~jjjplusmnitIfF~ Instituto de AC9ao Social

~rlJtzW~wif~ Education and Youth Affairs Bureau

BMM Compliance

yen~r~ti~liff~~it The Macau Gaming Research Association (MGRA)

yenMMW Event Coordinator

~rHI ~~x1t(it~)~~amp0PJ Zizhou International Co Ltd